Biden Camp Forgets to Secure Domain, Loses It to Trump
Joe Biden now joins Jeb Bush, President Donald Trump, Google, Marketo, and Dell in notable domain name foibles. While the Democratic presidential candidate’s domain got purchased by Trump’s reelection campaign, most of the names on that list simply forgot to renew domain names. Here’s how marketers can avoid similar embarrassment.
On Saturday night, the domain name for the initiative the Biden camp announced on Oct. 23 showed up as Trump’s. The Biden initiative, Todos con Biden, does live on Biden’s site, but TodosConBiden.com reads: “Oops, Joe se olvido de los Latinos. Oops, Joe forgot about Latinos. Joe is all talk.” Then two buttons read, “Vamos” and “Let’s go,” with both redirecting clickers to Latinos for Trump.
Today, we're launching Todos con Biden. Latinos have contributed so much to our country—you're part of the fabric of America & you deserve a president who respects you & will fight alongside you.
— Joe Biden (@JoeBiden) October 23, 2019
But on Oct. 24, NBCNews.com points out that Trump’s had similar problems:
Last month, the Trump campaign launched an initiative called “Vamos to Victory” in honor of Hispanic Heritage Month. At that time, Latino Victory Fund, a progressive organization working to strengthen Latinos' political power, took over the VamosToVictory.com web page and it now redirects users to a Latino Victory Fund page … Biden’s campaign took over the @VamostoVictory Twitter handle.
Secure the Domain Before You Launch
Biden announced Todos con Biden before the team had the domain. Trump had the same problem last month. Like the procedure for renewing domain names, the most important factor in securing domain names is to have a marketing team member assigned to doing so.
Renew Domain Names
JebBush.com redirected to DonaldJTrump.com in February 2016 — and that wasn’t good for Bush’s presidential campaign.
So automate the renewal, set a calendar reminder, assign a team member to do it — but do it quickly. Marketo, for instance, ended up renewed by a customer who just wanted the service back up and running. The same happened to Google with Google.com.
But sometimes, marketers don’t even have to worry about competitors as much as, well, this from my February 2018 article about domain name flubs:
“Ketchup king Heinz did it with a label-design contest, Fundorado.com, that wound up as a porn site,” Naked Security writes.
Purchase Similar Domain Names
As I wrote about the Bush fiasco:
JebBushForPresident.net doesn’t redirect to Trump’s site, but it doesn’t direct anywhere good for Jeb’s brand, either. (I’m not even going to show a screenshot of this site. It’s mean.)
Avoid Constant Rebranding
Make sure customers know where to look for you, marketers. If they don’t, they might go to the .com version of WhiteHouse.gov.
What do you think, marketers?
Please respond in the comments section below.
Related story: Marketo Forgets to Renew Marketo.com