1. 8Minute
Dating
Advertising
Campaign
November 30
The following report outlines our marketing and advertising campaign for the
online dating service 8Minute Dating. The campaign encompasses all aspects
of advertising, including print, broadcast,social media, online, integrated
marketing promotions and direct marketing. Enjoy!
It Only Takes 8
Kimberly Bodine
Samantha Cary
Colette Cornatzer
Kevin Davis
2. Table of Contents
Campaign Report
Part One: The Consumer Audience Page 1
Part Two: The Advertising Media Page 7
Part Three: The Message Strategy Page 14
Part Four: The IMC Tools Page 20
Creative Elements
Ad Copy Appendix A
Print Advertisements Appendix B
Banner Advertisements Appendix C
Television Commercial Appendix
3. 1
The Consumer Audience
Executive Summary
8MinuteDating is an up-and-coming dating experience that fits into the modern template for
dating, where it’s fast-pace, quick, and gets straight-to-the-point. This experience is different
from other competitors, like eHarmony or Match.com because you meet the people first, and
then follow-up online if both people believe they could be a good match for them. The biggest
problem we have with promoting this event is also the biggest opportunity we have – there’s not
much prior advertising. This pretty much means we have a blank slate to work with, where we
can build an image however we want. However, at the same time, there’s nothing we can really
relate back to. Regardless, we plan on trying to reach two different groups with our
advertisements, a younger group and an older group. Since we have such a large target audience
(typically 21-60), our ads and where we plan on putting them are going to differ greatly. Because
of this, it gives us such a wide spectrum to work with. Starting with a blank slate gives us so
much opportunity and so many options with how we can advertise.
SWOT Analysis
Strengths:
8Minute Dating is the only dating service in Southern Jersey that offers group dates in person.
8Minute Dating allows the clients to decide who they want to see.
8Minute Dating makes meeting someone easy, but still safer and more personalized than making
a profile with an online agency.
Weaknesses:
8Minute Dating has very little media coverage and advertising.
The company is not perceived as a fully established service.
It has very limited brand recognition.
The last mention of 8Minute Dating in the media was in 2011.
Opportunities:
8Minute Dating is a fairly new brand and has a lot of potentials to grow.
The dating industry is a growth industry with millions of people turning to ad agencies and
online dating sites every day.
4. Appendix A
Threats
eHarmony and Match.com are established dating services
eHarmony and Match.com dominate the current dating market.
eHarmony and Match.com are still growing and expanding their customer base.
Positioning Statement
Statement
8MinuteDating is a quick, safe dating solution to accommodate a busy, modern lifestyle.
Rationale
The modern lifestyle is so busy that traditional dating isn’t so reasonable. 8Minute dating coheres to
that schedule by fitting in a large number of meetings in a short time and giving you the opportunity
to pursue your matches online at your leisure. At the same time, it’s safer than other dating services
of the same type because you meet the people first in a public setting, and then have the ability to
follow-up online with mutual discretion.
Target Audience
Demographic Features
Our primary demographic is a younger age group, between the ages of 21 and 30. As a dating
service, we are geared towards single men and women, of any race or ethnicity. The advertising
campaign will be focused towards the middle class in suburban and urban areas. We will also
advertise to all sexual orientations.
The Target Audience Profile
Our target audience is those who are either just now graduating from college, or have just recently
graduated and that age group. The other big characteristics are singles, specifically singles searching
for other singles, with a busy lifestyle, regardless of sexual orientation.
Rationale
As a dating service, 8Minute Dating’s goal is to match singles together with other singles. Since it
speaks to all sexuality orientations, it’s important to advertise to both males and females. People are
into different types of people, different looks, and different sexes. We try to promote to the largest
group in the 21-30 year age gap. Because the age group is either just finishing schooling or just
5. Appendix A
starting their career, the middle class is the biggest economic subgroup within the age group, so
advertising to them seems more efficient. Our big selling point is how convenient and quick 8Minute
Dating is and due to that we will gear towards singles who are on the move and constantly busy.
Social/Cultural Influences
Culture
Core values: Our brand best represents fun and enjoyment, warm relationships, and a sense of
belonging.
Subcultures: Our subcultures are recent college graduates (and those just joining the workforce),
busy-bodies (those people who seem to never stop and are constantly busy with work and
socialization), and entertainees (people who are fond of entertainment and like to experience new
things).
Social class
Our target audience falls under middle class, and not from prestigious families or wealth, but
educated. Because they are of average wealth, the target audience will be more receptive to blind-
dating.
Rationale: The brand is geared towards the middle class because they seem more receptive to blind-
dating. Our biggest reasoning behind this is that the wealthy date within the wealthy, and prestigious
families date other prestigious families, and that class is much smaller. If our audience is middle
class (the largest ‘class’ in the United States) it broadens our general audience. Educated individuals
know more what they want in a partner, and they’re more prone to finding out about someone
quicker. Also, since part of our brand is over the computer, some education is necessary to access the
website. Educated individuals are more curious, and would be attracted to the new experience and
driven to learn out more about their prospective matches.
Reference groups
Reference groups for this brand would be coworkers, friends (peers in general), and possibly family,
and prior users (with testimonials).
Rationale: First of all, peers are an important reference group because you’d be wanting to look for
someone in the general-age range as you. The definition of peers is people in your age group with
similar lifestyles. This may be the most important reference group for our brand. Following peers,
we have family. Family may see this and push a perspective customer to try the service. Then we
have prior users. This is an important reference group so current customers/users have the ability to
see how it worked for other people similar to themselves.
