1 - david - conf 2015 - dm - marketing update · 2019-09-11 · 2015 add presentation name 8 •...
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Marketing UpdateRegistrar ConferenceThursday 5th NovemberPresenter: David Morrison
The global market
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52% 51%
46% 46%
2% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2 3
2015 2015
nTLD
ccTLDs
gTLD
Source: Centr.org
32% 31% 31% 30% 29% 29%
67% 67% 67% 68% 68% 67%
1% 1% 2% 2% 3% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2 3 4 1 2 3
2014 2014 2014 2015 2015 2015
nTLD
.nz
gTLD
The local market
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Source: NZRS Ltd, Zooknic, nTLDstats.com
.nz Brand Awareness
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10%
15%
23%20%
27%
18%14%
21%
0%
10%
20%
30%
40%
Recognise NZRS brand
Marketing - our current focus
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ConversationAwareness Transaction
• Public awareness
• .nz is preferred choice
• Advertising is key activity
• Work with industry sectors
• Develop a more localisedunderstanding
• Work with Registrars
• Understand reseller environment
• .nz adds value as a product of choice
• Completed end of August 2015• Currently developing content. Plan is • Infographics – available now• Video – available in December• Written content– available in
November/December
• Keen for registrars to use and share
Colmar Brunton research
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• Main focus end of 2014 and first half of this year
• Intensive registrar engagement and support – thank you.
• More on the results later today
.nz Second Level Launch
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• 5,000 copies printed, 4,000 distributed•Registrars• Libraries• Schools• Public
Domains for Dummies
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http://www.getyourselfonline.nz/domains4dummies
• Launched in December 2014
• A great start• Insights• Data• Drive action
• Plans to evolve and improve – more later today
Registrar Portal
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• Run from late August to early OctFacebookGoogle AdsTechdayRetail Magazine
• Currently evaluating messaging and medium
Behind Business campaign
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• Satisfaction survey indicates high levels of satisfaction by registrars. Couple areas to improve on which we have taken on board
• Reduced in-person visits this year – more strucutre and frequency next year
• Continually look at ways to increase value for you
Channel
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• Currently reviewing our strategy and underlying activities
• Strengthen Channel engagement• Focus on content development and
leveraging its use – better understanding of who we are targetting and segmenting of messages.
• Strengthen direct and indirect engagement with reseller market
Next year
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