T-Mobile, one of the nation’s largest mobile service network providers, has experienced major success in the past couple years due in large part to a brand relaunch in 2013. It is now known as America’s “Uncarrier”— a title that has disrupted the wireless communications industry with a bold statement and stance against competitors and most importantly, fits the needs of today’s mobile device consumers.
The company began with 33 million customers in 2013 when it rebranded and today, has 55 million and counting. T-mobile’s position of standing up for every US wireless consumer by calling out regular industry practices that are wrong and then providing the better alternative has made the brand reach complete success. With its daring mission, the Uncarrier is able to give customers benefits they really care about when it comes to mobile service such as eliminating annual service contracts, free data when roaming internationally and rollover of unused data.
There are key strategies revolving around social media and millennial appeal that have made T-Mobile unstoppable and a pioneer amongst its competitors. The brand was named the second-most socially devoted global brand in a study from Social Bakers because of an 86% response rate via social media accounts. It has truly tapped into social media as a go-to platform for consumer brand participation and user engagement.
As part of their continual Uncarrier campaign, T-Mobile has encouraged potential customers to “break up” with their current carriers by offering to pay for their contract cancellation fees and even help users customize a break-up letter to share via Facebook app. This is the type of user-generated content that is invaluable to both a company and its customers because of high engagement and retention rate potential. Over 80,000 breakup letters were posted, further fueling more visibility and triumph for the overall campaign.
T-Mobile also knows how to leverage its social media outlets to promote new partnering devices. The brand often rounds up its digital followers in enticing device launches, garnering participation in contests to win free gadgets such as the Galaxy Note 4.
Yet another way the company has forged a deeper consumer relationship is in its display of genuine interest and trust in their audience. The company takes to their social media followers and community, the biggest fans of the brand, to find their future work force, inviting them to apply for job opportunities at T-Mobile.
The common congruence to this mass appeal to T-Mobile is the goal towards freedom—freedom to voice consumer opinions through social media and freedom to have an unrestrictive carrier that puts no limits on the endless possibilities of life. This is the millennial mindset, and coincidentally and not so coincidentally, the millennial demographic happens to be the main target of users that use and need to be connected at all times whether it’s social media, messaging, calling, emailing or video chatting—and that’s where T-Mobile comes in.
T-mobile’s momentum is nowhere near stopping or slowing down. This past first quarter of 2015 marked the business’ eighth-consecutive quarter in which it gained more than a million users. It also generated $7.8 billion in total revenue for Q1, marking a 13.1% rise year-over-year. The strategy of connection and reach through social media interaction and the integral aspect that calls for their customers to partake in the banter in order to make it work, is what will sustain the growth and continue to solidify T-Mobile as the leader that’ll conquer the telecommunications industry in the long run.
from Darlene Milligan http://ift.tt/1g4QLeI via social media marketing services
from Tumblr http://ift.tt/1ImlfVz
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