Work It: What Registries can do to get the most out of their Registrar partners

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Information about Work It: What Registries can do to get the most out of their Registrar...

Published on February 18, 2014

Author: blacknightsolutions



Presentation for LACTLD's marketing workshop in Antigua Guatemala, February 2014

Work It: What Registries can do to get the most out of their Registrar partners Michele Neylon

Who am I? Michele Neylon - Founder / CEO Blacknight @mneylon IIA Net Visionary 2013 Chair RrsG, Chair Registrar Advisory Board Eurid, member EWG

Talking Points • • • • What are the challenges? What do you want? What do registrars want? What is the solution?

What are the challenges? • Lack of growth? – You’re not alone – economic downturn => more deletes • Lack of adoption? – Is your ccTLD THE ccTLD for your region? • Competition? • .com kicking your ass? • New TLDs on the horizon (or coming over it)

Remember who’s king…

The market is changing

What do you want? • Growth? – Focus should be on sustainable growth not just quick “wins” • Profit? – Are you a for profit or non-profit? • Funds? – More sales => more revenue => reinvest in funky stuff (look at Nominet + SIDN’s foundations, .me social stuff in .me)

Diversity => Strength

HUGE Market => LOTS of opportunities

Are you progressive?

Or are you past your prime?

You’re a ccTLD so you’re in this for the long haul ( we assume!)

What do registrars want? • • • • • • • To make money To sell as much as possible To upsell Simple policies Consistent policy Stable registries To make money (yes – that’s all we really care about)

What do registrars want? • “Quick wins” • Easy

What do registrars want? • Clear + timely communications – On everything – Operational – Marketing – Policy – Sharing information + being transparent => better

What do registrars want? • To make money • Registrars are commercial entities – That is NOT a bad thing – honest! – They will offer better customer service than you can – They will always want to serve customer demand (that’s how they make money!)

Different Types of Registrar • Mass market / Consumer (Godaddy,, Blacknight) • Corporate / Brand / Trademark (MarkMonitor, CSC) • Reseller focussed (eNom, 1API, Key Systems)

Different Types of Registrar • Different clients • Different interests • Different needs / pain points

What do registrars hate? • • • • • • Complex policies Inconsistent policies Unclear communication No communication Weird treatment Flaky registries (think NOT stable)

Is There a gap between you? • You love your ccTLD • You might not be commercially oriented? • You might be interested in something more academic / theoretical • Registrars probably aren’t ..

What kind of relationship should you have with registrars? • Close but not “monogamous” • For many registrars you are not their only partner • This is not a bad thing .. .. • Work with them – not against them

Do you understand their problems? • Do you work with registrars? • Do you “speak” registrar? – What motivates them? Why? • Do you know what they’re doing? • Do you know why they’re doing it? • Have you thought to ask??

Registrars are simple!

KISS • KISS – Keep It Simple Stupid • Marketing + promotions need to be as simple as possible • You are NOT the only registry they’re dealing with • If your plans are complex => harder for registrar to adopt • Don’t make us think!

Use Technology they know • • • • EPP works – use it Don’t be “clever” – that’s actually dumb! Don’t confuse things You can keep your identity but you should adopt “best practices” (look at .co or .me)

Registrars are simple! (Yes – I already said that!)

Head Hurts?

What is your ccTLD’s identity? • • • • What does your ccTLD say? What is the messaging? Who is the target audience? Is it secure? Stable? Fun? Business friendly? Family friendly? Corporate only? • What are you pushing?

What are you marketing? • The country code or the registry? – Hint – it should be the country code How / where are you marketing? Why are you spending that money? Why aren’t you spending that money?


Looking for me? Michele Neylon - Founder / CEO Blacknight @mneylon IIA Net Visionary 2013 Chair RrsG, Chair Registrar Advisory Board Eurid, member EWG

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