Match.com is paying Dr. Phil an undisclosed sum to offer dating advice to Match subscribers for $12.99 a month. “MindFindBind” will offer provocative tips and techniques, workshops and 50 video segments.
Match CEO Jim Safka:
I would like to see the top 10 list of things members want. If coaching and advice is the #1 request I’ll eat my profile on stage at iDate. People want less fake profiles, more interactive online dating experiences and better customer service to start.
Who came up with the phrase “MindFindBind” for a premium service? That’s the worst branding I’ve seen in a while.
Industry scribes are praising the move, but I think adding more lowest-common denominator content and making people pay 1/2 their monthly subscription fee for it is going to go the way of Match video, Match social networking, Match profile help and all the other attempts at trying to increase the stickiness of the site or wring more money out of members.
Match has consistently shown they know how to maintain the success of their first-mover advantage, but stagnant growth and the glacial pace of innovation has them squarely in the big-box retailer WalMart category. Don’t get me wrong, Match makes decent money as the “Kleenex” of online dating, but today’s online daters want more than what Match or any other dating site out there offers.
When I looked the the terms of use, I see the following:
“The content is generalized, non-individualized information designed for self-help purposes.”
This is precisely the opposite of what we’re trying to do with ProfileDoctor. People need personalized feedback on their specific situation. The problem is that Match, or any other dating site, still views members as a credit card number. This is a high-volume transaction business, with little room for customized features or content. That’s why canned videos are so appealing. I’m sure the videos are decent, and some people will learn mind-bending things like “brush your teeth before a date” and “you have to love yourself before someone else can love you.”
“You understand that this is not a personality test, which can only be administered on an individual basis under the supervision of a professional licensed to administer and interpret such tests.”
Right. Match had a deal with WeAttract, which went south for a variety of reasons. Yahoo came in and picked up WeAttract, leaving Match with no personality tests. Match now conveniently says that personality tests can’t be taken online. Please.
There is reference to tests and questionnaires, perhaps some level of interactivity will be part of MFB.
The first lawsuit will be someone who goes on a date based on what they learned with MFB and ends up in a bad situation.
The service is billed at $12.99 per month. When I went to sign up, in small print it says my credit card will be charged $31.94. I’m on a six-month renewal, I’m guessing that’s the pro-rated cost. I want one month of MFB, to kick the tires, check it out, see if I like it. No way am I going to pay for it for the remainder of my subscription and with auto-renew on by default.
To what extent does Match expect MFB to drive new memberships, extend existing ones or simply act as a new revenue source?
I predict inconsequential revenue from the program, and a slight uptick in memberships if they promote the service effectively.
My myriad issues with offering MFB aside, kudos to Match for landing the good doctor. He’s not a spokesperson, but aligning such a major tv personality is a major coupe.
Now, who is Yahoo lining up, Dr. John Gray?
[tags: match]
