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[Poll]

Advertising


TV spots of successful matches
  58% (7)
New spots of "we really care about you"
  16% (2)
The personality compatibility checklist
  25% (3)


Total Votes : 12
(last vote on : 10/8/2012 7:45:08 PM)
(Poll will run till: -- )
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Advertising - 8/25/2011 3:21:09 AM   
LadyPact


Posts: 32566
Status: offline 		This one is just a random curiosity question for folks out there.  I apologize for not being able to link the TV ads that I am referencing.  My question is specific to which is the more successful and/or appealing ads for E-Harmony.

Much of E-Harmony's advertising campaign highlights successful matches.  No, they never mention their actual success rate.  They just put up various couples who have "found" each other by using the site.  

Tonight, I noticed they have tried a new method.  Now, the new hook is "we really care about you".  Call Me skeptical, but I see this more as vested interest.  They want your money and they darn sure want to keep it.  Of course they are going to say they care.

Which leads to My question.  Which of these angles do you feel is more effective?


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RE: Advertising - 8/25/2011 3:34:18 AM   
mummyman321


Posts: 2102
Joined: 10/31/2005
From: Dusseldorf
Status: offline 		I thought their commercial with the woman running her own business and not having a lot of time to find her partner and then to E-harmony find her match was very well done and appealing. I am more of a logical mind set. If I am going to use a "service" whether that be for dating, going to a doctor for an illness, or whatever, I want to know if it is successful. You can care all you want but if it does not work what is the point? :)

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RE: Advertising - 8/25/2011 3:42:17 AM   
Endivius


Posts: 1238
Joined: 8/22/2011
Status: offline 		I'm indifferent. I have never felt like using the WWW was going to help me find a true love. Besides I prefer the hunt. If any of them were even closely interesting it would be the t.v. spots with success rates. I dont care how much a company "cares" if they are providing a service I'm shelling out money for I'd want it to work.

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Basically if you can't inspire someone to trust you deeply, you aren't going to be able to buy that or a reasonable facsimile thereof. -DesFIP

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RE: Advertising - 8/25/2011 4:06:16 AM   
kalikshama


Posts: 14805
Joined: 8/8/2010
Status: offline 		The spots of successful matches appealed to me emotionally and the checklist intellectually. When e-harmony had a free weekend a few years ago I gave it a test run - biggest waste of my time ever.

Of the vanilla sites, I vastly preferred OKCupid, and not just because that's where I recently met someone :)

The New Yorker had a great article about online dating recently: http://www.newyorker.com/reporting/2011/07/04/110704fa_fact_paumgarten

OKC was also a lot of fun - but not as much fun as these collarchat forums!

I'll approach any claim by a company to care with skepticism - that's something I have to experience to believe.

(in reply to LadyPact)
Profile   Post #: 4
RE: Advertising - 8/25/2011 7:01:46 AM   
LaTigresse


Posts: 26123
Joined: 1/15/2006
Status: offline 		If I was going to utilize something like that I think the compatibility checklist would be the biggest selling point to ME.

Regardless, I think the concept of internet dating almost seems backwards. I don't know if it is good or bad, just weird, to me.


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RE: Advertising - 8/25/2011 8:21:07 AM   
WinsomeDefiance


Posts: 6719
Joined: 8/7/2007
Status: offline 		Definitely not moved by the, "we care" ads. 

I joined a few dating sites and all I put in my profile was, "Old, fat and ugly shut-in seeks homely homebody to relocate to me." My mailbox was flooded with mail within minutes.  I know they read the profile because one guy even asked, "Exactly how ugly are you before I agree to move in?"  I don't know what it proves, but it surprised me how quickly some people jump on anything that's new - no matter who that is or what they say in their profile.  I find it hard to believe that many men are into old, fat and ugly shut-ins, but it was nice to know all the same

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Profile   Post #: 6
RE: Advertising - 8/25/2011 8:21:32 AM   
pahunkboy


Posts: 33061
Joined: 2/26/2006
From: Central Pennsylvania
Status: offline 		hmmm.  Well I like the Millionaire Matchmaker.   Check it out LP.

