MARKETING SHERPA -- Mar 4 -- Paul Falzone, CEO of International Dating Ventures (IDV), purchased LoveAccess.com in 2008. He planned to use the dating site to produce leads for a high-end matchmaking company, The Right One/TogetherDating. Falzone’s marketing team attracts online subscribers for LoveAccess.com and leads for The Right One/TogetherDating mostly through affiliate/co-registration, paid search and SEO. “What’s important is to identify if this user qualifies for matchmaking,” says Terry Fitzpatrick, COO of IDV. The team needs to know: Does the prospect live near one of the matchmaking offices? Does the prospect earn enough to consider paying the $3,000 matchmaking fees? Is the prospect single? As a rule, the team won’t email online dating subscribers about the matchmaking services unless they have been in the database for 90 days. “We give them 90 days just to find out … is online dating working?", says Falzone. If it’s not, they’re asked if they would be interested in matchmaking. The last step is a contact via phone. The team generates ~15,000+ leads per month for the telemarketing centers. Results: This year, 25% of gross revenue for TRO/TD came from converting online subscribers into offline matchmaking buyers. FULL ARTICLE @ MARKETING SHERPA
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