RadioShack’s Holiday Irrelevance
This Holiday season expect to see a lot of RadioShack advertising. Kieran Hannon, RadioShack’s vp of marketing and brand communication, had the following to say regarding RadioShack’s heavy-up Holiday advertising blitz …
“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]
Hmm, I’m not sure RadioShack gets it. It being … it’s not what you do during the 6-weeks leading up to Christmas that makes a business relevant. It’s what you do during the 46-weeks leading up to the Holidays that makes a business relevant.
If you are expecting a multi-million/multi-dimensional Holiday advertising blitz to make a brand relevant, then you should expect to fail. Businesses and brands are not made with heavy-up Holiday advertising. They are made with all the everyday marketing and business activities done in the many months before Christmas comes.