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Hallmark Continues to ‘Cash-In’ On Premium Holiday Web Name “Easter.com”, Or Does It?

Labeled as information in Domain Industry News started by Soofi, Apr 21, 2019.

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  1. Soofi

    Soofi DomainX™ PRO VIP ★★★★★★★★★★

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    Originally registered in 1998, the domain name “Easter.com” redirects visitors to the Hallmark.com website where conveniently Easter cards and gifts are highlighted. This is a good use of a premium domain name, outside of development of course. Hallmark has owned this domain name since at least 2010 when it was highlighted by Domain Name Wire.

    Out of curiosity, I decided to visit it this morning to see what’s there.

    A good question to ask, if even they measure it, is how much ‘qualified’ traffic does the redirected domain name receive? In other words, does that traffic result in an increase of sales volume or is it just a branding and defensive grab? Do people type in Easter.com because they want to purchase products for Easter, or do they type it in out of curiosity?

    Read full story at source: StrategicRevenue.com

    P.S. not in any way affiliated with the above website.
     
    The views expressed on this page by users and staff are their own, not those of NamePros.
  2. stub

    stub Top Member PRO VIP ★★★★★★★★★★

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    I would say it's definitely a net plus for Hallmark. Of course there will be people typing in Easter.com in their browsers which are not looking to buy cards (or whatever else Hallmark is selling on Easter.com). But having got to Easter.com, I imagine they could still be prompted into buying something on the website for their loved ones, over the Easter period. And then there are those who will by typing Easter.com in their browsers, who are expecting, to buy something from Hallmark, or whoever owned the website.
     
  3. Soofi

    Soofi DomainX™ PRO VIP ★★★★★★★★★★

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    Easter Greeting Cards makes for an inexpensive gift for friends/family IMO :)
     
  4. stub

    stub Top Member PRO VIP ★★★★★★★★★★

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    Cheapskate! :)
     
  5. Soofi

    Soofi DomainX™ PRO VIP ★★★★★★★★★★

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    lol
     
  6. stub

    stub Top Member PRO VIP ★★★★★★★★★★

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    It was just as a laugh. There was no malice intended :)
     
  7. Joe Nichols

    Joe Nichols Common sense consultant VIP

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    I think only looking at redirect traffic is thinking small picture when looking at the value that Hallmark gets from this name.

    Some other value factors to consider:
    1. Brand authority - Hallmark owns Easter on the internet.
    2. Future development opportunities - If Hallmark ever wants to run a promotional campaign, or even create an online subsidiary that targets the Easter products niche, they own the best possible domain for converting visitors.
    3. Investment - Even if they just sit on this name for the next decade or more, a one-word .com name with international recognition will only increase in value. How many commercial entities would pay six or seven figures for this asset?
     
  8. Recons.Com

    Recons.Com Top Member VIP

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    apparently, not much type-in traffic from easter.com, as the domain doesn't even rank with Alexa. Basically, probably under 200 visitors a month.
     
  9. JayT

    JayT LIFESAVINGS.ONLINE VIP

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    alexa doesn't have a clue. More realistically It's not getting a lot of traffic because it's just 1 day a year lol. It's worth a lot more developed than this redirect, they just aren't in the business of selling Easter baskets. Their products look like garbage. If any one of us owned this domain and sold pre-made, beautiful easter baskets, you'd be richer than you imagine. Egg-coloring kits, pre-filled plastic eggs...200 a month can go right out the window. It's easter.com here lol, 7fig domain.

    From the end of article: "I’d bet the development of Easter.com and Greetings.com would act as a more profitable use of these premium domain names, if even just developed into fairly simple shopping sites for their most popular products."

    Mostly agree. I just said above, developed smarty under easter.com, not a redirect and not with the junk they're pedaling now.
     
    Last edited: Apr 23, 2019
  10. Soofi

    Soofi DomainX™ PRO VIP ★★★★★★★★★★

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    Whatever we say guys, they still own a million dollar asset in the form of Easter.com ;)
     
  11. davidthornton

    davidthornton Upgraded Member Gold Account

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    This seems a bit of a silly statement to me. What did you mean by it exactly? Surely you don't mean literally mean that "Hallmark owns Easter on the Internet"? Does everyone else have to ask Hallmark's permission to use "easter"? :D

    While easter.com certainly is very good I don't consider it the be-all and end-all. It's a broad term, not specific to a particular product (e.g. easter cards, easter eggs but that's fine) and also isn't universally understood across other languages. For example Brazil, which has the largest Christian population in the world by far, doesn't use the word "Easter" in Portuguese. They call it "Pascoa". I tried saying "easter" here in Sao Paulo, Brazil to people this past weekend and people looked puzzled.

    In ten years? Nobody knows. I imagine none would put such a commitment in writing so it's speculation.

    (sorry I broke your numbering when I replied inline)
     
  12. stub

    stub Top Member PRO VIP ★★★★★★★★★★

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    I basically agree with everything you said apart from this 2nd sentence. In many/most countries which celebrate Easter it's much more than just a 1 day event, lol.

    https://www.catholicculture.org/culture/liturgicalyear/calendar/month.cfm?y=2019&m=4

    I live in a Roman Catholic Country. And it's basically a whole week event. And it's not just a RC Holiday. it's basically the 2nd biggest day/week for the whole of Christianity. That's a whole lot of people spending money.

    I agree that Hallmark could do a lot better than they do with this domain. Partly it's the nature of the business they are in. But I bet they are happy to have this domain, than for it to be in the hands of any competitors :)
     
    Last edited: Apr 23, 2019
  13. Joe Nichols

    Joe Nichols Common sense consultant VIP

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    How could I mean that literally? No, I mean that they own the term, which carries brand authority.

    Broad terms tend to be the best choice for companies looking to establish sites with multiple offerings within a certain theme. Owning EasterCards.com kind of hems you into selling... well... Easter cards.

    The language issue is an odd one to mention... that's a problem for the vast majority of domain names. No? Are you saying they would be better off owning Pascoa.com? Does Brazil spend more money on Easter products than the U.S.?

    Since you didn't agree with any of my points, what value do you see in Hallmark owning this name?
     

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