Getting registrars excited about promoting new TLDs is key to each registry’s success.
Just as important is marketing them to domain name registrars, which typically act as the channel to get domain names into the hands of end users. This is especially important given the flood of new domain names hitting the market every week.
Here’s an example of channel marketing…
Yesterday I received a package containing a red tool kit stamped with Minds + Machines’ logo.
In order to get inside the box, I needed to enter a code on the padlock. (Minds + Machines smartly required me to go to its site and enter my information to get the code.)
Once the code was cracked, I opened the box to find a few items, including a book with details about many of the TLDs Minds + Machines is launching.
The toolbox is being sent to registrars, and each page highlights the potential of one of its domains. It explains the industry size, pioneer targets, how the domain will be marketed to the industry, and co-marketing funds available for registrar partners.
This is a clever marketing strategy to help Minds + Machines break through the noise with registrars.
Minds + Machines launched .London yesterday through a partnership. Its first batch of owned-and-operated domains goes into general availability next week.
(Below is a video of how the promo works.)