6. Appendix A
Family
Single-parent households in the 21-30 age group or even singles without children (one-person
households) are the biggest family structure that our brand would see, while the biggest trend we
would see is the rise of single women without being married.
Rationale: Our entire brand is centered on finding partners for people. Single women and one-person
households are typically that way because the person is too busy to find someone, or enjoy their
independence. By reaching out to people with such independent qualities and busy lifestyles, our
brand shows that you can take your time and do everything on your time with just a little push.
Psychological Influences
State of mind
A major mental factor that could influence whether or not a customer would take advantage of
8Minute Dating is loneliness. If a customer sees their friends with a significant other, they could feel
lonely and want someone as well. Also, singles who have tried the ‘bar scene’ or ‘club scene’, or
eHarmony, and have not found someone they liked, they might want to give a less traditional style of
dating a try. It’s very similar to having a negative past experience with a rival brand.
Needs and wants
Everyone wants to be loved, and eventually, everyone needs to mate to continue the population.
8Minute Dating helps people find a partner to receive and give love (a want), and even eventually
possibly find a partner to mate with (need). At the same time, it satisfies secondary needs such as
affection (in a partner) and esteem (such as self-esteem). People also long for a sense of belongness,
a type of need, which they could find in a partner through 8Minute Dating.
Satisfaction
Some people view online or nontraditional dating as a last resort of sorts (with the mindset of they
weren’t able to make a connection the ‘normal’ way) but they may find someone they click with in
8Minute Dating. Since 8Minute Dating just sets up the initial meeting between two people, and it’s
up to them to follow-up with it afterwards and arrange a second meeting, it still keeps an aspect of
normalcy to it.
Motivations
Everyone wants to be loved and give love in return, and when they see celebrities or TV or movie
characters experience it, we all have that longing for it. The best time spot for a commercial to be
aired would be between 6:00-9:30 pm, during comedy romance tv shows (IE How I Met Your
Mother, The Big Bang Theory), and other tv shows geared towards the 21-30 age bracket (IE.
7. Appendix A
Family Guy, American Dad, news networks/shows). Also, a few good select TV stations would be
MTV, Comedy Central, and Fox.
Rationale: Since the age group is just getting into their careers, they would be arriving home around
6:00pm, and winding down by turning on the television and watching it. The first set of shows
previously mentioned all have aspects of romance in them and are very big with the female TV-
viewing demographic. The second set of TV shows mentioned are big with male viewers. Family
Guy and American Dad are family orientated, and therefore plants a seed of settling down in the
male viewer’s head. At the same time, the female characters in the previous shows are in and out of
relationships, and that would cause the female viewers to want a part of it as well.
Attitudes and Values
We want to focus on those who are neutral when they think of our brand. Because we’re still a
relatively new and unknown brand, it seems to be the best approach. At the same time, there seems
to be negative thoughts about the type of business we are offering. We would rather build up any
negative thoughts about nontraditional dating and coming up with a new attitude for our brand rather
than reinforce any positive attitude our current customers may have.
Rationale: Since there seems to be a stigma towards nontraditional/online dating, that seems to be a
good place to start in regards to an attitude towards our product. 8Minute Dating is not like every
other ‘online’ dating site, and that is one of the things we would like to push. Since we aren’t well-
known, our brand really only has its competitors for people to compare to. If eHarmony didn’t work
for them, why should 8Minute Dating work? That is what we want to work and change, the attitude
towards nontraditional dating. We want to build up from the small negative attitude, or the
nonexistent one, and turn it positive.
Personality
Three brand personalities that reflect 8Minute Dating are efficient, romantic, and helpful.
Rationale: Efficient is a good characteristic of our brand because it introduces you to numerous
people in one night. Instead of just sitting around going on a date with one person, you meet multiple
people in one night. Also, you can follow up whenever it’s convenient for you. Also, it’s romantic
because that is the basis of our brand. The meetings are usually held at restaurants with a sort of
romantic feeling to them. Lastly, we have helpful – it helps to reach a need that we all desire, love
and affection.
Psychographics
The primary category for our customers would have to be Self-expression. People who are actively
looking for love tend to be one-of-a-kind, go-getter type of people.
8. Appendix A
The secondary category is experiencers. 8Minute Dating is a different kind of experience, and people
who want new experiences and a different kind of fun are attracted to our brand.
Behavioral Influences
Quantity usage
For light users, we want to reach out to them and let them know of our services. If someone is a
new-comer and they don’t find someone the first time, their second date is free. If someone comes
back to our dating service after leaving, and they don’t find someone on their first date back, then
they also receive a free date for the next time. For long-term users, they will get a discount the
longer they are with us, and a higher opportunity to meet someone new. Also, if our loyal customers
recommend a friend and they show up, they will also get a free date for them and their friend (next
date for the heavy user, second date for the friend.)
Rationale: By offering free services to new people, and people who have been disappointed in the
past, it helps put us in a positive light for future uses. By giving discounts to our loyal customers, it
helps us maintain a good relationship, as sort of a thank you for staying with us.
Brand Relationship
None-users will have the opportunity to be brought in by a loyal customer and get a free second date,
regardless if they met someone on the first date. Ex-users who return to our brand will get a free
second date as well if their first date is not successful. Long-term users will gradually obtain
discounts the longer they are with us, and will also be given special events and meetings.
