Are you prepared for IHate[yourproductnamehere].com?
Recently the Wall Street Journal published "How to Handle 'IHateYourCompany.com'," an important article for marketers and big brands addressing the issue of negative domain names.
By on Mar 31, 2009Recently the Wall Street Journal published "How to Handle 'IHateYourCompany.com'," an important article for marketers and big brands addressing the issue of negative domain names.
Unfortunatley, angry customers can play dirty, and many marketers can be left unprepared. Since many domains are relatively cheap, angry consumers and disgruntled customers have been snatching up negative product domains as a way to vent their displeasure. Consumers openly post entries about bad experiences, poor treatment, bad customer service, and any number of complaints.
Popular site examples have targeted Starbucks and Walmart (e.g., starbucked.com, ihatestarbucks.com, boycottwalmart.org and againstthewal.com).
Pharma companies are no exception. Note to the legal department: There is nothing stopping an unhappy patient from buying a negative domain with your medication name in the URL. That is, unless you purchase it first.
Beat Them to the Punch
One pharma company in particular, Johnson & Johnson, has a practice of buying negative domains for both retail products and medications. To protect the reputation of ORTHO EVRA birth control pills, Johnson & Johnson has purchased domains including "deathbypatch.com" and "orthoevrakills.com." They've also invested in buying hundreds of domains related to their sweetener, SPLENDA.
So we say buy "BrandXSucks.com" before someone else doesfor little money now, you will spare yourself the embarrassing site launch later.
Consider it a small but important component of an overall protective brand strategy when developing your marketing plans. For recommendations and help purchasing domains, feel free to drop me a line.
[Adapted from an article from colleague Cari Tornatta]