Letters, Feb. 23, 2009

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Having another go at Go Daddy ads

RE: "Gone Daddy Gone: Heinous Ads May Cost Go Daddy Customers" (AA, Feb. 16). Good ads are about the right message to the right target audience, driving results. They're not all about high-level branding and, unless it is a 1970s Coke ad, ads are not about sending a pleasing message to all audiences. It appears that Go Daddy has been successful as it drove results based on a number of metrics. That you are not in their target demo is unfortunate, as it is unfortunate that you find the ads offensive. Ads that feature men as ninnies, for products in which women are the primary decision-making demos, turn me off. As is your choice with Go Daddy, I don't buy from those advertisers. Assuming the ads do resonate with women and they buy the advertisers' products, their marketing plans work -- good for them, and, in parallel, good for Go Daddy.
James Darcangelo
Media, Pa.


Honestly, all you women out there, get a real problem. So you're telling me that a girl dancing on top of her desk makes your skin crawl? Obviously you haven't been out and about any time recently, because that is what the typical business woman dresses like on the weekends when she is out partying with her girlfriends. So to me you're just a bunch of hypocrites that don't have anything else to complain about. And let's be honest: You're girls; that's what you do -- complain!

Derek Goldstein
Synchronicity Marketing
Santa Ana, Calif.


I don't think the article suggests that women are being oppressed by these ads or that they should be banned. Nor does it bemoan the lack of choice.

It simply says that Go Daddy acquired at least one customer -- the writer -- through simple top-of-mind awareness and retained her largely through apathy, despite growing annoyance. But the latest round of ads has tipped the balance so that now, despite the inconvenience and potential cost, that customer is deserting the brand with extreme prejudice.

Perhaps the lazy and apathetic customer base will always outweigh the active-interest customer base. In which case, you go (creepy, raincoat-wearing) daddy, go.

Kate Boydell
Brooklyn, N.Y.


I could not agree more! Just this past week I was looking to secure some new web addresses. Go Daddy was my first thought (it has been quite successful at establishing awareness); however, I could not stomach using its services. It communicates to customers like they are brainless slugs not capable of making intelligent decisions, thus using cheap antics is all it takes.

No thanks!

Steve Chandler
Nashville, Tenn.


Many of those [defending the ads] are missing the point. The fact that a large percentage of TV audiences do not find GoDaddy's ads offensive is irrelevant and does not mitigate the harm the ads are causing. To say otherwise is like saying it's OK to run ads that are demeaning to black people simply because they only represent 13% of the U.S. population. Heck, if the ads are effective at selling product to lots of white people, then what's the problem? Right? That's a narrow-minded and socially irresponsible attitude.

I happen to agree with the author and plan on moving my domain and web-hosting service (also currently with GoDaddy) to another provider when my contract expires at the end of the year. So that makes two of us. How many thousands of others will do the same -- or not consider GoDaddy at all?

Joanne Froh
Milestone Media
Romeo, Mich.


I have some empathy for your comments -- I really do. I'm sorry those ads get under your skin. And I'll also admit that I'm a Go Daddy reseller -- certainly not because of the ads, but because that outfit provides the best service there is for my clients and me.

You call them on the phone, they answer it! There's a thought for others in their field. They have great systems, good prices and what many (including me) think are offensive ads. So what choice am I going to make? I'm going for the great service, quality systems, and good prices -- in spite of the ads.

So I'm sorry you have to face this frustration, but I'm staying with Go Daddy.

By the way, some folks might not like you harping over this, and they might think such behavior reflects on Advertising Age. Maybe some will cancel their subscription, or go on a rant about Ad Age being a bit too touchy about it all. I'm not one of them, but any time someone goes out there and makes a fuss, there are those who vent. I hope your next domain registrar will answer the phone, give you good service, save you some money and not offend you in any way. In these times, we all need a little comfort, don't we?

William H. Thompson
Thompson Group Marketing
Walnut Creek, Calif.

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