{"id":1057,"date":"2015-04-09T00:00:00","date_gmt":"2023-05-12T21:31:22","guid":{"rendered":"https:\/\/mediaoptions.com\/blog\/is-a-value-proposition-part-of-your-marketing-strategy-to-the-consumer-premium-domains-say-it-all\/"},"modified":"2024-10-22T10:07:48","modified_gmt":"2024-10-22T10:07:48","slug":"blog-is-a-value-proposition-part-of-your-marketing-strategy-to-the-consumer-premium-domains-say-it-all","status":"publish","type":"post","link":"https:\/\/mediaoptions.com\/blog\/is-a-value-proposition-part-of-your-marketing-strategy-to-the-consumer-premium-domains-say-it-all\/","title":{"rendered":"Is a Value Proposition Part of Your Marketing Strategy? To the Consumer, Premium Domains Say It All"},"content":{"rendered":"
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Premium domain names are not exclusively valuable as online, digital assets for SEO. They increase shelf wins and brand expansion, even for Consumer Packaged Goods in the retail space.\u00a0In addition, premium domains can also resonate with consumers on shared values.<\/p>\n

As HBR aptly states, \u201cShared values build relationships.\u201d It\u2019s not what you sell, it\u2019s what you stand for.<\/em> These shared values, beliefs that both the brand and consumer embrace, unite a consumer with a brand\u2019s higher purpose or broad philosophy.\u00a0A brand can resonate with a consumer to such a degree that brand relevance achieves its pinnacle, making competitors irrelevant.\u00a0Plus, purpose \u201calmost always results in making more money than you ever thought possible,\u201d Roy Spence writes in his bestseller,\u00a0It\u2019s Not What You Sell, It\u2019s What You Stand For. 1. Look at how Pedigree Dog Food\u2019s shared value is a belief that every dog deserves a loving home: built on premium domain name DogsRule.com. 2. Johnson & Johnson\u2019s purpose is to alleviate pain & suffering. As part of this strategy, they acquired premium domain BabyCenter.com for parents concerned about their baby\u2019s pain or suffering.<\/p>\n

No products are sold; it doesn\u2019t increase their SEO; it serves their strategy and builds relationships in moments of consumer suffering. 3. In another example, can you guess what combines kids\u2019 toys, cutting workplace innovation methodology, and a quote from Plato? It\u2019s Lego\u2019s SeriousPlay.com domain name. Lego, one of the CSR RepTrack\u2019s Top 10 companies for 2014, has been telling children for decades to \u201cbuild their dreams.\u201d Focus on this belief led them to create a business methodology that teach adults how to use Legos as a tool to unlock innovation. Is SeriousPlay.com essential to their business? No, but it proves their belief in Lego\u2019s purpose of unlocking imagination to build dreams.<\/p>\n

Purpose is the difference you make, your company\u2019s strategic structure. This purpose serves creating a demand for your company. Does your strategy include a premium domain name?<\/h2>\n

1. A Reason to Believe:<\/strong> Advertising a premium domain (online or in the retail channel) can be a way of proving your brand \u201crepresents a greater, more valuable idea, the \u2018reason to believe\u2019 in your product.\u201d (concepts recommended by Branding Strategy Insider)<\/p>\n

Example: Harley Davidson owns and operates premium 3 letter domain name Hog.com. For them, it\u2019s all about lifestyle.<\/em><\/p>\n

2. Put your Money where your Mouth is:<\/strong> Premium domains provide credibility. They make a statement about the brand\u2019s level of investment, level of commitment in this shared value. Example: Coca-Cola, all about being hip and cheerful, just launched an array of happy emoji domains at .ws instead of .com, referencing their \u201cwe smile\u201d purpose.<\/a><\/em><\/p>\n

3. Grow Brand Recognition:<\/strong> They can draw in consumers who are initially more committed to the value than the brand. Example: This is where Dakota Beef really stepped up its game by acquiring GrassFedBeef.com. The premium domain is incorporated onto retail packaging, standing out among competitors. The website itself just offers recipes, showing its consumers that its brand supports their lifestyle.<\/em><\/p>\n

4. Tell Your Story, Make Your Difference:<\/strong> Make your premium domain your brand storytelling platform, like Patagonia\u2019s VoteTheEnvironment.org does. How did Patagonia gain its undisputed leadership as top brand driving environmental responsibility? The domain name acquisition is an integral piece of that story.<\/p>\n

Look at your brand\u2019s story, and be a visionary in creating or building it. Incorporate premium domains into your strategy. Premium domains build relationships and grow consumer loyalty, customer retention, marketshare, and brand value.<\/strong><\/em><\/p>\n<\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"

Premium domain names are not exclusively valuable as online, digital assets for SEO. They increase shelf wins and brand expansion, even for Consumer Packaged Goods in the retail space.\u00a0In addition, premium domains can also resonate with consumers on shared values. As HBR aptly states, \u201cShared values build relationships.\u201d It\u2019s not what you sell, it\u2019s what …<\/p>\n","protected":false},"author":11,"featured_media":3867,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-1057","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-news","8":"entry"},"acf":[],"yoast_head":"\nIs a Value Proposition Part of Your Marketing Strategy? 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