Slimware creator understands the value of the right domain name.
When Lash Fary prepared to launch a new line of dinnerware designed for portion control, he knew he had to have the right domain name. He saw that Slimware.com was already registered and listed for sale at BuyDomains, but he didn’t think twice about choosing an available domain name for $10 instead of buying the ideal one.
“I really like the name Slimware, so when I decided to design the line of plates and filed for the trademark, it seemed silly not to own the matching domain name,” says Fary. “It’s always ideal, in my opinion, for your brand name to match your domain name whenever possible and financially feasible.”
Before acquiring Slimware.com for $2,888, Fary covered his bases by registering SlimwareDinnerware.com as a backup. Unlike many entrepreneurs that settle for less-than-ideal domain names, Fary understood that this wasn’t enough. “It’s much longer, which I think is annoying from a consumer and marketing perspective,” he explains.
Fary continues, “[Getting the right domain] was one of the first things on my checklist when coming up with the concept. So much of marketing a brand today is about the Internet. I consider myself incredibly fortunate that I was able to secure the domain name that matched my product for the price I did.”
But close to $3,000 versus $10 for a domain that hasn’t been registered yet? A drop in the bucket, explains Fary.
“I was spending close to $100,000 to build a brand: trademark, legal fees, manufacturing costs, graphic designs, international shipping, project managers, manufacturers reps, PR, brochures, etc. Plus I already had confirmed airtime on Home Shopping Network plus press highlights secured on the Today Show and in InTouch Weekly. So the $2,888 was a no-brainer cost in the grand scheme of things.”
For that, we’re going to give Fary and his Slimware line a “We Get It” award.