If at first you don’t succeed…

For every sector of the online market place that is the World Wide Web, there is always one company that does things differently. Online dating is in no way exempt from that scenario.

Many seasoned singles site users are used to one of only two different types of online dating service: free or premium.  By seasoned, I’m not merely referring to the more mature dating correspondents; there are many younger members, nowadays, who have not only fuelled the momentum behind this ever-growing market, but also, by their demands, have made dating websites take a step back and look at their role, in toto.

Whichever end of the timeline you’re closest to, or to whichever type of online dating you subscribe, one common complaint is the frustration when a member whose reaction you are trying to invoke is just not answering your private messages; this becomes all the more frustrating if your free dating limit or chosen premium only permits a certain volume of direct correspondence over a given timeframe.

It can take an awfully long time to realise that you’re either punching above your weight or that the target of your affection is simply not interested.  So, what to do? Be patient and risk missing other dating opportunities or go to plan b?

There is often very little you can do if the object of your desire is unresponsive. In the ‘real’ world, away from dating sites, however, when every other trick in the book has failed, there is always the last resort: throw cash at your problem. It is perhaps not the most tactful of deployments, but many long-term relationships have required such a kick-start in the past.

One online dating service recently saw the mileage in this tactic.

When alikened to a ‘charity auction’, the company’s CEO conceded that the mechanics were similar, however, the underlying motivator for his site remains solely for the purpose of guaranteeing its singles membership, who may otherwise pass unnoticed, a genuine chance of finding love on line.

If the tactic of selling first dates didn’t cause enough of a furore within the dating community, a process for which they have since applied for patent rights, the company’s more recent announcement has taken their outlandish stance to a whole new level.

To date, the CEO believes that the dating site’s growing ranks have come, in the main, by word of mouth. In an attempt to capitalise on its current popularity, the site has entered into a joint venture with an existing affiliate organisation.

This will give the online dating site a proven route to market, with the affiliate company’s huge network of publishers and webmasters primed and ready to promote the business.

The affiliate program offers each networker $1.00 for each new sign up to the dating agency’s main, free membership and a subsequent 40% chunk of every successful bid their sign-up’s win, if a new member joins within 30 days of clicking through the affiliate’s link.

And the limit? There is none. Each affiliate will get paid for as many sign-ups as they can direct to the site.

No doubt this latest foray into uncharted waters for dating websites will upset a few of the established old-guard…
…but only, perhaps, because they wish that they had conceived the idea, first.

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