Dealer Pride 1998 - MicroCenter's Course Through PC Retailing
You don't see a lot of ad circulars from them in the newspaper. No screaming commercials. No performers in large stuff animal suits to drum up business.
Yet, walk into one of their 13 locations (plans for four more are on the drawing board), and invariably, the place is at least half full of customers, ranging from first-time computer buyers to do-it yourselfers in to pick up a new board, cable or add-on.
MicroCenter has the best kind of advertising: word of mouth, which is pretty much how the business began to grow from its first store in Columbus, Ohio, which opened in 1977 at the dawn of the personal computing era.