The company utilizes a mix of: regional radio stations, primarily country music channels; television spots to create awareness in new markets and occasionally help support grand openings of new stores; direct mail; email, social media and event sponsorships.

Net advertising spending (MM)$24.7$22.0$11.5$11.3$7.1
Net advertising spending growth12.3%91.3%1.8%59.2%54.3%
Net advertising spending % of total revenues3.9%3.9%2.9%3.3%3.0%