Yesterday morning, I shared some thoughts on new gTLD registries doing tradeshow marketing to let their targeted audience know about the new domain names that are (coming) on the market. I want to share how Radix did some great tradeshow marketing at the recent Parallels Summit in New Orleans.
According to Michele Neylon, founder and director of Blacknight Internet Solutions, an Ireland-based hosting company and domain registrar, Radix used an excellent marketing tactic to let hosting companies know about the upcoming launch of the company’s .HOST domain name registry. Here’s what Michele posted on his Michele.ME blog a short time ago:
Last week I was in New Orleans for Parallels Summit, which is all about hosting, hosting automation and related services. (Yeah, it’s kind of like “the” industry event for someone like me!)
The guys in Radix will be launching .host later this year but rather than spend thousands on a stand, staff etc., etc., they took a slightly alternative approach.
Everyone attending the conference was sent a gift basket by Radix which was delivered to their hotel room with this card” (see above).
Radix spent a sizeable sum of money to give conference attendees a memorable gift they could enjoy while at the event. I am not a big fan of conference trinkets and giveaways, but a nice gift basket sent to my room would be appreciated by me at any conference. The cost was probably less than a booth and exhibit space, and it enabled the company to connect with most attendees.
I don’t think this tactic would work for all registries. Many target audiences in specialty niche verticals need to learn about domain names before they are given a pitch about specialty domain names like the new gTLDs. The market for .HOST domain names is likely more educated than the average Internet user, and most of the recipients likely know about the new domain names already.
A gift basket certainly won’t be a key influencing factor when it comes to buying .HOST domain names, but I think it was a smart marketing tactic that was strategically delivered.