RadioShack Corporation | Company Profile, Marketing Contacts, Media Spend, Brands
RadioShack, headquartered in Fort Worth, TX, sells audio and video equipment, wireless and conventional telephones, computers. The company also sells other items such as ports, gadgets and business-to-business retail support services all through company and dealer stores located in the U.S., Mexico and Canada and wireless kiosks.
RadioShack Corporation ContactsContacts (3)
|Nick C.||Chief Creative Officer||TX|
Sample of Associated Brands
|Kim T.||Senior Manager, Community Relations||TX|
|Gina H.||Manager, Media Services||TX|
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Digital, Social, In-Store Opps: RadioShack launches first product line from Nick Cannon
Subject: Digital, online, social media, public relations (PR), experiential, sponsorship, communications
Company: Winmo), long-struggling electronics chain with about 1,700 stores, down from the 4,000 it had before filing for bankruptcy.
Opportunity: Guys, Radio Shack is trying its best to prove it’s the little engine that could. Last summer, it named a new CMO (more here). Now RS has announced the launch of NCREDIBLE, the first line of products produced in collaboration with “celebrity” chief creative officer Nick Cannon. The line features headphones, DJ and music creation products and additional learning products meant to “advance and foster” creativity.
Apparently, the theme of the launch is “Turn Down the Violence, Turn Up the Sound” and is meant to convey the essence of the brand – youth empowerment and community. As a part of his role as chief creative officer, Cannon will also help RS grow its educational and S.T.E.M. range, as well as curate the in-store programming through music and events. RS’s recently has put more emphasis on their position as the “neighborhood” electronics store, so pitch strategies that re-attract millennials who grew up with the brand. Center your pitch on high ROI paid and earned digital, social and PR ideas as the CMO leads this improbable comeback. Note that Cannon said the chain “never stopped being cool,” and who better to trust about coolness than Nick Cannon, amirite?
Sellers – RS’s spend in 2015 was far below that of 2014, but with a new CMO and creative partnership in place, advertising should rise again. Digital sellers should definitely reach out now for potential dollars, while TV sellers will likely have more luck in the back half of the year.
Creative and media had been at Omnicom's Vulnerable Account Index.
Media Spend: It shouldn't come as a shock, but Kantar Media reports that RS's spend has dropped dramatically for measured media from 2014 t0 2015. Through Q3 2015, RS spent only $2.1 million compared to $36.9 spent for the same period in 2014.
TV Breakdown: Per iSpot, RS only spent $268,000 on national TV ads in 2015 (see breakdown right) – down from $16.5 million in 2014 (keep in mind, however, that this figure includes an 80s-themed Super Bowl ad). See charts for 2014 channel/show targeting.
Since the company is going for a “neighborhood” feel moving forward, don't be surprised if the target demographic in 2016 is similar to that of 2014 – winning back existing tech savvy customers is likely a huge priority.
Digital Breakdown: According to Moat, RS ran 160 display ads on 3,220 publishers (2% mobile). Top ad destinations included whosay.com, makezine.com, instructables.com and gametrailers.com (14% of these were placed site direct versus programmatic).
Last year, 23 high impact ads were also run. This is a pretty big decrease from 2014, when 472 display ads and 136 high impact ads were run on 5,754 publishers (3% mobile).
300 Trinity Campus
Fort Worth, TX 76102
Chief Marketing Officer
Vice President, Marketing Operations
Mobile: (602) 418-1402