turbotax snaptax multi-channel mobile marketing

TurboTax SnapTaxMulti-Channel Mobile Marketing

Brian HovisSenior Manager, Digital Marketing and Integrated Media

A leading provider of business and financial management solutionsWho we are

Customer Focused

Innovation Is In Our

DNA

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.

Why did we do it?

What is the Mobile Opportunity?New Technology Platform Opportunity to Delight New

CustomersNew Marketing Challenge

TurboTax Mobile Portfolio

TT.com TTO TaxCaster SnapTax TurboTax iPad MyTaxRefund

Web P P PiPhone P P P P PiPad P P P PAndroid P P P PWP7 P P

Shop Prep Status

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

iPad App Results

9

• Surpassed download and product usage goals• 4 star rating• NPS: 61• 58% New Customers

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

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

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

Thank you!

Questions?

13April 2010