GoDaddy Never Paid for Its First Super Bowl Ad

GoDaddy Never Paid for Its First Super Bowl Ad

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No, it’s true.

According to GoDaddy CEO, Blake Irving the network received so many complaints on the first of two scheduled television commercials, it cancelled the second from airing, and comped GoDaddy on the first.

And guess what? Those racy commercials are going away, anyway.

THE NEW GODADDY

The “New GoDaddy” was shared by Irving at the Leading in Local conference in San Francisco. The GoDaddy of old has grown up. “We’ve matured. We’ve evolved,” the company’s CMO, told us earlier this year. “Our new brand of Super Bowl commercials will make it crystal clear what we do and who we stand for.”

The world’s leading domain registrar with 12 million, mostly SMB subscribers wants to be known as the business user’s go-to source for digital business services. To get there, they need to be more about relationship, and less about shock.

“We’re about a lot more as a company,” Irving explains. GoDaddy’s new vision? “We will radically shift the global economy toward small business by helping people to easily start, confidently grow, and successfully run their own ventures,” Irving recites from his presentation.

And it’s about an entire new look, too.

NAMING: THE NATURAL DOORWAY TO BUSINESS

The company is poised to do it, too, because the company’s touch-point is right, smack at the beginning of the creative business cycle. Irving describes how one of the first steps in the entrepreneurial process is quickly going online to check domain name availability.

That first step has GoDaddy enjoying a strong following of over 12 million subscribers. The company’s VP of Product, Rene Reinsberg (the former founder of GoDaddy-acquired, Locu) says it best: “SMBs love GoDaddy.”

Many of these subscribers are what Irving calls very-small businesses  (VSBs), or companies with fewer than five employees. Irving reveals 85 percent of the businesses in the country fit this profile. These business all need customers, and all want affordable solutions to drive exposure and website traffic.

 

This has the company behaving like a consulting agency, and less like a technology factory. In fact, 70 percent of Godaddy’s employees are customer service focused and are generating $300 million in new revenue, each year.

For these SMBs and VSBs, Godaddy has a new, employee-driven, universal manifesto: