Beef jerky is a good example of products not suited to broad-based television advertising, which is why the family owned Jack Link\u2019s brand opts for more precise audience targeting.<\/p>\n
\u201cFor us, it goes back to the simplicity of understanding the consumers really well,\u201d says the company\u2019s VP of Brand Marketing, Tim Goldsmid. \u201cAs a small advertiser company, we have to do that better than larger companies. We don\u2019t have the scale.\u201d<\/p>\n
Smaller brands \u201cneed to be very clear about what it is you want to accomplish, and then once you\u2019ve got your media plan together or your plan of attack, you want to make sure you\u2019re measuring and learning,\u201d Goldsmid explains in this video interview with Beet.TV taped last week at the Cadent & one2one Media UpFront event<\/a>.<\/p>\n Jack Link\u2019s identifies specific needs and then matches up the appropriate consumer targets with the most appropriate media channels. \u201cWe do a lot of measurement and read on the back side and then scale from there. So we have a lot of little tests going on to see how we can connect with consumers and then move it forward from there,\u201d says Goldsmid.<\/p>\n If the chosen medium is TV, Jack Link\u2019s will shoot \u201cmultiple amounts of content and then we\u2019ll optimize and get feedback. We have a partner that can tell us which spots or which creative is running, whether it be digital or TV, and then we optimize from there.\u201d<\/p>\n One of the brand\u2019s partners is Cadent<\/a> \u201cbecause they bring a solution that allows us to be much more efficient in the marketplace that we couldn\u2019t get if we weren\u2019t working with a partner like them. If we were going straight to networks.\u201d<\/p>\n By working with Cadent, Jack Link\u2019s<\/a> is able to localize because Cadent buys media on the local level and offers \u201cdifferent solutions and products that allow us to go into different markets.\u201d<\/p>\n