RadioShack introduces new brand positioning
Fort Worth, Texas – RadioShack is introducing a new brand positioning, including the motto, "It Can Be Done, When We Do It Together." The company said the new positioning highlights the brand’s ability to collaborate with consumers to help them discover what is possible through technology.
RadioShack will debut a new integrated marketing campaign in early February based on the motto, as well as on the competitive differentiation provided by RadioShack store associates, and supported by what the company says is extensive consumer research. The marketing plan includes TV, radio, print, digital, social and in-store executions, created with a how-to perspective in mind and placed to reach and engage a very tech-forward audience. This RadioShack creative is the first to debut from new advertising and media partner, Austin, Texas-based GSD&M.
"RadioShack is realigning our brand around our core purpose, which goes beyond our great product assortment and price match guarantee,” said Joe Magnacca, CEO of RadioShack. “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. This new approach gives us an internal rallying cry to motivate our team of almost 30,000 associates to go the extra mile for our customers as we continue to make progress with our turnaround plan."
Study: Super Bowl to generate $210 million of direct spending in N.Y., N.J.
New York — Direct spending in New York and New Jersey by the National Football League (NFL), businesses, visitors, and media on area lodging, transportation, food and beverage, entertainment, business services, and other hospitality and tourism activities related to Super Bowl XLVIII is expected to total more than $210 million. This estimate is based on a proprietary analysis that considers characteristics unique to this year’s event such as the participating teams, attributes of the New York/New Jersey area, national economic conditions, and corporate and other ancillary activities.
"While a world-class destination, Super Bowl-related visitor volume and length of stay in New York/New Jersey could be mitigated by factors such as cold weather, a compressed event and activity calendar, shorter hotel minimum night requirements, and a higher proportion of local attendees, compared to traditional host markets," said Adam Jones, director, sports and tourism sector, PwC US. "Yet – barring any major weather issues impacting travel – it’s anticipated that New York/New Jersey should still yield one of the highest inflation-adjusted results for a Super Bowl, given the relative destination costs and the planned scale of Super Bowl-related events and activities."
Survey: One-third of Americans will buy new TV in 2014
Beloit, Wis. — Almost one-third of U.S., consumers (30%) plan to buy a new TV in 2014 and of those, 32% said during Super Bowl sales, while 25% said during Black Friday. A new consumer survey from FatWallet also revealed price will have the most influence on TV purchases, with more than half saying they plan to spend less than $500, while one-in-four plan to spend more than $700.
"January is one of the top two times of year to find a great deal on quality HDTV’s and home theater packages," stated Brent Shelton, FatWallet spokesperson. "January shoppers get a two-for by saving money on a big-ticket item and enhancing their viewing experience for the big game."