FROM
THE EDITOR
In the war between online dating services for consumers,
publicity is the key to success. That's why everywhere
you turn you see (or hear) commercials for eHarmony and Match.com. Interestingly enough, these two giants
both missed a prime opportunity when PerfectMatch landed a prominent appearance in this year's summer
romantic comedy Must Love Dogs (see this issue's News
section). Knowing that this is a once in the lifetime
opportunity, PerfectMatch is spending millions
to capitalize on its placement deal with Warner Bros.
In one single summer, PerfectMatch could go from "wannabe
contender" to a "major contender" in
online dating, and all of it from a well orchestrated
placement and several events to capitalize on that
placement.
For
example, PerfectMatch is organizing a series of Mutt
Mingle
events where singles are invited to bring their
dogs to singles meet-and-greet get togethers. The company
is also spending a lot of ad dollars to keep the association
with the movie strong. If you go to Google and search "Must
Love Dogs" you'll note that PerfectMatch has an
ad under sponsored results letting the world know they
are the same service featured in the movie. An array of
moves like this has set the company up to perfectly capitalize
on capturing millions of new faces.
And it hasn't hurt that PerfectMatch is mentioned
and shown several times in the Must Love Dogs movie trailer.
In reading past editorials youll see that online dating
service True has taken a controversial approach to publicity,
but will lose ground (as many other services will) to a
masterfully marketed campaign by little-soon-to-be-big
kid on the block, PerfectMatch. It just goes to show
that thinking outside of the box (in a positive way) when
it comes to marketing is the way to break through the barrier
held by a few giants.
Kudos to PerfectMatch on a well orchestrated campaign,
Joe Tracy, editor
Online Dating Newsletter
P.S.
Remember, the next new newsletter won't be until December,
when we unveil details of the new and upgraded newsletter
that launches in January.
