A Little Oomph

Intuit

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Task

To drive upgrades amongst laggards with very old versions of QuickBooks accounting software, purchased before 2006. This audience had been contacted with an upgrade message numerous times before by email and telephone, and were considered dead prospects. This was a last ditch attempt to shake them out of their lethargy.

Insight

Despite numerous upgrade offers, the perception amongst this audience is still that the current product is ‘good enough’ and that it’s financially not worth upgrading.

Solution

We turned product features into benefits, and engaged with humour, poking fun at their archaic software. We then segmented and tested the audience with 3 strong messages through direct mail and emails to shake them from their inertia.

Results

Within a fortnight the campaign had generated 379 sales with a 3:1 net ROI and a 38% conversion rate from response to sale, prompting the client to scale up the activity to their entire customer base.

“I can honestly say that Agency are the best at building my brand and generating the maximum return from my marketing budgets.”

Sharon Davidson
Senior Marketing Manager
Intuit UK

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