HARMAN Luxury Update
JBL Specialty Audio –
More Products & More Exposure
by Dave Tovissi
Vice President and General Manager, HARMAN Luxury Audio
On December 15th, Harman Luxury Audio successfully migrated all JBL branded loudspeakers and electronics from the jblsynthesis.com site to the very popular jbl.com site.
This move reinforced our commitment to showcasing our products and our dealers to more consumers. This move was made possible by creating a new landing page for these products on the broader website. The new landing page URL is https://www.jbl.com/specialtyaudio
For months, we worked to match the same look and feel as you will find on our Mark Levinson website, to develop our new home for JBL products on the jbl.com site. It was important that we had a dedicated landing page for our products to allow consumers to recognize that the products we are designing and manufacturing were vastly different than the mainstream line of portable products and headphones being assorted on the jbl.com site.
There were several key factors that we considered in relocating our products to jbl.com. First and foremost was the amount of traffic and eyeballs the site receives monthly. With over one million visitors per month, we felt that there was no better way to expose our products to consumers who are looking for JBL branded products. Secondly, we wanted to focus the jblsynthesis.com site strictly on the products and services associated with our immersive audio portfolio. Lastly, we wanted a better way for consumers to register their product and communicate with our customer service representatives.
Let’s take a closer look at our new landing page. As you will see when you first land on the site, we are providing visitors to this site reasons why Specialty Audio products are different than the rest of the website’s assortment. Starting today, we will start referencing Specialty Audio in all Press Releases and Marketing collateral.
To help visitors to the site better understand the difference between Specialty Audio and other Consumer Audio products, the new landing page is designed to educate consumers on the legacy of the brand and the many patented technologies we employ in our products. For over 75 years now, JBL products have been providing exceptional musical experiences across the globe.
Visitors to the site will be able to explore our product portfolio by category or series. We wanted to make it easier for interested consumers to find what they were looking for quicker. For example, if someone is specifically looking for a JBL Classic loudspeaker, they can simply navigate to these products by clicking the Explore by Series tab on the landing site. However, if the visitor wants to view all the bookshelf loudspeakers, he/she can click the Explore by Category tab and view the many options of bookshelf loudspeakers.
The new landing page also provides interested consumers with the latest news and product reviews of our products and a more robust dealer locator that connects consumers with dealers nearby. It’s important that we have your company’s contact information if you want to let customers know that you are a JBL Specialty Audio reseller. Please contact your Harman Luxury Audio sales manager to determine what information is needed to be listed in our Dealer Locator.
For those individuals that are looking for Specialty Audio products and found themselves landing on the JBL Synthesis website we have a carousel banner with links to the new landing page. By the way, with the migration of all Specialty Audio products away from jblsynthesis.com, we will be launching a new design of that website in early January.
We are interested in hearing your thoughts about the repositioning of Harman Luxury Audio’s JBL branded products to Specialty Audio and our decision to relocate these products from the jblsynthesis.com website. Please send me your thoughts about this or anything else that is on your mind to firstname.lastname@example.org