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Picture Frames Encourage Word-of-Mouth Referrals for Online Dating Service

Challenge: How to boost offline word-of-mouth referrals for an online dating site
The dating game has long been online—and dating Web sites continue to prosper. Many of today’s dating Web sites serve niche markets: enter J-Date, a online dating site that brings Jewish singles together. J-Date, recognizing the power of word-of-mouth referrals, turned to ePromos for help in finding a cost-effective way to increase Web traffic using word of mouth.
Solution: One promotion—a logo’d magnetic photo frame—to serve two purposes
The company’s promotion tactic was twofold: 1) generate more testimonials for use on the Web by encouraging successful customers—happy couples—to share their stories and photos on the J-Date site, and 2) boost visibility and traffic based on word-of-mouth referrals from these same happy couples.
To fulfill both of those objectives, the J-Date team selected an attractive, magnetic photo holder imprinted with the J-Date logo. Targeting successful customers was a smart move: since the happy couples already felt indebted to J-Date, a free gift would only enhance positive perceptions and encourage them to share their stories with others. In addition, the frame is a high-visibility item; happy couples proudly display photos of their newfound loved ones in prominent, visibile locations—thus prompting them to tell family, friends and coworkers to visit J-Date for themselves.
Result: J-Date gathers hundreds of new testimonials; boosts Web traffic
Since the frame giveaway began, J-Date has collected hundreds of new success stories for its Web site, providing uplifting, motivational testimonies to others who are still searching for their special someone. Web traffic has increased as well. But the true sign of the promotion’s success is J-Date’s determination to continue to use the logo’d frames for a long time to come.
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