Sonic 2013 Annual Report Download - page 12

Download and view the complete annual report

Please find page 12 of the 2013 Sonic annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 58

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58

the challenge
10
Here’s
Lindsey
Marketing Guru
How do you successfully grow to be a
national brand and expand into new
states and markets where, in the early
going, you won’t have the critical mass
needed to support local advertising?
At Sonic, our solution is our 20/20 media
strategy, where we shift more of our
marketing dollars into national cable
advertising. New in fiscal 2013, our
20/20 media initiative increased the
national component of our marketing
spend, making it more effective and
flexible as consumer viewing habits
continue to evolve. National cable
advertising also paves the way before
we enter a market – creating buzz if
you will – so our first drive-ins there
have a faster start, and it helps build
visibility in new, developing and core
markets. Being a national advertiser also
allows us to align with prestigious
properties, like SEC College Football and
NASCAR, to reach a desirable target
market more efficiently.
Consumers are literally bombarded
with food choices. New brands and
new options are popping up all the
time. Sonic understands today’s
consumers and is delivering the
quality, service and value that they
want. Customers are placing greater
importance on the quality of what
they eat. And while this change has
hurt competitors, Sonic has stayed
ahead of consumer trends by
offering great value on high-quality
choices. Customers expect delicious
treats like Molten Cake Sundaes at
sit-down restaurants and refreshing
iced green tea that is freshly brewed
at specialty shops, but they don’t
expect it at a fast-food place. Then
again, Sonic is not your ordinary
quick-service restaurant. Better
quality food, unexpected flavors and
friendly Carhop service all add up to
an experience that is redefining
fast food.
Meeting the Expectations of
TODAY'S CUSTOMER
Sonic’s
Advertising
Awareness
‘
12
‘
13 13
Sonic’s “Two Guys”
campaign has been rated
the most effective
advertising campaign in the
restaurant industry. It also
gives us the flexibility to
promote multiple day-parts.
46%
52%
Percentage of
people living in our
footprint who recall
Sonic advertising
when prompted.