{"id":986,"date":"2017-02-22T00:00:00","date_gmt":"2023-05-12T21:28:30","guid":{"rendered":"https:\/\/mediaoptions.com\/blog\/acquisition-story\/"},"modified":"2025-10-15T22:16:45","modified_gmt":"2025-10-15T22:16:45","slug":"blog-acquisition-story","status":"publish","type":"post","link":"https:\/\/mediaoptions.com\/blog\/acquisition-story\/","title":{"rendered":"Acquisition Story"},"content":{"rendered":"
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Proudly announce your domain acquisition.<\/strong><\/p>\n

This past week the domain blogs were all telling the story on the acquisition and purchase price for Sumo.com. This was a brilliant marketing tactic by the founder Noah Kagan. The acquisition of a premium domain is unique opportunity and window for a brand to gain viral press and coverage. Noah understood this opportunity and was proud to tell his story.\u00a0 People love a great story.\u00a0 The acquisition of a premium domain is a great story. Domains are an asset that holds and appreciate in value.<\/p>\n

They impact the entire brand and positioning statement.\u00a0When done correctly like Sumo.com they allow you to control the premium positioning for your brand and keyword. Did he waste $5M on a 30 second super bowl?\u00a0 No, he invested in strengthening his brand with an asset that will appreciate in value and give confidence to investors. Businesses that understand this are able to get a quick ROI on their domain purchase.<\/p>\n

How many future customers found Sumo.com because Noah was proud to tell this acquisition story. People love a great story.<\/strong> If you acquired a premium domain, don\u2019t waste this opportunity to make the rebrand or launch into a great story. Just announcing that you are moving to a new domain has little impact and is not a story. Telling the story behind the domain acquisition creates a lasting impact and impression on the reader. If done correctly this can be worth more than the cost of the domain acquisition.<\/p>\n

Communicating what you paid for your domain shows confidence in your brand.\u00a0 The market respects bold moves.\u00a0 Consumers recognize leaders.\u00a0 Your employees will feel pride. The impact of this announcement will not last forever, however, can create significant momentum.\u00a0 This is especially important in a rebrand. Sumo.com now owns the power and leadership position?<\/strong><\/p>\n

How many brands are vying to control the word SUMO in the minds of consumers? BuzzSumo.com and SumoLogic.com are two large brands that could have also acquired Sumo.com. I am sure these brands feel they do not need this domain because they are well known.\u00a0 This type of thinking does have consequences.\u00a0 Humans crave simplicity, partly because we are overwhelmed with information and need to make decisions quickly.\u00a0 This happens in a split second.\u00a0 We rank brands in our minds automatically. Try it with any category and ask someone to list the top 10 brands.\u00a0 They have to start somewhere, and usually, it is at the top of their mind in order of prestige, quality or importance. What this means is that a portion of their advertising will have a halo effect to Sumo.com because this is the dominate word in their brands.<\/p>\n

Leadership positioning creates confidence which leads to higher conversions and awareness.\u00a0 This is not about SEO.\u00a0 Category defining and premium domains are about establishing preeminence from the first interaction. BuzzSumo and SumoLogic\u00a0 have to be a little upset that they will never have the opportunity to control the simplified version of their domain and keyword \u201csumo.\u201d This was a rare and unique opportunity for their brands. These companies acquired their perfect brand domain<\/strong> Businesses that acquire the perfect domain for their brand almost unanimously say it was a great decision.\u00a0 Look at the list of companies below that now own the leadership position for their brand. Hive.com<\/p>\n