Yeah, you can do it 2 ways really.
Start small and build, I think this is the best way.
You get a lyal following, and word of mouth then becomes your helper. Make it small and personal, stay in touch with all the people that go to the night when it is this smell, develope a relationship and do little extra things to thank them for supporting you, free CD`s etc.
The other way, is to do a 2 room thing, and have house in one room and techno in the other, and hope some of the house crowd amble into the techno room.
Not the best way, but it can work.