By admin | February 4, 2013
By Richard Allen
Call their advertising campaigns vulgar, demeaning or over the top if you want, but the simple fact of the matter is people know what GoDaddy.com is and they can identify what the company is selling. Whether it be scantily clad women who seem to have nothing to do with internet domain names or a nerd and super model engaged in a passionate kiss, their commercials are often the topic of conversation.
And, call Danica Patrick over-hyped or more of a brand than a driver if you please, but people talk about her and focus on what she is doing. The combination of this company and this driver is an effective one, whether people want to admit it or not.
GoDaddy’s commercials are typically outrageous, sometimes entertaining, and almost always provocative. Often, Danica is featured in those ads in less than flattering situations. And while this often causes people to criticize the company and her, the spots are usually easy to remember and cause the viewers to readily identify the product being sold.
Isn’t that the point of advertising? Further, consider how many times you’ve seen a commercial and later on could not recall the product it was supposed to make you go out to buy. No matter how entertaining the spot might be, if you can’t remember the product, it’s a bad commercial.
One of Sunday night’s Super Bowl ads by GoDaddy featured a super model, meant to represent the sexy marketing side of the company, passionately kissing a “nerd”, meant to represent the techincal side of the company. Danica served as a narrator of sorts during the “action”. The commercial drew criticism from more than a few circles but the company insists that it accomplished its mission.
“Attracting new customers is what advertising is all about,” said GoDaddy CEO Blake Irving. “We wanted our Super Bowl commercials to generate new customers and overall sales, and that’s precisely what happened. We set all time Super Bowl Sunday records for mobile sales, Website Builders, website hosting and new customers. This is a big win for all our teams who worked so hard to deliver on game day and also for all of our new customers looking to grow their small businesses.”
Immediately after that particular ad ran, I observed a number of people pointing out that the company could sponsor a credible Sprint Cup or Nationwide Series team with a deserving driver for the same money. That may very well be the case. But, would they get the same return on their investment?
Like GoDaddy, the driver they sponsor is frequently the subject of conversation. Common complaints are that Danica gets too much attention for the results she produces and that her car is far more capable than its driver. Again, those criticisms may very well be true. But she has a sponsor on her car, and thus, a ride because of the way she presents herself.
Personally, I am not really a fan of either GoDaddy or Danica Patrick. But there can be no denying that both are very effective at what they do. And what they do is generate a buzz.
Think you can pick the winner of the 2013 Daytona 500? If you can, you could win $25 from this website. Follow @RacingWithRich on Twitter or “Like” the RacingWithRich Facebook page for your chance to win.
Topics: Articles |