A couple of months ago, I was negotiating to buy the domain name BeerWeek.com at Sedo, but I couldn’t agree on the price with the seller. I just noticed a new website on BeerWeek.com, and it appears that another company acquired the domain name.
The strategy of the new website on BeerWeek.com is similar to what I envisioned, and I want to discuss why I like it and think it’s a good idea. Perhaps it will give you some ideas for your own domain names, and as I am writing this and thinking about the site, I am also thinking about a couple names I own, BikeTours.com and BikeTour.com.
There are dozens of “Beer Week” events that take place in various US cities and in countries around the world. Most of the events are unrelated to each other, but they obviously focus on beer. The owner of BeerWeek.com has turned the site into a resource for people who want to learn about the different “Beer Weeks.”
It almost seems that BeerWeek.com is the primary brand for these individual “Beer Weeks,” despite the fact that they are likely unrelated. For instance, there is an informational page about American Craft Beer Week, and that event is managed by a different Colorado company.
Having the “more generic” term that encompasses these various events should help the site rank well in Google and Bing when people do long tail searches for the events covered in the site. For instance, I wouldn’t be surprised for BeerWeek.com to rank just after CraftBeer.com when people search for American Craft Beer Week because of its seemingly close relation with the event and the keyword match.
For monetization, the company can use Adsense (which it’s using), and as it grows, it can sell advertising space directly to the event organizers. It can also charge other Beer Week organizers for links on the site if it so chooses, and it could even sell tickets to different beer week events, or possibly use hotel affiliate links for people looking to travel to different Beer Weeks.
One next step could be offering advice/consulting on how to start and manage a beer week for people interested in doing their own event. Another next step could be to get in touch with brewers and see which companies are interested in participating in Beer Weeks and organize its own Beer Week. Finally, the company could opt to organize its own Beer Week(s), and use the revenue from that to expand and/or acquire other events.
In any case, it’s neat to see a domain name I almost purchased launched with a website model I thought would work. I am going to continue following the site’s progress, and perhaps some day, I will find the time to do something similar with BikeTours.com and/or BikeTour.com.