RadioShack (NYSE: RSH) has a message for DIY enthusiasts: instead of doing it yourself, do it together. The retailer's new marketing campaign, "It Can Be Done, When We Do It Together," attempts to return RadioShack to its customer service roots.
The revamped marketing approach places an emphasis on RadioShack's customer service, which has long been a core tenet for the electronics retailer. Many of RadioShack's customers skew to an older age bracket and look to the store for help with gadgets, device setup and electronics troubleshooting. The new "DIT" campaign lets customers know that they can get the help they need when they walk into any RadioShack store.
RadioShack plans to get the word out via ads on TV, radio, print, digital, social media and in-store messages. The company also plans to give in-store shoppers "Did You Know" idea cards, which will offer step-by-step instructions for new products and digital services.
The "Do It Together" program is the first campaign from the company's new advertising agency, GSD&M. The campaign is the latest move in a massive turnaround effort for the struggling retailer, which reported its seventh consecutive loss in the most recent quarter. Analysts have partly attributed the company's losses to a lack of upgraded branding to digital-savvy consumers.
-See this RadioShack press release
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