Tag Archives: marketing strategy

Seasonality is an Excuse

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Vail Tournament 2005, Photo Copyright Melissa Dafni, Blue Kitten Photography

I hear a lot of people say their product is seasonal and I see a lot of companies treat their products as such. But in many cases, is your product really seasonal? Or are you simply using that as an excuse?

I won’t deny it, some products are definitely seasonal. Most people don’t shop for Easter candy in June or Christmas trees in September, but outside of holiday specific products, is it truly seasonal?

Take for instance the sport of lacrosse. It has a definite seasonality, right?  After all,  lacrosse isn’t played year round. The National Lacrosse League plays from January through May. Major League Lacrosse plays from May to August.  High school and college have two seasons with girls playing in the fall and boys in the spring. Many cities and organizations hold summer tournaments.

Wait a second. That looks like lacrosse is played year round, doesn’t it? So why is it treated seasonal? Because that’s how those involved treat it. If it’s not NLL season, teams don’t tweet or update their Facebook pages and news is virtually nil outside of major events like draft day.

Does that mean fans quit looking for relevant products? In some cases, yes. You will always have a group of customers who also view your product as seasonal, either because they’re ready to move on to other things, or because they’ve been conditioned to view it that way.

Others find themselves frustrated because a product they want is no longer available. Many lacrosse blogs and news sites go dormant for the season, gear becomes hard to find unless you are lucky enough to have a lacrosse specific store nearby or shop online. Sometimes even that doesn’t help. Just ask a lacrosse playing girl whose gear, to save valuable real estate may only be stocked ahead of the season and cleared out immediately after.

Do you really believe anyone heavily involved in the sport quits thinking about it simply because it’s not lacrosse season? A lot of opportunity exists but is overlooked because lacrosse is seasonal.

So now, is your product really seasonal? Or is it only seasonal because you view and treat it as such?

Why You Should Understand Domains

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Why in the world should I care about understanding domains?  I’m not an IT person, I’m a [fill in blank].

Light pouring through a gothic archway & window

Understanding domains is important for more than your tech team for a number of reasons, not the least of which is so you don’t get taken advantage of.

Communication
Having even a basic understanding of domains will help you to communicate with others who do need to deal with them.  The more you know, the better you can convey what you want, or when you need it by.  It can also help you to recognize when someone might be taking advantage of you.  For instance, if you know how to change your DNS or add a CNAME record yourself, than you’ll know someone is blowing smoke when they try and tell you it will take them hours to get it done.

Strategy
Understanding domains will help you to better evaluate strategic moves whether at the business level, the marketing level or the product level.  This will also help you to understand what issues you may run into or what steps you should take to avoid issues.  For instance, imagine your marketing department has come up with a great new name and campaign for your latest product?  What’s one of the first things you should do?  See if the domain is even available.  Honestly, this should be done even sooner in the process but I digress.  It’s scary to me how many companies completely develop and launch products without a second thought only to find afterward that the domain is already registered and they’re unintentionally sending traffic to a completely unrelated company or product, or worse, a competitor.

Ramifications
It seems like an obvious question, but do you know what happens when domain is not renewed (or is not configured correctly)?  I’m not referring to the details of what happens at the registrar level, but what happens at the other levels.  Your website goes down.  Possibly your email goes down.  You potentially lose customers who suddenly can no longer find you, or can’t find you for the first time.  Sometimes registrars will put up some kind of a notification alerting visitors or a place holder page such as coming soon. But more often than not, especially on misconfigured or non-configured domains, they may put up a page advertising that your domain may be for sale or use it to host relevant Google AdSense links (or similar).  As these ads are often automatic and keyword based, you may drive traffic to your competitors.