Download SONIC Rolls Out Solution for Enabling Consistent Brand Execution

Success Story:
SONIC Rolls Out Solution for Enabling Consistent Brand Execution
With approximately 3,500 drive-ins nationwide and more
than a million customers served every day, SONIC has
established itself as a leading purveyor of the classic drive-in
experience. With a history that goes back to the 1950s,
customers at every SONIC Drive-In can still enjoy being served
by a smiling carhop, often on roller skates, that
brings orders right to the car. SONIC’s innovative
marketing continues to be instrumental to
the company’s ongoing success.
Today, SONIC’s online storefront includes the following items:
Merchandizing elements, including virtually all
promotional and display items such as hardware,
wall posters, bag stickers and golf balls
All
The Challenge
While SONIC’s corporate marketing
team directed all national and many
local marketing programs, other local
marketing efforts were managed by
franchise owners and managers.
File under: Marketing Asset
Management
Enabled by: Saepio
corporate
advertisements,
including some that can be
customized
according
to
regional or store-specific
needs
Customizable bag stuffers
SONIC expects the user base of its
marketing storefront to expand to
over 5,000 users.
Many stores had long-established
Submitted: January 2011
While the software affords local stores
vendor relationships and found it cheaper
the
flexibility they need to tailor marketing
or more expedient to develop resources
vehicles
to their specific needs, SONIC’s
tailored to their specific locales; however, the
corporate
marketing
group can also constrain
corporate brand suffered through inconsistent
such
things
as
fonts,
colors,
logo
placement and more to
execution when these ad-hoc efforts were of poor quality.
ensure a high level of quality and brand consistency.
Not only were the corporate resources not fully leveraged,
but the stores were spending significant time and money to
develop their own deliverables in addition to those that
existed. Ultimately, this resulted in profits not being
optimized for the enterprise.
“Now we can create a consistent look and feel for
deliverables that people would otherwise be creating from
scratch,” said Lane Fields, SONIC’s Local Store Marketing and
Marketing Calendar Manager.
The Results
With the new marketing asset management software,
SONIC’s stores save time because they don’t have to reinvent
the wheel each time they want a new marketing piece. If a
user needs an ad today, they can print it out and have it to
hand out tomorrow, rather than waiting a month to get it
developed and produced.
SONIC is now able to provide corporate, franchise, and store
level marketers with a single system that streamlines
marketing asset development and delivery. With the new
software in place, SONIC can provide a centralized,
convenient place to access virtually all the resources a store
may need for its marketing efforts.
SONIC has realized significant cost reductions by minimizing
time spent at the franchise level on ad hoc, one-off marketing
deliverables, and associated agency expense. Not only can
stores produce more, and more effective, marketing
deliverables, but the company benefits from more consistent
brand execution across the board.
The Solution
To foster greater marketing success at the store level, SONIC
deployed a leading marketing asset management solution.
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