Mindful Marketing
  • Home
  • About
    • Mission
    • Mindful Meter & Matrix
    • Leadership
  • Mindful Matters Blog
  • Engage Your Mind
    • Mindful Ads? Vote Your Mind!
  • Expand Your Mind
  • Contact

A Different Way to Date

4/9/2016

10 Comments

 
Picture
by David Hagenbuch, Founder of Mindful Marketing
“By the year 2030, there will be no more single adults in the United States, as the proliferation of on-line dating sites will make marriage happen for everyone.”  Who’s the source of this crazy prediction?  Me.
 
No, I don’t actually think that society will see the end of singlehood, nor do I believe that everyone must be married.   It’s just that I am amazed at the increasing number of organizations that promise to place people in the perfect relationship.  Some of the players in this burgeoning industry are familiar ones like eHarmony and Match.com, as well as several other formidable competitors such as Plenty of Fish, OkCupid, and Zoosk, all of which target the masses for matches.

What’s even more interesting is the ever-expanding set of smaller firms that aim to satisfy very specialized dating desires.  Instead of targeting anyone with an internet connection, these niche firms have each identified a narrow segment of the market that has distinct relational preferences, which the firm feels it can uniquely meet.  For, instance:
 
  • Elite Singles: highly educated, successful professionals    
  • Our Time:  women and men over 50
  • Christian Mingle:  people of the Christian faith
  • JDate:  Jewish singles
  • Soul Singles:  Black singles
  • Asian People Meet:  Asian singles   
  • Gluten Free Singles:  individuals who want to avoid gluten   
  • Muddy Matches:  country-minded people           
  • Mullet Passions:  people who love mullet hairstyles   
  • Beautiful People:  very attractive women and men          
 
The end result is a textbook study in market segmentation and targeting.  Not only are a variety of demographics (e.g., age, income, race) represented among the segmentation strategies, but so are a range of psychographics (e.g., lifestyle, values, religion).  In fact, the market for online dating has been so thoroughly segmented that if you’re a middle-aged man looking for a woman who wears wool, there’s probably a dating site just for you!
 
What are the chances, then, that yet another competitor can carve out a niche in the crowded online dating space?  Although the probability of success seems slim, one company’s reconceptualization of dating dramatically distinguishes itself from others.  The new idea is an app called “Squad."
 
Unlike most dating apps, Squad doesn’t aim to make one-on-one matches.  It strives, instead, to bring together teams, or “squads”--small groups of friends who would like to meet and spend some time with another group of friends.  Using the Squad app, people put together their posse then look for another group that wants to get together.
 
Squad Founder and CEO Adam Leibman got the idea for Squad when he and three male friends were traveling in Montreal.  They wanted to meet and hang out with some people, so he changed his Tinder profile picture from one of himself to one of him and his friends.  Another Tinder user saw the picture, and she brought two of her friends to meet them.
 
Squad groups and gatherings can last for as long, or as little as the participants want.  A Squad can be just a one-time team, pulled together for a particular place and time.  Another night one’s Squad might have different members.  Likewise, the group meetings tend to be much easier to terminate than typical one-on-one dates.  After an hour or less, if two Squads decide to part company, it’s no big deal, plus people are still hanging out with their friends, so the fun doesn’t end.
 
The best part of Squad, therefore, is that is allows people to meet others without all the pressure.  Individuals can engage with several new people at the same time, with the support of one’s companions and without the worry of a potentially awkward pairing.  In short, Squad recreates the way people most often and naturally meet others.
 
Of course, when it comes to on-line dating, safety in numbers also has another important meaning.  There are potentially serious risks involved in going out alone with someone you don’t really know.  Sure, those risks can exist in any dating situation, but they’re reduced in a group context.
 
But, creating a Squad and finding a compatible cohort takes time and effort.  Who is willing to do that?  The most likely demographic is Millennials, who are marrying later than any other generation and who like the idea of group dating.  Also, given that Millennials are between the ages of about 20 and 35, they also are likely to be the most active daters.
 
