Romance: A Powerful Marketing Factor Even During the Recession by Will Phillips February 2010 Even though we're in a recession, 90% of employed people have the same disposable income that they had a year ago. However, because of fear and uncertainty, they are extraordinarily more hesitant to spend this income. There is one area business however that is growing in leaps and bounds. That is the online dating arena. Why is this? One of the easiest ways to deal with fear and uncertainty is through the comfort of a relationship, something which is reflected in the phenomenal success rates of dating services. Consider these facts: Match.com had its strongest fourth quarter in several years. Matchmaking service Amy Laurent International reports a 40% increase in female members in the last four months. Perfectmatch.com had a 51% increase in members in the fourth quarter of 2008 compared with the year before. Speeddate.com had 80,000 virtual encounters a day in October and traffic is now up 60%. Romance a Strong Motivation for Spending Money Part of the success of dating services during the current economic situation is that under and unemployed people have more time on their hands to spend time on internet dating sites. Of course, getting to know people online also saves money over meeting in restaurants, night clubs and bars. After all, a decent meal for two can easily run well over $100. In contrast, Match.com costs $35.00/month and perfectmatch.com $50.00/month. But it's not all about the monthly fees, dating service The Right one/Together's membership starts at $1,000.00! Speed Dating at the Club The simplest way for a club to engage singles is through the speed dating process, where people assemble for wine or cheese in the evening. A speed dating event is a setting where a series of tables are set up with women on one side and men on the other. Each "couple" talks for five minutes, then all the men (or all the women) shift down one seat to talk to the next person in line. In an hour, each person can talk to a dozen possible matches. Of course, multiple dating events can be hosted at the same time: one for straight men and women, one for gay men, and one for lesbian women. Club owners may also want to host other informal low cost activities where members can meet one another, watch films, and relax with pizza afterward. These are ladder activities, in that they enable tribes to grow in your club. Tribes are groups of people with a common passion for something in particular such as triatheletes in training, boot camp, or clubs organized around the book Younger Next Year. Marketing Guru Seth Godin explains this phenomenon in his book Tribes. I encourage you to read my review of it, and pick up a copy for yourself. Encouraging connections and tribes in your club not only takes advantage of member's romantic inclinations, but are also helpful in helping people manage their fear and uncertainty during this recession. Why not give it a try? You'll be contributing both to your member's physical, and emotional health.