Bart Visser is Director of Brand advertising at EliteSingles plus one associated with the speakers that are excellent at the Festival of advertising, October 4-5 in London.
We swept up he provided some fascinating insights with him to ask a few qeustions about marketing a dating service and. That you can buy your Festival tickets and view the agenda here before you start reading, a reminder.
Econsultancy: just just What constraints are there any on creativity whenever advertising EliteSingles?
Bart Visser: EliteSingles is reasonably limited product that is dating at a somewhat older, more affluent market than most well-known casual relationship apps. This clear placement could be the energy regarding the product and as with any items on the market, the creative expressions need certainly to stay glued to this placement so that you can build a solid and familiar brand name.
To offer a effortless instance: you’dnвЂ™t see EliteSingles marketing material that promotes nudity and highly intimate subjects. Our developers are continuously trying to find brand brand new creatives which can be usable both globally and locally to market the brand name into the appropriate means.
The type regarding the item also dictates which advertising networks we are able to leverage. One example is direct mail advertising. The prosperity of a direct mail campaign is mainly influenced by the offer have actually (usually a price reduction voucher), but being reasonably limited item we try not to market such discounts through our individual purchase promotions. Consequently, direct mail as being a channel just isn’t useable. What this means is the advertising groups have to find ways that are creative drive development through other stations.