In a pilot program started last month, H&R is advertising its free online-tax-preparation service through ChaCha, the 1-year-old ad-supported mobile service with a core audience of 18- to 34-year-olds. ChaCha lets users call in or text tax questions, then sends them responses via text, along with H&R Block ads inviting them to access tax-prep services gratis.
Key to growth
The young consumer is key to the growth of H&R Block, whose strategy is to acquire customers early on to cement their loyalty.
“Free online tax preparation is an entry point into our brand and is well-targeted to the younger consumers with simpler tax returns,” said Paula Drum, H&R Block’s marketing VP. “We are looking to acquire customers for life … to serve their changing tax-preparation needs as they move through their life stages.”
With H&R Block communities in place across social media such as YouTube, Facebook, MySpace and Twitter, mobile is one more platform in the digital channel for the brand, Ms. Drum said. H&R Block is still in the experimental stages with mobile, she said, and expects to do more with the platform as it learns more about how to engage consumers with the medium. Read more.
