This isn’t going to be a post about dating, relationships, or Valentine’s Day. But when was the last time you heard a guy say he was looking forward to “getting to the communication”?
That’s a key line from an advertisement by online dating service eHarmony that has been running on ESPN News. Apparently eHarmony just held a “free communication weekend,” presumably in honor of Valentine’s Day.
The ad caught my attention because it seemed so out of place on a sports network. (That and the guy uttering a phrase that no real person would actually use.) So here’s the bigger question: who is the target audience? If I’m watching a sporting event, I’m not likely to turn it off and log on to fill out a “29 dimensions of compatibility” questionnaire.
Why do you think eHarmony is advertising on ESPN? Smart move or waste of money?
Have you signed up to receive the Independent Thinking newsletter? Now’s the time! Once a month I’ll send you exclusive, subscriber-only content highlighting interesting articles I’ve found, as well as tips on marketing, social media, and how to grow your business. Sign up today!
{ 2 comments }
