Home / Blogs

A Year Later: Insights from dotSucks

John Berard

This week marks the first birthday of the general availability of dotSucks domain names. It has been a year notable for both heat and light, adding up to a set of insights relevant for any new gTLD.

A successful gTLD either meets a market need or creates an opportunity – Be clear about who you serve and use their vocabulary (not domain name industry jargon) to tell them about it. Engage in marketing.

Have a story to tell – Emotional resonance is more effective than even overwhelming facts-and-figures. The right story helps people see themselves in you.

Let your customers speak for you – People are trained to deflect commercial messages (remember when banner ads ruled the internet?), so let your customers take center stage. Peer-to-peer communication is the most effective form of communication.

Partner wherever possible, go it alone when you have to – Domain names are a small and new industry; often without broad awareness and hard to explain. This is mitigated by participating in larger groups (like an association) to make sure the basic story is told in the same way by many voices. At the same time, each new gTLD likely has its own qualities that may not be relevant to all but can be better heard because of the work of larger groups.

Rome wasn’t built in a day – Most overnight success is years in the making. Most. It is best not to get too high or too low in the face of daily sales. Focus on building long term value. Make that part of the story, too.

Celebrate milestones – Much like the birthday of Vox Populi Registry, when meaningful metrics are met or logical mileposts are reached, let people know about it, especially your customers!

Be available – Answer questions as they arise. Be timely in delivering customer service. Participate in both domain name industry gatherings and those of the market you target. Visibility leads to awareness which leads to sales. Value leads to renewal which leads to long-term success.

By John Berard, Founder, Credible Context & CEO, Vox Populi Registry

Related topics: Domain Names, Top-Level Domains

 
   
WEEKLY WRAP — Get CircleID's Weekly Summary Report by Email:

Comments

Slight modification Jean Guillon  –  Jun 29, 2016 9:06 AM PDT

Can you change "Rome” to "Europe” in your paragraph?
Thank you.

Why? The expression is "Rome wasn't built Michele Neylon  –  Jul 06, 2016 1:38 AM PDT

Why? The expression is "Rome wasn't built in a day".

hmmn John Levine  –  Jul 03, 2016 7:42 PM PDT

A total of 7416 registered names, most of which are just parked. I agree that Rome wasn't built in the day, but we haven't even unfolded the blueprints.

To post comments, please login or create an account.

Related Blogs

Related News

Explore Topics

Industry Updates – Sponsored Posts

2016 Year in Review: The Trending Keywords in .COM and .NET Domain Registrations

Global Domain Name Registrations Reach 329.3 Million, 2.3 Million Growth in Last Quarter of 2016

A Look at How the New .SPACE TLD Has Performed Over the Past 2 Years

Neustar to be Acquired by Private Investment Group Led by Golden Gate Capital

Startup League Reports from WebSummit, Lisbon

.SPACE Becomes the Choice of the First Ever Space Nation Asgardia

MarkMonitor Supports Brand Holders' Efforts Regarding .Feedback Registry

8 Tips to Find Your Perfect .COM Domain Name

Why .com is the Venture Capital Community's Power Player

The .cancerresearch TLD: Search for Cure Drives Digital Innovation

New TLD? Make Sure It's Secure

Radix Launches Startup League at TechCrunch

Celebrating One Year of .online

LogicBoxes Launches the New Elite Reseller Program

Afilias Acquires Premium TLDs .ARCHI, .BIO and .SKI

Effective Strategies to Build Your Reseller Channel (Webinar)

Radix Adds Dyn as a DNS Service Provider

Facilitating a Trusted Web Space for Financial Service Professionals

Ready or Not, 5 Big Tech Trends Headed Your Way

.STORE Grosses Over $1 Million Before the Close of Day 1

Sponsored Topics