Newsletters
Customer Relationship Management News NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
Home CRM Systems Customer Service Business Intelligence Sales & Marketing More Topics...
Eliminate costly downtime!
Find out how with Free White Paper
& enter to win a Samsung Galaxy Note

www.apc.com
Sales & Marketing
24/7/365 Network Uptime
Average Rating:
Rate this article:  
GoDaddy
GoDaddy's New Image Pumps Up Super Bowl Ad

By Jon Swartz
January 23, 2014 9:34AM

Bookmark and Share
This Super Bowl, viewers will see a radical image departure in GoDaddy's ad, part of a corporate makeover targeted at small businesses. The TV spot underscores GoDaddy's push to make more premium small-business services available to its 12M customers. GoDaddy's gambit is promising, but will only be successful if it fits with marketing plans.
 


Something odd happened in mid-December. Danica Patrick, squeezed into a muscle suit, crashed through a cyclone fence and led a pack of bodybuilders down a street in search of a small-business solution (more on that later). The image is jarring -- not just the diminutive Patrick bulked up, but the absence of scantily clad women in a GoDaddy commercial for the Super Bowl.

"When I first saw (the costume), I thought, 'Holy crap!'" Patrick said, eyes widening to emphasize her point. "But I understand this ad is about brand extension, and more about what they do now."

"C'mon, check out my muscles," Patrick implored, showing off a foam-rubber suit meticulously painted with veins.

The change of pace -- OK, radical departure -- is part of a corporate makeover. "It's been a transformative year," says Blake Irving, GoDaddy's new CEO. "Our new message is that of the go-getter -- valuable, edgy and fun. Two years ago, it was provocative, sexy, crazy, gutsy."

This isn't some 30-second gimmick, but a systemic change to reflect a big shift in how GoDaddy intends to do business. The TV spot underscores GoDaddy's push to make more premium small-business services available to its 12 million customers (it had 11 million a year ago).

In one of its first large-scale partnerships, GoDaddy last week named Microsoft Office 365 as the exclusive e-mail/productivity service for its small-business customers. The company is also enhancing its invoicing and Web-hosting services for business owners.

GoDaddy cut its teeth in registering domain names and offering Web-hosting services before diving into the small-business market.

It envisions a steep upside to its new strategy: There are 28 million small businesses in the USA, and 125 million worldwide, according to the U.S. Census Bureau. Of the 28 million small businesses, 92% have fewer than four employees.

This isn't your father's Go-Daddy.

Patrick's 13th Super Bowl ad for the company since 2007 is a departure from the titillation-laced fare she was once a part of. The company's racy ads started in 2005, with a sexy spoof of the Janet Jackson "wardrobe malfunction" during the Super Bowl halftime show in 2004.

In the forthcoming ad on Super Sunday on Feb. 2, Patrick leads a bevy of bodybuilders to a spray-tan shop.

Beneath the biceps and bulk, GoDaddy's newest ad is targeted at small businesses such as RecipeForFitness.com, a nutrition site that sells meal plans to customers in the U.S., Canada, Australia and England.

"They cover all of the technical stuff, and fix it," says Chelle Stafford, who owns the site. As an experienced Web master, she coded the site and had a hand in processing every transaction. (continued...)

1  |  2  |  3  |  Next Page >

 


© 2014 USA TODAY under contract with NewsEdge. All rights reserved.
 

Tell Us What You Think
Comment:

Name:

Jorge:

Posted: 2014-01-24 @ 4:31pm PT
danica crashes - so what's new?



APC has an established a reputation for solid products that virtually pay for themselves upon installation. Who has time to spend worrying about system downtime? APC makes it easy for you to focus on business growth instead of business downtime with reliable data center systems and IT solutions. Learn more here.


 Sales & Marketing
1.   Mark Hurd's 5 Keys to Market Success
2.   Report: Many Users Never Tweet
3.   Silverpop: IBM Marketing Gets Personal
4.   Twitter Unveils New Design
5.   Marketing Missteps from Samsung


advertisement
Marketing Missteps from Samsung
Backlash against sexist ads, promotions.
Average Rating:
Mobile Ad Spend Surges to $17.96B
Facebook, Google drive numbers up.
Average Rating:
Mark Hurd's 5 Keys to Market Success
Using a 'customer-obsessed' strategy.
Average Rating:


advertisement
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
IBM Offers Security, Disaster Recovery as SoftLayer Service
New disaster recovery and security services for SoftLayer clients are being added by IBM. Big Blue said the new capabilities will speed cloud adoption by alleviating concern over business continuity.
 
How To Beat the Heartbleed Bug
Heartbleed headlines continue as IT admins scramble for answers no one has. Early reports of stolen personal data, including 900 social insurance numbers in Canada, are starting to trickle in.
 
After Heartbleed, OpenSSL Calls for More Support
The president of the OpenSSL Foundation says more support is needed from companies and governments that use its software so that it can better spot and fix flawed pieces of code such as Heartbleed.
 

Enterprise Hardware Spotlight
Vaio Fit 11A Battery Danger Forces Recall by Sony
Using a Sony Vaio Fit 11A laptop? It's time to send it back to Sony. In fact, Sony is encouraging people to stop using the laptop after several reports of its Panasonic battery overheating.
 
Continued Drop in Global PC Shipments Slows
Worldwide shipments of PCs fell during the first three months of the year, but the global slump in PC demand may be easing, with a considerable slowdown from last year's drops.
 
Google Glass Finds a Home in Medical Education, Practice
Google Glass may find its first markets in verticals in which hands-free access to data is a boon. Medicine is among the most prominent of those, as seen in a number of Glass experiments under way.
 

Mobile Technology Spotlight
Amazon 3D Smartphone Pics Leaked
E-commerce giant Amazon is reportedly set to launch a smartphone after years of development. Photos of the phone, which may feature a unique 3D interface, were leaked by tech pub BGR.
 
Zebra Tech Buys Motorola Enterprise for $3.45B
Weeks after Lenovo bought Motorola Mobility’s assets from Google for $2.91 billion, Zebra Technologies is throwing down $3.45 billion for Motorola’s Enterprise business in an all-cash deal.
 
CTIA Caves, Volunteers Kill Switch Plan
After bucking against the concept of a smartphone kill switch, the CTIA just announced the “Smartphone Anti-Theft Voluntary Commitment” to thwart smartphone thefts in the U.S.
 

Navigation
CRM Daily
Home/Top News | CRM Systems | Customer Service | Business Intelligence | Sales & Marketing | Contact Centers | Customer Data | CRM Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters | XML/RSS Feed

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.