GoDaddy launched a new 2014 advertising campaign with 2 new television commercials, online and print advertising and social media engagements. The rollout is part of GoDaddy’s overall mission to target small business owners. The new fall campaign follows 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 updated 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 thirty-second television commercials, called “Stick It,” airs tonight on ESPN 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 can be 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.”
“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.”
Watch below the two GoDaddy new commercials, Stick it! and Related: