Wednesday, January 24, 2007

Imperfect Match


Correct me if I’m wrong, but I thought one of the keys to a successful ad campaign was to get the right message to the right person at the right time.

Obviously the folks from LavaLife don’t agree.

The ad above ran as a huge over-the-page ad on MSN today.

Now I’m not totally anti over-the-page ads, in fact I’ve done a few myself over the years.

No, my issue is why on earth would you run an ad for a mating, oops I mean dating service on a mainstream website?

It’s like taking out a full page front cover ad in a daily newspaper. You just wouldn’t do it. This is an ad/product for a niche market.

How many people in Australia are using matchmaking services anyway? Surely not enough to warrant a high price media buy on MSN.

For the money it must have cost to run this ad LavaLife could have probably paid for an ‘escort’ for each of its clients.

When oh when are we going to see an end to traditional adland thinking being applied to the online space?

4 Comments:

Blogger My Marrakech said...

Hi Stan! Thanks so much for visiting me in Marrakech today. Sounds like you have been there before?

You are so right on message. I actually do some communications work myself - mostly as a trainer on speech development and public speaking.

Take care and look forward to reading more of your posts.

10:20 am  
Anonymous Anonymous said...

Hi!
I like your story.
But you'd better take a look here to find a really DIFFERENT dating site.
Looks amazing, agree? :-)
You can also find my pics and more about me on my page www.livedatesearch.com/jessica
Read more about me or drop me a message from there.
Chao!
Jessica

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