After filing for bankruptcy, RadioShack became subject to scores of media obituaries, long articles recalling the glorious years of the consumer electronics pioneer and its slow but steady decline over the past decade.
But RadioShack isn’t dead. After the sale of 1,743 stores out of bankruptcy to a unit of the Standard General hedge fund, the iconic retailer is making a new effort at survival.
First step: Remind consumers that you’re still around.
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In recent weeks, the company has posted new promotional videos on YouTube starring comedians Orlando Jones and Carlos Mencia, tied to the slogan #RadioShackisBack.
The Jones spot opens with the former MADtv star driving around, bemoaning the fact that his favorite store has closed. Then he sees that RadioShack is still open and enters a store to find a flash mob dancing to a Latin beat.
“The Shack is back. And that’s a fact. Get your game on track. Go to the Shack.”
“When you never left, how can you come back? When you’re the king, ain’t no need to answer that.”
Via email, a company spokesman said the videos are part of a social media campaign “intended to reengage our customer base and remind people that we are still open in an engaging and fun format.” The company developed the campaign with WhoSay, which works with celebrities and brands to reach fans.
Most of the remaining RadioShack stores are being co-branded with Sprint. Last week, the wireless carrier said it will roll out Sprint stores inside the RadioShack locations through the end of the year.
Business owner honored
Brian Pierce, owner of Brian Pierce Marketing, is the 2015 recipient of the Silver Medal Award, presented annually by the American Advertising Federation Fort Worth chapter.
“For decades, he’s helped companies and advertising agencies around the Metroplex elevate their work with award-winning copy that intrigues, delights, inspires and excites,” the club said.
The Silver Medal Award was established in 1959 to recognize outstanding leadership in the community, creative ability, and contributions to the club as well as the general advancement of advertising.
Pierce will receive the award at a luncheon Wednesday at Joe T. Garcia's The Hut, 2201 N. Commerce St.
Felts Oil Sales sold
Abilene-based Western Marketing recently bought Felts Oil Sales, a 42-year-old family-owned Fort Worth-based oil distributor.
“We have no doubt that WMI is the best choice to carry this mission forward and to continue providing superior service to our automotive and heavy-duty fleet customers” said Phillip Hall, Felts CEO. “All of our employees received job offers.”
Mike Miller, Western Marketing’s president and CEO, said the merger will mean better service for DFW customers. It opened an office serving Dallas-Fort Worth in March 2014.
Felts was an authorized distributor of Castrol, Valvoline and Safety-Kleen lubricants.
Western Marketing is a multibranded lubricant distributor serving customers across seven states with an emphasis on truck fleets, agricultural, automotive repair shops, car dealerships, gas engine oil users, manufacturing plants and wind turbine sectors.
Andrea Ahles, 817-390-7631
Sandra Baker, 817-390-7727
Steve Kaskovich, 817-390-7773