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New gTLD registries talk up marketing plans at NamesCon

Kevin Murphy, January 15, 2015, 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.

.buzz and .support go live

Kevin Murphy, December 19, 2013, Domain Registries

DotStrategy has become the newest registry with a gTLD live in the DNS root.

Its .buzz, which is aimed at “groups related to blogging, communications, journalism, advertising, and marketing and development” was delegated last night.

The first second-level name, nic.buzz, is currently resolving to a parking page — seemingly managed by one of the usual parking companies — which, let’s face it, looks a bit crap even as a temporary measure.

That said, I really like .buzz as a concept, if for no other reason than it’s a rare example of a gTLD string that seems to have been selected by a human rather than an algorithm.

Speaking of which, Donuts also had its 42nd gTLD, .support, delegated last night.

There are now 54 new gTLDs live in the DNS root.

Afternic picked to handle .buzz premium names

Afternic and NameJet have been selected by the applicant for .buzz, dotStrategy, to manage premium domain name allocation in the new gTLD.

Afternic will build the .buzz reserved names list and sell them through its marketplace, while NameJet will exclusively handle sunrise, landrush and premium name auctions, the company said in a press release.

Arkansas-based dotStrategy, which is also in a contention set for .fun, thinks .buzz will be a memorable gTLD for marketing campaigns, among other purposes.

Its .buzz application has already passed Initial Evaluation with ICANN, is uncontested and has no objections or GAC worries. The company reckons it could go to sunrise by October.