Cloris Leachman appears in an ad for domain registrar Network Solutions; the ad promotes a service offered by the registrar which competes with GoDaddy.com. Most Super Bowl fans will recognize GoDaddy’s ads with little prompting; they generally feature a young and prominently endowed woman dressed scantily while breathlessly promoting GoDaddy’s brand. GoDaddy has also featured ads with Indy Series/NASCAR driver Danica Patrick, but the ads still revolve around a young woman. In at least one recent case, a GoDaddy ad featuring Patrick was rejected because of its reference to beavers; one might well ask what beavers have to do with domain registrations.
The Network Solutions’ Leachman ad represents anti-marketing, which Geoff Livingston wrote about yesterday, discussing a trend in “unselling” products. The Volkswagen ad with the tiny Darth Vader wannabe (see at bottom of this post) could also be seen as an anti-marketing ad; there’s little effort made to push the product, only a subtle appeal through the ubiquity of the subject across a range of potential buyers, made in a way which cuts through all the other advertising — targeted buyers of the Volkswagen in the ad are familiar with Star Wars and are likely of child-rearing age, and can readily relate to the ad. This isn’t a new approach; it’s been more common among European companies to use an indirect approach to selling. New, though, is the uptick in this kind of marketing, intended to break through the deluge of promotions pushed through regular broadcast and cable outlets, and now social media.
What’s particularly important about the Leachman ad is not unselling or anti-marketing, but the pointed pushback at advertising which uses young women as objects to promote a product while doing little to convey anything about the product’s merits. One might well wonder what it is that GoDaddy offers customers after watching one of their well-endowed ads — what does GoDaddy have to do at all with the internet?
The advocate at the end of the YouTube ad above is a critical point of departure as well; BlogHer.com’s CEO Lisa Stone dispels the notion that women are only window dressing for a technology product. Women are purchasers of domain services, and are among those customers that want to “get serious” as the ad’s tagline says are those who want trustworthy and effective technology products and services, not breast-enhanced glitz.
Women have been given short-shrift in technology for a very long time, even though they have become a driving force in technology consumption. The disparity in how women are treated by the technology has been the focus of several organizations, among them the Anita Borg Institute for Women and Technology, and Women Who Tech, an organization which hosts an annual summit focusing on parity in the technology industry. The work of these organizations may finally have paid off — 15 years after the Borg Institute launched — if a member of the technology industry is finally willing to stake a sizable chunk of marketing cash to go after the market segment which doesn’t want or need sexist messaging to promote products and services.
But perhaps the raw numbers convinced Network Solutions to do the Leachman ad:
The future, even the present, of small business is wired and mobile. Online digital technology has transformed not just marketing but networking and just about every other kind of business interaction too. Mobility has changed the way we think about our businesses and the way they are integrate into our lives. How has it changed your business? See the wrapup below for a closer look.
