I know a family friend who runs a dry cleaning business and since the very beginning he has never done anything like banner, flyers, business cards and the likes. He does not even make use of the internet to market his business and he feels these things do not matter cause he has customers. Personally i doubt a business can ever succeed without advertising cause though he has not done any of this, but he has used words of mouth to tell most persons about his business, which is also considered as a means of advertising as well.