How Covid-19 is changing domain strategies and IP's role in generating loyalty and revenue (on demand)
There have been over 100,000 COVID-19-related domain names registered since 1 January 2020. Many have been for good cause, but too many have sought to leverage public anxiety and a company’s good name. Think VerizonCovid-19.com – a domain recovered by Verizon after a third party registered it.
The existence of confusing domain names has always made managing a portfolio a defensive, risk management job. The thinking has been that it is better to own them all (or many of them) and keep them on the shelf. But the Covid-19 pandemic has made clear that companies are being called upon for answers (take a look at how Johnson & Johnson’s homepage has changed) even as some fall short of market expectations.
Deploying unique digital assets to inform, admit mistakes, encourage connection and showcase responsive actions can go a long way in building customer loyalty leading to increased revenue. IP professionals are in a key position to identify the right assets and in doing so demonstrate value in building customer loyalty and revenue.
Issues to be covered in this webinar include:
• How to develop a robust domain acquisition programme for defensive use, future opportunities and increasing traffic value
• Building a plan to withstand even a pandemic
• How others’ successes and missteps can inform your approach to the use and investment in domain names
• How to partner with your marketing, sales and service teams so you can provide opportunities to them that they did not know existed
• Getting out of defensive crouch: how to determine when and how to lean into criticism By registering for this webinar, you submit your information to the webinar organisers and speakers from .Sucks, who will use it to communicate with you regarding this event and their other services.
Steve Coates, founding partner Coates IP
Steve is the founding partner of Coates IP, an IP boutique, where he specialises primarily in trademarks, domain names and copyright. He is active in internet governance policy, currently as a member of the IP Constituency of the Internet Corporation for Assigned Names and Numbers (ICANN), and previously as a member of the Business Constituency and the ICANN Nominating Committee. Steve currently sits on the advisory board of the NYU Law Engelberg Center on Innovation Law & Policy. He is also very active at the International Trademark Association, where he has been a committee member since 2007, and led a domain name subcommittee on new gTLDs. Prior to Coates IP, Steve was senior counsel at Amazon.com where he managed the trademark practice for Amazon’s digital devices and services, as well as its domain name portfolio team. Steve was the first IP counsel at Twitter, where he managed the trademark, marketing and domain name practices, among other things. He was also an associate at the New York City office of Kilpatrick Townsend and Stockton LLP.
John Berard, CEO, Vox Populi Registry
John serves as CEO of Vox Populi Registry, the company contracted with ICANN to manage the database of dotSucks domain names. The names are offered to the public through a network of ICANN-accredited registrars. John has been a part of the domain name industry since 2003 and an active member of ICANN since 2009. Prior to joining ICANN’s Business Constituency, he was the CEO of an advertising software and services start-up. A long-time public relations executive and privacy advocate, John was a founding member of the board of TRUSTe and twice served on the board of the International Association of Privacy Professionals.
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