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Badgeville Summit, Engage 2012 - Case Study : Autodesk Gamifies Software Trial Marketing
 

Badgeville Summit, Engage 2012 - Case Study : Autodesk Gamifies Software Trial Marketing

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DAWN WOLFE, Sr. Mgr of Integrated Marketing Programs · Autodesk

DAWN WOLFE, Sr. Mgr of Integrated Marketing Programs · Autodesk

SCOTT SAWICKI, Assoc. Dir of Client Management · Resource Interactive

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  • Thank you –so I am Dawn Wolfe, a Sr. marketing Manager in the ecommerce team Autodesk—For those of you not familiar with Autodesk, you probably are familiar with some of our software products—we are best known for AutoCAD which is used in the architecture/engineering world for design…or some of our software products used in the media and entertainment sector like 3ds max, Maya and softimageSo my current team is in digital marketing within the eccomerce group--and one of our areas of focus is the marketing we do in-trial to persuade free trial users to become customers . So our team is responsible for figuring out how to convert these thousands of trial users into customers. We are focused on driving sales conversions for prospects that are in the preference phase of the sales funnel-- And today I will be talking about a very specific sales conversion marketing that we do within our trials.
  • Autodesk, Inc., is a leader in 3D design, engineering, and entertainment software. Customers across the manufacturing, architecture, building, construction, and media and entertainment industriesincluding the last 15 Academy Award winners for Best Visual Effectsuse Autodesk software to design, visualize, and simulate their ideas. Since its introduction of AutoCAD software in 1982, Autodesk continues to develop the broadest portfolio of state-of-the-art software for global markets. For additional information about Autodesk, visit www.autodesk.com.
  • Here is a history of what we had done in the past with this product to make the trial experience engaging.First, the baseline approach that doesn’t work. Why do we do this if we know it doesn't work? Well, we have an annual release cycle with all our products coming out at the same time all over the globe. To support this global launch initiative, we go out the door with baseline and all the products look the same. Plus, we get the halo effect on sales from the products being new, so the first 30-60 days after launch is when we have to do the least "sellingHere is an approach that we took to make people get the most out of the trial experience. This is more of a gateway to existing content than it is a sales tool. Here are some cool tutorials to check out while you have the trial, here is some new stuff in this year's version, and here is this awesome community of CG artists managed by Autodesk that can help you out if you have a problemThis worked really well. We saw a tripling of engagement (measured as clicks on content - although admittedly this metric really isn't fair because there is a lot more content to click on in the new version)The metric we really care about and measure for these kinds of initiatives is trial usage. We saw a 14% increase in trial usage over 3 months after we launched this approach. A measurable, statistically sound, 14% increase in trial usage, just by showing people how they could possibly do stuff with their trial. Huge win.Someone once told me that adequacy is the enemy of excellence, so we continued to iterate. We know that a large number of users of 3ds Max are sole proprietors or work in very small companies that catch some overflow or outsource work from larger game studios or VFX houses. And we know from talking to our product marketing teams that a lot of these people are doing this to gain the experience needed to move up to one of the big studios. So we leveraged some good timing and launched a new version during Oscar season, using the Oscars as an opportunity to feature our customer who had been nominated for best visual effects using Autodesk tools. The subtext of this message is that this is the tool that the big boys use, so you better be using it too.Side note, every year for the last 17 years the winner of the best visual effects Oscar has used Autodesk tools to create their award-winning entertainment, including Hugo, the 2012 winner, featured here.The results of this oscar promo were mixed. We didn't see any significant change in trial usage, but we saw a reduction in engagement with the content we made available in the trial window - probably because of the reduction in stuff to actually click on.
  • Thank you –so I am Dawn Wolfe, a Sr. marketing Manager in the ecommerce team Autodesk—For those of you not familiar with Autodesk, you probably are familiar with some of our software products—we are best known for AutoCAD which is used in the architecture/engineering world for design…or some of our software products used in the media and entertainment sector like 3ds max, Maya and softimageSo my current team is in digital marketing within the eccomerce group--and one of our areas of focus is the marketing we do in-trial to persuade free trial users to become customers . So our team is responsible for figuring out how to convert these thousands of trial users into customers. We are focused on driving sales conversions for prospects that are in the preference phase of the sales funnel-- And today I will be talking about a very specific sales conversion marketing that we do within our trials.
  • Safari/desert adventure selectedNo “official” tie-in… this time.Popular series (3) on PlayStationGenericized and changed to “Undiscovered Territory”
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  • Motivate Early and Often

