The company relies primarily on favorable word-of-mouth publicity rather than traditional marketing activities. Most of the marketing budget is spent on in-store merchandising-related activities, including promotional signage and events such as classes, tours, cooking demonstrations, product samplings and other seasonal events, as well as in-store signage, a weekly electronic newsletter and the website.
|Net advertising spending (MM)||$8.0||$5.8||$4.3||$3.8||$2.7|
|Net advertising spending growth||38.7%||35.8%||11.4%||44.3%||52.7%|
|Net advertising spending % of total revenues||0.4%||0.3%||0.3%||0.3%||0.2%|