"Make the First Move." - Know how this female CEO markets a brand that empowers women in the online dating scene!

Monday: MicroBusiness and Marketing Marvels FROM THE DESK OF MILES EVERSON: Happy Monday! How was your weekend? We hope you all had a good rest. Let’s start the week with enthusiasm by talking about a “Marketing Marvel.” Every Monday, we feature outstanding individuals in business and marketing, and highlight their industry-related experiences, contributions, and insights. Today, we will talk about one of the youngest female billionaires in the world. Keep reading to know more about this “Marvel” and how her philosophy can be used to sell products or services, measure results, and justify marketing campaigns by performance. CEO, MBO Partners Chairman of the Advisory Board, The I Institute

"Make the First Move." - Know how this female CEO markets a brand that empowers women in the online dating scene! Whitney Wolfe Herd: CEO of Bumble Online dating has become a popular way to meet new people. This is especially true during the height of the COVID-19 pandemic, when physical distancing measures made it difficult for people to meet in person. One of the apps that have stood out in the online dating game? Bumble! For those of you who aren’t familiar with Bumble, it’s a dating app that puts women in control—meaning, when two people match, the woman has to make the first move within 24 hours, otherwise the match will expire. This unique feature has made Bumble popular among women who are tired of receiving unwanted messages from men on other dating apps. Another thing that makes Bumble stand out is the story of its founder. SHE is a feminist icon and role model for women across the globe. The QUEEN “Bumble” Bee Whitney Wolfe Herd is the founder and CEO of Bumble. Her success in the industry and story of overcoming adversity have made her an inspiration for many other aspiring female entrepreneurs. Herd was born in Salt Lake City, Utah, in 1989. She attended Southern Methodist University in Texas and studied International Studies. Despite being in a field that focuses on the interactions between sovereign states, her entrepreneurial spirit was still evident. In fact, during her college years, she started a small business selling bamboo tote bags to help communities affected by the British Petroleum oil spill. It was in 2012 when Herd decided to leave the conventional career path for International Studies graduates and venture into the tech industry. She became one of the brains behind Tinder, another dating app, but in 2014, she filed a lawsuit against the firm and her former executives for sexual harassment and discrimination. According to her, the executives at Tinder called her inappropriate names and behaved abusively towards her. In that same year, Herd founded Bumble, which was originally intended to be a women's social platform, not a dating app. Herd’s purpose for creating the app was to enable women to make new friends and connect with like-minded individuals. Bumble was designed to give women more control over their social lives, and provide a safe space for them to meet new people online. However, after launching the app, Herd realized that many users were using it to make romantic connections too. She saw an opportunity to pivot Bumble to also become a dating platform that would prioritize women's safety and empowerment, just like its original purpose. As a result, Bumble's unique approach to online dating has been a major draw for many women. The app quickly gained popularity and now has over 40 million active users worldwide. Herd's success with Bumble has come a long way since its founding, but this is not possible without the notable marketing strategies she employed in her business. These include: Unique Branding: Bumble’s branding is unique in that it is designed to empower women in making connections. The company's motto is “Make the First Move,” which encourages women to take the lead in initiating conversations on the app. This branding has been instrumental in attracting more women to the app and has helped create a more balanced user base. Social Media Marketing: Bumble has an active social media presence on platforms such as Instagram and Twitter. The company uses these platforms to engage with its audience and promote its brand. Bumble also partners with social media influencers to promote its app’s features. Partnerships and Collaborations: In recent years, Bumble has been successful in securing partnerships and collaborations with other brands. For example: Bumble has partnered with companies such as HBO and Airbnb to create unique experiences for its users. These partnerships have helped create more brand awareness and attract new users to the app. Controversial Marketing Campaigns: Bumble has been known to run controversial marketing campaigns that generate media attention. For instance: In 2018, the company launched a campaign called, “The Ball is in Her Court” as a response to a sexist comment made by a male Tinder executive. The campaign generated lots of media attention and helped raise awareness about Bumble as a feminist dating app. New In-App Features: Bumble has a range of in-app features designed to enhance the user experience. For example: The app has a feature called Bumble BFF, which allows users to find platonic friends in their area. Another is called Bumble Boost, which allows users to pay for additional features such as the ability to rematch with expired matches. The app has also expanded into the professional space with Bumble Bizz to allow users to connect with others in their industry for networking and mentorship opportunities. These marketing strategies, coupled with Herd’s talent, skills, expertise, and perseverance, enabled both Bumble and its CEO to become widely recognized in the business industry. … and in case you don’t know yet: In 2017, Herd was named one of Forbes’ 30 Under 30 in Consumer Technology. In 2018, she was named one of TIME’s 100 Most Influential People in the World. Herd also became one of the youngest female billionaires in the world in 2020 when Bumble went public with a total valuation of USD 13 billion. — Overall, Herd’s success story with Bumble is inspiring and empowering. In an industry mostly dominated by men, she proved that women can also be as successful as their male counterparts. The bottom line? As long as you have the passion and determination, your gender will never be a hindrance to achieving success. Also, incorporating your personal philosophy into your business can help you triumph in your field of expertise just like Herd. “The Ball is in YOUR Court” now! So… what’s your next marketing move? Hope you’ve found this week’s insights interesting and helpful.     Stay tuned for next Monday’s Marketing Marvels!