How-toHow secure is your wireless network? Setting up a small business network with a simple wireless router isn’t hard but securing it is another matter. Making sure your small business wireless network has the right security takes a few extra steps but thanks to a post from security consultant Sean McCreary and a helpful accompanying tutorial video, protecting your network it doesn’t take security expert either. Business Security Information
Anatomy of an online product launch. You don’t need to be a computer hacker genius these days to successfully bring your products and services to market on the Internet. What you do need is a few very basic digital tools and the ability to use them strategically. Here’s a look at mapping out the campaign with three principle techniques. Matt About Business
TrendsEntrepreneurs get more mobile with ever cheaper laptops. Alex Lesberg is a Senior Consultant and the Vice President at Jackrabbit Microware said bye-bye to his desktop computer in favor of a laptop matching or exceeding the features of his old desktop at an increasingly competitive price with the added benefit of increased mobility. Running your business from anywhere has never been simpler. JackRabbit.com Blog
Here comes the new Facebook. But whaat does the new upgrade mean for your small business? Of course, many wirded and mobile entrepreneurs use Facebook these days as everything from a marketing platform to a networking hub to build businesses in a very new way. But some of the new features offered in the latest Facebook upgrade could enhance that experience even more. Netvantage Marketing
MobileMarketing to the mobile consumer. Just as small businesses and entrepreneurs are getting more mobile and wired so are consumers. With iPhones, Blackberrys and other mobile devices quite prevelent today, small businesses need to begin to see this as an opportunity to connect with potential clients, customers and partners through a whole new channel. Sky Conferencing Blog
ResourcesBlogs, social media and SEO. They are the triumverate of moderen online marketing, the wired entrepreneur’s three pronged attack in the battle to become noticed above the din. And yet, you will find that from bloggers to social media gurus to SEO strategists many still treats elements as seperate. But not Michael Martine. Get ready for a brand new perspective. RemarkaBlogger
Digital learning. And let’s not assume that information from this new breed of wired and mobile entrepreneurs only goes one way, outward to their audience. In fact, the new wired entrepreneur has gained access to an incredible trove of information never so easily available before and from just about anywhere…including home with the kids. The Work At Home Woman
From Small Business TrendsSmall Business News: Wired and Mobile Entrepreneur Edition
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CBS <b>News</b>' Lara Logan Sexually Assaulted in Egypt - Celebrity <b>News</b> <b>...</b>
The foreign correspondent was the victim of a "brutal and sustained" attack.
bench craft company credit cardCBS <b>News</b>' Lara Logan Sexually Assaulted in Egypt | Fancast <b>News</b>
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CBS <b>News</b>' Lara Logan Sexually Assaulted in Egypt - Celebrity <b>News</b> <b>...</b>
The foreign correspondent was the victim of a "brutal and sustained" attack.
bench craft company meCBS <b>News</b>' Lara Logan Sexually Assaulted in Egypt | Fancast <b>News</b>
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Pilot <b>News</b>: Rachel Bilson Officially Joins 'Hart of Dixie,' Rob <b>...</b>
Rachel Bilson is officially reteaming with 'The O.C.' creator Josh Schwartz in The CW pilot 'Hart of Dixie.' According to The Hollywood Reporter, Bil.
CBS <b>News</b>' Lara Logan Sexually Assaulted in Egypt - Celebrity <b>News</b> <b>...</b>
The foreign correspondent was the victim of a "brutal and sustained" attack.
bench craft company meCBS <b>News</b>' Lara Logan Sexually Assaulted in Egypt | Fancast <b>News</b>
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The foreign correspondent was the victim of a "brutal and sustained" attack.
bench craft company credit cardCBS <b>News</b>' Lara Logan Sexually Assaulted in Egypt | Fancast <b>News</b>
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CBS <b>News</b>' Lara Logan Sexually Assaulted in Egypt - Celebrity <b>News</b> <b>...</b>
The foreign correspondent was the victim of a "brutal and sustained" attack.
bench craft company meCBS <b>News</b>' Lara Logan Sexually Assaulted in Egypt | Fancast <b>News</b>
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CBS <b>News</b>' Lara Logan Sexually Assaulted in Egypt - Celebrity <b>News</b> <b>...</b>
The foreign correspondent was the victim of a "brutal and sustained" attack.
bench craft company reviewsCBS <b>News</b>' Lara Logan Sexually Assaulted in Egypt | Fancast <b>News</b>
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CBS <b>News</b>' Lara Logan Sexually Assaulted in Egypt - Celebrity <b>News</b> <b>...</b>
The foreign correspondent was the victim of a "brutal and sustained" attack.
bench craft company meCBS <b>News</b>' Lara Logan Sexually Assaulted in Egypt | Fancast <b>News</b>
Shocking details have been released regarding the incident involving CBS News Chief Foreign Correspondent Lara Logan during the protests in Egypt. CBS News issued a statement Tuesday revealing that Logan is currentl in the.
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CBS <b>News</b>' Lara Logan Sexually Assaulted in Egypt - Celebrity <b>News</b> <b>...</b>
The foreign correspondent was the victim of a "brutal and sustained" attack.
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