After a dwindling 40k group, we have started a narrative campaign. The winner of each week, expands the narrative, picks the points, and rules for the next week. It has been a lot of fun, tends to make people think fluffy. One week we had 6 people, with 1000 pts each, no vehicles, no alliances to each other, play for a relic, which involved boarding 6ftx4ft ship. It was a lot of fun.
Discounts help to get loyal customers, especially on league nights.