Rationale: Customers like free services. By offering discounted and free services, it shows our
commitment to help our customers achieve a good relationship or match-up, and our dedication to
keep them happy.
Innovation
Luckily, 8Minute Dating speaks to the innovators and adopters of today. Both groups like to try new
things. Our product is very nontraditional, exciting, and unusual. Also, our Twitter idea will help this
group, too. These people like to tell people about new products and use social media, therefore by
giving them the chance to tweet about 8Minute Dating and have it get back to us will help us decide
where we need to go with them.
Rationale: These groups are driven by new and exciting things, which is pretty much what 8Minute
Dating is. We offer a different experience than our competitors, and new and exciting venues for our
activities
9. Appendix A
The Advertising Media
Overall Media Strategy
Media Selection
8Minute Dating will employ the use of a broad spectrum of media outlets in our advertising
campaign. All advertisements will follow a similar plot line with the ability to be modified
according to the target audience we are attempting to reach through each specific channel.
8Minute Dating will have a complete advertising campaign using newspapers, magazines,
television, radio, online, social media and guerilla marketing strategies. By integrating these
various advertising techniques, we will create a dynamic, engaging and memorable set of
advertisements for our unique and revolutionary brand of online and speed dating.
Media Objectives
Brand Awareness: Through the following advertising strategies, we hope to achieve the goal of
brand awareness. We want our target audiences to have top-of-the-mind awareness of 8Minute
Dating; when the topic of online dating is brought up, we want 8Minute Dating to be the first
brand that comes to our consumers’ minds.
Ad Recall: By employing the use of several different advertising tactics, including television and
radio ads, print ads in newspapers and magazines, and guerilla marketing efforts, we hope to
significantly increase ad recall of the 8Minute Dating brand. By integrating our tag lines, logo
and website URL through all forms of advertising, consumers will have a steady reminder of the
brand and its services, aiding in the consumers’ ability to recall the brand and its advertising.
Rationale
8Minute Dating appeals to men and women of various ages, ethnicities, socioeconomic classes
and sexual orientation demographics. In order to reach this diverse range of consumers, our
media strategy must be just as diversified. We will appeal to our older, more traditional target
audience through advertisements placed in commuter radio time slots, and more traditional
magazine and newspaper publications. To reach the younger target audience, our advertisements
will be placed in late night radio time slots, cutting edge magazine and newspaper publications,
and through guerilla marketing tactics. All advertisements will fall under the same umbrella of
marketing strategy, with the same logo, tag lines and overall “feel” of the advertisements.
Newspapers
Newspapers will be the least used media outlet for our campaign. Newspapers ads will only be
directed to the older end of our target audience, those in the 35-55 age bracket, as they are the
ones most likely to pick up and read a printed newspaper.
10. Appendix A
Our ad will be simple and run-of-the-paper to cut down on costs. The ad will feature the 8Minute
Dating martini glass logo; information about the website and how to sign up for an event; and the
tag line “Traditional Meets Modern”.
Magazines
8Minute Dating will feature advertisements in a wide range of magazines, both in print and
digital, as our target audience spans across several demographics. Our ads will be included in the
digital versions of certain publications as this will make it easier for readers to simply click on
our ad and be directed to our website. The magazines we will advertise in include:
Woman’s Day, print only
Cosmopolitan, print and digital
People Magazine, print and digital
Sports Illustrated, print only
ESPN the Magazine, print only
AARP, print only
Time Magazine, print and digital
Curve, print only
The format of one of our ads will be in a panel/grid fashion. To be placed across two pages, the
left page of the advertisement will feature equal-sized panels that depict a woman on seven
different dates, with a clock in the background progressing eight minutes in each panel to depict
8 minutes passing on each date. On each date, the woman is looking bored, confused or
disgusted. The right page will be designed in the same fashion, except this time depicting a man
on seven different dates with the same eight minute clock progression and the man looking
forlorn on the dates. On the bottom of the right page, there will be one large panel depicting the
woman and the man on a date with each other looking very happy and in love
This ad can be modified depending on which magazine in which it will be printed. For
example, for an ad to be placed in AARP, the men and women in the panels will be older
to match the target audience of the magazine. For an ad to be placed in Curve magazine,
a popular lesbian publication, the panels will include all females to match the orientation
of the readers.
The advertisements will play up the comic-strip feel with fun colors, titles and cartoon
hearts blossoming around the couple depicted in the last frame.
The bottom of the advertisements will include the brand’s website, urging readers to learn
more about our services and the register for an event.
The format of another print ad will be dominant type. The ad will include the title “Things You
Can Do in 8 Minutes” as type art. The ad will feature a list of silly or mundane tasks that can be
completed in eight minutes, with an emphasis on the final task “go on an amazing date.” The
only art included in the ad will be the 8Minute Dating martini glass logo. The ads will also
feature the website URL to direct readers to the online aspect of our brand.
11. Appendix A
Again, this ad can be modified depending on which publication in which it will be
featured. Ads to be placed in Cosmopolitan will include girly tasks such as “tweeze your
eyebrows” and “order shoes online”, while ads placed in Sports Illustrated will include
manlier tasks such as “clip your toenails” or “run a mile”.
