Wednesday, June 17, 2009

Why all the Sonic commercials?

You've seen the commercials a million times. Two goofballs are riding in a car and one makes a bad pun. "It's no normal breakfast.. its like a breakfeast!". Hilarity ensues. Now you're hungry and ready to head off to the closest Sonic's. The problem: google maps says the nearest Sonic's is 50 miles from where you live! why?

Pre-market saturation. There's no Sonic's near you now but the idea is that there will be. A couple reasons come to mind on why they are using this strategy:

  1. Advertising is cheap enough - they aren't losing a ridiculous amount of money
  2. There's a natural human tendency to want what they can't have. The commercials are meant to stir up interest, and combine that with a lack of availability causes people to desire it more.
  3. The best advertising is word of mouth - you want people to talk about your product and pass the word along. Everytime I watch a Sonic's commercial with a group of people someone points out the fact that the nearest Sonic's is miles away. This is good.

In-n-out used a similar marketing campaign which was highly successful. Don't be surprised when theres finally a Sonic's near you!