New TLD backers will be headed to a lot of tradeshows.
One of the larger booths at this year’s HostingCon conference is the .host booth, pictured below:
I’ve written about a number of domain name companies exhibiting at HostingCon this year, but there’s a big difference between .host and the others.
.Host isn’t at the conference trying to get web hosts to sell its services. It’s there because the people it wants to register its domains are the web hosts themselves.
We’re going to see a lot more of this direct-to-registrant marketing in the next couple years as many niche domains come to market.
How are you going to get .fishing, .camera, or .tattoo anywhere near the top of a domain registrar’s search results? It’s going to be rare. It will happen when the search term includes something related to these niches or if the registrar has data on the registrant suggesting they’re interested in this type of domain.
To really get in front of potential registrants for niche domains, registries will have to attend industry conferences, advertise in industry pubs, and use direct marketing.
.Fishing applicants might want to reserve a space at next year’s International Convention of Allied Sportfishing Trades show…
Bill Sweetman says
Next to distribution, marketing is the other key component that will drive the success (or failure) of the new gTLDs. This is just the tip of the iceberg. Thanks for sharing Andrew.
Adam says
What would be the end-user for this .host domain?
Hosting services? People blogging about hosting?
Plus, I think “host” is somewhat of a generic word not just limited to internet hosting. e.g. to host a conference,
Scott Alliy says
Great point Adam,
It appears that the GTLD is somehow religion based (tongue in cheek) since I find it amazing that many have spent millions on a leap of faith and nobody that this 20 year domain industry vet knows (including myself)are entirely sure what these names will sell for and who will use them and for what application. As you just pointed out the potential for confusion is enormous but hey that may spell profits for those who capitalize on the fear and uncertainty and strong emotions of potential new GTLD domain investor / buyers. Stay tuned.. this party’s just getting started IMO.
Tap says
I thought you meant religion as in .host = .Eucharist.
Kassey says
@Bill Sweetman Good to see you around, Bill. I think it’s the good old 4P marketing strategies that count – product, price, place, and promotion. Look for them when judging which new TLD will succeed or not. My 2c.
Philip Corwin says
IMHO, the best host is one who mixes and serves a rye Manhattan when I’m a guest. Same for hostesses.