During a recent trip to Phoenix Sky Harbor International Airport I noticed an unusual kiosk. Since November 2, 2010, and slated to be there through the “first part of 2011,” web-hosting service Go Daddy has set up shop in terminal 4 a.k.a. the “Go Daddy Sky Harbor Kiosk” to provide in-person service for a previously virtual-only offering.
From a marketing perspective, this is either the craziest or the smartest tactic I’ve seen in a long time. Go Daddy isn’t known for taking the safe approach (think Super Bowl Ads) so its recent initiative shouldn’t surprise me. Still, I find their risk taking extraordinary. During a time when businesses are looking for ways to scale back or otherwise avert risks – Go Daddy takes their virtual model to “brick and mortar.” I guess if patrons will line up at Charlotte Douglas International Airport for manicures and pedicures then small business travelers will feasibly benefit from this new Go Daddy kiosk. Think about it: during the social media frenzy a web-based service focuses on face-to-face targeting and interaction.
Finding myself intrigued by this recent endeavor, I reached to Go Daddy and, via its public relations department, received insights from Miguel Lopez, vice president- customer care at Go Daddy. I ask, “Why the airport?” Lopez explained that: “Go Daddy helps individuals and small businesses build an online presence quickly and affordably. Why not show them how easy it is? Sky Harbor International is one of the busiest airports in the United States and our location intersects a tremendous amount of traffic. It’s a great location to meet locals and visitors alike, and give them an opportunity to learn about all the things they can do online with Go Daddy.”
When asked about successes or failures of the experiment, thus far, Lopez added: “We’ve found that many of our customers are interested in a guided tour of our website, GoDaddy.com. Others are curious about what it’s like to work for a company like Go Daddy and it’s fun to watch their facial reactions when they hear about how employees are treated like VIPs, attending lavish holiday parties and getting to go on monthly ‘Employee Appreciation’ outings.”
While this latest effort is solely driven by walk-up traffic and Go Daddy hopes to service small business travelers and to possibly recruit new employees (Go Daddy currently has more than 100 job openings), it will be an interesting to watch this endeavor unfold. Personally, I plan to keep an eye out on the kiosk traffic when I visit the airport (which is fairly often these days) in hopes of resolving my unanswered question: “Does Go Daddy have this much confidence in how efficient their process and service are that a business person could register their desired domain in mere minutes – and still catch a flight – or is it simply targeting the low-hanging fruit of stranded travelers who desperately want to be productive while in transit?”
Are there any services you would like to see available at the airport, train station or bus depot that would make you a more productive professional in transit? As I travel for BurrellesLuce, the one service I would like to see is a kiosk selling Dell chargers (unless Dell decides to finally go universal) or at least a Dell-charging station for the times when my charger doesn’t make my trip with me.