Outdoor (Out-of-Home: OOH)
Transit and Subway Ads
To effectively get the message about the quickness and convenience of 8Minute Dating to the
right people we decided to make subway and bus transit ads for our brand. The ads will be
modeled after the classic “you are here” directional signs typical of shopping malls and subway
stations. The ads will feature real stops along the way of the subway line or bus route you are
taking, but instead of distances they will feature the amount of dates one could have went on in
that allotted time with 8Minute Dating. This type of ad will really help promote our brand to our
target audience of people with busy day-to-day lives who need the fast track of dating that only
8Minute Dating can provide.
City Billboards
Our brand is geared towards all age groups, but most obviously to people from 21 and up. To
effectively get the attention of young, vibrant individuals our group has decided to place a series
of billboards on long stretches of highway leading to popular tourist, and spring break
destinations such as Atlantic City. The billboards would be strategically placed so as to come
right after an important exit sign and would feature a continuous message. The first sign
featuring a couple starting their date, with a short tagline introduction under the image, and the
next 5 or so billboards would have them carrying on dates but in different settings. Each
billboard would be sure to feature the 8Minute Dating logo in an ample location. This type of an
ad is sure to bring in a wide variety of people, but most definitely people who are looking for
excitement and fun.
Building Marquees
Similar to our billboard ad campaign we have decided to use large building marquees in
prominent areas to draw in fun-lovers and those with more of a disposable income. These ads
will feature happy, attractive couples (of all different races and sexual orientations) interacting
on dates in the 8Minute Dating group setting. Each time an image changes to the next quotes
from happy 8Minute Dating users will flash under them. The ads will be placed on marquees
such as those in time square and the Atlantic City casinos. Showing these desirable images
accompanied with the positive feedback of 8Minute Dating users in the tourist areas is sure to get
the attention of many individuals of all age groups.
12. Appendix A
Radio
8Minute Dating will employ the use of radio advertisements to reach different sections of our
target audience.
To reach those in the 35-55 age bracket the radio advertisement will air during morning and
afternoon commuting hours (6 am to 10 am; 3 pm to 7 pm). By airing during commuting hours,
we will have a greater chance of reaching those with busy lives who would benefit from the
quick This advertisement will feature the signature bell “ding” used at events to signal the
switching of dates, along with lively date-like chatter (“What do you do for a living?” “Where do
you see yourself in 10 years?”). This ad will feature the “older” 8Minute Dating slogan,
“Traditional Meets Modern” to appeal to an older crowd that may not be comfortable with
speed/online dating. Some radio stations we hope to advertise to the older crowd on include:
WTCT 1450 AM – Busy adults, news listeners, may listen to talk stations on their way to
work to keep abreast of contemporary topics that may not necessarily make the regular
news stations. These adults would be prefect candidates for trying 8Minute Dating, a
modern twist on traditional online and speed dating.
WSJO 104.9 FM – This station plays a contemporary variety of adult music, which many
busy adults listen to on their way to and from work to keep their commute upbeat and
energetic. Adults who enjoy fun music may like the fun and exciting pace of 8Minute
Dating.
WSNQ 105.5 FM – This station plays classic hits which are frequently listened to by
those aged 35-55. Advertising on this station will increase the likelihood of our
advertisement reaching those of our target audience.
To reach our audience that falls in the 21-35 age bracket, our radio advertisements will play
during late night hours (7 pm to midnight), as well as on internet radio stations such as Pandora,
which are frequently used by the younger crowd. This advertisement will feature a similar plot
line, with the signature “ding” and date chatter. This ad will use the “younger” 8Minute Dating
slogan, “Get Your Date On!” which will appeal to a younger crowd that is more in tune with the
online dating aspect of our services. Ads featured on internet radio stations will be accompanied
by our banner ads, allowing listeners to click on the ads and direct them to our website, where
they can learn more about our brand or register for an event. Some radio stations we hope to
advertise to the younger crowd on include:
WKMK 106.3 FM – This country station, Thunder 106, reaches a wide expanse of South
Jersey and plays upbeat and modern country music, a popular genre among the 21-35
year-old crowd. This station often advertises for local pubs, restaurants and events so
many listeners look to this station so stay up to date with the area and things going on in
the area, making this a great station to advertise an 8Minute Dating event.
WMGM 103.7 FM – This modern rock station appeals to a younger, music lovers, crowd
and features more late night listeners, allowing us to advertise to those living a busy,
exciting life who would benefit from 8Minute Dating. By advertising on stations that
feature diverse music, we have a greater chance of reaching a diverse audience, as
8Minute Dating does not discriminate against age, ethnicity or sexual orientation.
13. Appendix A
Television
8Minute Dating will use participation television advertising. The television ad spots will be 60
seconds, following a similar pattern to that produced in the magazine print ad: the commercial
will show a woman participating in an 8Minute Dating event, with similar date chatter and the
signature bell “ding” used in the radio advertisements. By having television ads that mimic and
repeat images and sounds used in print and radio ads, we will integrate our media messages and
increase brand awareness and ad recall.
Similar to our radio and magazine ads, the television ads can be modified to fit the target
audience based upon what channels and programs in which the ads are placed.
