.Club is spending a lot to promote .Club. That’s good news for .Club domain registrants.
Last Thursday night .Club hosted a launch party at Tao Downtown in Manhattan featuring celebrity endorser 50 Cent.
I just barely made it to the party thanks to bad weather, a presidential visit to New York, and the plane running out of fuel (necessitating an unexpected stop in Baltimore). But I made it for the last half of the party and saw Fiddy, albeit from behind velvet ropes.
The .Club launch party was just the latest lavish marketing investment by .Club. It’s promoting the heck out of the .club domain any way it can, including a pricey promotion on top of GoDaddy’s home page and getting 50 Cent on board (even if he flubbed his talk at the party.)
We can argue all day whether or not this sort of investment is worth it. Some of the marketing spend probably is and some probably isn’t. I’m sure it took .co a few years to figure out what worked and what didn’t, and it will take new registries a while to figure it out as well.
What I know for sure is that this marketing helps registrants, including me. I registered two .club domains, making it one of three TLDs I’ve registered under so far. It’s great to see how much marketing .Club is putting behind the domain.
The GoDaddy home page promotion surely drove registrations. The launch party drove attention (and possibly some forthcoming media from Univision and Wall Street Journal, both of which were in attendance). The launch party also was a time for .Club to thank and encourage its channel partners, even if eNom’s Chris Sheridan didn’t manage to get a selfie with 50 Cent.
If I’m going to register new top level domain names, I really want to see the registry promoting the heck out of it. So far .Club is in rare company on this front.
[Disclosure: .Club paid for my trip to the party.]