On Friday, January 16th Circuit City liquidated their assets despite efforts to turn the company around during bankruptcy. However, while the final months of Circuit City may have ended in demise, it was not from lack of spirit and effort led by interum CEO Mr. Jim Marcum. I would like to take a moment to highlight the marketing lessons we can take from the final 3 months of this company.
Social Marketing efforts
Circuit City attempted to create a groundswell using forums such as Facebook and letters to convince it’s customers of their rededication to the customer. A facebook group called ‘I bleed Red 4U’ encouraged employees to create videos and write posts where they could express their dedication to the cause. Creating positive buzz is key for both successful and struggling companies.
Search Engine Marketing
Circuit City created a FAQ sheet to answer important consumer questions following the bankruptcy such as what happened to gift cards and warrenties. Not only was this placed front and center on the homepage, but Circuit City bought several branded bankruptcy terms such as ‘Circuit City Bankruptcy’ and landed their customers on that FAQ page. This behavior sought to make customers feel comfortable in the midst of a weary holiday season.
Branding
Circuit City continued to run it’s quirky holiday commercials throughout the season despite the news of their bankruptcy. Furthermore, Mr. Jim Marcum wrote a personal note which was sent out in an e-mail blast and a letter which was featured on the back cover of one of their November tabs. This new organization understood the importance of keeping their brand at the top of the customer mind while customers were tightening their belts this season. Their attempts to rebrand the company may have never come to fruition, but the honesty of Marcum’s note indicated that he could have made some headway on this if given the opportunity.
Unfortunately, their were defeated by an overwhelmingly large economic crisis and, quite simply, time. If some of these efforts and renewed enthusiasm for company success would have been implemented perhaps a year earlier, Circuit City stores may still be around today. It is too late for a turn around for this 60 year old company, but fortunately, my brand new digital camera made possible by liquidation prices will help me remember their legacy with every click 
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