|What Was Radio Shack Thinking?
By: Len Kornblau
Radio Shack spent $4 million on media plus production costs for a very cool Super Bowl ad to remind us they are still in business.
A day later they announced they were closing 500 stores.
Why didn't the Super Bowl spot just announce a Going Out of Business at 500 locations?
That would have been more noteworthy than a retro spot.
It certainly would have generated some business, not to mention awareness.
You close units to save money. Why not save $4 million more and not look foolish?
Or announce the closings one week sooner and use the Super Bowl ad to say, “Hey, we’re still in business!”
It’s amazing to think that some six or seven figure salaried genius made this decision.
Many of us who are unemployed or underemployed would love to have had the chance to do that right.
Len Kornblau (@ProfessorAdwiz on Twitter) is an advertising and marketing pro who has taught at universities and excelled at field marketing and account service.
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