Marketing to end-users is hard but possible. The most important element is time.
POSTED BY Rick Latona IN Featured, Web Sites

Rick Latona Auctions spends time and money marketing to end users, but it takes more than that to get the job done.  The most important thing to keep in mind is that it takes time for end users to come to the table.  For example, the average response time from a Fortune 500 company to an initial contact is about a month - and that is just to get the conversation started.

To give you a little insight in how we do things, here's the basic process. After receiving the agreement from the domain seller, we start compiling a list of potential buyers. We go way past the obvious and the "Fortune 500". For example, the keyword "paper" could be someone in the forestry business or someone that buys outstanding loans. Also, we look for those middle tier companies that want to compete with the Fortune 500 companies. Think candy.com. Hersheys didn't buy it. A company that wanted to compete with Hersheys bought it.

Once we have that list we not only start calling but we send a FedEx package to the leaders of the respective companies. Heck, on some names we spend in excess of $2500 just sending letters announcing the name is for sale.

By the time we are on the phone with the person who might make a decision weeks have gone by. That's just getting in contact with them! Establishing the value and getting a decision out of them is like pulling teeth. It's hard, but possible.

If you have a premium domain name, right now is the time to submit it for our upcoming auction at TRAFFIC Las Vegas.  The earlier a name is submitted, the sooner we can begin marketing it, which increases the likelihood of having multiple bidders.  To submit your premium domain, please do so today here.

We are ready to continue the success that we had at TRAFFIC New York.  To do this, we need high quality names at reserve prices that have a shot at selling in today's market.  We also need time to properly market the names.  Bottom line - sales are up and no one will work harder for you to sell your domain names.

If you are interested in attending T.R.A.F.F.I.C. or watching the auction live or online, please visit www.targetedtraffic.com.  For a limited time, we have extended our 1,295 USD price for attendance to the show.  Act now, because that rate will not last long.

  • http://www.emarketinvestors.com Eric Marchand

    Very helpful information on how the process works.

  • http://www.domainnamewire.com Andrew

    Amen...time + elbow grease --- go get'em!

  • http://cardobserver.com Dave

    I have a domain I would like to submit, but am unable to attend the conference ... can I still submit or do I need to be in attendance?

    Also, can you define 'premium'? That means a lot of things to different people. Is that based on search traffic volume, length, generic, etc..?

    Thanks

  • Jane

    One thing I do worry about is how many actual end-users would get put off by the entrance fees... is it possible to bid online as well on these live auction events?

  • http://www.domainprices.info Noo Yawka

    I have some experience sending paper messages to many different companies (the experience has nothing to do with domains).

    For the most part unsolicited messages never get past secretaries or clerks. If the person who opens the envelope on behalf of the intended receiver of the message doesn't know the party sending the message (ie, if the message is unsolicited) the message gets thrown onto a slush pile.

    Actually getting the attention of the executive for whom the message is meant requires more than a mailing or two.

  • Rick Latona

    @Noo Yawka, we do far more than just send letters. I was only using it as an example to get the point across we need time. Your comment is noted though.

  • http://www.domainprices.info Noo Yawka

    @Rick: OK, we're on the same page. Letters alone are only a low probability opener. Sending chocolates to secretaries helps the probabilities....sometimes.

  • Profilus

    When I read "Noo Yawka, we do far more than just send letters.", I was thinking, "What else...chocolates?!", and lo and behold...

    "Sending chocolates to secretaries helps the probabilities….sometimes."

    Seriously..?!

  • http://www.ricklatona.com David Clements

    Dave, you do not need to be at a conference for us to list names for you. You've just got to submit them at http://www.ricklatona.com/auctions/submission-form.

    By premium, we are really just talking about a name that is being submitted in the 10,000 USD range or over that has a good chance of selling at the reserve price in today's market.

  • http://www.ricklatona.com/ davidclements

    Jane, We would not charge end-users entrance fees. Also, end-users (and everyone else) can all bid online for our auctions.

  • Walter

    The marketing to end-users process Rick outlines is EXACTLY the reason I submitted my premium, generic domain name CustomerService.com for auction through Latona Auctions at the Las Vegas TRAFFIC conference in January.

    I agree that a premium domain like mine will be very attractive to second-tier companies that want to compete with the big companies, instantly establish credibility with a generic name, and also have instant brandability.

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