Sometimes (okay, lots of times) you see a commercial for a new product and wonder what “they” were thinking. All you can say is “wow.” (Or maybe, “shamwow.”) We’ll talk about some of those in another post.
But other times, the premise is so simple and logical, it’s a thing of beauty. I’d like to offer as evidence those new “Torpedo” subs from Quiznos.
Here’s the Marketing 101 through Quiznos’ eyes, and I don’t even have to work for them to see it. Fact #1: Quiznos subs tend to be a little pricier than others, especially Subway’s “$5 foot long” that is fast becoming a legend of jingle-dom. So we lose on price during tough economic times. Fact #2: consumers in this mobile, hyperactive society find those tightly-wrapped burgers much easier to eat in the car or on the run than sub sandwiches with all those fresh ingredients to fall out!
The solution? Le’ts make a thinner version of a sub that we can sell for less — less, even, than the Subway offering. And while we’re at it, let’s make it uniquely portable, so it can be a more customer-friendly burger alternative. Finally, to make that point, we’ll launch a campaign using ads, the Web and social marketing to show people eating Torpedoes in interesting locations or situations in all 50 states– complete with a contest in which consumers can win big prizes by making their own similar videos.
Their commercials and promotions won’t win any creative awards, but they do a great job of presenting the desirable aspects of a smart new product. That, as they say, “ain’t all bad.”
Those new Torpedoes may not sink Subway, but they should help keep Quiznos afloat nicely through an economic storm.