When we won their business in 2000, Jabra was a small player in the headset industry with less than 1% of the global market and no presence at all in UK and EMEA. Within 5 years Jabra had grown to become the world’s best selling brand of Bluetooth headsets.
Our Campaigns for Jabra
From the outset it was clear that with Jabra’s modest budget we were never going to be able to compete head to head with the market leaders in above the line advertising. So we looked at their market and concentrated our efforts where they had the greatest effect on sales and market penetration – supporting resellers; distributors and retailers – concentrating our marketing effort where it counted, Standing Out where the decision to buy was made.
By focusing on what Jabra’s resellers needed we delivered them new sales opportunities not merely new products.
We made sure that these new sales opportunities were properly launched their features and benefits clearly understood by retailers who were given the training and tools to sell effectively to the end user groups they were targeted at. Included in the toolkits of sales material was our evocative lifestyle photography, which the trade enthusiastically adopted to represent the ‘live life hand’s free’ concept we devised as part of Jabra’s brand identity.
Within 5 years Jabra became the world’s market leader in Bluetooth headsets.
By winning the hearts and minds of the resellers Jabra was able to punch well above its weight wherever the buying decision was made – in store, online or in buyers’ guides. Jabra’s presence in the market became pre-eminent with virtually no above the line advertising spend.