Advertising as Entertainment: Update
18Nov2005 Filed under: Marketing, Branding, Advertising, Unconventional Marketing Author: DUST!NPracticing our telepathy, John Moore (of Brand Autopsy) and I struck a similar chord on our most recent posts. Citing an Adweek article, John takes issue with RadioShack’s VP of Marketing and Brand Communication, Kieran Hannon.
“We want to entertain [consumers] and make RadioShack relevant and exciting again for people to shop at. We have high awareness, but not high relevance. People don’t realize the depth and breadth of products we have.” [SOURCE: Adweek | Nov. 7 | pg.6. Emphasis mine.
John says, “If you are expecting a multi-million/multi-dimensional Holiday advertising blitz to make a brand relevant, then you should expect to fail.”
And that’s all I have to say about that.
4 Responses to “Advertising as Entertainment: Update”
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Brad Respess
November 22nd, 2005 at 6:03 pm
Business moves need to be developing, long-term strategies. Near-sighted decisions may yield near-term success but will often fall short of expectations in the long run.
think jose
November 22nd, 2005 at 8:36 pm
“We want to entertain [consumers] and make RadioShack relevant and exciting again for people to shop at.”
In other words we can’t change who we are to be dramtically different so we will just get 2 hot blondes, 6 singing reindeer, and a cute elf with a mobile phone to tell people we really are different.
Hey it works for uhhhhh… no I guess it doesn’t work.
-thanks for the great read Dustin.
Jose
Meyer Friedman
December 8th, 2005 at 12:25 pm
Your observations are like trying to read a book by its cover. Visit a RadioShack store and spend some time reviewing the different things it’s been doing to change its approach to the store environment, product assortment, training AND marketing. Then you’ll see that the holiday ad campaign is simply an extension of the things RadioShack is doing to make itself more than the top destination for batteries and accessories. iPod, Skype, Cingular, Sprint/Nextel, Sony anyone??
DUST!N
December 8th, 2005 at 3:09 pm
Thanks Meyer. I’ll do just that. There’s a Radio Shack just down the road from me.
Though sometimes you HAVE TO judge a book by it’s cover. It’s the author and publisher’s responsibility to create a cover which will communicate the contents of the book effectively. We don’t have time to read them all before deciding which one’s to buy. The article in question points pretty strongly to advertising as each merchant’s answer to driving sales. Hannon’s quote doesn’t do anything to indicate otherwise.
I’ll take a lookie-lookie at my local store and report back my findings. If the advertising is truly an EXTENSION of the business model… then more power to ‘em!