It’s kind of funny that during a press conference yesterday GoDaddy head Bob Parsons mentioned that spokesmodel Candice Michelle would not be dressing up as a beekeeper in company commercials anytime soon. After all what GoDaddy does best is create buzz.
The latest example of that was a press conference Parsons held yesterday to answer any questions the press might have had about the company’s plans for advertising during Super Bowl XL. As you’ll remember, last year’s spot of Michelle attending an official hearing and suffering from a wardrobe malfunction was pretty controversial and definitely achieved the goal of providing people with something to talk about. And it seems that Parsons was being so overwhelmed with questions as to whether GoDaddy would repeat on this year’s game that he opted to just hold a press conference to get everybody the same information at the same time.
So here’s the thing. Over at AdJab I wrote about a post Parsons left on his blog about the Super Bowl plans and mentioned that the press conference would be happening. Tom Biro, being the superbly connected player that he is, contacted someone at GoDaddy to see if there would be a way to get us to listen in on it. While none existed at the time his contact went out of his way to wire the room for sound and let both Tom and I listen in on a conference call, which Tom then posted about here. Tom was among the first, if not the first, to get the details online.
GoDaddy knows the value of buzz and knows that in order to get that started you need to open up all avenues possible to people looking for information. To faciliate us, Tom’s contact worked on making something exist that hadn’t previously. Did he need to do so? Probably not. I’m sure he had other things to do to prep for the press conference. But he did in order to allow two bloggers to listen in. Doing so paid off since not only are AdJab and other advertising blogs talking about GoDaddy and their Super Bowl situation now but I’m writing about the accomodations that were made here. That’s called positive public relations.
So the next time you’re deciding whether or not to take extra steps to make it easier for someone to get information think about this. GoDaddy knows that there’s value in letting people talk about the company and you should too.