Like our print and radio ads, our television commercials will be placed across a wide range of
television channels and programs. Our commercials will be placed in post-primetime hours to
control cost and to reach those who watch television later due to their busy lifestyles. Channels
and programs we will advertise on include:
Grey’s Anatomy (ABC)
Tosh.0 (Comedy Central)
Lifetime
Spike TV
CNN
Online
8Minute Dating combines the exciting, intimate feeling of in-person speed dating with the
convenience and discretion of online dating. As such, online advertising will be very important
for the brand. 8Minute Dating needs to reach an audience that is literate in the ways of the
internet. Our online advertising will feature our martini glass logo, our name and, depending on
what websites the ad is on, one of our two slogans, “Get Your Date On” or “Traditional Meets
Modern”. “Get Your Date On” banner ads will be placed on websites frequented by younger
crowds, including, but not limited to
Tumblr, a popular blog-hosting website (www.tumblr.com)
MySpace, although not as popular as Facebook, advertising on MySpace is free and as a
social media tool allows us to reach an audience interested in social media and the online
aspect of 8Minute Dating (www.myspace.com)
Facebook, the most popular social networking site. Facebook advertising may be more
expensive, but it is the most effective way to reach our diverse target audience, as
Facebook has members of all ages, ethnicities, socioeconomic classes and sexual
orientations. (www.facebook.com)
8Minute Dating will use offline advertisements to promote the website and to generate more
traffic to the website. Since part of the services provided by 8Minute Dating is the online dating
aspect, it is imperative to have offline advertising promoting the website. Offline advertising for
14. Appendix A
the brand will be included in all print and television advertisements, with the website’s URL
clearly visible. Other offline advertisements will include QR codes and Street Stencils (See
Ambient Marketing under Guerilla Marketing Strategies below)
Advertainment: 8Minute Dating will advertise through the means of advertainment by producing
a mini-series that follows the dating trials of a young woman from Indianapolis. Episodes will
show the main character, Mallory, breaking up with her boyfriend and follow her through her
daily, busy life as she tries to balance a career, friendships and dating. Episodes will put
emphasis on her dating events and online dating escapades but will not explicitly mention
“8Minute Dating”.
Mallory will be seen interacting on face-to-face dates and on the online dating aspect of
the brand.
Mallory will also be seen using Facebook, Twitter and Tumblr as another way to
integrate the several facets of our advertising campaign.
Social Media
8Minute Dating will depend greatly on social media to not only promote our brand but to receive
feedback on the effectiveness of our advertising and the satisfaction of our customers. 8Minute
Dating is essentially a type of social media, as after the initial face-to-face 8 minute dates, our
customers will go online to further connect with those dates they found desirable. Our dating
website will allow customers to connect with Facebook, allowing them to find their dates on
Facebook and to also find those already on their friend lists who are open to finding a new
relationship.
8Minute Dating will also use Twitter to advertise and connect with customers. 8Minute Dating
will use the trend “#In8Minutes” to allow those at 8Minute Dating events to tweet about their
experiences, as well as provide our brand with word-of-mouth advertising. (See Tweet Me in
Guerilla Marketing below for more information)
In addition to placing online banner ads on the popular blog site Tumblr (see Online section
above), 8Minute Dating will also have its own Tumblr page. The blog will feature information
about upcoming dating events, pictures from previous events and stories and comments from
consumers. The blog will be connected with Twitter to include those who are tweeting about the
brand (see Tweet Me in Guerilla Marketing below).
Guerilla Marketing Strategies
Street Team
Flash Mob: Our street team will perform a flash mob where 8 men and 7 women appear
seemingly out of nowhere, place down tables and chairs and begin “super speed dating”,
with one man ringing the bell that signals changing dates. One table will have two open
seats with a sign inviting onlookers to join in on the fun.
15. Appendix A
Walking Success Story: We can employ couples who met through one of our speed dating
events to walk around holding hands wearing shirts promoting our brand in funny and
cute ways. For example, “I met this fine man/woman through 8Minute Dating” with
arrows pointing to their partner.
Buzz Marketing
Success Storytelling: Our brand will rely heavily on satisfied customers suggesting us to
their friends and family members. By holding events often, providing free events for
those who do not meet a match their first time around, and being convenient and safe we
will hopefully inspire others to share our name with other singles.
Tweet Me: 8Minute Dating events will instruct participants to tweet about their
experiences using the hash-tag “#In8Minutes”. This will provide our brand with word-
of-mouth advertising if participants enjoy themselves. This will also provide our brand
with important feedback from participants if they tweet any dissatisfactions they
experience during the speed dating or online components of our services. Example
tweets might include “Met a guy with a cute laugh and two dogs #In8Minutes” or
“#In8Minutes I connected with a smokin’ red head”
Ambient Marketing
Sidewalk Water Stencil: Water stencils are clean and environmentally-friendly ways to
“paint” on streets and sidewalks. Our stencils will feature the 8Minute Dating martini
glass logo, our name, web address, and the slogan, “Get Your Date On.” Other stencils
will feature the logo with the phrase, “#In8Minutes” to help integrate our guerilla
marketing ideas.
QR Coaster: Many of our speed dating events take place at bars. By creating QR code
drink coasters and distributing them to popular bars, we can reach our target audience of
singles who are looking to mingle and meet new people. The QR code will direct users
to the 8MinuteDating website and offer them a discount for their first event.
16. Appendix A
The Message Strategy
Perception Driving Strategies
Creating Stopping Power
Intrusiveness/Breakthrough Impact: Since a lot of people do not really know what
8MinuteDating.com is, this method could be useful to us. For this type of stopping power, we are
going to have an ad with a big, empty martini glass with the words, “What could you do in 8
minutes?” written around the rim and the 8minute logo on the bottom corner.
