Register.com Kicks Off National B2B Campaign

Domain name registrar register.com (RCOM)
on Monday launched a multi-million dollar print campaign aimed at selling
ts business-to-business services.

Exact spending numbers weren’t disclosed.

The campaign, featuring creative content developed by The Concept Farm,
will kick off with print advertisements on April 3.

Ads will highlight the various aspects of register.com’s corporate services
division — international brand protection, high volume registrations,
dedicated account management and bulk transfers — and they will include
the new corporate services toll-free number.

“In today’s world of e-commerce, companies have to be proactive in managing
and protecting their Internet identity,” said Richard Forman, president and
chief executive officer of register.com.

“This campaign will help us market our superior level and
breadth of services to the business community.”

In the face of increasing competition in the domain name registration
space, register.com is trying to paint itself as a business-friendly
operation where Internet companies can get good service. Register.com’s
coffers are full, since it raised $120 million in its initial public
offering on March 3, so we’ll likely see more advertising and marketing
efforts to come.