February 2, 2009 (HOSTSEARCH.COM) In a decision designed to shake the advertising community to its core, domain name provider Domain.com
announced recently that for the 43rd consecutive time, it would NOT advertise during the Super Bowl. Sticking to its promise, the Super Bowl ran its course without the merest hint of a Domain.com advert.
In a probable stab at certain web hosting providers with a tradition of Super Bowl advertising, Domain.com went on to give its Top Five Reasons for Saying No to Super Bowl Ads. They included you shouldn't have to turn off your browser's safe filters to buy a domain, women buy domain names too, and who takes business advice from someone who drives in circles for a living?
We did not make this decision lightly, explained Domain.coms Marketing Director, David Steinberg. After performing an extensive cost-benefit analysis, we found that the $3 million we'd have spent on a Super Bowl commercial could sustain our programmers' computational prowess with more than 1,000,000 double espresso shots and 500,000 bags of potato chips.
The release quoted one Domain.com customer as being thrilled with the decision. Domain.com has proven that its focus is on the customer - not flashy commercials. Don't get me wrong, I appreciate large 'enhancements' and big 'assets'. However, for me they have nothing to do with getting a website up and running.