Unexpectedness of the New Idea: We are going to have an ad with two martini glasses sitting on
a bar. One looks feminine and one looks manly. The male martini glass looks at the female one
with an interesting look and is saying though a talk bubble, “So, do you come here often?”
The Use of Unexpected Media: 8MinuteDating.com is going to have a billboard listing crazy
things in bold letters that can be done in 8minutes, like eat a baked potato, get a job, take a
shower, do your hair, go on a roller coaster, etc… and then at the very end, put, Find the Love of
Your Life with the 8MinutDating.com logo next to it.
Clutter-busting Ads: 8MinuteDating.com is going to set up a fixture of a heart at the entrance of
the venues we are hosting events at and when someone walks by, the heart will say a pickup line
and when they look at the heart, they will see the 8MinuteDating.com logo.
Contrasts: We are going to have a black and white billboard or ad as a silhouette of a couple on a
date and then at the bottom have the orange 8MinuteDating.com logo, which stands out against
the black.
Creating Pulling Power
8MinuteDating.com creates pulling power by evoking emotions and fair promises. Our pulling
power is the pursuit and realistic journey of love. We are in the business of making people happy
and who doesn’t want to be happy?
Enhancing Memory
The 8MinuteDating.com tagline, “Get Your Date On!” is short, fun and easy to remember. It is a
hip and attractive way to help people remember 8MinuteDating.com and also help people create
buzz about 8MinuteDating.com.
17. Appendix A
Cognition Driving Strategies
Informational Strategies
8MinuteDating.com representatives will give presentations about and in support of safe dating,
as well as advocate how save 8MinuteDating.com really is. The fact that neither of party gets the
contact information of their date until both parties agree to it is a very safe way to meet and date
people.
Point of Differentiation
8MinuteDating.com is different from traditional dating and online dating because it is a hybrid of
the two. 8MinuteDating.com brings the physical and local aspects of dating to the web. It is safe
and it is tried and proven successful for over 11 years!
Brand Claim
8MinuteDating.com’s brand claim is to provide a fast, fun, and safe way to date to singles
everywhere…guaranteed or your next event is free!
Emotion Touching Strategies
Soft-Sell Strategies
8MinuteDating.com uses primarily soft-sell strategies because they appeal primarily to emotion.
Our colors indicate love and happiness while most of our ads and commercials feature two
people finding their true love on a date. 8MinuteDating.com relates to singles and tries to find
them what they want.
Involvement Strategies
8MinuteDating.com’s involvement strategy has a lot to do with the event organizer is involved in
every aspect of the event. From contact information to advertising out on the street, in addition to
being present, running the event itself, the event organizer is involved in every aspect of the
8MinuteDating.com event.
Entertainment Strategies
The events themselves are entertainment strategies. 8MinuteDating.com strives to have all of
their events be fun and they are advertised that way. All of the flyers and promotional material
directed towards a snapshot of an event is always of people having a great time. We are
providing entertainment, food and door prizes, as well as the chance to meet your soul mate.
18. Appendix A
Persuasive Strategies
Persuasive Appeals
Emotional Appeals: Many of our ideas are geared towards extracting emotion. Our whole basis
for 8minutedating.com is to provide happiness through helping people find each other and seek
emotional and attachment.
Logical Appeals: Our logical appeal is that everyone wants someone. And we help people find
that special someone safely and quickly, in order to accommodate for mutually busy lives.
Status Appeals: Our status is respected. 8MinuteDating.com is not too well known, but we are
definitely growing into a respected company. Our ideas are fresh and well received!
Selling Premises
The benefit of 8MinuteDating.com is meeting people in a safe, fun and public environment.
The promise of 8MinuteDating.com is if you do not meet someone you want to see again, your
next event is free!
The reason why 8MinuteDating.com is as effective as it is, because we are promoting love,
happiness and friendship in a local area, at a safe location, that people can trust.
Our unique selling proposition is that there is not anything in the world like it.
8MinuteDating.com was the first and still the reigning hybrid dating site. We combine the digital
aspects of online dating with a localized, personal feel.
Association Strategies
Lifestyle Association
The lifestyle associate for 8MinuteDating.com is singles of all ages and preferences. We help
bring people together.
Other types of Association
Since 8MinuteDating.com uses all types of different venues, restaurants are a big association of
8MinuteDating. Also, other dating sites and forms of dating are competitors, but we can also use
them to get the word out about our events.
19. Appendix A
Sponsorship Association
Our sponsors are the places singles go and the products they buy. The opportunities for
sponsorships are everywhere. We could delve into retail sponsorship, the venue we are using is
also a sponsor and even some other dating outlets and networks are very necessary
Brand Relationship
The brand relationship is that of community. All of the even planners are individuals working
toward the common good of helping people find happiness.
Action Driving Strategies
8Mintuedating.com uses strategies like handing out flyers, posting links to our website through
social networking and emails in order to drive people to our website in hopes that they will see
an event they like. Our website is very informative and very well set up, so it explains the goals
of 8MinuteDating very simply as well as provides detailed information about events and the
organizers holding the events.
Delivering Information About Promotions
8Minutedating.com uses social media such as Facebook, Twitter and blogs to inform about
promotions. We post new events on the 8minutedating.com website and we send messages out to
all of the online dating sites as well as inform on the street by handing out flyers and encouraging
venues that are hosting our events to incorporate some of their own strategies.
