K.I.S.S - Keys to Copy & Content that Generate Results
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K.I.S.S - Keys to Copy & Content that Generate Results
- 1. K.I.S.S - Keys to Copy & Content that Generate Results Speaker NDawn Wolf – Director of In-Trial Marketing, Autodesk Philip Reynolds – Associate Creative Director, Palio+Ignite Otis Maxwell – Freelance Copywriter ames BACK by popular demand!
- 2. Dawn Wolfe Sr. Digital Marketing Manager eBusiness Autodesk
- 3. Autodesk At-a-Glance • Founded 1982 • $1.95+ billion in revenues • 6,800+ employees worldwide • 10+ million professional users in 187 countries • 1+ million students a year trained • The last 17 Oscar ® winners for Best Visual Effects have all used Autodesk software
- 7. • Trials Key To Purchase Decision • 90% of dotcom traffic • 3 Uses=2x likelihood to buy • #1 Campaign CTA In Trial Marketing
- 8. ITM Testing Tips and Tricks Social Training Comparison 8
- 9. In-Trial Marketing Objective/Hypothesis • Convert Trial users to purchasers • Hypothesis: the more engaged the trial user, the higher the likelihood to buy Data points: • Simple, straight forward content got clicked on the most • The more persona targeted the content, the better the results • 80% of trial users only open trial once
- 10. Enter Gamification Not necessarily a “game” but leverages game mechanics and psychology to engage trial user. • Curated, Snackable content • Super targeted content, right tone for audience • Contextualize learning tasks and reward players along the path • Create engagement, Incentivizes • Makes learning our software engaging, supported and fun
- 11. Some simple facts • We like to play • We like to be good at things – We like people to see how good we are at things • We like to see how we measure up against others – We like people to see how we measure up (mostly) • We like to win – We like people to see us win Why do we have these feelings?
- 16. Combine this with Relevant Content… What is persona? What content makes sense at this stage of engagement? Purpose of Intent?
- 24. Case Study: Results 54% increase in trial usage Ratio of day 2-30 trial use to day 1 use increased 40% What You Need to Understand: Connecting game mechanics + audience targeted, compelling content to an ordinary tutorial drove our key objective higher than any previous attempt ! 15% increase in buy clicks
- 25. That’s great, but what about non-gamer audiences? “snackable learning content” + audience appropriate tone + user feedback (a la fitbit progress bars and positive feedback)
Notes de l'éditeur
- Welcome to KISS—keys to copy and content that generate results. Your panelists are Dawn Wolf who is director of in-trial marketing at Autodesk, and Philip Reynolds who is associate creative director at Palio Ignite. In a moment they’ll show you examples of KISS marketing for professional software and pharmaceuticals, respectively, but first I’ll say a few words to set the stage. I’m Otis Maxwell, a freelance copywriter, and I’ll show you a couple of examples as well. The rules of the “back by popular demand” sessions are that the themes are carried over, but any case histories are completely new. By the way, our presentations are separate but related, so we’d appreciate it if you’d hold questions till the end.