turbotax snaptax multi-channel mobile marketing brian hovis senior manager, digital marketing and...
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TurboTax SnapTaxMulti-Channel Mobile Marketing
Brian HovisSenior Manager, Digital Marketing and Integrated Media
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A leading provider of business and financial management solutions
Who we are
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Customer Focused
Innovation Is In Our
DNA
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Intuit Mission Statement
To be a premier innovative growth company that improves our customers’ financial lives so profoundly… they can’t
imagine going back to the old way.
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What is the Mobile Opportunity?New Technology Platform
Opportunity to Delight New Customers
New Marketing Challenge
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TurboTax Mobile Portfolio
TT.com TTO TaxCaster SnapTax TurboTax iPad MyTaxRefund
Web P P P
iPhone P P P P P
iPad P P P P
Android P P P P
WP7 P P
Shop Prep Status
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SnapTax Results• Far surpassed product download and usage goals• 4.5 Star Ratings (both iOS and Android)• Achieved Top 10 Ranking (overall App store)• NPS Score: 69• 66% New Users
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iPad App Results
9
• Surpassed download and product usage goals• 4 star rating• NPS: 61• 58% New Customers
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Multi-Platform Marketing Approach• Objective: Leverage TurboTax’s unique tax mobile product offering to
drive awareness and conversion for TurboTax• Strategy: Execute across multiple platforms to deliver on a single
conceptTraditional Media Content Creation
High Reach Events Social / Mobile
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Tent Pole Event: GRAMMY’s 2011 Leveraging a single Big Bet enabled us to deliver a consistent, contextually
relevant E2E experience with TurboTax SnapTax as the center piece
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What Worked/ What we learned• Consumers are delighted with the product experience• Scaling across multiple channels during the 1st peak
(late Jan through Feb) promoting SnapTax had a halo effect on the overall TurboTax brand
• Aligning many partners around One concept made the collective investment more impactful
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Thank you!
Questions?
13April 2010