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Recent marketing actionsConference for ccTLD registries and registrars of

CIS Bled, Slovenia – 7 September 2009

Joke Braeken, Deputy Manager External Relations

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FACTS & FIGURES

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2009 highlights

66129 new .eu registrations in July 2009= 12 month high in new .eu registrations= 15% rise compared to July 2008

.eu registration growth slower than in ccTLD registrations in the EU, but similar to the gTLD growth

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2009 highlights

Renewal rates higher than industry norm (81%)

Few trades in Q2 2009 29 816 .eu domain names out of 2.94 million changed hands

Steady growth in number of DNS queriesis indicator of the actual use of .eu names

Trend towards fewer, larger registrars

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MARKETING

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Challenge

TLDs are not the easiest product to advertise!Intangible products that cannot be seen, tasted, felt, heard or smelledWell integrated in our daily life, but still many people are not aware of themA big marketing challenge!

Objectives

Increase registration volumesConsolidate registered volumesRaise awareness Value the domainOutreach ad-hoc customer groups

Challenges & objectives

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• Registrar lunches/meetings • Monthly newsletter• Hands-on .eu courses • Chatline

• Refining the 24/7 • Registrar annual meeting • Welcome package• Happy birthday card

• Co-funded marketing• Flexible promo credits• Flag the thousand

• Participation in fairs/events• The European strip• Postcards

• Regional, ad-hoc initiatives• Erasmus pilot

2009 marketing initiatives

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Flexible Promo Credit Programme

Launched in 2009, valid until 31 March 2010

1 promo credit for each new .eu domain name registered during an earning period

1 credit = 1 new .eu registration free of charge

during a cash-in period Renewals do not qualify Domain names need to have been available for at least

24 hours

Earning periods: 3 to 12 full months

Cash-in periods: 1 to 3 full month

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Co-Funded Marketing

Until 31 December 2009: funds automatically deposited into registrar’s marketing accounts

new .eu registrations: 1.50 euro .eu renewals: 0.15 euro

Any domain names registered (at least 24 hours after released from quarantine) or renewed since 1 January 2009

Funds used to reimburse up to 50% of the eligible costs of approved marketing campaigns

Campaign deadline: 31 October 2010

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Local initiative: Lisbon

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Postcards & Comic strips

.eu helps attract customers .eu shows that you are European .eu is practical .eu broadens your market .eu streamlines your websites.eu speaks your language.eu raises your visibility.eu equals quality

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Thank you!

joke.braeken@eurid.eu