GoDaddy is making its commitment to serving small businesses more official on Thursday through the launch of a new brand strategy, which took several months of research, including customer segmentation analysis, customer surveys and employee input.
“It’s go time” is central to GoDaddy’s new messaging, which supports its “refined GoDaddy user-experience and reinvigorated product offerings focused on helping small businesses effortlessly leverage the power of the Internet.”
This marketing move comes a few weeks after GoDaddy acquired Locu, a San Francisco company that helps local businesses get found online.
“This is the radical shift we knew we had to make and it’s more than just marketing,” GoDaddy CEO Blake Irving said in a statement. “A brand is a promise to our customers and a commitment to understand their needs. Our mission is to ‘fight the good fight for the go getter’ … the small business owner … or anyone who labors for the love of it and wants the benefits of the latest technology without having to be an expert.”
As part of the announcement, GoDaddy has revamped its website with a streamlined checkout process and a cleaner interface. The development team also rebuilt its website builder tool to make it easier to use, offering prompts for users to customize their site through the set-up process.
It wouldn’t be a new marketing campaign for GoDaddy without new TV commercials. The two new TV commercials feature Jean-Claude Van Damme, who GoDaddy said “represents the ass-kicker inside every small business owner.”
The commercials are produced by Deutsch New York, the firm behind GoDaddy’s past few TV campaigns, including its 2013 Super Bowl commercial featuring a makeout session between supermodel Bar Refaeli and actor Jesse Heiman.
The first of two thirty-second ads makes it broadcast debut during Thursday’s NFL season opener on NBC. It is available for viewing now on GoDaddy’s website and YouTube.
“This is definitely different for us, but you’ll see we still have a sense of humor,” GoDaddy chief marketing officer Barb Rechterman said in a statement. “We think Jean-Claude is hilarious. ‘The muscles from Brussels’ certainly helps make the commercial memorable, but the story also illustrates the struggles and time constraints many small business owners face every day. Our job is ‘to be there’ for these small business owners who want to attract more customers with beautiful websites that are easy to create and affordable to maintain.”
GoDaddy certainly takes the lead in terms of hosting SMB sites in the US market, with its sales exceeding $1 billion in each of the past two years.