What if Tinder could be used for business?

Geile/Leon Marketing Communications

What if Tinder could be used for business?


G/L is always looking for new ideas, trends and technologies.

The other day Tinder got brought up in the office, after a few jokes and explanations about this widely popular app, something interesting came to mind. We live in a world where Tinder is a very successful mobile app for dating and meeting new people…but what if we lived in a world where Tinder had a larger purpose? What if we lived in a world where Tinder (well, something like Tinder) connected businesses to each other with the swipe of a finger?


  • Tinder is an app for matchmaking, it launched in 2012.
  • The app uses Facebook profiles to gather basic information for compatibility and then matches a user with other users in his/her geographical radius.
  • Tinder shows the user other people in the area who match his/her compatibility, and the users can swipe with one finger to the left or to the right if they are interested in (or not interested in) each other.
  • If both users swipe each other with interest, then they get an “It’s a Match” notification and can begin messaging.

So, it would be online dating for business? Not exactly, but close.

The thought behind connecting through mutual compatibility within a geographical proximity is interesting – it can be applied to almost anything, even a communications agency. It would work like this:

Agencies create profiles. Tinder connects with Facebook for a bit of safety, reliability and compatibility. The B2B app could connect with LinkedIn for that purpose and still have the geolocation technology to search within a specific geographical radius. An agency profile in the app would show a summary of the business, the clients it works with and what it specializes in/has to offer a client.

Businesses (prospective clients) create profiles. Businesses would submit who they are, what they do and why they need an agency. Using the same connection with LinkedIn and geolocation technology, the app could show which agencies are within a reasonable location and whose services are compatible with their business needs.

Then they swipe.

The app would show the agencies and clients who are interested in each other and now they are making business connections and turning a swipe of a finger into a business lead in a matter of seconds on a mobile device or tablet.

Unfortunately, we don’t live in a world where Tinder is for businesses – but maybe someday. Until then, I guess we’ll leave the swiping to the lovebirds.

Why Universities Should Consider a CMO

Tim Leon
President/Brand Strategist

Why Universities Should Consider a CMO

According to Chris Lucas, VP of Marketing at FormStack, 35% of universities have a chief marketing officer on staff. My belief is that this number will continue to grow in 2015 as universities focus more on their brand and how to bring a consistent brand experience in the highly competitive higher education market.

Formstack’s research goes on to say that universities with CMO’s are 49% more likely to have strategic marketing plans. It makes sense right? A strategic marketing plan ensures a coordinated branding effort across all schools and departments within a university. Not an easy task, but CMO’s in large companies do this all the time. They are quality control for brand, messaging and customer experience. The research report points out that 45% of higher ed professionals think their marketing department needs more focus on brand. No surprise, that’s what CMO’s are wired to do.

Whether its admissions, student relations, alumnae relations, institutional advancement or any other area, it’s one brand and how that brand message translates to each specific area of the university is critically important to how your audiences engage with your university.

Finally CMO’s bring accountability to the marketing function and that’s music to the ears of university administration. CMO’s bring a wealth of knowledge in the areas of CRM and marketing automation. Being data-driven in their roles, they realize the power of technology to nurture relationships and build brand awareness among those ever elusive millennial and adult education target audiences.

As a marketing communications firm who has the opportunity to work with talented CMO’s across a variety of industries, it’s always beneficial to work under a CMO who can clearly define the brand and develop solid strategy against each of the target audiences. So, consider a CMO to elevate your brand and ultimately your enrollment.

Tim Leon is President, Brand Strategist at Geile/Leon Marketing Communications. For more information on our experience in branding for the higher education category, give Tim a call at 314-727-5850.