UKNM: RE: UKNM Digest V1 #49

[Steve Miller]

David (Bentley),


Thanks for those kind words (I'll ask Ivan for a pay rise). Sorry for not

getting back to you sooner - I'm on Sam's UKNM Digest, so I get all the

emails in one lump.


As to your question of whether I think that think that PR is a tactical

marketing tool which is there to get 'editorial space' even at the expense

of positioning? I would say that it all depends on the context. NetNames

sells Domain Names to a very wide range of people around the world, so I

tend to use PR as a broad marketing tool to try and touch the lives of as

many people as possible. If an individual purchases a Domain Name from

NetNames via a reseller, partner or direct from us as a result of reading a

story about our customised condoms being stolen from the Windows show; a

deal with MSN; or the opening of NetNames Australasia - I don't really mind.

I admit that if I had more time (if only), fewer other marketing tools in my

armoury (DM, SP, direct sales, web, Advertising, shows, to name just a few)

and a specific marketplace (e.g. Accountants), I would probably be more

specific about the use of PR. At the moment it is just great fun to blast

out a mix of good stories, and build the NetNames brand to a broad group

audience of individuals and companies around the planet.


As to your question about our association with the notion of 'Portals' - I

leave the Internet visionaries to discuss this particular angle. I really

need to get on and get NetNames to sell more product, and besides, I've got

a Monica Lewinsky/Domain Name press story to write ;-)


Steve.


Its Miller Time!

Steve Miller: Marketing Director

NETNAMES * The INTERNATIONAL DOMAIN NAME REGISTRY

Registering Domain Names in over 200 countries


http://www.netnames.co.uk

180-182 Tottenham Court Road

London, W1P 9LE

+44 171 291 3905 (Direct)   Mobile: 0467 456787



>

> Steve

>

> That is actually a very interesting case in point.  I have been following

> the success of NetNames (not in-depth I might add) with interest.

>  It would

> seem that with the launching of registry services in US (and Denmark) has

> started to push NetNames to the forefront of registry companies - I have


> notices NetNames in articles in The New York Times being refered to along

> side InterNIC etc...  indeed there is some good marketing going on.

>

> However I have a question for you....  In your opinion do you

> think that PR

> is a tactical marketing tool which is there to get 'editorial space' (no

> matter what) even at the expense of positioning?

>

> >From the case study you have outlined here it seems that Wired

> picked up on

> an angle as they saw it (i have not read the article) and as it applied to

> their publication.  Do you feel the angle that was then taken forward is

> beneficial , in the long run, to the success of NetNames?

>

> I for one am very suspicious of concepts of the moment - like 'portals'.

> To ally yourself with something which will soon become passe is

> perhaps ill

> advised.  Everyone is a 'portal' and everyone wants to be a 'portal'.

> Surely NetNames is a service which can be franchised to portals - thus not

> actually being a portal - Perhaps that is the point of portal enabling

> tool...

>

> I haven't read the article, or any other articles on NetNames v portals -

> perhaps i am off on a tangent, but all views are welcome none the less

>

> David

>

>

> David Bentley

> Account Director, Interactive

> Anderson & Lembke, New York