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Profile   Post #: 7
RE: Advertising - 8/25/2011 8:35:31 AM   
tj444


Posts: 7574
Joined: 3/7/2010
Status: offline
quote:

ORIGINAL: pahunkboy

hmmm.  Well I like the Millionaire Matchmaker.   Check it out LP.

hmmm, i dont think that kinda help finding someone comes cheap,.. and the requirement is that ya gotta be a friggin millionaire in the first place...

Its entertaining to watch tho and sometimes has a few tips..

As to the original question,.. I agree with mummyguy,.. the businesswoman with no time being successful at finding someone would be the best.. but of course then there's that pesky disclaimer- past results are not a guarantee of future performance..

I dislike checklists/tests very much as i am different people at different times.. I also dont like anyone telling me who i should like or restricting me to those supposed matches... And imo, its a gimick.. if i want stupid quizes i will by a cosmo mag...

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Profile   Post #: 8
RE: Advertising - 8/25/2011 8:49:23 AM   
LadyHibiscus


Posts: 27124
Joined: 8/15/2005
From: Island Of Misfit Toys
Status: offline 		I like the nice couples. My dad is just SAVAGE to them, which is hilarious, he comments on their looks and obvious lack of panache. (my parents look like Italian movie stars, he is not talking through his hat). I pointed out that the average and the dull deserve love too, and he agreed.

It does seem backwards to date on the interwebs... but yanno, it is not easy to meet people. Here I am in my office. Just me, and my plant. Clients come in and out. That is IT. If I want to meet other humans, I have to do a lot of work. Internet stuff sort of speeds up the process in that presumably the people on the site are looking for the same thing that you are, are in your geographic area, etc.

I am so glad to not be looking...I went on to OKCupid on the recommendation of a friend. I think I lasted 48 hours. EW EW EW. And, EW.

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RE: Advertising - 8/25/2011 2:28:14 PM   
LinnaeaBorealis


Posts: 8595
Joined: 10/5/2008
From: Insanity & beyond
Status: offline 		I don't like any of their ads. Anybody else here remember MADTV's segment called "Lowered Expectations"? I always think of that & hear the theme song in my head when I think about internet dating.

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Forget your perfect offering
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Profile   Post #: 10
RE: Advertising - 8/25/2011 2:43:26 PM   
ricken


Posts: 261
Joined: 1/11/2010
Status: offline 		Which of these angles do you feel is more effective?


I'm not moved by the "We care" crap, but the general population is pretty stupid, so I think that will be the most effective one.

If you ask the question which one appeals to me, I will say the checklist. A good method of looking at pros and cons of a situation.

I loved MADTV, lowered expectations.....even thought that might be a good name for a real dating service, could charge like $50.00 and promise nothing great will happen

(in reply to LinnaeaBorealis)
Profile   Post #: 11
RE: Advertising - 8/25/2011 2:45:53 PM   
GreedyTop


Posts: 52100
Joined: 5/2/2007
From: Savannah, GA
Status: offline 		lol ricken!!

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Profile   Post #: 12
RE: Advertising - 8/25/2011 7:18:30 PM   
MasterG2kTR


Posts: 6677
Joined: 8/7/2004
From: Wisconsin
Status: offline 		Wait a minute....did you say E-Harmony? Is this the same E-Harmony that has been notorious for actually rejecting member applications?

I can't actually vote on this.....you don't have a "Are you fucking kidding me?" option

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Profile   Post #: 13
RE: Advertising - 8/25/2011 9:27:01 PM   
LadyPact


Posts: 32566
Status: offline 		Do they?  I think I remember somebody else mentioning that.

Just a curiosity thing.  To Me, that "we care about you" stuff just didn't seem like it was going to fly, so I wanted to ask some folks.


_____________________________

The crowned Diva of Destruction. ~ ExT

Beach Ball Sized Lady Nuts. ~ TWD

Happily dating a new submissive. It's official. I've named him engie.

Please do not send me email here. Unless I know you, I will delete the email unread

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Profile   Post #: 14
RE: Advertising - 8/25/2011 10:18:32 PM   
soul2share


Posts: 7084
Joined: 12/18/2007
From: somewhere out there.....
Status: offline 		I'd heard the info about them actually rejecting people.....the guy doesn't like the gay population, so there's no option for them.  And of course, once it got out the E-H was denying some apps, Chemistry.com jumped right on that aspect of it.  I remember the commercial with the Dave Chappelle look-alike for Chemistry.com

Personally, online dating is what you make of it......yes, folks do have good luck on some sites.....but there is still the human aspect of actually getting out and meeting the people.  Some people are too shy to actually go out and play the meat market game in bars, or approach someone first.  The online thing makes it a little easier to get into the loop again.  It's a pretty good ice breaker for me.......I'm pretty good at spotting BS online or off, so I'm okay with the online thing.  And according to some things I've read in various magazines, alot of people agree with me.


