We recently developed a campaign for client JAY-K Lumber, featuring local celebrity handyman and JAY-K Lumber mascot Jack O’Trade. Jack has been featured in our traditional marketing for JAY-K for years, but it was time to take him online. This summer Jack was given his own Facebook page and he tweets almost daily. As well, he lives at jay-k.com answering questions consumers have on home improvement or any other life problem they may have.

We created a compelling reason for consumers to go to JAY-K’s website, allowing for them to ask any question they would like, home improvement or otherwise. We added value, by showcasing JAY-K’s knowledgeable and helpful employees, and made sure it was interactive and fun for the consumer. Plus there were prizes. Everybody loves free stuff. Don’t lie. You know you do.

This continued to solidify JAY-K’s position as the local home improvement retailer of choice due to their expertise and knowledgeable staff.

In addition, through the awesome power of the web, Lumbermens Merchandising Corporation (LMC) a regional co-op buying group for lumber dealers in the Northeast, picked up on the campaign and featured it in their on-line newsletter.
Check it out.

A while back we discussed JAY-K’s Jack O’Trade, a mannequin dressed as a JAY-K Associate, the unofficial mascot from their wildly popular billboards. A campaign concept developed by ad agency Romanelli for JAY-K.

Well, Jack is back in action with a great new job: answering people’s questions. He’s showing up again on billboards, print ads and social media sites like Facebook and Twitter, helping make consumers’ homes a better place to live in every way by answering any questions homeowners or contractors have about home improvements and products.   Their Associate experts are being represented by Jack, and he’s already growing in popularity online and in social media communities.

Anyone can submit questions, as many as they’d like, online at BetterAskJack.com, a landing page created just for this promotion. Jack responds with an individual email answer to each one. A number of them will even be published on JAY-K’s website, along with Jack’s answers. As an added bonus, JAY-K will be giving out free “BetterAskJack” t-shirts, each with a custom printed message about how Jack helped solve that person’s problem, every week to five randomly-chosen questioners. The conversation, and the fun, have grown with Jack, and JAY-K, at the center of attention.

Jack’s latest Tweet:
“betteraskjack: Today at JAY-K we’re having free lunch from 11 – 2p.m. and featuring Mohawk Hardwood Flooring discounts of 10% if you purchase today.”

Related Links:
http://romanelli.com/1stdraft/2009/05/27/having-problems-at-home-better-ask-jack/
http://www.betteraskjack.com/jackmail.php
http://www.jay-k.com
http://twitter.com/betteraskjack