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Definition of a Category Killer Domain

In an article I wrote about Vino.com yesterday, I mentioned that it was a category killer domain name and a couple of people commented that it wasn’t. Just like in the National Football League, I am doing an instant replay review, and the call is overturned. Vino.com doesn’t really meet the definition of a category killer domain name, although I do think it’s a brandable and memorable wine domain name.

So… what do I think defines a category killer domain name? Well, Wikipedia says the term “category killer” is a marketing term used “to describe a product, service, brand, or company that has such a distinct sustainable competitive advantage that competing firms find it almost impossible to operate profitably in that industry.”

Similarly, in my opinion, a “category killer domain name is a domain name that creates a distinct competitive advantage for a company that is in, or that wishes to enter a specific industry, where that term defines the industry or a specific sector within the industry.” A category killer domain name gives a company a consumer marketing advantage as well as a search engine optimization edge.

Some category killer domain names discussed on my blog in the past include Bobbleheads.com, Candy.com, AmericanFlags.com, Bodybuilding.com, Cars.com, and Apartments.com.

Raise Money to Help The Water School as Domainers Climb Kilimanjaro

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I just received an email from Rick Latona announcing that he is raising money for his climb of Mt. Kilimanjaro in March. The money he and his group are raising will be donated to The Water School to support simple, safe, strategic, and sustainable clean water solutions to the developing world. Through their programs, TWS provides clean drinkable water using extremely inexpensive and locally available materials.

There is a fairly large group of people from the domain community who will be making the trip, and the complete list can be found on the Kili2010 website. Rick’s fundraising goal is $19,340, which amounts to $1.00 per foot that he and his group will be climbing.

You can make a donation directly on Rick’s pledge page or you can donate to one of the other climbers. My company just made a pledge to help Rick achieve his goal, and I hope you will think about doing the same.

Follow Along as a Category Killer Domain is Built from the Ground Up

I’m not writing this post because Rick sent me bottles of wine.   I am writing this post because I think we all have a great opportunity to observe the launch of a new brand on a generic domain name – Vino.com. By following the progress of this company from its infancy, I think we can all learn quite a bit for our own projects.

Over the coming weeks and months, keep your eye on site changes.   Do Google searches to see how rapidly pages get indexed by searching site:vino.com. See how the pages rank for competitive terms like “wine of the month club,” “wine club,” “vino,” and other related search terms.   See how Rick and his team go about building and getting back links for the site by searching for link:vino.com in Yahoo Site Explorer.

You might even consider signing up for the service. For $69/month, you will get some unique wines, but more importantly, you can see what offline marketing efforts Rick and his company are making to promote their brand. As a wine of the month club, the hope is that people won’t cancel their subscriptions, so you can see what they are doing to keep membership active.

It’s not often that we have the chance to follow a start-up, but Rick has given us this opportunity.   As much as its important to follow the success of Vino.com, it will also be great to learn insight about how an entrepreneur builds a business on a great generic domain name. Rick announced that Latona’s has launched a consumer products division, and that is going to be interesting to follow as well.

I recommend these things to follow along as Vino.com grows:

  • Join the newsletter
  • Test the customer service
  • Navigate the site
  • See SEM efforts in Google and Bing
  • Sign up for the club

My hope is that Rick will share some insight into the site’s growth. It would probably be in his auction company’s best interest to show how an entrepreneur can take a generic domain name and build a business on it.

HP Goes on a UDRP Bender

I was browsing the recently filed UDRP cases at the National Arbitration Foundation, and I noticed quite a few separate UDRP filings containing the Hewlett Packard HP brand in them. It looks like HP decided to go after quite a few “generic” HP-related domain names in the past month or so.

Some of the recent HP UDRP filings at NAF include:

  • HPDrivers.com
  • HPDownloads.com
  • HPUpdates.com
  • HPServices.com
  • HPPrintersSoftware.com
  • HPStorage.com
  • HPShop.com
  • HPInkJet.com
  • HPServer.com
  • HPLaptop.com
  • HPCalculator.com
  • HPInk.com
  • HPDriver.com
  • HPDrivers.org
  • HPMobile.com
  • HPNotebookComputer.com
  • HPNotebook.com

The domain names appear to be owned by many different individuals and companies, and most of them appear to be parked. Not including these recently filed UDRPs, Hewlett-Packard has filed 57 UDRP complaints at NAF. I could not find any filings at the World Intellectual Property Organization.

