T-Mobile (NASDAQ: TMUS) has taken a non-traditional path to success.
The wireless carrier has routinely taken on bigger, better-capitalized competitors, and still managed to succeed. That’s a skill it’s not easy to master, nor is it easy to share with other entrepreneurs and business leaders, but the company has come up with an interesting way to attempt that.
T-Mobile has entered into a multi-year partnership with Marcus Lemonis, host of CNBC’s The Profit. On the show, the serial entrepreneur works to help people running failing businesses find a way to turn things around. Under the deal, Lemomis will produce events across the country focused on coaching entrepreneurs about how to grow their businesses. The mobile phone company and the TV host/entrepreneur will also launch a video series called “Whiteboard Wednesdays.”
Why is T-Mobile doing this?
For T-Mobile, this relationship is about giving added value to its business customers, and attracting new companies to its plans. It’s also a chance to associate its brand with a TV star whose maverick personality and drive to succeed are in alignment with CEO John Legere’s image.
“As America’s Un-carrier, we know a thing or two about how to compete – and win – against much bigger competitors with deeper pockets, just like most entrepreneurs in America do every day,” said Legere in a press release. “With Marcus’ expertise and insights, we’ll help our @Work customers punch above their weight even more than they already do.”
In the new Whiteboard Wednesdays, Lemonis will share advice on topics of interest to entrepreneurs, including best practices in marketing, social media and managing cash flow. “My focus and passion is working with entrepreneurs to give them the tools to succeed,” said Lemonis.
Smart business
T-Mobile introduced its business pricing plan, T-Mobile @Work in March 2015. The program, which the company says has doubled its business customer base, works a lot like the company’s consumer plans offering flat-rate pricing with no overages.
Offering those business customers a perk like access to events with Lemonis simply follows what the carrier does with its non-business users in giving them more than just wireless service. This is a smart association that builds T-Mobile’s brand in a logical way, by linking it to a successful business leader who — like the Un-Carrier — has a reputation for taking a non-traditional approach to getting things done.
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Daniel Kline has no position in any stocks mentioned.
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