Different use of an EMD

[Shane]

Exact match domains used to be all the rage before the Google EMD update a few years back.

Whilst they don't give the same SEO boost now, they still have other uses...

My company Trade Risk is sponsoring the V8 Ute series at Bathurst this weekend and I've used one of my EMDs instead of our usual domain:



I've also gone with the .com over the .com.au to save space. Could have saved another character if we had direct reg...

The idea of using tradiesinsurance.com instead of traderisk.com.au is that it tells people exactly what we do, and still gives them a URL to visit. Of course it's redirected to traderisk.com.au.

There's an argument that it could add confusion by using a domain name which doesn't match our brand name, but I'm happy with the strategy.

Anyway it appears on the front and rear number plate of every car in the ute category, so keep an eye out over the weekend!

 

[eBranding.com.au]

One of the benefits of using a different domain is the ability to track the results of your sponsorship. You can look at the stats to see how much traffic you get via the domain.

The benefits of sponsorships are of course much broader (building goodwill etc), but it's good to be able to measure some of the outcomes. It's one of the reasons why many companies will use a specific domain or phone number for marketing campaigns.

 

[Scott.L]

Great Plate

 

[findtim]

lucky that guy who owns "numberplates.com.au" didn't grab that sponsorship space first ! oohhh, thats you anyway

 

[Shane]

One of the benefits of using a different domain is the ability to track the results of your sponsorship. You can look at the stats to see how much traffic you get via the domain.

Absolutely. Some people will just Google Trade Risk, but I'm sure many will type the URL.

lucky that guy who owns "numberplates.com.au" didn't grab that sponsorship space first ! oohhh, thats you anyway

Ha! I actually considered for half a second using it for numberplates.com.au...

I have to share another good photo from on track today. I'm definitely not tiring of seeing my logo on the front of every car.

 

[findtim]

absolutely GREAT branding, highly focused TARGET market, australia/world wide, and i am sure the break even point on the investment will be easily met.

congrats, good to see "one of us" playing the big games.

tim

 

[Bacon Farmer]

Yep he's no lemon.

 

[findtim]

Yep he's no lemon.

OMG, you just went to top 5 worst posts
tim

 

[Joel]

A campaign specific URL is a good idea when it fits and in this case it works. Nice work, that looks great

 

[DomainNames]

Absolutely. Some people will just Google Trade Risk, but I'm sure many will type the URL.

Ha! I actually considered for half a second using it for numberplates.com.au...

I have to share another good photo from on track today. I'm definitely not tiring of seeing my logo on the front of every car.

View attachment 605

NumberPlates.com.au would also look great as the number plate but maybe more money in Insurance ?

Let us know if you see a spike in your website traffic after Bathurst finishes or during it.

Awesome and I do hope you get some great ROI from it.

 

[Data Glasses]

I think the ute format will be changing next year, Ford Rangers and other crap racing as well. All hail the Aussie Ute!

 

[Shane]

NumberPlates.com.au would also look great as the number plate but maybe more money in Insurance ?

Definitely.

I think the ute format will be changing next year, Ford Rangers and other crap racing as well. All hail the Aussie Ute!

Yep the new format requires a dual cab diesel. So Ranger, Hilux, etc etc. Won't be as exciting, but will be more relevant.

My deal runs to the end of the V8 era, which is Bathurst, Gold Coast and Newcastle.

 

[Shane]

Traffic increase to the website was bugger all over the weekend. Type-ins of tradiesinsurance.com were tiny, and the traffic increase I did get was mostly due to a couple of sponsored posts on FB promoting the sponsorship.

One last photo... This was the clearest I've seen from the weekend:

 

[snoopy]

I think the ute format will be changing next year, Ford Rangers and other crap racing as well. All hail the Aussie Ute!

Get an application in for your van.

 

[snoopy]

Traffic increase to the website was bugger all over the weekend. Type-ins of tradiesinsurance.com were tiny, and the traffic increase I did get was mostly due to a couple of sponsored posts on FB promoting the sponsorship.

One last photo... This was the clearest I've seen from the weekend:

Interesting, the advertising is not very direct. Will be interesting to see if there is any noticeable change over time.

I'm guessing people who sponsor also promote the fact that they sponsor a lot, maybe that is where the benefit is. Telling tradies you sponsor the Bathurst ute rate with photos etc.

Some of the sponsors in car races, you'd barely know what they are promoting, e.g. the Fujitsu advertising, so I suspect it is not about getting direct sales out of it.

 

[findtim]

its passive sponsorship, just brand recognition, like AFL toyota doesn't make me want a toyota but when i do buy the next car i'll consider it.
also you are dealing with couch potatoes, they aren't going to hop up and get online

tim

 

[Data Glasses]

Get an application in for your van.

Got no room left for sponsorship

 

[Shane]

Little update...

For the latest round at the Gold Coast we changed the number plates to remove the domain name, therefore leaving space for a stronger logo.

It was a huge improvement, especially on TV. We received virtually no increase in traffic over the Bathurst weekend anyway, and only a handful of redirects via the EMD.



We still used the EMD on some track signage, which was easier due to the vastly increased size compared with a number plate. Still, bugger all redirects from it though!

 

[Shane]

I'm guessing people who sponsor also promote the fact that they sponsor a lot, maybe that is where the benefit is. Telling tradies you sponsor the Bathurst ute rate with photos etc.

100%. I see more benefit coming from existing and perspective clients seeing that we're big enough (or stupid enough!) to sponsor a national category. It adds credibility when we're competing against big household brands.

We also get free tickets to giveaway to our clients, so that's another nice benefit, and gives us a great reason to contact clients.

 

[snoopy]

For the latest round at the Gold Coast we changed the number plates to remove the domain name, therefore leaving space for a stronger logo.

That makes a lot of sense. The domain seems to be not very important for this type of promotion. Looks like nobody else has a url on the car either.