jeremy eackles danny molina jennifer meza chloe harper
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Jeremy Eackles Danny Molina Jennifer Meza Chloe Harper. Background Information. The Basics. Advertising. Internet Domain name and web hosting E-Business related software Founded by former CEO Bob Parsons in 1997 Formally Jomax Technologies 1999 – name change - PowerPoint PPT PresentationTRANSCRIPT
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Jeremy EacklesDanny MolinaJennifer MezaChloe Harper
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Background Information
The Basics Advertising Internet Domain name and
web hosting E-Business related software Founded by former CEO
Bob Parsons in 1997 Formally Jomax Technologies 1999 – name change Partial company buyout in
2011 Company is on record
In-house advertisers “Go-Daddy Girls” Virtually unknown until
2004, due to Super Bowl Invested $5 mil in first ad Uses shock factors to
promote brand awareness and drive purchases
2012 “Re-Invention”
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Where, When, and Why• 2005 & 2013 • Super Bowl advertisements• $5 mil in 2005; $XXX in 2013
• Super Bowl popularity• Sports sponsorships• Over nine years of experience• Go Daddy Girls
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The Advertisements “Wardrobe Malfunction”
Ad Store Agency, NY“Perfect Match”
Deustch Agency, NY
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So what’s the problem here?Violates FCC’s Guidelines against Obscene Broadcasts
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Principles: Loyalties:
Utilitarianism: Targeting male customer base and sacrificing the women customer base.
Egoism: Continue to get profit and exposure at the expense of sexually objectifying women.
• Go Daddy brand• Public (Women, especially)• Customers/Clients• Partners• Go Daddy employees
Situation: Values:GoDaddy advertisements have racy women and came off as sexist. After making the first ad, they continued with the sexist advertisements.
• FCC Regulations• Organization values, even if they are sleezy
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Compare & Contrast Started with “Go Daddy Girls &
Switched to introducing Jesse Heiman
Appearance as a lure, and smarts as a reason to stay
More online-based advertising Give teasers to entice customers
to visit site “Smart meets sexy” Been hiring outside ad
agencies to create ads GoDaddy views this as
evolution
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The Evaluation
Successes Failures 3x bigger than any
competitors Built up internal and
external brand “An over-the-top hit”
from Ad Age Large profits and brand
awareness
Negative view from public Viewed as a sexist company
Perpetuating bad stereotypes
Can’t escape the brand they initially created
Took away from women who might have been potential customers
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Why is this important?• Violating FCC guidelines, but still approved for airing
• FCC needs to keep consistent with their values
• Sterotyping of people (nerds, sexy women, etc.)• Risky sexualized commercials on a national platform
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Improvement
Deutsch Agency, NY“The Baker” feat. Jean Claude
Van Damme
Go Daddy's New Direction
New primary focus on SMB Secondary focus on
women Tool for SMB
Due to public backlash & wanting new market
No over-sexualization, no women AT ALL Comparison to previous
ads Moving away from “Go
Daddy-Esque” “It’s Go Time”
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Sources http://search.proquest.com/docview/208381379 http://www.lexisnexis.com/hottopics/lnacademic/?verb=sr&csi=8349&sr=HLEAD(Go%20Daddy%20ads%20mix
%20sexy,%20smart)%20and%20date%20is%202012
http://bi.galegroup.com/global/article/GALE%7CA191988420/0ad7afb1b1dfb4880bbc5e8ceb1eb5f0?u=txshracd2679
http://search.proquest.com/docview/757046929 http://en.wikipedia.org/wiki/Go_Daddy http://
ehis.ebscohost.com/ehost/detail?sid=08c547fd-0299-4aa2-bfc0-ebf37ac60843%40sessionmgr13&vid=1&hid=3&bdata=JnNjb3BlPXNpdGU%3d
http:/webhostingreport.com/learn/godaddy.html http://www.forbes.com/sites/jeffbercovici/2013/02/06/the-woman-behind-godaddys-crass-effective-super-bowl-a
ds/ http://www.nbcnews.com/id/6930045/ns/business/t/ad-godaddy-too-hot-handle/ http://www.nytimes.com/2013/09/05/business/media/godaddy-steps-away-from-the-jiggle.html http://www.fcc.gov/guides/obscenity-indecency-and-profanity http://www.fcc.gov/guides/broadcast-advertising-complaints http://www.huffingtonpost.com/2013/02/03/godaddy-ad-reactions-twitter_n_2612676.html