In the saturated market for on-line match-making, Squad has identified a truly unique value proposition that aligns with the dating desires of many people, especially Millennials.  As such, the app promises to create considerable stakeholder value.  Meanwhile, Squad’s group meeting method also protects people in several important ways, which serves to uphold societal values such as respect.  Taken together, these two create the perfect pairing for Mindful Marketing.
 
Picture
Picture
Subscribe to Mindful Matters blog.
Learn more about the Mindful Matrix and Mindful Meter.
Check out Mindful Marketing Ads
 and Vote your Mind!
10 Comments
Anne
4/27/2016 04:16:09 pm

This is an interested idea. I have never been someone who would want to or actually make a profile on one of these sites. However, when I was at a wedding in Tennessee a few friends and I wanted to find things to do after the wedding. One of my friends was on tinder started asking girls around the area what there was to do. We got a lot of good advice and had fun! This idea of "group dating" is an interesting concept especially if you are moving to a new place and want to find people to hang out with. I am still skeptical of meeting people online but it is a cool concept.

Reply
Melissa
4/27/2016 05:12:27 pm

I've been wanting to comment on this post since it's been published so this assignment has given me a great opportunity to do so. I find it amusing that there is a dating site for so many niche markets. I must ask if you are familiar with any for Hispanics/ Latinos. Not because I am interested in participating nor do I believe that you intentionally did not include one but I am genuinely interested. This past year someone brought to my attention how underrepresented Hispanics/ Latinos are in media. Many characters of Hispanic/ Latin heritage are actually played by Caucasians. Anyways, I believe that this is definitely an example of Mindful marketing. As a native new yorker, I look forward to spending my summer in NY and I may consider convincing my friends to join Squad with me. It seems secure and I can't think of any risks associated. This isn't much different then joining groups with strangers at Central Park for a game of ball. Thanks for sharing!

Reply
Jenna
4/27/2016 10:07:10 pm

Interesting topic. From E-Harmony to Farmers Only, I agree with Dr. Hagenbuch's findings in this blog post. From various advertising tactics to several million users that these sites have, it is no shocker that I know at least two people in my own personal life that have used dating sites to find the one that they are either married to or dating. The idea of easing the first date in a group setting is very interesting and is most likely will aid this process of getting to know someone while not feeling uncomfortable.

Reply
Courtney
4/28/2016 08:34:30 pm

I think this idea is very interesting, although I am surprised that it has taken this long for something like this to come about. I agree with the review on this app that allows for group dating or even just a chance to be able to meet up with another group of people and get to potentially meet new friends. I think the best thing about this, as mentioned is that is allows for a safer environment since you are surrounded by people you know and trust already.

Reply
Alicia
4/29/2016 11:22:13 am

This is an interesting topic that is continually growing in our digital society. I am somewhat surprised by breadth of this market and the specificity of the target markets. But in some ways, this categorization avoids narrowing out people who may not have your religion or lifestyle. So, for the consumer, this provides a more user-friendly product. However, in some ways I feel like this is dangerous as you are specifically choosing people (literally like a product), with whom you want to date (or buy/rent). To me, this line of thinking seems somewhat contradicting what Christianity says and how we never know who God has for us- gluten free or not. But nonetheless, I would agree with you that it would be mindful as it is providing a product that is helping people find love.

Reply
My Nguyen
5/1/2016 04:27:11 pm

I love the idea of Squad and the CEO does really take into account how users can benefit the most from the app. It is somewhat awkward and uncomfortable for two people to have a one-on-one date and the idea is very cliche, too. If Squad is just a blind date/matchmaking app like a zillion others, the market is very competitive and it will not be anything different from its competitors. I like the idea of hanging out in groups, which reduces the discomfort and enhances the chance of friendship, not necessarily a romantic relationship. The way Squad categories people is also very helpful--it makes things easier for users to find people they want to hang out with based on characteristics they deem most important, like religious views, ethnicity or appearance. I agree that Squad's practices are very mindful because they embrace people's social wants and needs, and proves beneficial for the company as people are intrigued by the idea. The app is no longer a hooking-up or mate-searching tool, but more of a means to search for suitable groups of friends and a friends-to-lovers approach to relationship, which is often more stable.