Badgeville Summit, Engage 2012 - Case Study : Autodesk Gamifies Software Trial Marketing Badgeville Summit, Engage 2012 - Case Study : Autodesk Gamifies Software Trial Marketing Presentation Transcript

  • CASE STUDY:Autodesk GamifiesSoftware Trial Marketing DAWN WOLFE Sr. Mgr of Integrated Marketing Programs · SCOTT SAWICKI Assoc. Dir of Client Management ·
  • Autodesk Gamifies Software TrialsDawn Wolfe, AutodeskScott Sawicki, Resource Interactive© 2011 Autodesk
  • Dawn WolfeSr. Digital Marketing ManagereBusinessAutodesk© 2011 Autodesk
  • 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© 2011 Autodesk
  • © 2011 Autodesk
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  • In Trial Marketing Trials Key To Purchase Decision 90% of dotcom traffic 3 Uses=2x likelihood to buy #1 Campaign CTA© 2011 Autodesk
  • 3DS Max In-Trial Marketing Tests No change Trial Usage 14% increase Trial Usage© 2011 Autodesk
  • Drivers to Gamification Increase Engagement Guide Experience Highlight features that sell the product Make the Value Prop Visceral Make it Fun!© 2011 Autodesk
  • Case Study: 3DS Max Trial This actually happens to be a game…. But it wouldn’t have to be….© 2011 Autodesk
  • Scott E. SawickiAssociate Client Director – San Francisco OfficeTechnology Client Team© 2011 Autodesk
  • Gamification Launch Phases Kick-off  Understanding the audience  Establishing goals and objectives, KPIs  Determining roles and responsibilities Information Architecture/Wireframing Creative Concepting Design Execution Development  Technical Consultation and/or Technical Development  Rules Creation, if needed Launch… Measurement and Analytics  Optimization© 2011 Autodesk
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  • Autodesk 3ds Max Original Concepts© 2011 Autodesk
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  • Achievements Points Behaviors Register for the Competition 25 Download support materials 25 Register and download support materials within 15 minutes 50 Be one of the first fifty (50) Entrants to complete the Coimbra, 100 Portuga Mission Complete any three (3) Missions within five (5) consecutive 100 calendar days Share any Competition feature on Facebook for the 1st time 1,000 Submit your 1st Mission 50 Have any Mission submission rejected for the 1st time 10 Submit all eight (8) Missions within seven (7) calendar days of 100 registration Clicking the “Buy Now” button for the 1st time 1,000 Click on the Leader Board for the 10th time 500 Get approval on your Coimbra Portugal Mission submission 100 Get approval on your Santiago, Spain Mission submission 200 Get approval on your Mediterranean Island Mission submission 500 Get approval on your Istanbul, Turkey Mission submission 1,000 Get approval on your Giza, Egypt Mission submission 1,500 Get approval on your Marrakesh, Morocco Mission submission 2,500 Get approval on your M’zab Valley, Algeria Mission submission 4,000 Get approval on The Desert, Algeria Mission submission 8,000 Complete all levels of the Competition 10,000 Complete all levels of the Competition within twenty (20) 10 consecutive calendar days of registration© 2011 Autodesk
  • © 2011 Autodesk
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  • Case Study: Results 40% 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 to an ordinary tutorial drove our key objective higher than any previous attempt © 2011 Autodesk 29
  • Gamification: Final Thoughts…Using game mechanics provide incentive for action and increasesengagement. Connects with conditioned, internal reward systems Helps us do things we may not normally do Makes things we have to do more rewarding© 2011 Autodesk
  • Customer experiences – even the most mundane – can be morerewarding and pleasurable (for all involved) if you think differentlyabout your customers’ motivations. Help them do what theyalready want or need to do and if you can make it funor pleasurable and social – even better.© 2011 Autodesk
  • THANK YOU!Dawn WolfeDawn.wolfe@autodesk.com415.846.2898@Dawn_Michelle_WScott SawickiSsawicki@resource.com415.796.8964© 2011 Autodesk