Marketing Dating Sites
This category has information about marketing dating site to the public and any related issues.
This ZombieHarmony dating site linkbait made me laugh rather a lot. I’m sure it’s gotten its fair share of links from bloggers all over the place.
Great idea, well made and bound to interest the type of people likely to have a blog and a nice social media presence.
It’s difficult to get a dating site to stand out nowadays but some sites do well at getting viral content to do the job for them. OKcupid did it well with their thousands of quizzes and mingle2 are obviously doing something right too. Anyone seen any other good ones lately?
August 4th, 2009
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July 28th, 2009
If you own a dating site and want to run an ad campaign that will get you actual, immediate results (i.e. people signing up to your site) as opposed to branding, you’re far better off running an ad campaign online rather than offline. Online, the people you are trying to sell your services to are only a few clicks away from your site and everything is trackable, allowing you to see exactly how your campaign is performing. Online banners are interactive, giving you more options to play with compared to , say, a newspaper ad. This is not always good, though, as it seems to make some advertisers and designers lose their heads and forget the whole purpose of this exercise (i.e. getting people to sign up to the site). Manyof the world’s biggest dating sites got big not because of branding but because of direct marketing campaigns designed to bring in as many customers as possible. Direct marketing is everything branding isn’t and people who come from one discipline often find it very hard to get into the mindset. I sometimes look at other people’s campaigns and think to myself “there is no way that site is making any money from this campaign”. My campaigns, on the other hand, generally worked 
Here are a few things I learned while marketing 5 of the UK’s busiest dating sites in this particular way:
Continue Reading June 23rd, 2007
There is a fine line between creating a newsworthy, attention-grabbing publicity pieces and making your press release seem too unlikely to be true.
Dating, love, sex, relationships: they are all hot topics that can forever be used to get journalists interested. We all know that many tabloids don’t bother checking their facts, but even the laziests, greediest journos have their limits.
Here’s an example of a pretty dodgy press release.
I got excited when I saw this headline:
Half of Brits try online dating
I started reading the full article:
More Brits than ever are turning to the internet to find love, new research has revealed.
Fifty-three per cent of Brits admit to registering on an average of two dating websites and 83 per cent have been on a dating site at some point.
This is big, big news, n’est pas? This seemed like a juicy piece for me to comment about, until, somewhere down the line, the standard press release structure came through. Turns out this was a poll of 3,000 people conducted for a certain UK dating site.
Not exactly a blinding proof, is it? Crude workmanship annoys me.
Of course, I’m just being mean. Usually, at least one tabloid would pick up on something like this. It’s just that this has not exactly been a slow news week, so the papers have mostly been talking about Gaza and Paris Hilton and Barrymore. As it stands, though, I’ve not seen this picked up yet. Am keeping my eye out though!
June 16th, 2007
With online dating getting so competitive, it’s getting harder and harder for sites to stand out and get noticed. Companies resort to all kinds of silly and nasty tricks to get media attention, which always amazes me. Why do people go to all that trouble when any decent-sized dating site already has a readily available massive PR resource just waiting to be used?
Continue Reading May 1st, 2007
In my quest for discovering new and exciting dating industry-related blogs, I recently came across Netchoice, who may be very US-centric, but seem to have a lot of good thing to say. This piece about True.com has gotten me thinking about the ethics of marketing a dating service. After all, people may be buying a subscription, but what we’re actually promising them are answers to their most intimate hopes and dreams. Sure, we all use phrases such as “get a date” and “find your soulmate” when we can’t actually guarantee all our customers will, but surely there’s a line that shouldn’t be crossed when it comes to actually lying to your customers?
Continue Reading March 22nd, 2007
* That’s the London Underground, for you non-Brits
Just saw this ad today for Indian website, Shaadi.com:
Crappy pic, I know, but I didn’t have a proper camera on me. Click on the image for the bigger version.
It’s a bit unclear in the pic, but the woman is said to be a model into “modern art and boxing” and the guy is a “businessman” who likes Stallone and wildlife. The man is 5’11″ and 29, the woman is 5’4″ and 25. Seems like some very traditional, stereotypical assumptions are being made about the preferences of the target audience. Then again, The Asian community is often quite traditional so maybe they’ll all be flocking to Shaadi.com to find their own businessmen and models.
I noted there aren’t any calls to action, nor are there any promotional codes, mobile shortcodes or any other method of tracking conversions from this campaign. Pure branding? I hope they have money to burn. I know how much these campaigns cost…
March 15th, 2007
