RadioShack Touts Togetherness

Forget do it yourself. RadioShack is repositioning its brand to promote the value of “doing it together,” particularly when it comes to technology and technological solutions. 

The company in February will launch a new marketing campaign, showing how the retailer and its employees can help consumers in an increasingly complex technological world. 

“Technology is the center of everybody's lives. Your mobile device is your remote control for your life,” Jennifer Warren, chief marketing officer for RadioShack, tells Marketing Daily. “There's a real role for a brand to teach people how to get these products to work with one another.”

The new effort will launch in early February, with a campaign from Austin, Tex.,agency GSD&M that focuses on the company's employees and their know-how to bring consumers' ideas to life. One television commercial in the campaign depicts a dad coming into the store with a carriage full of sleeping babies. He explains to the store associate (silently) that he loves to watch action movies, but doesn't know how to do so without waking the children. The store employee explains (silently) that the Roku streaming device would allow the customer to plug headphones directly into the remote, thereby keeping things quiet. 

“What we heard from consumers is what we were great at is being a great enabler,” Warren says. “[The campaign] is very true to our core and what we've always been about. It builds on that foundation and the DNA of what RadioShack has always stood for in the past.”

The marketing campaign will also include radio, print, digital, social and in-store executions. The company has also embarked on improving its internal training and systems, including a social-network-type communications systems through which employees can communicate with each other to help solve customers' problems, Warren says. 

“[‘Do it together’] is a promise we can deliver on today, even if we weren't going to do anything else already,” she says. “In addition, you never want to rest on your laurels, and we're going to be launching new tools and training.”

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