I realized along time ago, being in a micro niche industry, that we could not effectively advertise our products through common channels. An ad during the Superbowl ™ was not going to happen. We tried a few trade magazines which were ok but ultimately one conclusion was reached. Our only chance to communicate with our customers is when the product is in their hands. It became mission number one that every product be a positive experience for many years for each of our customers. Our tools are our marketing. Making them great is our Superbowl ™ commercial. ​