On February 6, Go Daddy will promote .CO in their Superbowl commercial.
We will no doubt be left pondering the connection between .CO, car racing and cleavage. But one thing is certain. Demand for .CO will go up.
Tens of millions of Internet users and publishers will become aware of .CO for the first time. Millions who were already aware of it will now regard it as more credible. Many will come to your front doors looking for it or at least more willing to consider it than they were before.
This is the upside of having a competitor like Go Daddy. There are times when they will subsidize our marketing efforts and help drive our businesses.
So, what can you do to capitalize on this opportunity?
- First, just make sure it is clear that you offer .CO. Put a .CO banner on your domains page. Move .CO results up in your search results. Maybe flag them with a NEW banner. (“As seen on TV” is probably a bit cheesy.) Reach out to your base with the message that the domain name they couldn’t get in .COM is likely available in .CO. Check out some of our marketing suggestions from when .CO first launched.
- Offer your own “what” and “why” around .CO. The Go Daddy spot will likely leave consumers titillated but slightly confused. Explain in the most honest, helpful way that .CO is simply a great alternative to .COM. Internet users are getting more comfortable with it. Google acknowledges it as a global (generic) domain. And, most importantly, it offers millions of great available domain names.
- Consider taking advantage of our promotion to offer a small limited-time discount. I am not encouraging you to try to compete with GoDaddy on price. You already know not to do that. A price promotion just creates a bit of “do this now”. And, with the promotion, you can achieve this without even eating into your margins.
Every once in a while, external forces push some business in your direction. I think this will be one of those situations. (By the way, I also think Pittsburgh will top Green Bay 24-7, propelled by a defense that returns two turnovers for touchdowns.) Please let us know if there is anything we can do to help you make the most of it.