Good marketing advice?
Maybe you’ve heard that Netflix has decided to rename its DVD delivery service “Qwikster.” A catchy name and one that would be easy to brand, but there is one slight problem; the Twitter account is already owned by someone. A whois search shows that Qwikster.com has been registered by Netflix, but www.youtube.com/qwikster is also owned by someone not related to Netflix.
Are these insurmountable problems? Maybe not, but IMHO Netflix didn’t do their homework when researching the name they chose to do business under. When I deal with a client that is looking to brand themselves online, developing a suitable name is only part of the challenge. Making sure that you can brand that name on the social networks is paramount.
Netflix has the option of buying those accounts from their owners (lucky owners), but that could be prohibitively expensive for companies with fewer resources. Better to find a name that is available for your domain and the related social media sites. If nothing else, Netflix should have approached those owners (silently through an intermediary) and acquired the accounts prior to making their public announcement.
Whoa boys – slow down!
It seems that Netflix is moving so fast that they are making a number of faux-pas of late. They just came under a lot of heat for a pricing announcement that wasn’t received well by their customers.
Don’t misunderstand my intentions with this post, I love Netflix and was a customer of theirs for many years. I wouldn’t be so presumptuous to assume that my advice is better than what they are receiving from their marketing team. My comments are geared to businesses facing similar decisions.
When you are choosing a domain name to brand a company, service or product, do your homework and ensure that the social media sites can support the marketing effort with accounts and channels that are also available. Replicating your brand name with Twitter, Facebook, YouTube and other social sites will make the marketing effort easier and create more awareness with your audience.