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Profile   Post #: 15
RE: Advertising - 8/25/2011 10:45:12 PM   
LanceHughes


Posts: 4737
Joined: 2/12/2004
Status: offline 		"They" won't even let gays give 'em money to BE rejected. LOL!

But to answer your question, ANY time a company goes to "we care about you," I think "Yes, and all your competion does to."

So, the success stories appeal for reasons others mention above.  The sample questions?  I never saw.....

WHY change advertising?  Anyone else notice that weird "stack o bills with eyeballs" has disappeared?  GEICO and geckko are LINKED!!!! Why the hell try to change?  Somebody needed to keep their job probably.

Did you know the board of directors of M&M candies is FIVE people?  All related to original founders?  Only three levels of managment. WAY to GO!  Can't buy stock - privately held.

Anyway, there are tons of books out on how to get a good market share through advertising.

I rememberhearing of a National meeting of Advertisers.  Head honcho gets up and says "Gentlemen, we know 50% of all advertising works."  Every ear, pin drop, etc.  He continues, "unfortunately, we don't know which half."

My advertising "Bible"?  "Positioning" or some such - old but still works.

Who is the number one straight Old Guard leather person on this site?
Who is the number one gay Old Guard leather person on this site?
When you need "facial tissues," what do you write on your shopping list? Kleenex - even though when you get to the store you might buy a store brand or whatever.

And so on....  First Across Atlantic Solo? Lindberg. 2nd? probably could find it given google and enuf time, but who cares? LOL!
eBay is positioned so strongly, 2nd is a joke!  google - there are other search engines, you know.

SOooooo..... my answer is to make E-Harmony the eBay of all the matchmakers.  It is mostly there.  So, identity advertising is next.  Cuddle up to your customers - "Pepsi, the New Generation" about killed Coke.  "Classic" Coke is a good example of trying to retain its identity.  Currently,  Pepsi is doing "Throwback Pepsi - made with real sugar."  I can't taste the difference, but being the dinosaur I am, I just bought three cases in case they stop making it.  They go back and forth, so no big thing.

Disney films - the vault - released for THIS generation, limited time only - and Disney MEANS it.

So.... that just gave me an idea. Instead of going for baby-boomers  E-Harmony (good name for this idea) goes for the connected generation.  How 'bout "spend the rest of your life with your BFF.  But where are they?  They're on the internet , of course."  Maybe a BAD face-book example. 

The folks above are "wouldn't use the internet"  Well, guess what?  The "Connected Generation" will, does, can, etc.

A) How 'bout a picture pulling the US tight by wires.  Each coast has a 20-something texting ignoring (carictured) Mom shoving a "blind date" at kid.  Then "ding-ding we have a winner."  in old-fashioned circus / midway sign.  "Old methods - new ways of delivery."

B) "expand your choices"  High school swimming pool.  Mom and Dad - sweaters, curlers.  "We met in High School.  That should be a big enough pool for you."  Target audience - one boy, one girl swim from HUGE pool toward each other. "Old methods - new ways of delivery."

C) "your hobbies, your mate"  Hiking.  Two guys at crest, looking down on bunk-house. 
"Gee, Jim.  I wish I could find a girl that likes hiking and camping like I do."
"Bob, there's the girls' camp counselors building.  Let's try there."
"Jim, you're kidding me.  We know all those girls from our freshmen classes."
The building grows longer, girls pour forth waving (either watch or emphasize sexual innuendo here. LOL!)  Jim and Bob rush into the crowd, greeting and waving and having a great time.
"Old methods - new ways of delivery."


I'll give you my paypal account on "other side" for payment. LOL!

Bottom line - E-harmony is not going to expand their customer base by playing to the ones they have already.  Get the buzz going.  I mean "E-Harmony? BOOOooooring."



< Message edited by LanceHughes -- 8/25/2011 11:04:03 PM >

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