DNA art company profits from DNAArt.com domain name.
[Editor’s note: Over the past few days we’ve been collecting stories of “end user” companies that bought domain names in the aftermarket. They realized it was a smart move and are reaping the benefits. This is the first in a series of posts about companies who “get it” that will be appearing on Domain Name Wire over the coming week.]
What started as a quirky form of art — so called DNA art that is based on your DNA — has gone mainstream. DNA 11 is a multi-million dollar company at the forefront of this type of art. But as copycats started flooding the market, the company knew it needed to do something to maintain its market-leading position.
It helped that the company had been featured on The Today Show, USA Today, and other big media outlets. DNA 11’s DNA art was even central to a CSI:NY episode in which the art was used as evidence.
But the company was missing a critical element: the category-defining domain name DNAArt.com.
DNA 11 co-founder Adrian Salamunovic found that veteran domainer Page Howe owned the domain name. Salamunovic negotiated a price of under $3,000 for the domain name.
“Best couple of thousand I ever spent,” explains Salamunovic. “It was a total bargain considering it further helps us own the market.”
The company uses DNAArt.com for a separate blog, which of course drives business to its main home page at DNA11.com.
DNA 11 decided the domain name would be worth acquiring for several reasons. First, owning the category-defining domain reinforces that the company is the leader in the DNA art industry. Second, it drives direct navigation traffic. Finally, it helps the company in search engines.
If you need any more proof that this company “gets” domain names, consider that it also owns DNAEleven.com, which forwards to its web site.
Picture: DNA art from DNA 11.
John says
I had the opportunity to register this domain a while back, but after reading all of the domain disputes, and trademark battles around; I decided I better not. Guess that was a 3k mistake… life goes on.
John Martel says
Interesting that Page also owns dnaportraits.com which shows as a TM on the DNA 11 site, but I don’t see as a registered TM on TESS now> Could be pending I guess? If Page only asked for $3k, I wonder if he also saw the TM issues and figured any more and he could run into trouble?
Wild, original artwork though. I saw it on The Big Idea sometime last year or so.
Stephen Douglas says
What’s missing in your story is that Page Howe, good guy extraordinaire, didn’t jack this guy for a higher price. A fair price that let’s other end users know that a few thousand bucks can assure their place in the internet marketing stream.
Kudos not only to Adrian Salamunovic, but also to Page for this “handshake” deal, where if they met again somewhere, they’ll be buying each other drinks. This is a perfect blueprint of how the domain industry and end users can work together.
Great article, Dub-A
Andrew Allemann says
Stephen – Adrian said that buying the domain was a great process and that he stays in touch with Page.
Stephen Douglas says
Dub – and that’s the way we all like to see it roll…
Excellent. Much success to Adrian!
Somebody should start an online database of every great domain sale that is public, goes down smoothly, and the buyer understands and shows their success from the purchase of the domain. Then direct every potential end user to that website for “examples” of why they should own domains. A huge “domain purchase endorsement database” website for all domainers to their potential buyers to.
It’s not that inconceivable an idea… (apologies to Wallace Shawn [Vizzinni] in “The Princess Bride”)
“INCONCEIVABLE!”