I saw a commercial last night about 3M’s Command Brand picture hanging hooks and strips. It was one of the times that a brand got marketing right, starting with the domain name, “Command.com”. So often you see marketers create products and product names without considering whether a domain name is available to match. What a mistake! Well, they didn’t do that. The product and brand name, Command is matched by the website, command.com. The domain passes my six point domain name test:
- It’s Short.
- It’s Easy To Spell
- It Contains No numbers
- It Contains No tricks (4U or 2U, etc.)
- It’s Memorable
- It Ends With .com
And it just begins there. 3M got everything right. When you go to their web site, it:
- Has a Great Unique Sales Proposition (USP). The question is “Why us? (It’s 3M!).
- Is Business Channel Appropriate.
- Is a Clean Site.
- Is Easy-To-Navigate.
- Contains a Site Map (All Products Page With Categories).
- Uses Good “Searchandizing.”
- Has Professional Product Images.
- Has Professional People Images.
- Is Professionally-Written Product Information (Good Copy Content).
- Shows You Where You Can Buy The Products (Since 3M Is Not A Retail Company).
- Has a Prominent Email List Sign-Up Form (Proper Follow-Up-Marketing).
- Uses Promotions And Coupons With Expiration Dates (Why You Should Buy Now).
- Has Matching Social Network Profiles (To Build Audience).
- Uses Video.
- Has A Mobile-Friendly Site.
- Contains an About Us Page (3M Missed This One – Maybe Because They’re B2B).
- Offers Their Own Easy-To-Use Product Review Capability.
I am going to create a series of posts analyzing and teaching on each of these topics over the coming weeks. Stay tuned.