Better thinking beats bigger spending

It’s Q1 2009; budgets are freshly minted and everyone is off happily executing strategic plans created six months ago. Not likely. The current consumer malaise is spawning breakthrough approaches. They DON’T need to cost more, just work harder. Great evidence is Intuit Turbo Tax and their use of Twitter, MySpace and Facebook as platforms to run a trivia contest; www.superstatuscontest.com. It’s a brilliant way to get the DIY tax prep crowd to talk up the simplicity of Turbo Tax. Creating questions that directly reinforce the product benefit and posting answers in their status updates adds an element of authenticity. Best yet is the extra leverage created by linking the three most popular social networks together by increasing chances of winning. An experiment of sorts but a pretty safe bet this mobile army will respond enthusiastically. Better thinking beats bigger spending any day.

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