Intuit Inc. (Nasdaq: INTU) has launched a multi-million dollar brand advertising campaign to educate taxpayers on the benefits of using TurboTax® software. The commercials, which begin airing this week, are created around the theme "Taxes Made Easy. Taxes Done Right." The 30-second network and cable television and radio spots focus on ease of use and accuracy, two main concerns of consumers considering using tax preparation software.
Last year, the company tested similar ads and saw a measurable lift in retail sales in those markets.
"We know that once people understand the benefits of TurboTax and how it works, they are far more likely to buy the product," said Rick Jensen, vice president of Intuit's consumer tax division. "This brand ad campaign, the first of its kind for TurboTax, is one of our major strategies for customer acquisition and growth."
Four different radio spots are tailored to target segments of potential TurboTax customers including families with children and younger males.
Consumers can see the TV ads in primetime on ABC, CBS and NBC on shows such as "The West Wing", "60 Minutes" and "NYPD Blue", as well as during national network morning shows and nightly news programs. The ads also will run on cable networks including Bravo, the History Channel and TBS. The ads also can be viewed at www.turbotax.com.
TurboTax products for 2003 are now available at retail stores nationwide including Staples, Costco, Office Depot, Office Max, Best Buy, CompUSA, Circuit City, Fry's, SAM'S CLUB, Wal-Mart, Target, Amazon.com, Safeway and Albertson's.