Nice Marketing by Florida Church

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I was driving on 95 in south Florida tonight when I passed a church on the side of the highway. Ordinarily, I wouldn’t have noticed the, but it had a huge banner on the side of the building facing 95 with a giant URL: ChurchOn95.com. Palm Beach Lakes Church of Christ might not be an easy church name to remember while cruising at 80 mph, but they make sure you remember how to find them online.

The domain name redirects to the churchs’ website, PBLOC.org. Whoever decided to buy the easy to remember domain name made a smart marketing decision. Instead of fighting their assumed moniker, they embrace it so people can easily visit them online. Kudos to the Church!

BTW – Merry Christmas… I thought this was a neat Christmas coincidence!

Merry Christmas and Thank You!

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I hope you are either celebrating Christmas with your families and friends or enjoying a nice day off today. As the year winds down, I want to say thank you to a the readers who visit my blog, and especially those who contribute to it with comments and feedback. The dialog is what keeps me actively blogging to share and learn.

I would also like to give a special thank you to the advertisers who helped support my blog this past year. I appreciate their business, and I sincerely thank them for advertising on my blog. Here’s to a successful 2010.

National A-1 Advertising – NA-1 owns some of the best possible domain names, and they are always willing to pay for the great generic domain names.

Rick Latona – Rick was one of the most active members of the domain industry in 2009. His company will be running the TRAFFIC shows and auctions all over the world in 2010. Also a great big THANK YOU for the wine from Vino.com!

LuxuryNames.com – The company introduced a high end domain sales newsletter this year and held a successful domain auction. I am looking forward to seeing what they do in 2010.

Escrow.com – I almost exclusively use Escrow.com for my domain sales and purchases that require an escrow service. I’ve had great luck working with them and especially like their customer service.

WhyPark.com – I’ve been doing quite a bit of testing with my domain names that are targeted but don’t get a lot of type in traffic. I’ve seen an increase in traffic to many of these names, and I am looking forward to sharing results in the new year.

Domain Capital – If you are in need of financing for your high value domain names, these are the guys to see. They are trustworthy and fair, which are the most important things you need to know.

DomainStryker.com – Save time finding expiring and dropping domain names on Snapnames, Namejet, and Godaddy, with their recently introduced service.

NameDrive – They’ve brokered close to $16 million in domain names since 2006! They are looking to help sell revenue generating domain names.

MiniSites.com – This company burst onto the scene in 2009, and they’ve made some great looking mini-sites for quite a large number of clients.

Domainvestors.tv – Morgan Linton has been all over the place this past year. He recently started a domain-specific television show and has actively been building his company, while teaching about his business.

DomainTools – I use Domaintools’ Whois lookup several times a day, and I use their other tools very frequently as well. The industry wouldn’t be the same without them.

Traffic Vault – Andrew is a SEO and marketing expert who was featured in Long Island Business news this year. He has given me quite a bit of SEO and marketing advice, which has been helpful to my sites.

Inforum.in – This is the place you go to learn and discuss business if you are a .IN ccTLD investor. There’s a lot to learn in this great domain forum.

NoParking.com – If you are tired of parking your domain names, get in touch with these guys whose personalized touch can help your domain names make money.

Domaining.com – Francois isn’t an advertiser on my blog, but he is a big supporter of my company and the entire domain industry. His site has given many people added exposure, and he is always doing what he can to balance domain investors’ needs with those of the bloggers – despite not speaking English as his first language.

Special Thanks:

I also want to thank the following companies and people for their support with my blog this year:

Kevin Leto – Big Ticket Domains

Moniker – Bary Meyerson, Monte Cahn, and Victor Pitts

Mike McAlister – Six One Five Design

Michael Sumner – DN Media

Snapnames – Jonathan Stanfill, Theresa Armington, Michele Van Tilborg

Oversee.net

Mike St. John

NameBee.com

Photo Credit:   http://www.flickr.com/photos/laurenmanning/ / CC BY 2.0

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