Habor Mobile Case Study (3)
1
HARBOR Harbor Mobile Turns 1 and Celebrates Success! Harbor Mobile Turns 1 and Celebrates Success! HarborMobile.com a digital Authorized T-Mobile Business reseller located in Elizabeth, NJ launched May 2014. When Harbor first launched they had to think lean and mean. Harbor decided to stick to their guns and dedicated their entire start-up marketing budget to Social Media Marketing. PinkCilantro has been with Harbor Mobile since 2014 launch and is the sole driving force behind 1000's of lines being sold to businesses. Social media marketing is the only outreach they have ever done and PinkCilantro is the only company they've ever used. Harbor Welcomed PinkCilantro to the Team upon 2014 Launch B2B Social Media Marketing on a shoestring budget The catch in the process was that they are an authorized "business" reseller. Per their deal with T-Mobile, they are only able to sell to business owners and/or people that will be using their line primarily for business purposes. Signing up is not the easiest process and this also made targeting a bit of a challenge. The deal they offer on phone service is great, but not everyone can have it and mobile communications are such a key component of today's businesses that we had to find the right people and also build the trust neces- sary for them to rely on an unheard of company. There was a lot of skepticism. Who is this company? Why can they offer this deal? And why should I trust my business with them? Through consistent messaging and design, we were able to build a brand from scratch that people trust. Maybe more important though is the responsiveness and friendly and professional manner in which we handled every question customers and potential customers had about the service. Harbor Mobile is very much customer service centric and by working very closely with them (we have no access to billing/activation/etc), we were able to create a system of customer response that built a bond between client and provider. Finding the right target market was, and is, a case in both the challenges and advantages of social media marketing. Almost instantaneous data and feedback allowed us to try out several different messages to several different groups and to fine-tune our approaches. We could target several groups at once with several different messages and segment the audience to get the most for our efforts. It's almost like digging for gold. You search and try new things, each time learning more, and then once you find a hot spot you are ready to dig and get the most out of each opportunity. Harbor Mobile operated on a shoestring budget at first. They had no customers and no money for paid advertising. We had to put in the effort everyday to build their following through one-to-one online interactions. Whether that was sifting through spam and bot accounts on Twitter to find and follow actual people or doing relevant searches to find people talking about the right keywords at the right time. HARBOR 4000 3000 2000 1000 0 W e s t a r t e d w i t h 0 Facebook: 10,252 + Twitter: 4,192 14,444 Website Clicks Combined 14,444 HARBOR Prepared By: www.pinkcilantro.com
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Transcript of Habor Mobile Case Study (3)
HARBOR
Harbor Mobile Turns 1 and
Celebrates Success!
Harbor Mobile Turns 1 and
Celebrates Success!
HarborMobile.com a digital Authorized T-Mobile Business reseller located in Elizabeth, NJ launched May 2014. When Harbor first launched they had to
think lean and mean. Harbor decided to stick to their guns and dedicated their entire start-up marketing budget to Social Media Marketing.
PinkCilantro has been with Harbor Mobile since 2014 launch and is the sole driving force behind 1000's of lines being sold to businesses. Social media marketing is the only outreach they have ever done and PinkCilantro is the
only company they've ever used.
Harbor Welcomed
PinkCilantro to the Team upon 2014 Launch
B2B Social Media Marketing
on a shoestring
budget
The catch in the process was that they are an authorized "business" reseller. Per their deal with T-Mobile, they are only able to sell to business owners
and/or people that will be using their line primarily for business purposes.
Signing up is not the easiest process and this also made targeting a bit of a
challenge. The deal they offer on phone service is great, but not everyone can
have it and mobile communications are such a key component of today's
businesses that we had to find the right people and also build the trust neces-
sary for them to rely on an unheard of company. There was a lot of skepticism.
Who is this company? Why can they offer this deal? And why should I trust
my business with them?
Through consistent messaging and design, we were able to build a brand from scratch that people trust. Maybe more important though is the responsiveness and friendly and professional manner in which we handled every
question customers and potential customers had about the service. Harbor Mobile is very much customer service centric and by working very closely with them (we have no access to billing/activation/etc), we were
able to create a system of customer response that built a bond between client and provider.
Finding the right target market was, and is, a case in both the challenges and advantages of social media marketing. Almost instantaneous data and feedback allowed us to try out several different messages to
several different groups and to fine-tune our approaches. We could target several groups at once with several
different messages and segment the audience to get the most for our efforts. It's almost like digging for gold. You search and try new things, each time learning more, and then once you find a hot spot you are ready to dig and
get the most out of each opportunity.
Harbor Mobile operated on a shoestring budget at first. They had no customers and no money for paid advertising. We had to put in the effort everyday to build their following through one-to-one online interactions.
Whether that was sifting through spam and bot accounts on Twitter to find and follow actual people or doing relevant searches to find people talking about the right keywords at the right time.
HARBOR
4000
3000
2000
1000
0
We started with 0
Facebook: 10,252 + Twitter: 4,192
14,444Website Clicks Combined
14,444
HARBOR
Prepared By:www.pinkcilantro.com
