Frager Factor

Monday, March 26, 2012

To Start With .NYC is a Typo.. then Your Prospect is Borat

Photo: Press releases on official .NYC site. All tout benefits as more money for government. Not one benefit to customer or solution to problem. Wait- there are TWO official sites- and ......  they don't even drink their own kool-aid!

At launch .NYC will be a slam dunk. Fortune 500 (almost all based in NY) will buy so it can't be used against them and also as a show of support for the city. They will forward to their website - done. Then there is the auction. The purpose of the extension is so you can get your own name that's taken in .com. But with 8000 Ray's Pizza, only one can have it and not for $10. Land rush auction awards it to the highest bidder. There's $3.6 million for NYC before marketing and legal costs.

It's marketed as having "Fifth Ave" real estate online.

But it's not Fifth Ave it's the acronym for the New York City Government. People will be looking for sanitation, housing, film permits, building exemptions etc.

And the city itself could be the one to really benefit from this extension by digitizing their services and making them easy to find. And creating digital revenue streams that could run in the billions.

As for the typo, try typing the three words spelled out , two words then NYC to Google and you'll see the problem.

The song is I LOVE New York not I Love NYC.

Your ticket is to New York The Mets are the New York Mets not the NYC Mets. In a previous post we explained why paid a lot of money for

And chances are that if you are looking for a plumber in NYC you call the landlord or the super. Having lived and worked in NY, it's not like any other lifestyle. You walk out the door and everything you need finds you.

Shopkeepers are busy ringing up sales and you usually opt for the place with the smaller line. If NYC businesses want more customers, they add lotto, water, breath mints and even have a stock of umbrellas handy so when it rains and the prospect is wet, he doesn't go to the web to search for umbrellas, he spots the nearest Korean guy with one open and able to solve his problem.

The bulk of the traffic are commuters and visitors. They shop in Melville and Hicksville even Hartford. Where they live. Where there's no extra taxes or inflated costs or carrying things. Advertising is all around you.

Ever watched David Letterman? He gives you real insight into 70% of the stores you'd cold call to. A franchise and a ma and pa.

Who can forget Rupert at the Hello Deli? Actually he has a website- to sell autographs and t-shirts and official Letterman merchandise and more bootleg  NYC t-shirts than the City could make double the domain could! And it's a dash domain!

But to find it you'd have to search for letterman bit deli guy next door. Took me 30 minutes. Note to Letterman: Great skit idea call on Rupert to sell him .NYC domain!
We often take them for granted, but New York City is a place of over 180 diverse and unique neighborhoods. New Yorkers come from over 50 ethnic groups, speak 170 languages, and live and work across the five boroughs.

The character of New York is found beyond its bridges and big buildings—in its mom and pop stores, on local streets and sidewalks, and in its nearly 200,000 small businesses.

 According to AOL: "Despite a growing Web presence among small businesses these days, the majority still don't use their company's website for e-commerce initiatives or know the traffic numbers for their site, a new study shows. According to a recent survey of 1,200 independent business owners conducted by Newtek Business Services, the Small Business Authority, 65 percent of respondents reported that that they don't take payments for merchandise on their website.

Additionally, when asked about the current state of their website, 31 percent of business owners said they were unhappy with their company's Web presence, while an additional 15 percent reported not having a Web presence at all. In analyzing the results of the survey, the Small Business Authority, a distributor of small-business services and financial products, noted that factors such as businesses not knowing how to make changes to their websites, or having sites that were created years ago and are therefore out-of-date, would explain the lack of certainty among many small businesses about their Web presence.

The company also found that several businesses created their sites at a time when search engine optimization and search engine marketing wasn't a real science yet, and are now requiring a major update to their online presence.

 Similarly, the survey reported that many small-business owners did not use website monitoring tools and were somewhat clueless about traffic patterns that drive customers and sales to their business."

 With the City investing about $10 million in advertising and dedicated headcount to handle all the calls, disputes and train every city worker that has personal touch and will be asked about it, the average-joe, not businesses will buy .NYC.

 Especially if they can claim their own name and use it on email and resumes. That will make the first James Smith to act happy and the subsequent 800,000 other James Smith's settle for JamesSmith451 etc. Go to gmail or aol and ask for email name James Smith and see what name you'd be. Same with Ray's Pizza.

I want the one at 5th and broadway, not just search for Pizza. It's made in the window. The smell lures you in. And New Yorkers are smart and money motivated- always moving. They eat on the train or on the go. It's not about searching for things, it's about settling for what's convenient.

 They are going to need a stadium full of lawyers to try all those UDRPs. As the New York Times says, "Kevin Ryan, the founder and CEO of Gilt Groupe, a Web site that offers luxury goods, said that on a business level, the idea was an obvious one. “The domain space is a very lucrative space,” he said, since anyone starting a new business finds that every good name has already been taken. “Would I buy Yes. Would every business do it? Yes. So tens of thousands of people and businesses would buy that.” Yes Kevin but only one can have it.

 And there is a bigger problem that I only know about being at .US. ATT will not relay mail. And what kind of mail will it be? Can it sync to all your devices? Will spam filters peg it? But then there is a BIGGER issue.

An email domain is not just a place to receive mail. It's key to security and and a network you've built that you can't control.

Your bank emails you a code to make sure it's you entering the account.

GoDaddy notifies you about renewals or transfers. It's in 100s of contact files, on emails you've sent and other materials you've distributed.

It's not easily changed.

And for the role email plays in your interaction with others, it's all done digitally- no human being sees your vanity plate.

 If I was the Mayor 15 years into the net, I wouldn't be bragging that New York finally has it's own address, I'd be explaining how it is that New York doesn't own and have an app to match.

But the press doesn't even think to ask. And that my friends says everything you need to know about why businesses have no clue when it comes to the best brand builder they can exploit.
 This project has taken 10 years and the website that promotes it, that is listed in all articles and comes up first on Google hardly looks like 5th Ave and hasn't been updated in 3 years. Wouldn't you think that such a site is needed before you start promoting it?

Plus there isn't a mention of it on NYC.GOV! You can't make this stuff up!

About The Author: Owen Frager is an Internet marketing expert ready to help take your company to the next level.

Contact Owen: Twitter | Google+ | Facebook | LinkedIn | Email