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News Release drives SMEs online with offline campaign

Leading domain registrar to provide small businesses with 'the knowledge' to make it online
Released: 11th March 2013
Publisher: 123-reg

11th March 2013 - Following on from a successful outdoor advertising campaign in the summer of 2012, 123-reg, the largest accredited UK domain registrar, is taking its online message offline with a high profile taxi cab advertising campaign in Leeds and London.

The campaign - which is being launched in conjunction with the registry Nominet  - has been developed to reinforce the message that startup businesses can easily get online with 123-reg, and that its best-selling domain is the place to start (123-reg sells more domains than any other UK registrar, with 4 out of 5 people preferring the domain when searching online).

Thomas Vollrath, CEO at 123-reg’s parent company, Host Europe Group, said: “On the face of it, it might seem somewhat counter intuitive for a business that operates primarily on the Web to undertake an offline advertising campaign, such as this, but we’ve seen it work before.

This decision is backed up by research conducted by iProspect in 2010 that showed nearly 40 per cent of online searchers make a purchase after being influenced by an offline channel. With such an emphasis on online marketing in recent years, many companies have forgotten the importance of more traditional routes to existing and potential customers.

The creative of the campaign focuses on the domain, encouraging UK businesses to get online. The ads will promote the fact that a domain is available at £3.49 per year and shows just how easy the process is from the registration of the domain, setting up a business email and building an effective business website. The ads will be seen in London and Leeds from the 11th March to 30th June 2013.

“The fact is that a worryingly high proportion of UK businesses simply don’t seem to have the confidence that they need to make the move and set up their own websites. A number of recent research reports have pointed to nearly 50 per cent of UK SMEs having no web presence at all, and so the need for business in this country to catch up is imperative,” commented Vollrath.  

“The difference that it can make on a company’s bottom line is remarkable, and at a time when SMEs are struggling with churn and attracting new customers, a cost effective website can transform their business. We want to get that message in front of people whilst they’re out and about rather than being stuck in front of a computer,’’ he concluded.

The 123-reg group of companies register more than a quarter of all domain names.

Note to editors

About 123-reg
 is the UK’s leading domain registrar, registering every fourth .uk domain. It is a market leader in domain name registration (3 million domains in the UK) and web hosting solutions. With unrivalled industry expertise, it is able to offer high-quality, technically-advanced yet cost-effective products to its large contingent of customers. 123-reg is part of the Host Europe Group, the largest privately-owned hosting company in Europe, and a Sunday Times Deloitte Buyout Track 100 company. The Group also includes Webfusion, Heart InternetHost Europe, Mesh Digital and RedCoruna, each making every step of setting up online as easy as 1, 2, 3.

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Published by: IT Analysis Communications Ltd.
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