Steps That Influenced the Creation of the EHarmony - Essay Example

As a late entrant, eHarmony learned from the mistake of others and capitalized on the available niche by creating a unique product. Specifically, the firm required the participants to take more time to the website before matching (Mariotti & Glackin, 2012). Notably, this helped in distinguishing between the serious partner-seekers and the jokers. In effect, the firm reduced the speed of forming a relationship by ensuring the interested parties provided adequate information to help in making a match that would lead to a long-lasting relationship.
1. Disadvantages of the firm due to the late entrant of the firm into a market. Did eHarmony experience any or all of these? Which?

As a late entrant with a rigorous process and time-consuming to know the applicants, the firm faced high competition from established businesses. In addition, clients were unsure about the trustworthiness and effectiveness of the company (Mariotti & Glackin, 2012). Therefore, the company experienced a low rate of application forcing it to strategies a campaign to create awareness and attract clients.

2. Why did Greg Forgratch believe that eHarmony’s first radio ad worked so well?
Formatch believes the first radio advertisement worked for two primary reasons. First, the resulting turnover was promising as the company recorded an increase in revenue that reflected in the promotion costs that reached $20 million by 2004. Secondly, the use of Dr. Neil Clark Warren was efficient as he was a household name in marriage therapy (Mariotti & Glackin, 2012). In addition, his distinctive voice, credibility, and meaningful message worked to the advantage of the enterprise.

3. What key advertising concepts have eHarmony applied?
The eHarmony business uses a service promotion concept in which it sells the services it offers to the public. Therefore, this direct action advertising strategy focuses directly on the potential clients. The firm achieves success using real customers who have benefited from the company in an attempt to gain credibility and increase the number of paying customers (Mariotti & Glackin, 2012). Read More