Jeffrey Sass, CMO, .CLUB Domains, LLC believes top-level domain names can play a significant role for brand identity and customer engagement.
During Tuesday’s Loyalty360 webinar titled, “Your Customers Are Members of Your Club−How A .CLUB Domain Name Can Help Build Your Loyalty Brand,” Sass discussed the current state of top-level domains (which are the words to the right of the dot in a URL such as .com, .org, .edu, or .gov.)
Sass explained to attendees that, historically, there have been around 22 top-level domains and a number of two-digit Country Codes (co, au, us, uk, ly, io, ca, etc.). Several years ago ICANN, the organization that regulates the Internet name space, opened the door for anyone to apply for any word to become a top level domain.
Many brands applied for their name, including Nike, BMW, KPMG, Amazon, Google, and others. Many other companies and individuals applied for vertical words like law, plumbing, estate, and generic words like web, shop, online, app, club etc.
“In today’s connected world, your domain name is an integral part of your identity and brand, and now marketers will have the opportunity for much more flexibility and creativity when selecting domain names,” Sass explained. “We are the Registry (owner) of the new top level domain name, .CLUB. It took us over two years and millions of dollars to obtain the rights to the name from ICANN, (the Internet Corporation for Assigned Names and Numbers), the organization that regulates the Internet Name space. As the Registry for .CLUB, we are responsible to promote and market the name, as well as manage the master database of .CLUB domain names. The names themselves are sold to businesses and consumers by domain name Registrars such as GoDaddy, Network Solutions, 1and1, Register.com, and Name.com.”
.CLUB is one of hundreds of new domain extensions that are now being introduced− everything from generic words to brand names like .Nike, .BMW and .Google, representing perhaps the biggest change to the Internet since its inception, Sass said.
“We did a lot of research into what makes a great domain name,” Sass said. “CLUB truly is a global word. It’s spelled the same and means the same all over the world. It appeals to both individuals and businesses, fan clubs, clubs in schools, sports teams refer to themselves as CLUBs. This is a massive opportunity for .CLUB Domains.”
Club all over the world, Sass said.
“Club” instantly adds meaning and marketing value to any word
“Club” is short and easy to remember
“Club” represents community, loyalty and passion
“Club” appeals to both individuals and businesses
“We believe there is a massive global market for .CLUB domain names,” Sass said. “They create identity, whether you’re an individual or a business and is part of your online identity. It’s such a very important part of branding. Getting a great domain name is a big part of your branding. In the end, it’s all about marketing.”
Brands became very interested in the new domain name opportunity in 2012, Sass explained, as 664 applications from brands were filed such as: .abc, .canon, .gap, and .apple.
“They recognized there is value in putting their brand name to the right of the dot,” Sass said. “Some of the brands plan to use brand extensions internally and others externally. It’s also having their name to the left of the dot and right of the dot, such as: Gap.Shop, Canon.Photography, BMW.Club, Art.Gallery, and Nike.Clothing. It’s an opportunity for brands to take advantage of all of these generic terms.”
The difference now with new domain extensions, Sass said, is brands have the opportunity to create domain names that actually say something like: Financial.Tips and Golf.Club.
“The opportunity to create domain names that are semantically correct creates a powerful opportunity for marketers,” Sass said. “There’s balance on both sides of the dot and it’s easy to remember. There are infinite possibilities. Companies can rethink their domain name strategy. They can think about strategy where you might manage multiple domain names for different purposes to make it easier for your customers to find certain things.”
Sass discussed deep links where companies can create domain names like: brand.app, brand.news, brand.shop, or brand.club could direct consumers to a specific loyalty and rewards program.
“You could think of these as short-cuts,” he said. “It’s important today because mobile matters. It presents an opportunity to think about the vertical you’re in so you can have domain names and make a leadership statement for the vertical you’re in.”
Sass used Mary Kay Cosmetics as an example of a company that added domain names: Mary Kay.Club, Beauty.Club, Makeup.Club, and Skincare.Club.
“It’s an opportunity to find the perfect domain name for any marketing campaign you’re doing,” Sass said. “If it resonates, it could be very valuable. Your customers are your community. It’s so important for brands to be social, authentic, and to be human. We always want to feel we belong to something bigger than us.”
Membership in a club creates a sense of belonging, Sass said.
“Treating your customers like members of your CLUB makes sense,” he said. “It is why so many loyalty and reward programs already use the word ‘Club.’’’