DIRECT MARKETING has taken the lion’s share of the $100 million being spent by H& R Block to reach prospects during this tax filing season.
The effort includes a 20-million-piece direct mail campaign with improved segmentation, and the firm’s first DRTV spots.
In February, Block reported that it had served 8.9 million clients, a 4% increase over the same period last year. Tax preparation and related fees rose 12.9% to $964.2 million.
The 60-second national spots, which began in January and run through the end of this month, offer the Double Check Challenge, a free examination of the viewer’s 2000 taxes.
Viewers are invited to call an 800 number for an appointment or to order a tax preparation kit.
Block has also overhauled its direct mail, moving beyond generic messages to broad target groups like singles, retirees and savvy investors.
It’s now sending tailored pieces to more narrow segments.
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