Reply
Richard
5/1/2016 09:47:36 pm

This was a very interesting topic that I haven't spent much time thinking about until reading this article. The amount of dating services that have expanded through the internet is astounding. Businesses have been able to take different groups of people and help them find what they are looking for. It is interesting because I think it is mindful in this manor that the business really is looking out for the best interest for the customer. However, to sell love is interesting. Now the business isn't selling love directly nor do they promise love but at the end of the day that is what the business's good/service is to the customer. Therefore I think that selling love to a specific group of people and having it just for farmers only or what not could not be the best interest of the customer. I wouldn't say that this the businesses thought per say because the customer can sign up on other online sites and isn't restricted to just one. Each site works a little bit differently and the goal is to help find the individual a soul mate but in my own opinion I don't know if having such segregation is good when it comes to love. The pro of having it serrated is that it helps put a narrow search through millions of people to find that special someone. The con is that we don't know the type of person that God has for us and it may not be the same race or the same types of games/activities. I agree with you, in that it is Mindful but I think because of the good/service, (love) that you are selling it is important to realize what type of implications that it has and the lasting effects that the cite can have on the individuals.

Reply
Marketing1on1 - online marketing company link
7/16/2017 03:48:03 pm

pleasant bLog! its fascinating. much obliged to you for sharing.

Reply
paper editing services review link
8/28/2017 03:29:03 am

I have been dating in the same style and this is the best way to know more about the person that is being there with you on a date. We are supposed to make these types of dates.

Reply
SeniorDating link
7/9/2018 02:19:44 am

All of these dating sites you listed in this post are great.

Reply



Leave a Reply.

    Subscribe to receive this blog by email

    Editor

    David Hagenbuch,
    founder of
    Mindful Marketing    & author of Honorable Influence

    Archives

    March 2023
    February 2023
    January 2023
    December 2022
    November 2022
    October 2022
    September 2022
    August 2022
    July 2022
    June 2022
    May 2022
    April 2022
    March 2022
    February 2022
    January 2022
    December 2021
    November 2021
    October 2021
    September 2021
    August 2021
    July 2021
    June 2021
    May 2021
    April 2021
    March 2021
    February 2021
    January 2021
    December 2020
    November 2020
    October 2020
    September 2020
    August 2020
    July 2020
    June 2020
    May 2020
    April 2020
    March 2020
    February 2020
    January 2020
    December 2019
    November 2019
    October 2019
    September 2019
    August 2019
    July 2019
    June 2019
    May 2019
    April 2019
    March 2019
    February 2019
    January 2019
    December 2018
    November 2018
    October 2018
    September 2018
    August 2018
    July 2018
    June 2018
    May 2018
    April 2018
    March 2018
    February 2018
    January 2018
    December 2017
    November 2017
    October 2017
    September 2017
    August 2017
    July 2017
    June 2017
    May 2017
    April 2017
    March 2017
    February 2017
    January 2017
    December 2016
    November 2016
    October 2016
    September 2016
    August 2016
    July 2016
    June 2016
    May 2016
    April 2016
    March 2016
    February 2016
    January 2016
    December 2015
    November 2015
    October 2015
    September 2015
    August 2015
    July 2015
    June 2015
    May 2015
    April 2015
    March 2015
    February 2015
    January 2015
    December 2014
    November 2014
    October 2014
    September 2014

    Categories

    All
    + Decency
    + Fairness
    Honesty7883a9b09e
    * Mindful
    Mindless33703c5669
    > Place
    Price5d70aa2269
    > Product
    Promotion37eb4ea826
    Respect170bbeec51
    Simple Minded
    Single Minded2c3169a786
    + Stewardship

    RSS Feed

    Share this blog:

    Subscribe to
    Mindful Matters
    blog by email


    Illuminating
    ​Marketing Ethics ​

    Encouraging
    ​Ethical Marketing  ​


    Copyright 2020
    David Hagenbuch

Proudly powered by Weebly