original photo by: glynnish
eHarmony
In the world of online dating, the sea of website options are endless, all promising the perfect love connection. EHarmony has a massive following and a very expensive ad campaign- we are all educated about their philosophy that you are matched on multiple levels after taking what equates to a psych evaluation test. The theory is that instead of lust matching, the site matches you with your soulmate. The founder of eHarmony has publicly asserted that he believes that premarital sex clouds your judgment.
Chemistry
After putting all of these pieces together, a rival company called Chemistry.com has launched a print marketing and television campaign encouraging people who were rejected from eHarmony to come join their site, for people who don’t agree that premarital sex clouds your judgment to come hang out and swap photos. Their theory is that you can take all the tests in the world, but if you show up and the date is an ugo, you’re not going to stay.
Smart Business
What appears from a non-insider to be a mud slinging contest is actually really smart business on both parts. One company wears a halo and matches you with your future spouse while the other wears devil horns by appealing to the primal urges of non-commital dating. Both succeed because they aren’t actually pandering to the same crowd, rather providing alternatives to each other.
Who Are You?
That said, it’s important to think about this- who are you in this scenario? No, I’m not asking if you believe premarital sex clouds judgment or not, rather if you are the company founded on traditional grounds, or are you providing an alternative to your competitor? Better yet, are you the company that’s neither, rather the company whining that you’re being attacked by the alternative to your business instead of taking advantage of their bashing?
