Proudly announce your domain acquisition.
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. People love a great story. The acquisition of a premium domain is a great story.
Domains are an asset that holds and appreciate in value. They impact the entire brand and positioning statement. When 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? 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.
How many future customers found Sumo.com because Noah was proud to tell this acquisition story.
People love a great story.
If you acquired a premium domain, don’t 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.
Communicating what you paid for your domain shows confidence in your brand. The market respects bold moves. Consumers recognize leaders. Your employees will feel pride.
The impact of this announcement will not last forever, however, can create significant momentum. This is especially important in a rebrand.
Sumo.com now owns the power and leadership position?
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. This type of thinking does have consequences. Humans crave simplicity, partly because we are overwhelmed with information and need to make decisions quickly. This happens in a split second. We rank brands in our minds automatically.
Try it with any category and ask someone to list the top 10 brands. 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.
Leadership positioning creates confidence which leads to higher conversions and awareness. This is not about SEO. Category defining and premium domains are about establishing preeminence from the first interaction.
BuzzSumo and SumoLogic have to be a little upset that they will never have the opportunity to control the simplified version of their domain and keyword “sumo.”
This was a rare and unique opportunity for their brands.
These companies acquired their perfect brand domain
Businesses that acquire the perfect domain for their brand almost unanimously say it was a great decision. Look at the list of companies below that now own the leadership position for their brand.
Here is what the public does not see.
Acquiring a premium domain is not just about building the brand. Premium domains are also smart investments.
Domains are assets on the books and have real value. Investors understand and appreciate a premium domain because they can be sold if strategies change. Acquiring a premium domain gives confidence to investors because it shows an understanding of branding and marketing.
Domain names are regularly depreciated on the books over 5 years to 10 years. Talk to your accountant about the tax advantages of acquiring a premium domain.
Congratulations to Noah for acquiring the domain Sumo.com.
Businesses that acquire premium domains should consider creating a story around the acquisition. When this is done correctly, this allows a brand to gain quick momentum and ROI for their acquisition.
Sumo.com communicated their story with confidence and pride which strengthened their brand. If a story goes viral, it will help you connect with new consumers.
Once a premium domain is acquired, it may never be available for acquisition because they become working assets.
Brands should seriously consider acquiring the perfect position for their brand before they are acquired.
Media Options is brokering several category defining domains such as:
Galaxy.com, Author.com, Plume.com, Sketch.com, Volta.com.
How can we help with your domain acquisition strategy? Send me an email and let’s talk, Chris@MediaOptions.com.
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