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Old 12-02-09, 06:07 PM   #1
Suzie Green
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Does Radio Shack sponsorship make sense to you?

I just can't see the logic behind it. We're not talking about a company that practically every American uses, like the USPS, or Discovery Channel, or 7-Eleven. I can't remember the last time I stepped into a Radio Shack store. I don't know how they justify spending the money, do they really think that advertising from this is going to profoundly enhance the business?

I'm interested in your thoughts about it!
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Old 12-02-09, 06:12 PM   #2
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Well, I think that radioshack radioshacks the radioshack pretty radioshackly. But can see how radioshack might radioshack. Radioshacked radioshacks can often radioshack if the mainstream radioshack radioshacks.

Radioshack.

www.radioshack.com
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Old 12-02-09, 06:20 PM   #3
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Originally Posted by Suzie Green View Post
I just can't see the logic behind it. We're not talking about a company that practically every American uses, like the USPS, or Discovery Channel, or 7-Eleven. I can't remember the last time I stepped into a Radio Shack store. I don't know how they justify spending the money, do they really think that advertising from this is going to profoundly enhance the business?

I'm interested in your thoughts about it!
RadioShack has more retail stores (6,000) than almost any other chain in the US (excluding fast food and gas stations). They quote a statistic that you can easily look up (I'm too lazy) -- something like 90% of all Americans live within a very short distance of a Radio Shack. (Edit: I just tried to look this up, and they now say, "All most every American lives within a few minutes of a RadioShack;" in the past I think they used to cite a specific number).

If I had to guess, I'd say more people live close to a Radio Shack than watch Discovery Channel, and I believe they probably have more stores in more states than 7-11.

In any case, I'm sure they ran the numbers. I don't lie awake nights worried that they didn't do the math on this.

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Old 12-02-09, 06:24 PM   #4
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Guess I'm OK with it. Does everyone wear Columbia apparel? Use Garmin electronics? To me Radio Shack is a store and brand that you have known about all your life. Many kids had a Radioshack "50 in 1" electronics kit or maybe walkie talkies from Radio Shack. I'm like you in that I have been in a Radio Shack store 3 times maybe in the last 10 years. But I like that an American iconic company is supporting cycling. Maybe I will visit them more now! And maybe that is part of their strategy- appeal to a certain segment of the population- I'm sure their marketing folks have thought this out- dont think they would do it if they didnt think they would get a return on the investment. Aligning yourself with Lance Armstrong has got to be a big part of this for them too- without Lance, I'm sure they would have no interest. I just hope RS outfits Lance & the team in cooler looking duds than Astana!....Steve
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Old 12-02-09, 06:29 PM   #5
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RadioShack has more retail stores than almost any other chain in the US (excluding fast food and gas stations). They quote a statistic that you can easily look up (I'm too lazy) -- something like 90% of All American live within a very short distance of a Radio Shack. (Sorry, I can't remember the exact stat, but it's pretty impressive).
I'm not doubing that a bit. In fact there is a Radio Shack real near to me, along side a Burger King...but that doesn't mean I patronize either one (I don't). But I sure don't see the traffic at RS compared to a lot of other places. I rarely see anyone in the store, and I go by it every day. Oh I'm sure the pencil pushers did their math...I'm just surprised that they are on board as a sponsor. If you had asked me to make a pick before they announced their involvement, I wouldn't have listed RS in the top 50 of US corporations who were willing to do this.
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Old 12-02-09, 06:34 PM   #6
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When I (rarely) go into a Radio Shack, I find it has a lot of useful item categories,most of which I already bought elsewhere. And I think, hey next time I'll remember Radio Shack. And then I promptly forget them as soon as I leave the store.

So if the sponsorship reminds me to go there, or choose to go there among other available alternatives, good for them!
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Old 12-02-09, 06:52 PM   #7
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I read somewhere that they want to build up their business in Europe. Sponsoring a pro cycling team that will be at many European races could very well help with that.
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Old 12-02-09, 06:52 PM   #8
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I don't think your personal shopping habits have a thing to do with it. Also, why do you think the team needs to be sponsored by "a company that practically every American uses"?

Actually, I was against USPS sponsorship, simply because I don't there is a rational argument why that government organization should be spending money sponsoring any sporting team. And why should "a company that practically every American uses" need to advertise anyway? A company that is looking to expand its business base should sponsor the team, not "a company that practically every American uses" already.
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Old 12-02-09, 07:01 PM   #9
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Radio Shack

I went there 3 times last week, but I am quite the nerd. Sometimes you just need a resistor quick.
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Old 12-02-09, 07:06 PM   #10
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You clearly have a good grasp on brand marketing.

Why would you promote a brand, USPS that essentially has no competition and everyone is going to use anyway? That makes perfect sense.

