Mike Blumenthal has a fascinating interview with an SMB marketer in which he discusses print yellow pages, Google Maps, tracking coupons and very positive opinions about Merchant Circle:
I advertise based on the times. If it is slow, I advertise more. Our average customer count is 15 per day so traffic is very important to us.
I always use coupons in my advertising and I never repeat the same coupon in more than one source. I always know exactly where it comes from. I have run newspaper ads on in-store promos and never had coupons redeemd. We rarely saw a coupon, there was amost zero redemption so we cut back newspaper adverts substantially.
We gather email addresses very aggressively. We try to get emails from everyone coming into the store. I email our customer base 1-2 times per week. I am always running a promotion. For example if I have overstock I will put the item on sale. We also do a lot of classes so once per week, I send out links to our web site calendar.
We change the website daily and use Google Analytics to track visits.
You can read the rest of the interview here.