March (PDF) - GN Store Nord

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Jabra is taking a new approach in its marketing in 2006, making greater use of PR, product placement and opinion makers. TV-stars Kiefer Sutherland of “24”and Jennifer Garner of “Alias” and many other entertainment business notables will be making Jabra a better-known name in the US. 20 MARKETING JACK, JENNIFER AND GN Magazine 1 l 06 “With the new Jabra JX10, Jabra BT160, and Jabra BT620s headsets and the Jabra A320s Bluetooth stereo adapter in 2006, Jabra from GN Mobile will be taking a big step into new product categories. This makes it more important than ever for us to be creative and innovative in our marketing activities and in fi nding effective ways to reach – and convince – these new target groups, because we’re up against some very well-established brands on these markets,” says Heidi Adams, director of marketing for Jabra in North America. PR and Product Placement “The marketing of Jabra in 2006 will be different from our competitors’ in a number of ways. For example, we won’t be advertising very much in the mass media. Instead, we’ll be emphasizing PR activities and product placement, that is that our products will appear in a Heidi Adams is in charge of Jabra’s PR, advertising and marketing activities in North America. Before she came to Jabra in 2001, she held a number of executive positions with Sony Computer Entertainment America, where she was part of the team behind the launch of the PlayStation. number of different contexts, e.g. TV and movies. We will also be making use of social sponsorships, opinion makers and point-of-sale activities. The individual activities will support each other and together increase people’s awareness of the Jabra brand and the individual products,” Adams explains. This year, Jabra will be seen on the screen in more than ten prime-time television series in the US, e.g. in FOX’s Emmy and Golden Globe award winning “24”, with Kiefer Sutherland in the leading role as Jack Bauer, and the popular CBS series “Alias” starring Jennifer Garner. Jabra will also appear in several nationwide TV shows like ESPN2’s “Mobile Gadgets” which presents the latest cell phone and mobile music products, and the HBO series “Entourage”, recently nominated in two Golden Globe and three Emmy categories. Jabra also wants to be visible at events broadcast on television and at music awards shows such as the MTV Music Awards. Opinion Makers The Jabra Brand will also be part of a long string of events at retailers, among others a special designer clothing event at Bloomingdale’s in New York City sponsored by Men’s Health, one of the fastest-growing American magazines for men. At events like this, Jabra will come into direct contact with a highly attractive group of active consumers who are interested in technology
JABRA and have a great deal of purchasing power, and who are important opinion makers as well. Over the years, GN Mobile has built up a network of endorsers of their products on shows on national television that inform viewers about the latest products in personal communications, electronics, music, fashion and other areas of interest. This year, GN Mobile will be expanding its involvement, with a special emphasis on shows aimed at women, young people, and music lovers. “Using celebrities from TV, fi lm, fashion and music is a good way to get attention and create interest in our products. We will be combining it with an aggressive media approach that will ensure the Jabra brand a solid foothold in the new product categories,” Adams says. New Channels Today, GN Mobile is a respected provider of innovative communications products on the mobile market. With its new Jabra BT620s Bluetooth stereo headset, Jabra is moving into the audio-stereo product category. The company’s recent partnership with Klipsch, one of the world’s leading manufacturers of quality speakers, will give Jabra products improved music reproduction, and this will allow Jabra to expand its position on the mobile music market. “Our challenge will be to obtain the same position in this category as we already have on the mobile headset market, both with consumers and retailers. This will require new sales channels, new media and new marketing initiatives. Among other things, the music world and media like MTV and American music magazines Rolling Stone and VIBE will play an even more prominent role,” Adams explains. Show Who You Are with the Jabra BT160 The Jabra BT160 is based on the concept of developing a functional, smart and fun headset. The 33 different covers available let users dress up their Jabra BT160 headset to suit their mood and personal style. With colors and patterns like red velvet, leopard, zebra and ladybug, there’s something for any style and taste. You can even make your very own cover design. The wireless Bluetooth headset weighs 16 grams; it has up to 110 hours of talk time and up to 110 hours of standby time. Jabra BT500 Wins “Best of CES” Contest The Bluetooth Specialist Interest Group (SIG), a group of leading manufacturers in the telecommunications and information technology sectors, chose the Jabra BT500 as the winner in the Headsets category in the “Best of CES” Contest. The award is given to the most innovative and user-friendly Bluetooth compatible products on the market in seven different product categories. The “Best of CES” Contest was held during the 2006 International Consumer Electronics Show (CES) in January in Las Vegas. GN Magazine 1 l 06 21
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