Date post: | 13-Jan-2015 |
Category: |
Marketing |
Upload: | morgan-quinn |
View: | 629 times |
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DELIVERING AWESOME
MORGAN QUINN, MINT.COM MANAGING EDITOR
CONTENT DESIGN
CONTENT DESIGNAPRIL 10, 2023
@INTUITINC #BEI13
Product + Message = zzzz
One-way communication.Pushes products and services.Impersonal experience. Does not delight or add value.
Value = Education + Engagement
Two-way communication.Starts a conversation. Guides the decision-making process.Nurtures the consumer. Personalized experience.
8
8 Pushing your message to customers, selling a product, and creating content they IGNORE.
Engaging with customers, respecting their process, and creating content they LOVE.
TRADITIONAL marketing
EARNING ATTENTION PURCHASING ATTENTION
CONTENT design
CONTENT DESIGN - INFOGRAPHICS
CONFIDENTIAL 4
CONTENT DESIGN
Key Insights
Top value: Happiness
Motivation: internal feelings of comfort (aka: feeling good)
• Sharing with others in the moment
• Success/achieving goals
What matters most:
• Travel, retirement, technology, small luxury items
• Does not matter: money, fancy cars, home ownership
Content strategy:
• Must fit into their lifestyle.
• Must represent their beliefs/values to gain loyalty.
• Must create an experience that evokes emotion, must be honest, engaging, and thoughtful.
• Visual and social sharing appeal of high importance.
TARGET AUDIENCE: YOUNG MILLENNIALS (18-24)
CONFIDENTIAL 5
BUYER PERSONA
Age: 24
Income: $40-50k
Lives: Large Coastal City (rents)
Values: Happiness, sharing, diversity, discovery
Car: Ford Focus
Education: UC or recognizable university
Employment: Full-time, entry level
Interests: travel, hiking, sports, going to concerts, technology
Relationship status: In a relationship
Social media: FB, IG, TW, LI
Short-term goal: saving for a trip to Europe
Long-term goal: building an investment portfolio
Pain point: budgeting cramps his lifestyle –wants his $6 craft beer and $4 latte
MILLENNIAL MAX
CONFIDENTIAL 6
INFOGRAPHICS
Left: A Visual Guide to How Cycling Can Save You MoneyRight: The Millennial’s Guide to Asset Allocation
CONTENT DESIGN - ARTICLES
CONFIDENTIAL 8
CONTENT DESIGN
Key Insights
Top value: Independence
Motivation: Feeling in control of their decisions and lifestyle. • Poor economic foundation affects long-term decisions like marriage and home ownership.
• Feels good when they have a clear plan with actionable steps and pre-defined goals.
What matters most:• Travel, retirement, technology, diversity, equality.
• Does not matter: religion, government, marriage
Content strategy:• Must show how product/service adds value to their lifestyle.
• Needs positive reinforcing messages.
• Must create an experience that evokes emotion, must be honest, engaging, and thoughtful.
• Must gain trust – naturally distrusting of information.
TARGET AUDIENCE: DESPERATE TO GET BACK ON TRACK
CONFIDENTIAL 9
BUYER PERSONA
Age: 32
Income: $55-60k
Lives: Large mid-west city (owns)
Values: Independence, control, diversity, history
Car: Honda CRV
Education: B.A. State School
Employment: Full-time, mid-level
Interests: reading, independent films, local music, hiking, writing
Relationship status: Married, one child aged 3
Social media: Facebook, Instagram (only looks – doesn’t post)
Short-term goal: saving for vacation to California
Long-term goal: bulking up her retirement fund
Pain point: After paying the mortgage and household and childcare costs, there is very little left over for saving.
INDEPENDENT ISABELLA
CONFIDENTIAL 10
ARTICLES
Left:Three Principles of Personal Finance We Can Learn From the Greatest GenerationRight: Target Shopping Tips
CONTENT DESIGN – MARKETING PROMOTIONS
CONTENT DESIGN – MARKETING SWEEPSTAKES
Goal: Leverage active engaged Mint users to acquire new customers by promoting the Mint.com refer-a-friend sweepstakes.
Audience: 2m Mint users who sign into Mint on a regular basis and use the product regularly.
Assumption: They love Mint and have considered telling their friends about it, but haven’t taken action. They are likely to share Mint if it’s easy and are incentivized to do so.
Key customer insight: I love Mint and regularly use it. I have considered telling my friends to use it too, but I just haven’t gotten around to it. Now Mint has made it easy to spread the word to my friends and family AND we win $5,000 if they sign up!
Feeling: Motivated, excited, and incentivized to share Mint. Willing to encourage friends/family to sign up and excited about winning $5k.
Success: 33% open rate and 3.4% click-through rate.
THE MINT.COM REFER-A-FRIEND SWEEPSTAKES
CONFIDENTIAL 13
REFER-A-FRIEND SWEEPSTAKES
LANDING PAGE
CONFIDENTIAL 14
REFER-A-FRIEND SWEEPSTAKES
SHARE PAGE
CONTENT DESIGN – EMAIL MARKETING
REFER-A-FRIEND SWEEPSTAKES
A/B TESTING - SOCIAL PROOF VS. TRADITIONAL FORMAT
”
CONFIDENTIAL 17
CONTENT DESIGN – EMAIL MARKETING
2014 BUFFER BANK ACCOUNT SWEEPSTAKES
CONFIDENTIAL 18
CONTENT DESIGN – EMAIL MARKETING
2013 MONEY BOO BOOS SWEEPSTAKES
CONTENT DESIGN – STORYTELLING
CONFIDENTIAL 20
MY MINT STORY
LEFT: I RECOVERED FROM A FINANCIALLY DEVASTATING DIVORCERIGHT: I INCREASED MY NET WORTH BY $5K IN ONE YEAR
CONFIDENTIAL 21
MY MINT STORY
LEFT: FROM SHOPAHOLIC TO SAVVY SPENDERRIGHT: I PAID OF $40K IN DEBT
CONFIDENTIAL 22
AMERICAN FAMILY BUDGET
LEFT: BATTLING FRUGAL FATIGUERIGHT: CAN I REDUCE OUR BILLS?
CONTENT DESIGN – SOCIAL MEDIA
CONFIDENTIAL 24
CONTENT DESIGN – SOCIAL MEDIA
SOCIAL SHARING PHILOSOPHY
CONFIDENTIAL 25
CONTENT DESIGN – SOCIAL MEDIA
HELPFUL AND INFORMATIVE
CONFIDENTIAL 26
CONTENT DESIGN – SOCIAL MEDIA
INSPIRING AND ENGAGING
CONFIDENTIAL 27
CONTENT DESIGN – SOCIAL MEDIA
FUNNY AND ENTERTAINING
CONFIDENTIAL 28
CONTENT DESIGN – SOCIAL MEDIA
THOUGHT-PROVOKING, DATA-DRIVEN CONTENT
CONTENT DESIGN – PRODUCT NEWS
CONFIDENTIAL 30
CONTENT DESIGN – PRODUCT NEWS
LEFT: ANNOUNCING MINT FOR WINDOWSRIGHT: BITCOIN/COINBASE CONNECTIVITY