What is Chemistry.com?
Chemistry.com welcomes those who are seeking a serious relationship based on their own personal goals – perhaps it’s marriage, perhaps not. And it connects those people in an environment that combines privacy with a superior matching system that transcends “compatibility�? and seeks out chemistry.
What’s happened to get it where it is today over the past year or so?
Chemistry.com launched in February 2006 and over the past year, we built the business organically allowing us to learn so much from our customers along the way. Currently, more than 2 million people have registered on the site and we have had more than 350,000 first dates in the past 6 months.
We’ve had great success matching people based on individual chemistry, and that’s because our system was developed by Dr. Helen Fisher, the acclaimed biological anthropologist. Dr. Fisher used her research into brain science to create the Chemistry.com profile, which captures deep personality characteristics that yield chemistry-inspired matches.
Who is on Chemistry.com?
While people of all ages are flocking to Chemistry.com, if you pressed me, I’d say that most people here are older than thirty and younger than 55.
What does “Come as you are” mean?
We believe that consumers care deeply about what a brand stands for, and what its values are. That’s especially true when it’s a place that brings people together. This campaign introduces a philosophical difference between Chemistry.com and eHarmony — its largest competitor — into the dialogue. Chemistry.com doesn’t have a check list of criteria, we invite everyone to come as they are.
What goes into creating an ad campaign?
Looking inward and outward. Inward, to understand what needs consumers have that aren’t being satisfied. Outward, to look at trends and social forces that shape the way consumers perceive brands.
Why did you choose Hanft Raboy?
We chose Hanft Raboy & Partners because they are a fiercely independent advertising agency that is agnostic to media. They represent Match.com; you’ve recently seen their work with the “It’s Okay to Look�? campaign.
What media are addressed?
This is an integrated campaign that includes national TV, print and a strong online presence including the “Great Mate Debate.�?
Where will it run, for how long?
TV will run on NBC for 5 weeks, you can see ads run during shows like The Office, SNL, Heroes, Access Hollywood, etc. Print ads will run for 4 weeks in People.
Here are the links the TV spots on YouTube:
Dear John, Small Things, Still Gay, Five for Free, How Happy.
Chemistry Print Ads (392k PDF).
What about the feedback loop and paying attention to customers
We receive hundreds of customer calls a week. I am in close communication with the teams who are talking to customers everyday. Not only do I sit in on the calls to really listen and understand both the complaints and success stories, but I also read through every customer comment each week.
Thanks Mandy!
More conversation with new Match CEO Thomas Enraght-Moony and Mate1 coming soon.
No related posts.
{ 2 comments… read them below or add one }
Congrats Mandy you have a fantastic site.
The new marketing campaign is brilliant…I’ve enjoyed watching Chemistry being cleverly positioned within the space.
Our off-line service is similar in one aspect to Chemistry…we to ask members to “Come as you are�.
The philosophical difference between Chemistry.com and eHarmony is similar to the philosophical difference between The Right One/Together business model and “high-end� matchmakers.
Like Chemistry, The Right One/Together do not require members to match a stringent list of criteria…“high-end� matchmakers (and eHarmony) do require members to meet strict criteria list.
A “realistic set of expectations� and being “single� are the two main criteria for our membership.
Terry Fitzpatrick
COO
The Right One, Together, eLove.com
Mandy,
Just read your piece in O and I feel I am a tried and true online, persoanl ad expert. #1 I suggest don’t meet someone just because you have spent 2 hours on the phone. Be willing to say ” I am not feeling any magic here.” It is gentle and it works. If you really think there is a possibility for a relationship don’t meet over coffee. It is to easy to look at someone and say”next”. Dinner or happy hour give you at least time to dig deeper, listen for intonations, a chance to laugh together and move beyond the “doesn’t look right” mentality.
After many relationships I have finally found my partner from Match. I’d love to be interviewed for future articles, I am a director of mktg, almost 54 and love to give folks over 5o hope. Call or e-mail me. I am off the dating market but still very engaged in the mkt trends of finding your sweetie. I believe my other tips, garnered from 19 years of on and off dating tips on match, spiritedwoman or spiritedwoman77, I forget, can benefit others like me who may have given up!
In Touch,
Dale Kirby
503-449-7517
{ 3 trackbacks }