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8Minute
Dating
Advertising
Campaign
November 30
The following report outlines our marketing and advertising campaign for t...
Table of Contents
Campaign Report
Part One: The Consumer Audience Page 1
Part Two: The Advertising Media Page 7
Part Three...
1
The Consumer Audience
Executive Summary
8MinuteDating is an up-and-coming dating experience that fits into the modern te...
Appendix A
Threats
eHarmony and Match.com are established dating services
eHarmony and Match.com dominate the current dati...
Appendix A
starting their career, the middle class is the biggest economic subgroup within the age group, so
advertising t...
Appendix A
Family
Single-parent households in the 21-30 age group or even singles without children (one-person
households)...
Appendix A
Family Guy, American Dad, news networks/shows). Also, a few good select TV stations would be
MTV, Comedy Centra...
Appendix A
The secondary category is experiencers. 8Minute Dating is a different kind of experience, and people
who want n...
Appendix A
The Advertising Media
Overall Media Strategy
Media Selection
8Minute Dating will employ the use of a broad spec...
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...
Appendix A
 Again, this ad can be modified depending on which publication in which it will be
featured. Ads to be placed ...
Appendix A
Radio
8Minute Dating will employ the use of radio advertisements to reach different sections of our
target audi...
Appendix A
Television
8Minute Dating will use participation television advertising. The television ad spots will be 60
sec...
Appendix A
the brand will be included in all print and television advertisements, with the website’s URL
clearly visible. ...
Appendix A
 Walking Success Story: We can employ couples who met through one of our speed dating
events to walk around ho...
Appendix A
The Message Strategy
Perception Driving Strategies
Creating Stopping Power
Intrusiveness/Breakthrough Impact: S...
Appendix A
Cognition Driving Strategies
Informational Strategies
8MinuteDating.com representatives will give presentations...
Appendix A
Persuasive Strategies
Persuasive Appeals
Emotional Appeals: Many of our ideas are geared towards extracting emo...
Appendix A
Sponsorship Association
Our sponsors are the places singles go and the products they buy. The opportunities for...
Appendix A
Demonstration
There are countless discounts available for new daters to come to an event and in addition, a lot...
Appendix A
a supporter of safe dating and healthy relationships. By doing a Shockvertising Message
Approach, we would like...
Appendix A
The IMC Tools
Traditional Promotions Tools
Coupons
We will send coupons to 8Minute Dating users through the ema...
Appendix A
event, and 10,000 eighth place winners get a free drink and dessert at their next 8Minute Dating
event. The eve...
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 ...
Appendix A
Ad Copy
Direct Action Headlines
Assertions: 8Minute Dating is a safe and convenient alternative to regular onli...
Appendix B
Appendix B
Appendix C
Appendix D
8 MINUTE DATING COMMERCIAL
Francine in a Bar with a Man trying to Pick Her Up
NARRATOR (MAN)
Meet Francine.
PAN...
Appendix D
Crazy...
NEXT SHOT
Francine is In the Library and Gets Hit On By Geek
NARRATOR (MAN)
And perhaps timing is ever...
Appendix D
NEXT SHOT
Francine and Marcus are sitting at t a table together at an 8
Minute Dating Event and sparks are flyi...
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8Minute Dating Final Report (1)

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8Minute Dating Final Report (1)

  1. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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?
  26. 26. Appendix B
  27. 27. Appendix B
  28. 28. Appendix C
  29. 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. 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. 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.)

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