Over the past 20 years, the divorce rate among baby boomers has surged by more than 50 percent. Online dating is now a billion dollar industry. But if you’re new to it, online dating can be daunting.
I saw a chance for Just For Men to help, and for getting rid of the gray to be part of the solution. So we partnered with Match.com to create their first-ever co-branded section of the Match website.
The new section was deliberately designed to look like a men’s lounge — a place to relax, have a cigar and a bourbon, and get advice from Match.com’s Allie. We offered video tips on how to date, a Vegas sweepstakes and even an online “Where to go and what to wear” tool that tapped into live Citysearch.com data to help guys figure out a great place to take a woman, whether she’s the “new girl in town”, a tomboy, or an artsy girl.
We even brought in Just For Men sports legends Walt “Clyde” Frazier, Randy Johnson, Emmitt Smith and Keith Hernandez to offer some straightforward and from-the-heart coaching. Allie introduces the guys in the video above.
The Just For Men and Match.com partnership drove thousands of page views and an Insight Express study showed that it lifted brand favorability and intent to buy measures immediately. Not surprisingly, men appreciate real help more than B.S. marketing. In the words of one my favorite authors:
“We are here to help each other through this thing, whatever it is.”
~ Kurt Vonnegut Jr.
We wanted Just For Men to be there to help guys through this online dating thing, whatever it is.
Selling products is what we do. In the immortal, inarguable words of David Ogilvy, “We sell, or else.” But helping people — really helping them — is how relationships are created. It’s how enduring brands are built.