Quote:
Originally Posted by BobDiGiTaL  not bad toria, but insert "online" between crowded and marketplace.
It can help you differentiate your product from the others in an ever-more-crowded marketplace
Giving examples of what other companies are doing, especially their competitors, really makes you sound like you know what you are talking about. |
About inserting the word "online," I was not targeting it toward them going after an on-line audience. As I said before, I'm looking at this from a marketer's point of view rather than that of a domainer.
Pharmaceuticals spend the bulk of their Advertising budget on Television and Print media. I see them as competing for the eyes and ears of people through those two mediums. So, I am referring to the crowded broadcast marketplace, primarily. I am promoting the domain name as a way to maximize results from their television and print ads.
My letter goes on to say that most people cannot remember the name of a prescription sleep aid or drug company unless they are already taking one. (That person is already a customer or a competitor's customer.) And, with sometimes as many as 20 drug commercials in an hour, they have trouble standing out. And the drug names themselves are not memorable, not dictionary words, not familiar to anyone.
But ... if they have a tagline at the end of the commercial that contains a memorable, keyword-rich domain name, they have a better chance of viewers remembering their product.
Their websites are low-cost adjuncts to their marketing. They add the domain name as a tag to their television or print ad, such as
"For more information and to receive a free coupon for a 7-day trial, visit MySleepAid.com."
Obviously, the drug companies buy plenty of keywords on adsense, etc., to drive people to their sites, but when I look at their advertising budgets in their annual reports, they spend the vast amount on television, another huge chunk marketing directly to doctors and most of the rest on print ads.
Hope that makes sense....
Toria