eHlevels


 

True love is hard to find; thankfully we have relationship websites telling us not to feel like weirdos using their services. Sites such as Match, OkCupid, and eHarmony are making it more convenient to meet people and (hopefully) find the right partner. Their commercials feature real-life success stories and boast of being #1 among its competitors in this or that category. Well I feel like they have cut to the chase too soon.

Where are the fun and clever ads that make us laugh? Perhaps love is serious business and nothing to laugh at; I think not. Laughter should be a common occurrence where loving relationships are concerned. So why not inject a little humor into the advertising? It is precisely what these companies need to do! Luckily for eHarmony, I have a great idea for their next commercial campaign … just hoping everyone reading knows what a pH level is :-)

Imagining the Commercial

Picture a couple relaxing next to each other in a hot tub; there are two glasses of wine sitting on the edge between them. Both persons seem to be reaching for their glasses, both seem to accidentally knock them to the floor. The couple’s fingers meet and interlock. It’s clear this is a happy couple that doesn’t have time for the annoyances of spilled wine. These two are focused on each other and the moment. Then a person in a lab coat enters the frame unnoticed by the couple. He looks to be checking the water using the same tools someone would if he was measuring the pH level. This new person who casually entered the picture and is apparently invisible to the couple looks at the camera with a smile and says “Just as I thought! A very high eH level.”

The commercial then transitions to another couple. This one not so relaxed and not so happy. The two people are at opposite ends of the hot tub; the uninterested female looking around at anything but her date, while the male is preoccupied by whatever is happening on his phone. Once again, the man in the lab coat enters to test the water. With a discouraged looked and shrug of the shoulders he says “Just as I thought. No eH level.”

The picture then transitions to one final couple, this time the jets are off. At first the two people seem about as good of a match as the previous couple. Sitting as far away from each other as possible and looking off into the distance, the male accidentally passes gas and that embarrassing bubble floats to the surface. The females looks at him with a confused look. The male gives an embarrassed half-smile. Then, all of a sudden, the female bursts out laughing and the male splashes her with water. With a playful grin she splashes him back and initiates a water war. As laughter and water fills the air, the man in the lab coat enters one last time. Again, he checks the tub’s level and says with a satisfied grin “Just as I thought. A very high eH level.”

Before the commercial concludes, the picture transitions to shot of eHarmony’s logo and the voice of the man in the lab coat ends it saying “Only eHarmony makes sure you and your date will be compatible on all levels.”

Reflection

This idea does not really fit with the strategy eHarmony currently employs. The company prefers to stick with facts, using logos and ethos as their methods of persuasion; this eH Levels commercial focuses on pathos. eHarmony may have to rethink its marketing strategy and change its overall message to consumers in order for eH Levels to work.

The three separate scenes may also be too much content to fit into one commercial. The company, instead, could break it into three separate commercials and prolong the life of the campaign. Doing so would provide it more airtime to include the data and facts commonly featured in current production projects. This would bridge the logos/ethos and pathos gap eH Levels presents.  But forget making marketing communications consistent so we don’t confuse the consumer! I just want to see this idea employed and watch someone expand on its potential. Make it happen eHarmony!

Thanks for reading!

Michael Brett Walker
michael@fatpatio.com
@mikebrettwalker

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Debate Campus is a project I have been (very) slowly working on and not something I have shared with many people. Eventually I will type up a longlonglong blog entry telling you all about it … eventually. But for now you just need to know that I am excited to be the proud owner of the Debate Campus trademark. I could not have done it without my grandma. She pushed me to apply and (shhhhh don’t tell my relatives) helped fund the application.

This is just one step in the right direction. Next, I plan on starting the seemingly impossible task of applying for a patent without a lawyer. We’ll see if that proves just as or less successful than the trademark. I’ll keep you updated.

 

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Thanks for reading!

Michael Brett Walker
michael@fatpatio.com
@mikebrettwalker

 

NvsA


 

Visualizing the Commercial

So let us jump right into the ‘meat and potatoes’ of this post. Picture this television commercial for a moment, Coach and his team are losing. Coach has to do something to change the momentum of this game but is running short on ideas. Time continues to tick down and the margin increases. In an instant, the decision is made! Coach looks up at the scoreboard and then down his bench. “You’re in” he says. A player jumps up and heads to the score table to check in. The dejected player that just came out now looks at Coach puzzled. All Coach has to say is “Three stripes son, you’re out”. The player knows exactly what he means, looks down at his shoes, and sighs. He takes his place on the bench knowing Adidas was the wrong decision. The player that just went into the game is seen scoring in the background … with the Nike swoosh on his shoes.

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It has been too long since my last post. I originally started this blog as a way to get involved with the social entrepreneurship industry and planned to release bi-weekly posts. There’s a saying out there, something like biting off more than you can chew. I’m guilt of exactly that.

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It is a HALF United kind of day today. You wouldn’t understand what that means if you haven’t visited the Patio today or know what HALF United even is. As that might be the case for some readers, I will go ahead and reintroduce this awesome company. HALF United is an online apparel company based in Wilmington (NC). The wonderful Carmin Black founded it after her work experience with TOMS. The reason Carmin and her business are so wonderful and awesome is because half of all profits go towards fighting hunger around the globe. This social enterprise helps feed children in North Carolina, Liberia, Cambodia, and Fiji by selling shirts, book bags, sweatshirts, bracelets, key chains, beanies, scarves, and so much more.

What intrigues me most about this social for-profit is the way it was started … bootstrapping.

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When it comes to funding, social entrepreneurs find themselves between a rock and a hard place. This is because social ventures inherently have a double-bottom line. Many businesses find it hard enough to maintain a healthy (single) bottom line. Well social ventures have a much harder time acquiring funding compared to traditional for-profits and nonprofit organizations. This is because of the double-bottom line faced by social entrepreneurs, which consists of making a social impact and being self-sustainable. This tug-of-war between generosity and sustainability makes the life of a social entrepreneur much more challenging. And if your definition of social entrepreneurship includes nonprofits, I ask you to please humor me for this post :)

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So it is finally done. My thesis has been turned in to Novancia and I am a free man!!! I guess that means it is time for me to commit some time to this website?

For my very first blog post I am going to introduce a company that helped me complete my thesis and talk about crowdfunding as it relates to social entrepreneurship. Crowdfunding websites are a relatively new phenomenon in the funding world. In case some readers aren’t aware, these sites allow people to create and advertise projects in the hopes of attracting donations. A project can consist of almost anything, a fun summer vacation, instruments for a high school, a science fiction novel, innovative start-ups; the possibilities are endless.

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Greetings and welcome to FatPatio!

To who I am addressing, I’m not entirely sure. My name is Michael and this area contains my social entrepreneurship blog. I am currently typing this while I should actually be working on my thesis. But no worries! There will be enough time to finish that (I hope) in the coming weeks. For now, I want to test this blog out and get a feel for the layout.

My plan for this blog? Great question good sir, or ma’am. 

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