Dot NYC – New Competitive Domain As An Element of Strong Branding

Someone has already called the most popular domain “dot com” boring. Well, why?

Today it was officially announced that the City of New York has been approved for its own geographic top-level domain – .nyc – which will allow New Yorkers and visitors to easily find local businesses, services and information online. A .nyc address will show that a business or individual is located in New York City and identify products and organizations serving the New York City community. The City of New York is one of the first cities in the world to be granted a geographic top-level domain by the Internet Corporation for Assigned Names and Numbers (ICANN), the nonprofit private organization responsible for overseeing the distribution of IP addresses and domain names. The approval of .nyc comes as ICANN expands the number of generic top-level domains beyond extensions like .com, .org and .edu.

BPO Group USA

New domain, .nyc

It looks like “dot nyc” will be competitive and desirable because it plays at the area of branding, branding of one of the most glamorous and dreamed-about cities in the world, New York. “Having our own unique, top-level domain…our small businesses will now be able to identify themselves as connected to New York City, one of the world’s strongest and most prestigious brands,” – emphasized Mayor Bloomberg.

New York City. Photo courtesy of Natalie Burlutskaya

Should you wish to register for a .nyc domain, you need to know these rules:

  1. registrants will have to have a primary place of residence in the City of New York with a physical address or a “bona fide presence” in the City of New York, meaning regularly performing lawful activities within the city and maintaining an office or other facility in the city;
  2. small businesses would also be able to use a .nyc domain to allow customers to know where they are located in order to better build their online identity;
  3. registration for .nyc addresses will open in late 2013 and fees are to be determined. Additional information is available at www.mydotnyc.com.

Commissioner Walsh pointed out that “small businesses benefit from a strong online presence, and the .nyc domain will give New York City’s small businesses an extra boost by making them more accessible and allowing them to build off the NYC brand”.

How did NYC obtain its own domain? The City of New York is working with a selected registry vendor, Neustar, who is covering all of the City’s costs associated with obtaining the top-level domain, which includes a $185,000 application fee and all technology services and marketing expenses associated with the top-level domain. In March 2012, the City of New York applied to ICANN for control over the administration and management of the .nyc domain, and in May 2013, ICANN announced its decision.

 

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Holidays: Window Merchandising

Every year and every holiday season all stores on the planet try to strike the pedestrians with their outstanding window displays and convert passers-by into their own consumers. The power of right merchandising is in making you want to look closer at the goods and, at the end, purchase them.

Window merchandising

A window at Tiffany’s. Photo by BPO Group USA.

Stores also get more public attention and awareness if their windows are featured in different kinds of contests and media. In New York in 2012 DDI Magazine named Bergdorf Goodman as the Platinum Award winner in the annual Winning Windows Manhattan holiday retail window competition. Anthropologie Rockefeller Center took home the second-place Gold Award, and both the Ralph Lauren Women’s and Ralph Lauren Baby stores were honored with the third-place Silver Award.

The criteria to win the contest are the following: the spirit of the season, creativity of the display, and its technical execution.

WIndow merchandising

One of the store windows at Pier 17. Photo by BPO Group USA.

It is important to note that with the help of its window merchandising a store can also communicate its social position. For example, Anthropologie is an eco-conscious retailer, and it uses recycled paper, bottles and other previously used materials for creating its unforgettable window scenes. This holiday season you can see snow forests and wild animals “inhabiting” the Anthropologie windows, all hand-made of recycled materials. There are mysterious owls, huge polar bears, cute deer, and of course beautiful dresses inviting you to come in and enjoy the whole in-store experience.

Merchandising

One of the Anthropologie’s windows. Photo by BPO Group USA.

All this beautiful stuff is done with the clear commercial purpose: this is a part of sales strategy to attract your attention and make you buy the goods. The right merchandising leads to more attention, increases awareness, makes one get inside the store with curiosity and interest, and finally helps the businessmen increase their profit.

 

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