[opendtv] Re: 20060117 Mark's (Almost) Monday Memo

  • From: "Manfredi, Albert E" <albert.e.manfredi@xxxxxxxxxx>
  • To: <opendtv@xxxxxxxxxxxxx>
  • Date: Wed, 18 Jan 2006 10:19:25 -0500

Craig Birkmaier wrote:

> Given all of the things that Radio Shack sells, and
> the fact that many companies offer co-op ad
> incentives to promote their products, what makes you
> believe it would be profitable for RS to advertise DTV
> receivers versus other products with significantly
> greater sales potential?

I don't think I was saying anything strange, Craig. I
thought it was drop dead obvious that a product that
customers don't know about won't sell.

Radio Shack sells items that are advertized by others,
such as their DBS systems and cell phones. And they
sell items that have been on the market for a long time,
which require no advertizing (batteries, cables,
connectors, antennas). But this new specialty item could
easily be promoted on OTA TV, where the potential
customers are, either by Radio Shack or by Humax. Had
the box sold more rapidly, they might not have needed a
close-out sale, eh?

What was the lesson from the Berlin DTT transition?

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