Go Daddy Go

Posted on January 31st, 2008 by Luis

Go Daddy is the largest domain registrar. The company began in 1997, but didn’t become number one until 2005. Network Solutions had the title up until then. Part of their success is due to their advertising. Super Bowl ads to be exact. Call them cheesy, sexy, or any other name you want, they actually work. Go Daddy’s ads aren’t award show material (unless the award is money). These ads are clever because they mix direct marketing with branding, while leveraging the reach of mass media with the ease of interactive buying. Their TV ads are measurable! I’m personally not amused by the adverts, but I do register domains with them. I buy from Go Daddy because I know the name and because they are cheaper than Network Solutions and easier to use. Bottom line, Go Daddy adds value to a commodity.

This year Go Daddy is trying something different. They are going to air a Super Bowl commercial that will direct folks online to watch an online ad, which they claim is too hot for TV. Again, they are taking a direct marketing approach.

Here’s what’s really going on.

You watch the game, and see their ad. They ask you to go to their site and get familiar with them. You are rewarded with entertainment. People looking for a domain name within the next few weeks now have an option that they trust. Go Daddy will track web traffic and compare it with Nielson or other ratings data. They will notice an increase in sales and calculate the conversion rate. Finally they will determine the level of success and ROI. Meanwhile registrars like Network Solutions are not making any noise.

If you ask most people to name a place online where they can buy a domain name, Go Daddy will be the first name for most. It will be the only name for a good percentage of people. Love them or hate them, Go Daddy’s ads work because they have a solid strategy behind them. I’m a fan of the strategy, not the ads. At least they are not as annoying as Head On.

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