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.

20162015201420132012
Net advertising spending (MM)$22.0$11.5$11.3$7.1$4.6
Net advertising spending growth91.3%1.8%59.2%54.3%N/A
Net advertising spending % of total revenues3.9%2.9%3.3%3.0%2.7%