Generating Word of Mouth Communication
With every good experience, the testimonials grow. 8minutedating.com takes full advantage of
our testimonials and since the idea of 8minutedating.com is still new and exciting to most of our
new customers, our testimonials are very important to us. Testimonials and word of mouth
proves that we are doing our job as a matchmaking company. We are a service so word of mouth
advertising is very important.
Message Approaches
Straightforward
With straightforward message approaches, 8MinuteDating.com is encouraging their event
organizers to get out on the town and personally hand out flyers. This way, the event organizer is
meeting prospective daters before the event even begins.
20. Appendix A
Demonstration
There are countless discounts available for new daters to come to an event and in addition, a lot
of the commercials have a quick demonstration of exactly what 8MinuteDating.com really is so
they can see what they are getting before they buy tickets.
Comparison
8MinuteDating.com is rightfully compared to other speed dating sites, but 8MinuteDating.com is
different because it was the first and it has the longest track record. Other speed dating sites fall
of the grid, eventually, but all 8MinuteDating.com has done was expanding!
Problem/Solution
8MinuteDating.com solves the problem singles have of being single. All of our promotional
material and testimonials proudly displayed on the website praise and reiterate that fact.
Humor
8MinuteDating.com puts out these comic strips of funny situations, either where a person is on
an 8MinuteDate and gets freed by the bell or where someone realizes they should have gone to
an event instead of wasting another Saturday night.
Slice of Life
8MinuteDating.com is the hero because in all of our ads and especially in our commercial,
8MinuteDating.com brings the soul mates together.
Spokesperson
Since 8MinuteDating.com is a localized service, we will opt to get local spokespeople to speak
about how 8MinuteDating.com has changed their life.
Teaser
We could create a commercial of restaurant scene, with two people talking and laughing. Then,
we could show a scene of the two people, in the same restaurant, but the man is proposing to the
woman. And in the last scene, the couple has just gotten married. This scene will fade out into
the 8MinuteDating.com logo.
Shockvertising
8MinuteDating.com will put out a picture of a woman who looks badly battered from domestic
violence, with police cars and sirens in the background, against black, with the words “One in
four women will experience domestic violence in her lifetime,” written off to the side in white.
In the bottom right corner, an 8Minute Dating.com logo will be displayed. 8MinuteDating.com is
21. Appendix A
a supporter of safe dating and healthy relationships. By doing a Shockvertising Message
Approach, we would like to bring to light the issue of domestic violence in an effort to make
people aware of this issue, which plagues the closed doors of our friends and neighbors.
22. Appendix A
The IMC Tools
Traditional Promotions Tools
Coupons
We will send coupons to 8Minute Dating users through the email addresses they provide the
company with upon registering. The coupon will be sent to users who have attended two
8Minute Dating events and will entitle users to a free drink and 20% off their next 8Minute
Dating event.
Sampling (Direct Sampling)
The event organizer of an 8Minite Dating event in a specific area will send out flyers to homes in
the immediate area of the event stating that with the presentation of the flyer they will be entitled
to one free trial 8Minite Dating event. If the user enjoys the trial and wishes to go to another
8Minute Dating event the registration website will be directly on the back of the ticket they
receive in exchange for their original sample flyer.
Price Deals
8Minute Dating will host events in specific areas where it will be advertised that users may bring
a friend or family member along with them to take part in the event, or in other words, 2 for the
price of 1. The deal will be limited to individual speed dating events in the selected areas, and
will only be valid at times advertised to current 8Minute Dating users through flyers and emails.
Interactive Promotions Campaign
The 8Minute Dating 8 Ways to Win Sweepstakes
Our interactive promotions campaign will be a sweepstakes style contest in which once entered,
individuals will have the possibility of winning one of 8 different levels of prizes. The
sweepstakes will be advertised on internet banners on websites such as yahoo and Facebook In
order to enter an individual must submit an 8 character alphanumerical code, found on the back
of their 8Minute Dating receipt, to the 8Minute Dating website, also found on their receipt. Once
the code is entered they will be redirected to our Facebook page and asked to “like us on
Facebook.” Facebook will be an effective medium for our campaign because of its popularity
especially among single people in their twenties which is the target audience we are aiming for.
After liking the page the individual will be redirected again to the registration page for the
sweepstakes where they will enter their basic information (name, age, address, email address,
and phone number) and be entered in for a chance to win.
Prizes
First place grand prize is a new 2012 Ford Focus. 5 second place winners will receive $8,000
cash. 50 third place winners will receive an all-expense paid trip for two to the British Virgin
Islands. 100 fourth place winners will receive a new Apple iPad Mini. 500 fifth place winners
will receive a $500 Target shopping spree. 1,000 sixth place winners will receive $50 Starbucks
gift cards. 5,000 seventh place winners will be entitled to 35% off their next 8Minute Dating
23. Appendix A
event, and 10,000 eighth place winners get a free drink and dessert at their next 8Minute Dating
event. The event will be begin on January 10th 2012 and will end on March 5th 2012, with the
winners being announced on March 10th 2012.
Objective
The objectives of the campaign are to get people excited about 8Minute Dating, and persuade
those users who have not yet found a companion to continue to use our service instead of looking
for love elsewhere.
Target Audience & Rational: With this campaign we will be targeting current users of our
service between the ages of 21 and 35 because this group of people will most likely be interested
in the types of prizes offered by our sweepstakes.
