Marketing

According to NewMediaAge, eHarmony is going to be doing a big marketing campaign in the United Kingdom. This is the first major marketing campaign for the UK version of the dating site, which launched last July (see story). For the first month or so eHarmony UK was offering free 90 day memberships to help populate their database with profiles. The digital marketing agency which eHarmony hired called Essence, will soon be launching a display, search and affiliate campaign. NewMediaAge also estimates eHarmony's US marketing budget at $160 million.

To find out more information about this popular dating service, read our eHarmony review.

It looks like Match.com UK mascots Cupid and Fate will be around for another year. Starting December 26, 2008 Match.com will begin its new multi million pound marketing campaign in the United Kingdom. This campaign will dedicate 50 percent of the available air time to creative's for the new matchmaking personality test (see Story). The new ads will use humour and are targeted primary at women between the ages of 25 to 34.

Read our UK Match.com review for more details on this dating service.

It looks like PerfectMatch.com will be making an appearance in the new Adam Sandler movie called Paul Blart: Mall Cop which stars Kevin James. Previous films in which Perfect Match was the dating site used in the movie by relationship troubled characters include "Must Love Dogs" and "Failure to Launch". This approach to marketing has been very successful for Perfect Match which few other dating sites have tried. PerfectMatch.com also gets mentioned fairly regularly on TV by such popular shows as Dr. Phil and the Bonnie Hunt Show.

The new movie is due out in mid-January. Visit the official Paul Blart: Mall Cop website for more information on this movie and a preview. Read our PerfectMatch.com Review for more details on this online dating site.

In mid October we reported about (see Story) Perfect Match's Dr. Pepper Schwartz on the Bonnie Hunt Show. She was helping Bonnie's friend Holly by reviewing her profile and pictures and giving her some pointers to improve her online dating adventure. Starting last week and for the next 5 weeks Holly and her online dating experiences with PerfectMatch.com will be regularly featured on the Bonnie Hunt Show. Holly currently has 3 matches she really likes and can't decide which one to go on a date with. Voice your opinion and vote on which 3 of these PerfectMatch.com guys Holly should go out with.

If you want to find out what all th fuss is about with this dating service, read our Perfect Match review.

The young men lifestyle portal, AskMen.com announced an alliance with Match.com this week. While not yet available on the Ask Men website, Match will offer readers access to their singles database through a quick search form. This will enable visitors to view profiles and pictures on AskMen.com before registering with the dating service Match.com.

Match.com has been partnering with a number of websites lately to help generate more members. This allows them to target markets with better results than traditional internet advertising. AskMen.com readers are typically young single men who are employed and, have no dependants. This is a perfect target market for Match. eHarmony is another popular dating service which also has been doing similar partnerships (their latest with AOL). eHarmony also has been taking this a step further by buying up some of the more popular independent wedding and dating websites.

Visit Marketing Week for the full story. For more information on Match.com, read our dating review.

For the last number of years eHarmony has been playing up the fact that a large number of people get married everyday who originally met each other on their dating site (current published average is 118). JDate appears to be copying this market tactic. They are currently advertising:

Each day over 60 people tell us they found their soul mates on JDate.

Finding a soul mate is not the same thing as being married but it does lead people to believe it is something more than love. It makes it appear as if the relationship may be leading to marriage. 60 is a fairly large number for a dating site which serves a specific niche. I wonder if we will see other popular dating services following suit and start advertising similar facts.

See our JDate Review for more information on this Jewish matchmaking service.