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After processing your payment via Paypal, Lovebook creates a unique profile page for the customer, using three photos, and buys targeting Facebook advertising for the campaign. You pitch for love will be shown in paid ad slots across your targeted groups, reaching tens of thousands of people.

"These ads have the potential to go viral," says James.

"We have no overheads," says James, who is the sole full-time employee of the company.

"We just need a laptop and it's very easy to scale this type of business." "Facebook has 1.2bn users and while not all of those people are potential dates, it's safe to say the audience is much bigger than Tinder of Match.com," says James, who says he has always been seen as a "bit of a Cupid" in his friendship circle.

Lovebook offers three packages, which promise different levels of Facebook reach.

With First Date, customers will receive a minimum of five "leads", in the form of Likes or direct messages.

Susan felt so beaten down and dejected after a series of bad first dates that she needed to stop and really take stock of how wonderful she really is …

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They deny they go after men because they are attached, claiming that was just an unimportant details. Men are worth more to women when they are attached.

This means that the ads could reach Facebook users that would not be found on traditional dating sites, such as celebrities, James claims.

"If you have the same interests as Kim Kardashian or a Premier League footballer, you could end up on their page," he says.

Men tend to find our theory mildly amusing while women find it very, very vexing. But in reality, they behave as if they were the biggest subscribers to the theory.

In fact, their takeness is some of the best evidence of being a "good one." And the odds are strongly against anyone "beating the market" by finding an unattached person to date.