Brand Strategy
In the firm belief that nothing happens without stimulating consumer demand, we at Happy Jack® have created over 2.7 million gross impressions (ads) this year aimed specifically at our target audience! Over the past 65 years Happy Jack® has offered animal health care products customers use with confidence. In marketing, when a con-sumer trusts a trade name, it is called brand loyalty. Our advertising seeks not only to stimulate consumer demand but also to reinforce the trust built over two generations of satisfied customers. In the final analysis, we are all working for the consumer.
With significant brand support that includes television, magazine, radio, newspaper, and internet advertising, we’ve worked hard to refresh our brand image with rich graphics and illustrations depicting the Happy Jack® way of life. By depicting scenes that hearken to a simpler time, our objective is to accelerate future growth. We have redesigned our website to reflect this new image.
In an effort to enhance Happy Jack® branded products, we have aligned ourselves with Joe Albee and his PBS® Emmy winning series, Carolina Outdoor JournalTM: Woody Durham, the Voice of the Tarheels and Learfield Sport Marketing®: Scott Linden’s nationally acclaimed Wingshooting USATM and our spokesman for over 10 years Rusty Faulk OutdoorsTM. Rusty’s is southern-based TV show started in South Alabama and today is broadcast throughout the USA on the Sportsman Channel.
Using state-of-the-art internet advertising, we believe our internet efforts will be the standard by which all others will be measured.
We will not neglect markets we have dominated for years. We will continue to advertise in the American Cooner, Bear Hunting, Full Cry, Gun Dog, Hounds and Hunting, Hunter’s Horn, Pointing Dog Journal, Retriever Journal, Waterfowl and Retriever Journal. These publications are not just magazines, they are journals for the latest stud information, reference manuals for field trialevents, the bibles of the sport- ing dog industry. They are not only read,they are studied, marked, and nwardly digested.
Perhaps Happy Jack®’s ability to direct consumers to individual retailers, regardless of location, using classified advertising is the most unique part of our marketing effort. The concept is simple: let the consumer be your sales person. Provide us the name and address of the retailer, we do the rest.
