Business

January 27, 2014

RadioShack’s new marketing campaign: Do It Together

The brand positioning campaign, done by Austin-based GSD&M, will emphasize that customers can get help with technology problems at RadioShack stores.

RadioShack is launching an advertising and marketing campaign revolving around the notion that consumers can get help for their technology needs at its thousands of consumer electronics stores.

“It Can Be Done, When We Do It Together” draws on RadioShack’s history as the go-to store for knowledge and expertise in bringing an idea to reality, the company said. It renews a theme evoked by the “You’ve Got Questions, We’ve Got Answers” slogan used by RadioShack a decade ago.

The “Do It Together” brand campaign will stress collaboration between the consumer and its associates, the Fort Worth-based company said Monday.

“RadioShack is realigning our brand around our core purpose, which goes beyond our great product assortment and price match guarantee,” CEO Joe Magnacca said in a statement. “RadioShack helps consumers find the products they need to connect and power their lives. More importantly, RadioShack can help create technology-based solutions that make anything possible.”

The campaign was designed by advertising giant GSD&M of Austin, RadioShack hired last fall. It will be rolled out in February and includes TV, print, radio, digital, social media and in-store ads.

Jennifer Warren, RadioShack’s senior vice president and chief marketing officer, said a ton of research was done with customers to create the campaign. She said it reflects the role RadioShack feels it can play in filling the gap of a customer’s needs and getting it done. The company wants consumers to know that they can get the help they need when they walk into any RadioShack store, she said.

“This campaign is about our people,” Warren said.

RadioShack’s most recent brand campaign, “RadioShack: Let’s Play,” was launched last year to establish its stores as a “neighborhood technology playground” and was done as the retailer began opening concept stores that make it easier for consumers to shop.

“Our store associates are talented and passionate about helping customers,” Magnacca said. “They provide a true differentiation point and advantage for RadioShack. We want to make sure our consumers recognize that RadioShack is their close-to-home tech resource.”

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