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New gTLD registries talk up marketing plans at NamesCon

Kevin Murphy, January 15, 2015, 17:28:10 (UTC), Domain Registries

This week’s NamesCon conference here in Las Vegas, which ended yesterday, offered several new domain registries the chance to talk about their efforts past and future to market new gTLDs.

One theme to emerge was how registries need to work with each other and with their registrar channel partners to raise awareness of alternatives to .com.

Donuts VP Dan Schindler said during a Tuesday keynote that the company plans to ramp up its marketing in 2015.

“There’s still a tremendous amount of work to be done by all the beneficiaries in this process,” he said, saying that Donuts intends to carry out a “broad education and awareness program over course of 2015 and beyond”.

He said the company is pursuing co-marketing efforts with some of its registrar partners at trade shows and such and “possibly including television”.

Schindler also spoke out against paid placement — where registries pay popular registrars for prominent shelf space — “not because we’re cheap”, but because Donuts doesn’t believe it offers registrants the best choice of relevant TLDs.

Here’s a photo of Schindler talking, offered for no other reason than it just cost me £6 to upload from my phone. Note the juxtaposition of a) the extensive Verisign .com/.net sponsorship, b) the Donuts “Not Com Revolution” messaging, and c) my thumb.

Dan Schindler

Uniregistry CEO Frank Schilling said in his keynote an hour later that he expected “more marketplace collaboration… where it is in our best interest to collaborate” on new gTLD promotion.

But he offered a somewhat dissenting tone with regards what he called the “dog and pony shows” of marketing new gTLDs.

Saying the company is “bootstrapping” some of its strings, he said big marketing spends now would lead to Uniregistry needing to raise its prices in two to three years to cover today’s costs.

Instead, he pointed to efforts such as its decision to release most of .click’s available names for a flat, cheap registration fee at launch, which he said should get names into the hands of users more quickly.

Contrarily, .CLUB Domains CEO Colin Campbell boasted during a brief pre-auction address on Tuesday of his company’s $2.2 million marketing spend for 2014, which he said would increase to $3.5 million in 2015.

Another recurring theme emerging from the conference (and from every other new gTLD event I’ve ever been to) was, as Schindler put it, that “use begets use”. The more high-profile sites a gTLD gets, the more likely it is to gain mindshare and sell more domains.

DotStrategy, the .buzz registry, is to be the beneficiary of such customer marketing.

Howard Lefkowitz, CEO of travel site operator One Degree World (which revealed it paid $100,000 for vegas.club earlier this week) revealed during NamesCon that some of his company’s city-related .buzz domains, such as sydney.buzz, are to feature for two weeks on the US TV game show Wheel Of Fortune as prize sponsors.

Will we see a bump in .buzz sales as a result? The gTLD currently has fewer than 8,500 names in its zone file, so if the TV time bears fruit it should be fairly easy to spot.

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Comments (5)

  1. Tom says:

    Why would all the grannies watching wheel of fortune feel the need to go register a .buzz if the sponsor is sydney.buzz, most of the quality stuff was reserved during GA, makes no sense. You are not marketing to domainers at wheel of fortune, the level of technical expertise to change over your companies entire marketing plan because you saw a 2 second .bluzz blurb while watching wheel of fortune during dinner?

  2. Ryder says:

    gtlds are .stoopid

  3. Anderon says:

    Gonna take a heck of a lot more than a quick mention on Wheel of Fortune to get people comfortable using the new extensions since most do not make sense and most are overpriced. I do not see gtlds ever becoming accepted and think they are pissing in the wind.

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