My dentist shared some interesting insights on their experience branding with .DENTAL

So I started seeing a new dentist here in San Francisco and for good reason, you can watch Netflix in VR while they’re cleaning your teeth and they are completely paperless, instead doing everything through their app. On top of that I thought it was pretty slick that they were branding on a .DENTAL domain.

soothing-dental

So of course, after going to the dentist today I couldn’t help but ask them what their experience was with .DENTAL, and unfortunately it sounds like it has made things a bit confusing. A lot of customers seem to be getting confused and sending them emails at soothing.dental.com, and of course – the emails never make it to them. This means they have to really emphasize, when you email us – don’t use .COM, use .DENTAL, and also not surprisingly, most of their customers have no idea that there is a domain extension called .DENTAL so there’s a bit of a learning curve to send them an email.

I think this is probably an experience that many early adopters of new gTLDs will have to endure as society as a whole is still programmed to think that domain names end in .COM. While people do know domain extensions like .NET and .ORG, and TLDs like .ME, .CO, and .IO are also relatively well known, many of the newer gTLDs are pretty much unknown to consumers.

That being said, the more innovative companies that take the plunge and brand on a new gTLD, the more consumers will be exposed to new extensions. One interesting thing they did say is that once customers find out they are actually on a .DENTAL domain that find it pretty cool and innovative and from a branding standpoint is sounds like it further emphasizes how future-forward Soothing Dental is…but there’s an education process that they have to go through to make sure their customers send emails that actually make it to them.

I personally think the big branding mistake that Soothing.dental made is not also acquiring soothingdental.com. To make things even more confusing, SoothingDental.com is, you guessed it, a completely different dental office. I can’t even begin to imagine how many customers of Soothing.dental end up emailing @soothingdental.com. While I’m all for companies embracing and branding around new gTLDs I do think it’s important for them to also get the matching .COM to avoid situations like this.

What do you think? I want to hear from you – comment and let your voice be heard!

{ 10 comments… add one }

  • Konstantinos Zournas March 22, 2018, 8:42 pm

    “I personally think the big branding mistake that Soothing.dental made is not also acquiring soothing.dental.”

    ???

    Reply
    • Morgan March 22, 2018, 8:51 pm

      Doh! Typo on my part, correcting now. I meant the mistake was not buying SoothingDental.com – good catch!

      Reply
  • Kevin M March 22, 2018, 8:49 pm

    Beat me to it Konstantinos! 😉

    Reply
  • Tauseef March 23, 2018, 3:53 am

    Soothing.Dental appeared on top when searched for without the dot. They score well here but type-ins and emails may be letting them down.

    Reply
  • Snoopy March 23, 2018, 5:17 am

    “That being said, the more innovative companies that take the plunge and brand on a new gTLD, the more consumers will be exposed to new extensions.”

    Morgan, not many customers are going to be “exposed” because of the obvious problem that the dentist has just told you about. The suggested customer “education process” is pure nonsense, the business owner who chose to use a confusing domain needs the education process.

    Most business can see those problems straight away, they won’t touch a .dental or any new tld. This guy will either need to switch to a .com domain or lose customers.

    Reply
  • Alan Dodd March 23, 2018, 8:32 am

    The gTLD program is one of the best thing ever for dot-com domains, imo.

    Reply
  • Jeff Schneider March 24, 2018, 6:47 pm

    Hello Morgan,
    Speaking of branding mistakes . If your Marketing Ad DOES NOT prominently display and highlight your (( .COM sites Web address )) it will have a tragic result, in decreased traffic Patterns. Many Amateurs (Google Admen especially) , are completely screwing a web site owner. Its virtually impossible for the SEM marketing model to do this for the web site owners best Interests. K E Y C O N C E P T !
    JAS

    Gratefully, Jeff Schneider (Contact Group) (Metal Tiger) (Former Rockefeller IBEC Marketing Intelligence Analyst/Strategist) (Licensed CBOE Commodity Hedge Strategist) (Domain Master )http://www.UseBiz.com

    Reply
    • Jeff Schneider March 24, 2018, 7:11 pm

      Also : Has anyone ever questioned ? why when you do a google search, and you type in the .COM Url Address, you are always taken to their Google format menu , and NOT directly to the site? WHY ? answer : So you are completely diverted away from the Site and High jacked back into their Traffic stealing Platform. Think about it !
      JAS

      Gratefully, Jeff Schneider (Contact Group) (Metal Tiger) (Former Rockefeller IBEC Marketing Intelligence Analyst/Strategist) (Licensed CBOE Commodity Hedge Strategist)
      (Domain Master )http://www.UseBiz.com

      Reply
  • Jeff Schneider March 25, 2018, 5:52 am

    Hello Morgan,
    While We are on the subject of Branding. Here is a question ? What do All the Worlds Most Recognizable and powerful BRANDS all Cumulatively have in common ?
    ANSWER = (( The powerful .COM Branding HANDLE ))
    JAS
    Gratefully, Jeff Schneider (Contact Group) (Metal Tiger) (Former Rockefeller IBEC Marketing Intelligence Analyst/Strategist) (Licensed CBOE Commodity Hedge Strategist)
    (Domain Master )http://www.UseBiz.com

    Reply
  • Jean Guillon April 6, 2018, 3:30 am

    Interesting, I just setup my “jovenetconsulting.com” email to see if any emails come in to existing “.consulting” address that I normally use. I did that in the past with “jovenet.com” and just got massively ultra-spammed. Note that this is something “.com” fans don’t talk about 🙂

    Reply

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