Being spontaneous can be a good thing though! Like, well, I guess it doesn't apply as much, but I usually make the pets first, and then, looking at how they turned out, decide from that what kind of sale I want to do. It also helps to analyze how the shop has been doing. If your raffles never seem to sell tickets, but people are always entering like crazy for a flatsale you might consider doing more flatsales and cutting back on raffles. If that makes sense.
As for the advertising thing, the concept is pretty much totally different, but I do get the occasional roleplayer through my shop. I'd be happy to affiliate heart
Making an advertising contest, with some kind of prize, is also a good way to get people to help spread the word. Having something in it for them adds motivation. Dunno what to suggest for a 'prize' though. But it's an idea.