Marketing, PR, & Branding · Marketing, PR, & Branding Nina Bral ([email protected]) Luke Dortch ([email protected]) Yue Xuan (Kai) Liu ([email protected]) Su (Zach)

Marketing, PR, & BrandingNina Bral ([email protected])

Luke Dortch ([email protected]) Yue Xuan (Kai) Liu ([email protected])Su (Zach) Zhou （[email protected]）

Background Information

● free dating app

● launched in 2012 by Sean Rad, Justin Mateen, Whitney Wolfe, and Jonathan Badeen

● targeted college students who are already socially active

● did not to go the route of traditional marketing

○ individual campaigns

○ personally asking social influencers to sign up

● marketing campaign to target party-famous colleges

○ leaving stickers around popular campus bars

○ announcing at fraternities that hot girls are using the app, and announcing

the reverse to the sororities

Marketing PR Branding | Professor Cho | Fall 15 | Bral, Dortch, Liu, Zhou | Tinder

● operates on both iOS and Android systems

● Profile: connects to Facebook

○ first name, age, photos of choice, ‘liked’ pages from FB account

● uses your location to look for potential matches nearby

● swipe right to ‘like’ the profile you see or swipe left to ‘pass’


APP

● when the profile that you ‘liked’ also

‘likes’ you back, you can start

chatting.

APP Cont’d● Moments

○ matches can view and ‘like’ your moment, you’ll

then be able to see who liked your moment

● Instagram-sync

○ view your match’s recent uploads and get a better

idea of whether they’re a good match for you

● ‘super like’

○ blue footer and shooting star icon will display

to differentiate you as someone special so the

person you ‘super-liked’ will notice you


Issue Identification

● Privacy concerns

○ Spam accounts

● No filter options

● App efficiency


Marketing Strategies: Statements of Plan Objectives

● To make tinder more of a

dating app,

rather than a casual hook

up app

● To target an older

demographic and serious

psychographic


Brand Analysis - Demographics

● more than 50 million users

● 85% between 18 and 34

● 26 million matches per day

● 1.6 billion swipes per day

● minimum age 13


Brand Analysis - Competitive Environment

Bumble

● after there is a match

● girls make the first move

● after 24 hrs the match disappears

● although there are a lot of

matches on Tinder, sometimes

conversations don’t even begin

● Bumble force matches to chat


Happn

● GPS tracking

○ feed: prospective dates that you’ve crossed

paths

○ see where you crossed paths

● heart them or "charm" them = "I want to run into you

on purpose next time."

● radius set for Tinder profiles limit you to users

nearby wherever you are when you finally have

downtime to scroll

● Happn connects you with people who are conveniently

located anywhere you go

Brand Analysis - Competitive Environment


● InterActiveCorp （IAC）

● Internal environment

○ sexual harassment lawsuit

● Cooperations

○ Facebook

○ Instagram

Brand Analysis - Internal & External


Privacy Concerns

● Users have been linked to spam

accounts

○ usually attempting to sell something

● Regular users are able to report spam

users

○ although they have to figure it out the hard

wayMarketing PR Branding | Professor Cho | Fall 15 | Bral, Dortch, Liu, Zhou | Tinder

Privacy Concerns

● For the younger generation

○ Tinder users who simply don’t have time to waste

● Indicate profiles that have been reported as spam multiple

times to warn users


Brand Positioning Statement

For a more serious psychographic and older demographic, Tinder is

a dating app that connects individuals through geographic

concentration and event planning.


Marketing to an Older Demographic

● Since its launch: focus on the marketing strategy word of mouth, one of

the more successful strategies available

● Founders of Tinder host parties on large college campuses for young

students to spread the word about their new app

● Within weeks, students shared this new app by telling their friends,

family, and classmates



● As part of a new marketing strategy, Tinder should focus on developing long-term

relationships, rather than casual college hookups

● One strategy should be introducing a filter option for user’s profile which can

include more than just age and location:

○ Political views

○ Religious views

○ Job

○ Schools attended

○ Astrological sign


One of the many problems with

Tinder is that users are not 100%

sure of their match’s intentions.

Many are just looking for a one

night stand or casual relationship

with no strings attached. For

people over a certain age, this

does not interest them as they are

getting to the age where they are

thinking about settling down.



Marketing to an Older Demographic● Incorporating Tinder sponsored activities (in Tinder Plus) that older users

would be more inclined to participate in, such as:

○ dinner at an upscale restaurant

● This introduces the concept of getting to know someone on a better level by

sharing a meal


Pleasing Their Younger Demographic

● Tinder can please both of their user

demographics by having Tinder’s free

version include more casual

sponsored events

● For the younger demographic who

prefers:

○ cocktail lounge

○ sports bar


Marketing to a Serious Psychographic● Tinder advertisements has projected

○ men with no shirts flaunting their 6 pack abs and

muscular figure

● May engage young women to download Tinder

● For individuals looking for relationships: lack humble

characteristics one searches for in a potential partner

● Use advertisements to demonstrate romantic energy

○ new demographic of people are bound to take

interest

○ review Tinder as more than just a hookup app: an

app that can truly connect people.


App Efficiency

● Tinder should allow users to directly

upload photos from their iPhone or Android

photo library

● Improve user efficiency since its

philosophy is “simple and fast”

○ add Instagram’s function of reporting

photos

○ employ administrators behind the

software to monitor the files that

people upload


Conclusion● Tinder is the most successful dating app for our generation

● Although they have grown immensely since their launch, they

should expand their customer base by marketing themselves to

different demographics

● By having sponsored events for different demographics, it

enables Tinder to market to an older demographic and more

serious psychographic, beyond “college hookups”

● Then they will the leading dating application for people of

all ages


SourcesSmith, Emily. "Tinder Chief Boasts App's 8 Billion Matches." Accessed November 11, 2015. http://pagesix.com/2015/06/21/tinder-chief-boasts-apps-8-billion-matches/.

Walsh, Julia. "5 Dating Apps Giving Tinder Some Stiff Competition." April 16, 2015. Accessed November 11, 2015. http://www.mydomaine.com/tinder-competitors.

"What Ignited Tinder's Explosive Growth?" GrowthHackers. Accessed November 11, 2015. https://growthhackers.com/growth-studies/what-ignited-tinders-explosive-growth.

"7 Creative Tinder Marketing Campaigns That Will Inspire Your Brand to Think Outside the Box." Experience Management Blog 7 Creative Tinder Marketing Campaigns That Will Inspire Your Brand to Think Outside the Box Comments. April 15, 2015. Accessed November 11, 2015. https://www.sprinklr.com/social-scale-blog/7-creative-tinder-marketing-campaigns/.

Cook, James. "Tinder's Paid Subscription Service Could Ruin Everything That Made the App Great." Business Insider. February 26, 2015. Accessed November 11, 2015. http://www.businessinsider.com/tinder-plus-being-tested-in-europe-2015-2.

http://pagesix.com/2015/06/21/tinder-chief-boasts-apps-8-billion-matches/



https://growthhackers.com/growth-studies/what-ignited-tinders-explosive-growth



Documents

Marketing, PR, & Branding · Marketing, PR, & Branding Nina Bral ([email protected]) Luke Dortch ([email protected]) Yue Xuan (Kai) Liu ([email protected]) Su (Zach)