The company primarily utilizes public relations to generate "earned media" story placement in local, regional and national media, as well as a loyalty program, email and social media.

20162015201420132012
Net advertising spending (MM)$13.3$11.7$10.8$10.1$9.1
Net advertising spending growth13.7%8.3%6.9%11.0%7.1%
Net advertising spending % of total revenues0.7%0.6%0.7%0.7%0.7%