Eharmony Promotion And Price
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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 companys focus is matching people together who eventually want to be married or at least have a long-term, committed relationship. Their companys founder, Dr. Neil Clark Warren, is an older, distinguished gentleman, whose focus is to put people together, and keep them together.
eHarmonys 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 System™. (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. Warrens 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 eHarmonys simple message – if youre looking for deep, long-lasting, committed love, this is the place for you. The company wants those adults to know that they are being matched based on deep, emotional levels, rather than just matching pretty people together. The message is clear that if youre just looking for a few fun dates, this is not the site for you. If, however, you want to get married and settle down, eHarmony has the tools you need. The TV ads touts couples who are either engaged or married, and allows them to tell their story. These true-to-life examples are a clear message to prospective clients that eHarmony is for real. Another one of the reasons their advertising works so well is that Dr. Warren embodies all the brand attributes. He seems to truly care about his clients – he does all the talking, and people believe him and trust him. He has credibility with over 35 years of research and understandably, people believe what he says.
Although eHarmony was started in 1998, we are just now seeing large market coverage for this company. eHarmony is in the Growth stage of the Life Cycle, and their pricing structure is as follows: 12 Month Membership Plan $249.95, 6 Month Membership Plan $159.95, 3 Month Membership Plan $99.95, 1 Month Membership Plan $49.95. There are other dating services available, but none so focused on marriage and commitment