I was encouraged to here Brian Weber say he wishes he could have given more money for being a sponser. I was worried he might be giving all our profits away to his buddies in the racing world. Sounded like he put thought into where he puts money into advertising and what is most effective. i.e. They have found giving samples out at Walmarts is an effective to attract customers.
my take away was that the form of advertising and promotion is comparable to the sales at this level. When (not if) sales ramp up to the next level, say 20-30 annually, IMO, the marketing may shift from in Walmart sampling to a different type of marketing. Further when sales get to 100M, then TV or national advertising. BW is open to what works and changes to adapt to the sales.