You have to give it to major brands for the time, energy and effort that they put into launching major advertising campaigns on television and the internet. Companies like Disaronno spend millions of dollars each year promoting and protecting their brand, hopefully with the intent of driving people to their website to provide more information, generate sales, leads or purchase intent.
It amazes me that these huge companies often overlook the basic nature and habits of their potential internet users when choosing and promoting a domain name.
Let’s take a look at Disaronno’s current television campaign promoting their drink “As You Like It.” While this tagline is a very smart move on their behalf, their attempt at branding their online presence through their domain seems to have been overlooked. Kudos to the rest of the campaign as I think they get the point across to their target market very effectively, those who don’t currently drink Disaronno, and those who drink Disaronno but don’t know that you could make so many different beverages with their product.
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From an internet marketing perspective they have chosen a very tough and counter-intuitive domain name: www.DisaronnoAsYouLikeIt.com. Schwew! That’s a mouthful just to say, let alone remember or try to type in an address bar of a browser!
Where Disaronno REALLY Missed the Boat
Ability to easily pronounce the domain name
Disaronno is hard enough by itself to pronounce and spell right, let alone type into an address bar. But here they have gone with a 20-character domain name that is comprised of 5 words! www.DisaronnoAsYouLikeIt.com. Say it out loud, hear how it sounds? They should have put this domain at least through a couple of focus groups to see how many people understood what domain they were trying to promote.
Ability to easily type the domain name
One of the keys to intuitive or direct navigation, and the reason that companies promote their domain names on their advertisements, is the hope that people will go to their computer and type in their website. With DisaronnoAsYouLikeIt.com they are realistically probably losing thousands of customers. It’s a tough name to type and I even had difficulty typing it several times on this page.
They didn’t register the misspellings of their domain name
With a brand like Disaronno, it is IMPERATIVE, that you register as many typos that you can for your brand. This is crucial because with a name like Disaronno, people are going to incorrectly spell your name when searching for your site. Is it Dissaronno, Disarrono, Disarronno? The first domain or two that I typed when I tried to reach their took me to pages that were not registered or set up. They are literally losing hundreds (if not thousands) of visitors to people misspelling their domain name. While this is important for any domain name, it is essential for a more difficult to spell and pronounce brand like Disaronno.
They redirect their main brand to their campaign domain
This one actually kind of stunned me. When you type in simply Disaronno.com you are redirected to DisarronoAsYouLikeIt.com. Instead of branding and building on their core product, they are trying to push visitors to remember their “As You Like It” campaign. Ideally, DisaronnoAsYouLikeIt.com would be an offshoot of their primary domain name (Disaronno.com).
The bottom line
Just a few simple changes and planning ahead of time can have a far greater impact on the results that they will see from their online efforts. The ROI that a few tweaks can have is amazing and hopefully they will realize how much of a broader reach they can receive by just doing a little domain house cleaning.
Related posts:
- The aesthetics of domain name promotion
- The pros and cons of domains with dashes
- Slim-Fast.com: Attempting to tie together TV and internet marketing
- The impact of domain name length on website popularity
- Special Promo: Save 30% on Domain Names at GoDaddy!
- How to register a domain name
- Searching for Christmas Online: A closer look at 23 holiday-related domain names
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Please send feedback to the Disaronno gorgeous man his name Joshua Sarrazola. PLease.
I would, however, I am in no way affiliated with Disaronno.