The company focuses on a local neighborhood approach to drive traffic, including live music, community events and fundraisers, which are promoted through social media, public relations, in-shop materials and local support. The company also uses radio, outdoor media, targeted email and social media.

20162015201420132012
Net advertising spending (MM)$2.2$2.9$2.2$1.6$1.8
Net advertising spending growth-24.1%31.8%37.5%-11.1%-25.0%
Net advertising spending % of total revenues0.5%0.8%0.7%0.5%0.7%