How has the advertising been going and why do you not advertise in the ValPak mailer?
The advertising market has been an experience to say the least. I have chosen to advertise in areas that none of the local stores have tried before, so we will see if the risks pay off or not. We advertise at the Scotts Valley theater, cross-market with the Boulder Creek Country Club restaurant (Ironwoods), place ads in the Valley Post, this website and local theater plays. The 2nd part of the question has been very frustrating. Customers would love to get coupons via that mailer, but Video 9 managed to negotiate a deal with ValPak when I opened that allowed only that store to advertise with them – so other video stores in the Valley cannot place ads now. I obviously do not agree with that philosophy and welcome competition.
