eHarmony Promotion and Price :: essays research papers

eHarmony.com is a subscription-based, relationship-building service that provides a unique solution for serious single men and women seeking fulfilling, long-term relationships. It is the only service, on- or offline, that utilizes empirical research, clinical study and a patent-pending predictive technology to effectively match singles. (www.netplusmarketing.com) The company’s focus is matching people together who eventually want to be married or at least have a long-term, committed relationship. Their company’s founder, Dr. Neil Clark Warren, is an older, distinguished gentleman, whose focus is to put people together, and keep them together. eHarmony’s member count is at about five and a half million, with more than 9000 marriages that they can confirm. Their clients tend to be college-educated, many with some secondary education. From a psychographic standpoint these are people who are looking for a long-term relationship; to find the love of their lives; and somebody with whom they can get married. It caters to people who want to be matched on deep dimensions of compatibility. As a result of more than 35 years of experience in counseling married couples, Dr. Neil Clark Warren determined that there were 29 key drivers or dimensions of long-term relationship-success like character, values, intellect, and emotional make-up. The company has designed a compatibility quiz to determine these areas and match people accordingly. The ‘29 Dimensions of Compatibility,’ are lumped into four major categories -- Character & Constitution; Personality; Emotional Makeup & Skills; and Family & Values. The company has even patented the concept, known as the Compatibility Matching Systemâ„ ¢. (www.eHarmony.com) Their spokesman is Dr. Warren himself, and he appears in all of their TV spots, is the voice in their radio ads, and appears in print advertisements as well. He is the unifying message for the company. It is his model, and he explains it well. He keeps the terms simple and straightforward – targeting those single adults who are looking for committed relationships. In the TV ads, Dr. Warren speaks first and tells a bit about the service eHarmony offers. The shot then breaks to focus on actual couples who have had success using eHarmony. The radio ads feature Dr. Warren’s voice, and go along the same lines as the TV ads – it is his calm and mature voice, extolling the virtues of his company and how the compatibility test will help you find your soul-mate. The print ads, running in USAToday are prominent quarter-page ads featuring eHarmony’s simple message – if you’re looking for deep, long-lasting, committed love, this is the place for you.