Cybersquatting!

We were recently asked to address a question involving cybersquatting. Cybersquatting is a controversial practice where an individual or a business registers an internet domain name (the website address) that someone else may have an interest in. The “cybersquatter” then often refuses to do anything… until they have been paid, of course.

This sort of behaviour often arises from the “first come first serve” nature of the domain name registration system, as well as the relative ease and low cost of registering a domain name. Cybersquatters often register a large number of domain names that other people may have an interest in, and then auction them off or sell them for a higher price than the price of the registration.

Over the last decade or so there have been a number of high profile cases where this sort of behaviour took place. In the 2000s, websites such as “madonna.com” and “singaporeairlines.com” were occupied by alleged cybersquatters. In 2004, the rapper Eminem won a case against a cybersquatter. There were disputes over “juliaroberts.com” and “jimihendrix.com”.

This practice still continues. As a small business, you might have encountered such practices in the past, or you may be a target of cybersquatters. If something like this does happen to you, you can take some action through the WIPO’s Uniform Domain Name Resolution Policy or, if the domain name ends with “.au”, the .au Dispute Resolution Policy.

An example of a complaint would be one where you have registered a business or a trade mark within Australia, and the “cybersquatter” registered the domain name, in bad faith, some time after you registered your business or your trade mark, and has no intention of using it in any way.

The UDRP or the .auDRP have some remedies, such as cancelling or transferring the domain name registration. Unfortunately the process requires putting together sufficient evidence to support your case, does take some time, and may not be cost effective – you also are unlikely to recover legal costs spent to pursue this.

In the alternative, complainants may lodge a complaint saying that the person who registered the domain name is not eligible to register that name – however this would likely result only in the revocation or cancellation of the registration.

Because the internet is such an important aspect of small business these days, it is very important to plan ahead for these things. Before starting up, you should check out if the domain name related to your brand or your company is taken. Even if you have no intention of putting up a website immediately, you should take steps to preemptively block out or register domain names related to you or your business. For a small cost, this will likely save you the hassle of going through the lengthy dispute resolution process that you would have to go through if you didn’t do these from the beginning.

Benefits of networking for businesses (part 1)

Preface

I’ll be the first to admit that I don’t regard myself as an expert in networking, so don’t take this as advice or recommendations in any form. In this 4-part article on networking for businesses I’ll be sharing some of my personal thoughts and experiences on the topic of business networking. It’s been beneficial to my business, obviously limited by my own abilities and availability, but at least I hope it will give you food for thought when considering how it can benefit you in your business as well.

Word of mouth Marketing

Regardless of how much money a business might spend in marketing and advertising, one of the best sources of business is through personal referrals, or word of mouth marketing. Word of mouth marketing is as old as history itself, but its effectiveness is not lost even today in its modern interpretation, namely social media.

The power of testimony – “I’ll have what she’s having”

Do you know the scene from When Harry Met Sally? After Sally shows her ‘enthusiasm’ in the restaurant, another diner across from her chooses to order the same dish with the words “I’ll have what she’s having”. But why would she say that and what does it mean?

Aside from having experienced a product or service yourself, the next best thing would be to receive someone’s personal testimony or recommendation, even more so when it comes from someone that you trust. Isn’t it natural to think if someone has had a good experience with that product or service, then you might as well? The recommendation might be from a family member, a friend, or someone who is or is perceived to be trustworthy or credible (ie, do you feel more compelled to listen to someone who wears glasses and a white coat?) but on receiving that recommendation, I’m sure you would be more likely to buy that product or service yourself, right?

Likewise, if someone you knew or trusted made a complaint or raised concerns with a certain product or service, would you be more likely to avoid it? I think you would. But let’s assume for the moment that you’ve got a good product or service, how do you get the message out so that you can get the recommendations or testimonials that push business your way?

Viral marketing – indirectly marketing to the masses

Marketers are always trying to come up with different strategies to spark word of mouth marketing, and this often brings to mind viral emails or viral Youtube videos. When it works, it spreads like wildfire and with the internet, it’s easy to see the number of hits or interest shown as it can quickly soar into the millions and continue to grow exponentially.

Sure – large scale viral marketing is great for mass exposure. It’s like standing on a box in the middle of the street with a megaphone and shouting at the crowd, however it still doesn’t beat the power of face to face networking, especially when it comes to building a relationship or connection with your consumers rather than just drawing attention to yourself. Without a relationship or connection, drawing attention to yourself is just that – it’s there for a moment and gone the next. Retaining public attention requires more commitment and with commitment comes a relationship.

The reality is that we all prefer to do business with businesses/people that we know or are familiar with – and even more with those that we have a relationship with or even like . Big brands rely heavily on this and that’s why we’re constantly bombarded with their branding in every aspect of our lives. They become part of us and so we trust them (to varying degrees). But what if you’re not a big brand?

Stay tuned… there’s more coming

In the second part of this article, I’ll be discussing the benefits of small business when it comes to business networking and some of the options available to you if you’re in small business when it comes to networking for business.