Directmarketing

This project required the creation of a new concept for converting QuickBooks Online Edition trailers into active users. This piece was tested against the incumbent User Guide, which was more technical in nature. Our concept was based on the idea of spoon-feeding the prospect to entice him/her to engage with the product on the spot, removing the natural inclination to procrastinate. The creative approach focused on overcoming the customers’ perception that engaging with the product would be a time-consuming enterprise. By breaking the start-up session into short quantifiable bites, each promising a tangible degree of value to the prospect, we were able to increase the conversion percentage over the earlier guide creative. Mancini Creative developed all concept, copy, graphic design and mechanical files.