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Sonic Corporation | Company Profile, Marketing Contacts, Media Spend, Brands




Sonic Corporation is a nationally operating fast food restaurant chain with a 50's drive-in theme. The company's headquarters are based out of Oklahoma City, OK.

Main Telephone (405) 225-5000
Main Fax (405) 280-7696
Primary Address
300 Johnny Bench Drive
Oklahoma City, OK 73104
USA

Sonic Corporation Contacts

Contacts (5/21)
Name Title State
Clifford H. Chairman & Chief Executive Officer OK
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (405) 225-5000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 300 Johnny Bench Drive
Oklahoma City, OK
73104
USA

Todd S. President OK
John B. Executive Vice President & Chief Development & Strategy Officer OK
Andrew R. Senior Vice President, Business Planning & Purchasing OK
Edward S. Senior Vice President, Field Services - West Region OK

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Sonic Corporation *********

Agency Relationships


Brand Agency Service From To
***** *********** ******* cause marketing & public relations 1994 present
***** *********** ***** ******* **************, ***. multicultural 2004 present
***** *********** ***** ********* ******* creative 2010 present
***** *********** *************** AOR - media buying & planning 2010 present
***** *********** ******, *********** & ******** AOR - creative 2011 present

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DailyVista

Score 54 – Close Watch: Sonic Drive-In moving more budget to digital


 

Subject: Digital, social media, online, TV, radio, outdoor, Hispanic media, multicultural, sponsorship

Company:  Sonic, the nation's largest drive-in restaurant chain, with 3,500 locations.

Opportunity: Moving budget in fiscal years 2015-2017 from TV towards non-TV digital media and integrated customer engagement (ICE) initiatives. This is huge because Sonic is currently a relatively small digital spender, with a budget that historically has skewed heavily towards nationwide cable. But, digital spending is going up big time and, by fiscal 2017, it should become a substantial part of the marketing mix.

We’ve reported on this impending shift for some time (research

Note that former chief brand officer James O’Reilly left Sonic earlier this year to become CEO at Long John Silver’s (research Goodby has been creative AOR since 2011), well past the 2-3 year average tenure. These variables, among others, take Sonic from Future Possibility to Close Watch status in our agency new business predictive platform.

Additional Insight

Media Spend: Sonic spent $162.3 million on measured media last year, down from $210.6 million in 2013. Almost all of 2014′s budget went to TV ads and the remaining 3% was composed mostly of radio, outdoor and display. 

Digital Shakeup: Since fall 2013, Sonic has conducted digital ROI tests to see what best engages/drives traffic with new and current customers (research Sonic's new point of personalized service (POPS). Currently, about 900 stores have POPS capabilities and SoLoMo spending should continue to increase substantially year-over-year as more stores add POPS functionality.

POPS, designed to increase customer loyalty, adds targeted messaging and customized promotions via social media and mobile technology to the local marketing mix. The idea with POPS is to drive traffic all day – not just during lunch and dinner – and drive higher ROI across the on-lot and off-lot focused ICE strategy. 

Digital Spending Breakdown: Since January, 41 display ads have run with 150 publishers (3% mobile), 81% of which was placed directly, as opposed to by ad networks or exchanges. Desktop display activity has largely been with entertainment publishers. Sites reporting the most activity include spike.com, history.com, univision.com and mylifetime.com. Mobile display activity has been even across portal, entertainment, sports and media publishers.

In comparison, over the same period last year Sonic ran 41 ads but only with 29 publishers (10% mobile), 23% of which were placed directly. Desktop display activity skewed more towards finance (franchisee focused ads) and local publishers, but mobile mirrors this year’s strategy. 

TV Spending Breakdown: Since January, $111.6 million has gone to national TV ads (see targeting above), down from $122 million last year. 

 Sonic Corporation
300 Johnny Bench Dr.
Oklahoma City, OK 73104
(405) 225-5000

Todd Smith
Chief Marketing Officer
(405) 225-5000
todd.smith@sonicdrivein.com

Ryan Scharffenberger
Digital Marketing Manager
(405) 225-5000
ryan.scharffenberger@sonicdrivein.com