Increased sales while lowering total marketing costs using digital advertising for T-Mobile inbound telesales channel
Retail - Telecommunications
Challenge: Acquisition cost was too high
Ten years ago, Cobalto helped T-Mobile, previously Suncom Wireless, open a new, more efficient channel to promote wireless sales by phone. Then, Cobalto helped generate hot leads for this inbound telemarketing center using pre-approved direct mail offers. After 10 years, and a shrinking Puerto Rico population, credit bureau lists were fatigued for prospects with good credit and high likelihood to purchase.
These offers were no longer generating acceptable costs per acquisition. Cost per lead and cost per call were too high.
Solution: Digital advertising that converts to a sale
In April 2016, Cobalto helped T-Mobile implement a digital marketing pilot. Using the same testing discipline and “champion-challenger” strategies that had been successful in traditional mail, Cobalto identified the best strategies including ad types, offers and audiences that would optimize lead generation and conversion for these inbound calls. Cobalto increased the digital investment slowly to find the right level that would optimize cost per conversion.
Copy and Artwork development
Media placement and buying
Result: Massive increase in lines and total marketing savings
In the last 12-month period after the pilot was launched, T-Mobile has saved $1.5 million dollars and has increased its monthly volume by almost 500%.
Telesales in Puerto Rico was recognized as a success story by T-Mobile Telesales in the United States and other Puerto Rico retail channels.