Learning approaches and principles used by Jack’s Link on their website Jack’s Link has used several learning approaches and principles on their website to teach consumers the health aspects of their beef jerky. They have created exciting brand personalities which they use to target different personalities with their core message of healthy benefits of the products. The website has a specially designed section called the “Who are you?”
page. On this page, they have developed several personality types which they use to target specific consumer segments with the products that best suit them and that are likely to interest them hence create awareness of the different offerings. Jack’s Link has been able to teach consumers the health aspects of their beef jerky effectively by properly segmenting and targeting their communication on their different products to specific groups/ segments of the community.
This has created new demand for their products from new, non-traditional beef jerky markets most specifically the health conscious female segment and mothers with children. Through the use of the website, they have been able to position beef jerky as a main stream snack and a healthy alternative to other salty snacks.
Brand Personality Dimensions Jack’s Link has created brand personality dimensions based on sport/adventure analogies for example there is the enthusiast, the health nut and the adventure seeker. By using these exciting brand personalities, they are able to effectively market their beef jerky products by creating buzz and excitement around their brand in ways that other traditional beef jerky producers have not explored in the past.
This has led to consumers re-appraising beef jerky and specifically their brands and thus they have been able to gain considerable market share in the beef jerky market and the larger salty snacks market as a whole.
Tactics to establish Brand Personality Jack’s Link has used several tactics to establish their brand personality and bring it to life in ways that it resonates with their target market and they are able to relate to the brand at both a functional and emotional level. They have developed a campaign named ‘feed your wild side’ which is also the theme of their website.
They have also developed commercials which are quirky and targeted at the youth which is a segment they have identified as a key driver for growth in this segment and one which hasn’t been adequately exploited. Each of the profiles that they have created on their website represents a specific segment of the market and they make sure that they target all their communication to each of the six different profiles. This has enabled them to cut through the clutter in the market and also avoid the one size fits all kind of reasoning.
Attitude change strategy Jack’s Link has embarked on a strategy to change consumer perceptions and beliefs regarding beef jerky, its target consumer and its profile as a healthy snack. Traditionally beef jerky has been considered a man’s snack but they are now targeting the youth as well as women via their communication in terms of commercials and their campaign.
They have been able to successfully change this perception and it is more widely accepted by the youth as well as women and children. Jack’s Link has been able to package beef jerky as healthy by showing evidence of this and helped it gain popularity.