[September 15, 2014] |
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GoDaddy Executes on New Marketing Strategy
SCOTTSDALE, Ariz. --(Business Wire)--
GoDaddy,
the world's largest technology provider dedicated to small businesses,
launches its 2014 advertising campaign today with new television
commercials, online and print advertising, and social media engagements.
The rollout is another key milestone in GoDaddy's overall mission to
empower small business owners. The new fall campaign is a crisp
illustration of the company's strategic marketing shift, moving away
from simple brand awareness to targeting small business owners about how
GoDaddy's products and services can make them more successful.
Over the last year, under new leadership, GoDaddy has reinvigorated its
products, including its Website Builder, online productivity tools and
domain name offerings, in ways specifically designed to make the
business of doing business easier, especially for small business owners
who require ease-of-use and streamlined services. The segment of
business owners with one-to-five employees, GoDaddy calls "Very Small
Business" (VSB), aren't widely served in the market today and
consequently are often forced to choose between using a complicated
technology solution or a more unprofessional "free" offering.
Today's marketing launch demonstrates GoDaddy's "provocative with
purpose" style. The campaign uses "foxhole humor" to address the brutal
truth of what it's like to be a small business owner. The first of four
new 30-second television commercials, called "Stick It," airs tonight on
ESPN (News - Alert) during "Monday Night Football." The second, called "Related,"
debuts tomorrow. Both were produced by Barton F. Graf 9000, a critically
acclaimed New York agency known for its unorthodox humor.
"These aren't your run-of-the-mill 'Hallmark-style,' warm and fuzzy
commercials, our new ads are in-your-face about how hard it canbe to
make a go of it with your own business and how critical it is to have a
reliable, easy-to-use online partner," said GoDaddy Chief Marketing
Officer Barb Rechterman. "The whole campaign is based on real stories
about real people who succeed in spite of naysayers, doubters and
obstacles … the stories are told with a sharp wit we think will play
very well for anyone who's ever known a small business owner."
GoDaddy is supporting the theme with online advertising and social media
engagements that don't pull any punches when it comes to the trials and
tribulations of the very small business owner.
"Our brand has always been edgy, but now we are using our marketing
muscle to interact directly with the people we are in here to help,
using messages about exactly how GoDaddy can save them time, make
leveraging the Internet easier and provide personalized service that is
essentially unlike anything else out there for them in the tech space
today."
The campaign launch also reveals new design language that will be fully
integrated across GoDaddy's website, applications and advertising over
the next several months.
To watch two of the GoDaddy's new commercials, visit GoDaddy.com, or
click "Stick
It" and "Related."
To learn more about how GoDaddy can help you leverage the power of the
Internet, visit www.GoDaddy.com.
Connect with GoDaddy on Facebook
& Twitter.
Read why our customers recommend
GoDaddy.
About GoDaddy
GoDaddy's mission is to radically shift the global economy toward small
businesses by empowering people to easily start, confidently grow and
successfully run their own ventures. With more than 12 million customers
worldwide and approximately 58 million domain names under management,
GoDaddy gives small business owners the tools to name their idea, build
a beautiful online presence, attract customers and manage their
business. To learn more about the company, visit www.GoDaddy.com.
- GoDaddy Operating Company, LLC - Copyright © 2014 GoDaddy.com,
LLC All Rights Reserved.
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