turbotax snaptax
DESCRIPTION
TRANSCRIPT
TurboTax SnapTaxMulti-Channel Mobile Marketing
Brian HovisSenior Manager, Digital Marketing and Integrated Media
A leading provider of business and financial management solutions
Who 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.
What is the Mobile Opportunity?New Technology Platform
Opportunity to Delight New Customers
New Marketing Challenge
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
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