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Jabra Headsets Case Study

March 01, 2011


Jabra chose to work with TMC (News - Alert) to build an Online Community for a number of reasons: they had already been working with TMC on other advertising campaigns, and heard that some of their main competitors already had Online Communities on TMCnet. When they were given the facts about how these Communities perform, and how they could benefit from owning one, the decision to sign-up was easy; Jabra (News - Alert) “didn’t want to miss out by not being where everyone else is, ” states Karl Bateson, Channel Marketing Manager for Jabra Headsets.  Plus, they liked that TMC could provide hard statistics about the high numbers of content, visitors, and hits the site would get for the amount they were paying.

The “Pass for Cash” Campaign

The Headsets Community page received over 600,000 page views with over 100,000 unique visitors in just 2 months. This was largely as a result of the “Pass for Cash” campaign they launched exclusively through their Community. From this campaign alone, Jabra experienced a “$500k increase in revenue as a direct result from the campaign and its promotions across TMCnet,” says Karl. Not only did the promotion lead to increased revenue, but a very strong increase in brand name visibility.  Jabra recommends this type of campaign for other community customers.

Lessons-Learned about Managing Leads from Campaigns

Jabra has learned that managing lead qualification takes a combined effort from TMC and Jabra: Jabra found that an internal process needed to be put in place to rank leads that come in from the Community promotion, and determine outreach based on a detailed ranking scale- which they recommend for other Community owners. “We are optimistic as to the amount of leads TMC can generate for us, and how to turn them into eventual sales,” Karl states. Jabra also places a strong emphasis on continuing outreach with TMC to provide company updates and content ideas, and learn the very latest successful practices being implemented by other Community owners.

To visit the Headset Community, click here.

To have your Online Community featured in a future newsletter, contact Anna Ritchie, Product Manager of Online Communities, at [email protected]


About TMCnet Online Communities

TMCnet Online Communities are news-generated, content-rich portals that position your company as the leading “go-to resource” for your industry group. TMC has been building Online Communities for over 10 years, and continues to be the market leader at developing these successful communities for our customers.  To learn more about the TMCnet Online Community program, please contact Anna Ritchie [email protected] or call 203-852-6800 x 107. You can also visit us online at

Anna Ritchie is product manager for TMC's Online Community Program. Previously, she worked as a change and communications practitioner for a global consulting firm, and as a freelance marketing and communications specialist. She received her master's degree in English from Seton Hall University and her bachelor's degree in English from Loyola University.

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