Local shops in Connecticut have to engage on a fairly direct basis. While some large retailers pour all of their money into large media outlets like television and radio, marketing for a local mom & pop shop has to be savvier, smaller, and more focused on the direct needs and interests of locals.
Local owners can print creative fliers that are uniquely focused on people in the community simply by having their own Xerox copy machine in the shop. One of these color copiers can very quickly make a locally focused advertisement that looks good and costs you a fraction of the cost of a professional printing job. And since you are avoiding the costs associated with having a professional printing service make the flier, you can change things day-to-day on a whim.
Making the most out of a marketing budget, if a marketing budget even exists, is vitally important to a small business. Having the means to create your own mailers, coupons and circulars is an easy way to keep potentially pricey work in-house. Having complete control over your direct marketing will help your company stay focused on customers and bring in new ones.