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GoDaddy and Danica Are Very Effective at What They Do

By admin | February 4, 2013

 Danica and GoDaddy excel at getting a conversation started.

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 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.

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Topics: Articles |

10 Responses to “GoDaddy and Danica Are Very Effective at What They Do”

  1. Tony Geinzer Says:
    February 5th, 2013 at 8:18 am

    Rich, GoDaddy is not a beloved workforce up here in Eastern Iowa, where I’m based and I kind of wish that there where more ethical sponsors as their Danicamaniac Hype Machine is expensive and ineffective.

  2. k Says:
    February 5th, 2013 at 12:14 pm

    I am sick of advertisers telling me and sane minded folks, “it got you talking” blah blah blah. I tell you what those commericals do and others like them, it makes me remember them alright, NOT TO BUY THEIR PRODUCTS and I don’t.

  3. Bill B Says:
    February 5th, 2013 at 12:40 pm

    Hey, I am fine with Go Daddy featuring scantily clad women in their advertisements but this year’s SB ad was terrible. No redeeming value whatsoever. Yes it might be getting lots of comments but most are negative beyond the point of being productive for sales.

  4. Earner Says:
    February 5th, 2013 at 3:01 pm

    Thank you Go Daddy for being a Nascar Team sponsor…This is what it’s about…People seem to forget why the sponsors there (it’s not to help racing) It’s about moving product…Nascar teams can NOT survive with out this (note: I Believe within 10-12 yrs a complete revamp of $ distribusion will have to happen..but thats another day) & I Thank every team sponsor out there..I got little to no use for sponsors that bail on a team to get in bed with nascar & the france family tho

  5. Earner Says:
    February 5th, 2013 at 3:04 pm

    Note: Not a Danica fan but if you can even run with these guys …Ya hve to know what your doing & I’m pretty sure that the ones always complaining about her can’t do that.
    But less tv talk about her during the race (& ugh the pre race) would help

  6. Chris Fiegler Says:
    February 5th, 2013 at 4:54 pm

    Do you think that Danica Patrick will win a Race in 2013 with Stewart-Haas Racing? If so What Race do you think that she will win at for her very first Sprint Cup Series Win?

  7. Bill B Says:
    February 5th, 2013 at 10:03 pm

    No, I don’t.

  8. Sue Rarick Says:
    February 6th, 2013 at 8:38 am

    People are always saying Why Danica, Why Danica … Because she looks better in a mini skirt than Tony Stewart.

  9. Cam Says:
    February 6th, 2013 at 5:53 pm

    They sure are good at what they do……they get me to not want use their service and not take their spokes model seriously. Super Effective.

  10. k Says:
    February 19th, 2013 at 5:43 pm

    I have to say that the only thing these idiots do with these stupid ads is make me NOT BUY their products. A fact.