Radioshack are raising their brand equity in the marketplace. The cost of sponsorship on a professional cycling team is about nil in comparison to lets say Nascar, or an ad on the Superbowl. Brand marketing generally doesn't get equated to an ROI because you can't attribute particular sales to people seeing Lance in a RadioShack Jersey.
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Old 12-02-09, 08:56 PM   #11
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Old 12-02-09, 09:04 PM   #12
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Can't say I see the connection between electronics and sports as directly as say Nike. But, if they sponsor an American team, so what.. In fact post Thanksgiving shopping, I've stopped by their stores more often than in the past...
.Maybe it has something to do with some kind of sports fetish among their CEO's. ?..
Still, with all the American one day stage races- it might offer more advertising than we realize.. The team will represent Radio Shack in Europe's big races.. Are their Radio Shack's in the EU..?
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Old 12-02-09, 09:33 PM   #13
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Its a rather bizarre choice for RS, to be frank. I suppose LA had convinced them that the cycling crowd would be a commercial draw. Does RS have any plans to expand to Europe or something? I doubt cycling is that popular in the heartland, where I assume RS' core market is!
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Old 12-03-09, 12:22 AM   #14
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[QUOTE=alfonsol;10100386]Well, I think that radioshack radioshacks the radioshack pretty radioshackly. But can see how radioshack might radioshack. Radioshacked radioshacks can often radioshack if the mainstream radioshack radioshacks.

Radioshack.

Wow! Thanks for adding something completly ******** and for putting your 2 cents in.....TOOL!
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Old 12-03-09, 06:05 AM   #15
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Its got to be about the same strategy as Garmin, Discovery and Columbia - get famous in Europe to expand their market. There's always the possibility of a bit of domestic recognition as well. With 6000 stores I'd imagine that they can comfortably afford a bike team - even with Lance . Its not F1.
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Old 12-03-09, 08:54 AM   #16
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Lance did work wonders with the PR for the USPS. No reason thast won't translate here.

I'm sure Radio Shack is looking for the most bang for their advertising dollar, and with all they offer, they will likely benefit greatly.
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Old 12-03-09, 12:46 PM   #17
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Doesn't seem any worse than a sausage maker, an espresso maching company or a bakery sponsoring a team.
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Old 12-03-09, 09:22 PM   #18
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Doesn't seem any worse than a sausage maker, an espresso maching company or a bakery sponsoring a team.
or a bank, vacuum cleaner maker or plant breeder. who was the sausage maker?

ed rader
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Old 12-03-09, 10:13 PM   #19
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Garmin-TRANSITIONS
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Old 12-04-09, 04:29 AM   #20
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or a bank, vacuum cleaner maker or plant breeder. who was the sausage maker?

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Old 12-07-09, 07:17 PM   #21
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Well, I think that radioshack radioshacks the radioshack pretty radioshackly. But can see how radioshack might radioshack. Radioshacked radioshacks can often radioshack if the mainstream radioshack radioshacks.

Radioshack.
Wow! Thanks for adding something completly ******** and for putting your 2 cents in.....TOOL!
Hmm, bummer, I was shooting for cleverly satirical =-(.

What I meant to say was: The mere fact that this is being discussed is worth the money they put into it.

...RadioShack.
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Old 12-10-09, 11:38 AM   #22
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Radio Shack -- You've Got Questions; We've Got Blank Stares(tm)

There is a Radio Shack two storefronts down from our Trek store. They smoke outside, we park in front of their dumpsters; they have Lance and Trek on promotional material all over the store, we have the shirt and bike designs up on our display monitor.

I shop RS on an irregular basis--best source for power noize infrastructure, aka 1/4" cables, RCA cables, and all kinds of connectors and adapters.
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Old 12-12-09, 04:28 PM   #23
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I think it's not very easy these days to find a sponsor at the Pro Tour level given the negative press cycling has received and the current economic conditions. If it weren't for the LA/Livestrong Brand appeal I doubt this team would be in existence. It's rough out there.
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Old 12-13-09, 05:40 PM   #24
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Radio Shack has been trying to "un-Buick" themselves for a while. Flat screen TVs and such. I figure that we'll see some more hip things with "The Shack", more current or pop culture type electronics. More phone stuff, more MP3 players, those ubiquitous TVs, etc. Computers, net books maybe, whatever it takes. They'll always sell relatively high margin things (the weird adaptors and such), but they need to get more people in the door.

Think of all those Black Friday specials and ads in the papers. I don't remember any Radio Shack stuff. Maybe next year they'll be part of that craze. Maybe they'll be leaking Black Friday specials the week before Thanksgiving, getting into the news and stuff.

I think whatever they're spending, $10 or $20 million, that's not that much for a year of advertising. Beats paying 1/20th or 1/40th of that for 30 seconds during the Super Bowl and the resulting chatter for maybe a week afterwards about "the ad". In 10 years people will talk about "The Radio Shack Days".

As alfonsol pointed out, we're talking about Radio Shack. Everyone is talking about Radio Shack, even folks who can't name another bike racer in the country. That's worth something right there.

cdr
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Old 12-20-09, 08:17 PM   #25
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Well, I think that radioshack radioshacks the radioshack pretty radioshackly. But can see how radioshack might radioshack. Radioshacked radioshacks can often radioshack if the mainstream radioshack radioshacks.

Radioshack.

www.radioshack.com
ITT: Lance Armstrong.
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