Pappper - Essay Example

eHarmony eHarmony Steps that influenced the creation of the eHarmony The creation of the eHarmony website originated from the high number of singles in the United States of America. In addition, the singles yearned to find the right partner and have a good relationship. As a marriage counsellor for 35 years, Dr. Warren felt that he had limited access to the people in need of his services (Mariotti & Glackin, 2012). Furthermore, he wanted to enhance matchmaking to ensure people meet the right partner to make a lasting relationship and marriage.
2. What advantages did eHarmony have because it was not the first entrant into the online dating market space?
As a late entrant, eHarmony learned from the mistake of others and capitalized on the available niche by creating a unique product. Specifically, the firm required the participants to take more time to the website before matching (Mariotti & Glackin, 2012). Notably, this helped in distinguishing between the serious partner-seekers and the jokers. In effect, the firm reduced the speed of forming a relationship by ensuring the interested parties provided adequate information to help in making a match that would lead to a long lasting relationship.
3. Disadvantages of the firm due to the late entrant of the firm into a market. Did eHarmony experience any or all of these? Which?
As a late entrant with a rigorous process and time-consuming to know the applicants, the firm faced high competition from the established businesses. In addition, clients were unsure about the trustworthy and effectiveness of the company (Mariotti & Glackin, 2012). Therefore, the company experienced a low rate of application forcing it to strategies a campaign to create awareness and attract clients.
4. Why did Greg Forgratch believe that eHarmony’s first radio ad worked so well?
Forgratch believes the first radio advertisement worked for two primary reasons. First, the resulting turnover was promising as the company recorded an increase in revenue that reflected in the promotion costs that reached $20 million by 2004. Secondly, the use of Dr. Neil Clark Warren was efficient as he was a household name in the marriage therapy (Mariotti & Glackin, 2012). In addition, his distinctive voice, credibility, and a meaningful message worked to the advantage of the enterprise.
5. What key advertising concepts has eHarmony applied?
The eHarmony business uses a service promotion concept in which it sells the services it offers to the public. Therefore, this direct action advertising strategies focuses directly on the potential clients. The firm achieve the success using real customers who have benefited from the company in an attempt to gain credibility and increase the number of paying customers (Mariotti & Glackin, 2012).
References
Mariotti, S., & Glackin, C. (2012). Integrated Marketing Communications. In Entrepreneurship & Small Business Management. Upper Saddle River, NJ: Pearson Prentice Hall. Read More