By spokesman | July 26, 2010
Radio Shack spent a significant amount of money to sponsor a professional cycling team, but I don’t think that they maximized the advertising benefit of it during the Tour De France. There was very little tie in with their stores. The picture below shows a Radio Shack near my house during the Tour. There was no indication of their cycling team or the Tour De France. There are no posters that can be seen from outside the store. They should have had a contest related to the tour so they could drive traffic into the stores and get e-mails of potential customers. While they did have an ad campaign featuring Lance Armstrong as their “chief mobility officer” they could have done much more. As a minimum, they could have sold yellow Livestrong wrist bands at the stores.
Radio Shack Store with nothing related to the Tour De France
Sunglass Hut Store with large Lance Armstrong displays
A company that did a better job is Sunglass Hut. As can be seen from the above photo, they had large Lance Armstrong posters and a display of Livestrong frames that could easily be seen from outside the store. The posters and display were set up during the tour to draw people into the store. Radio Shack could learn a few things from Sunglass Hut.