Do you stare blankly at the business across from you, while your brain searches madly for a brand? You know you've heard the brand, but you cannot dredge it from the recesses of your mind. Panic sets in and you lose focus. Has this happened to you? Wouldn't a great domain with a good brand on it have been a life saver? Do you teach? Do you promote sales? Do you man a tradeshow booth? Do you pitch products in a sales environment? In each of these instances, domains are essential, both for ease of communication and for ease of sales.
There is nothing more appealing than being addressed by your own brand and a matching domain name. A brand is music to our ears, and we pay closer attention to a person who has called us by the brand. Outstanding salespeople know this and go to great lengths to ensure they say a prospect's web address as they make their sales presentation. For some of us, though, remembering domain names can be very difficult, especially for the very busy, the very stressed, or aging person.
A domain name can alleviate that problem in seconds. Domain names are also relatively inexpensive when you consider the value they represent. A quick glance at a brand's value they represent. A quick glance at a domain name can easily retrieve the forgotten website, the salespitch or conversation can go on, unimpeded by shaky confidence.
Popular shows are the most expensive. Football, are by far, the most expensive. Adage recently released the cost of a 30 second TV for 2018. Here’s a list of the top ten shows based on ad cost for a 30 second ad.
- Sunday Night Football — $665,677
- Thursday Night Football — $434,078
- This is Us — $433,866
- The Big Bang Theory — $285,934
- Empire — $227,494
- Young Sheldon — $213,536
- The Voice (Mon) — $212,618
- Grey’s Anatomy — $204,792
- The Conners — $201,065
- The Voice (Tues) — $193,140
This makes premium domains look cheap. The run cost is just part of the cost to run a commercial. One, this is ONE running of the commercial. One. There likely will be multiple runs across various programs. They also have production costs which can be as high as another $100K. Actors have to be paid every time it shows. Brand awareness is part of the reason for a commercial but there is no better way for a consumer to find out more about that product than to be carried to a website.
A memorable domain name is the key to that retention. Spending hundreds of thousands per run on the commercial and $500 on the domain makes no sense. Like buying a Ferrari and putting Wal-Mart tires on it. Putting in five to six figures into the domain is fair in relation to the overall cost of an advertising run. Even a marketing name purchased just to fit the commercial for one time use could justify a 10K buy based on percentage of commercial cost.
National advertising is expensive. A high quality domain should be as well. The owner has it forever and your competitors can not have it. It can be used for all forms of media and is the home of everything a business does. It should cost more than one commercial or ad campaign. Many companies are figuring this out and the those that do will own the Internet. The Internet owns the home.
KEYSOME is a marketing agency based in Chennai, India. KEYSOME is a marketing, publishing, consulting & branding services venture with a difference and primarily works with startups and small-medium business. As a marketplace for brands, KEYSOME provides an enhanced user experience for startups looking to buy a new, relevant services that have a functional, emotional, life-changing, and social impact.