Protects Turf with Category-Defining Domain Name — DNA 11

DNA art firm profits from DNAArt.com domain name.

[Editor’s note: Over the past few days we’ve been collecting stories of “end user” firms that bought domain names in the aftermarket. They realized it was a smart move and are reaping the benefits. This is the first in a series of posts regarding firms who “get it” that will be appearing on Reglike over the coming week.]

What started as a quirky form of art — so called DNA art that is based on your DNA — has gone mainstream. DNA 11 is a multi-million dollar firm at the forefront of this type of art. But as copycats started flooding the market, the firm knew it needed to do something to maintain its market-leading position.

It helped that the firm had been featured on The Today Show, USA Today, and other big media outlets. DNA 11’s DNA art was even central to a CSI:NY episode in which the art was used as evidence.

But the firm was missing a critical element: the category-defining domain name DNAArt.com.

DNA 11 co-founder Adrian Salamunovic found that veteran domainer Page Howe owned the domain name. Salamunovic negotiated a price of under $3,000 for the domain name.

“Best couple of thousand I ever spent,” explains Salamunovic. “It was a total bargain considering it further helps us own the market.”

The firm uses DNAArt.com for a separate blog, which of course drives business to its main home page at DNA11.com.

DNA 11 decided the domain name would be worth acquiring for a number of reasons. First, owning the category-defining domain reinforces that the firm is the leader in the DNA art industry. Second, it drives direct navigation traffic. Finally, it helps the firm in search engines.

If you need any more proof that this firm “gets” domain names, consider that it also owns DNAEleven.com, which forwards to its web site.

Picture: DNA art from DNA 11.