This article is by Paul Talbot, president of Southport Harbor, a boutique copywriting and marketing strategy consultancy.
In the wreckage of RadioShack, strewn among all the unsold batteries, USB cables, and radar detectors, we’re left with a handful of marketing truths, truths RadioShack ignored on its descent into bankruptcy.
Never Assume Business Strategy and Marketing Strategy Are Aligned
Bad marketing and bankruptcy are familiar stable mates. RadioShack marketing was bad because it failed to support business strategy.
If you listened in on the December 11, 2014 earnings call, you heard everything you needed to know about RadioShack’s marketing meltdown.
CEO Joseph C. Magnacca came across as misguided and misinformed. He told analysts RadioShack was revamping its marketing for “a more targeted spend.”
But significant elements of RadioShack’s media campaign were anything but targeted…