Traditional PR Tools
Public Service Ad
8Minute Dating will sponsor television ads in conjunction with the AT&T don’t text and drive
campaign.
Media Tours
Invite members of the media to watch and participate in 8Minute Dating events and include
information and feedback about 8Minute Dating in their work.
Website/Chat room
Feature chat rooms on the 8Minute dating site for people interested in our services, returning
users, and users who found someone through 8Minute Dating.
Interactive PR Campaign
Twitter Campaign
8Minute Daters will be prompted to tweet about their various dates with the Twitter promoted
hash tag “ItOnlyTakes8.” Because we will be paying for it to be promoted by Twitter it will be a
trending topic, and will effectively get more people interested in our brand.
Objectives: To create buzz through the ambiguous hash tag, and expand our client base via
twitter
Interactive Platform: Twitter
Target Audience: Singles in their twenties who have not used 8Minute Dating before. By seeing
the curious hash tag from friends on their Twitter and seeing it as a trending topic they will be
24. Appendix A
more than willing to find out what it’s all about, and the use of Twitter makes it very effective
for this age group.
Traditional Direct Marketing Tools
Direct Mail
We will send out mail to homes in the immediate area of 8Minute Dating events. The letters will
consist of brochures giving information about 8Minute Dating, and a return card for individuals
to register for the event nearest them.
Telemarketing
Calls will be made to homes in the immediate area of an 8Minute Dating event and will simply
inform them about 8Minute dating and also provide them with the tools necessary to register
(web address and/or phone number.)
Direct Response
An informative commercial about 8Minute Dating prompting viewers to call a toll free number
for registration and event details.
Interactive Direct Marketing Campaign
We will be sending holiday care packages to all of our registered users. Each package will be
wrapped and packaged like a Christmas gift and will contain a personalized holiday card
gingerbread cookie ingredients and recipe, jingle bells and also a personalized booklet with
success stories from 8Minute Dating Couples complete with pictures, and direct verbiage from
each couple. At the end of each booklet will be a holiday themed phrase, (e.g. “deckthehalls”) a
5 digit number, and instructions to text the phrase to the number to receive discount coupons (via
text) for any of 8Minute Dating’s partner brands (e.g. Target, Apple)
Objectives: To let customers know that we care for them on a personal level, and also let people
see that dating services still care whether you’ve found someone or not.
Interactive Platform: smart phones/ text messages
Target Audience: Registered 8Minte Dating users between 21 & 35. Although all users will
receive care packages the use of text messages makes this an effective strategy for the identified
age group.
25. Appendix A
Ad Copy
Direct Action Headlines
Assertions: 8Minute Dating is a safe and convenient alternative to regular online dating.
Commands: Find your soul mate; it only takes 8!
How-To: Visit 8MinuteDating.com to view a tutorial, learn how to register for an event, and
listen to testimonials from previous daters.
News Announcements: Introducing 8Minute Dating, the future of online dating!
Indirect Action Headlines
Puzzles: 2 People + 2 Drinks + 2 Profiles + 2 Hearts = 8. It Only Takes 8
Blind: It Only Takes 8 to Seal Your Fate (8 turned on its side to become the infinity symbol ∞)
Associations: Your friends, classes and banking are online, why isn’t your dating?
29. Appendix D
8 MINUTE DATING COMMERCIAL
Francine in a Bar with a Man trying to Pick Her Up
NARRATOR (MAN)
Meet Francine.
PAN TO EMILY AT A BAR
NARRATOR (MAN)
She seems to always meet...
ZOOM OUT TO GUY
MAN ONE
So...Do you come here often?
FRANCINE
(Looking Obviously Displeased She
Rolls Her Eyes and Walks Away)
NARRATOR
The wrong guy...
NEXT SCENE
Marcus is at the Mall and some Crazy Lady at the Mall
NARRATOR (WOMAN)
Meet Marcus.
PAN TO MARCUS AND CRAZY LADY
NARRATOR (WOMAN)
He always seems to find women who are...
CRAZY WOMAN
(Looking crazy and very trashy)
So...Can I have your number?
(Pushing her cleavage towards him.)
MARCUS
(Looking very awkwardly. He just
stares and walks away.)
NARRATOR (WOMAN)
30. Appendix D
Crazy...
NEXT SHOT
Francine is In the Library and Gets Hit On By Geek
NARRATOR (MAN)
And perhaps timing is everything...
GEEK
(Walks over to Francine and taps her
on the shoulder)
FRANCINE
(Turns around)
GEEK
Hey! If you ever need someone to help you
with your homework or computer programming
or something...
NARRATOR (MAN)
...Or not.
NEXT SHOT
Marcus is at a Party and Clingy Girl Hits on Him
NARRATOR
He has also met the the stage five
clinger...
CLINGER
(Girl is holding on to Marcus's hand
as he tries to leave.)
But wait! I haven't even began to tell you
about my Bennie Baby Collection!
NARRATOR
...Many times.
NEXT SHOT
A Split Panel of Francine and Marcus sitting in Front of
8minutedating.com Website.
FRANCINE AND MARCUS
I need a change!
31. Appendix D
NEXT SHOT
Francine and Marcus are sitting at t a table together at an 8
Minute Dating Event and sparks are flying!
FRANCINE AND MARCUS
(Laughing and enjoying each other's
company.)
