Danica Patrick has been the face of GoDaddy for several years, and now as the website creator is preparing to go public the appeal of NASCAR’s foremost female is said to be more important than ever.
GoDaddy Group is reportedly looking to cash in on a rich valuation by going public, and experts think that Danica’s appeal is important for the company if it does move forward with those plans.
Forbes writer Mark Ozanian noted:
“Despite managing 57 million domain names, GoDaddy’s revenue is expected to increase only in the single digits this year, according to a report by Standard & Poor’s. And the company’s cash profits (in essence, earnings before depreciation and amortization) to increase at an even slower rate. In January, the ratings agency reported GoDaddy was generating only $50 million in discretionary cash flow.
“Patrick has been peddling GoDaddy for years and has appeared in a record 13 Super Bowl commercials for her car sponsor. GoDaddy went big with Danica ads during this year’s Super Bowl with ads that use sex appeal and humor.”
In recent weeks, GoDaddy has shifted its strategy regarding Danica Patrick. While her commercials for the company once relied on sex appeal and called on Danica to be in revealing clothes, the strategy has changed under new CEO Blake Irving. The company now places a greater emphasis on celebrating ambition, a message that resonates with its core clientele of small businesses.
“It’s like we’ve gone to a mature content phase,” Danica told USA TODAY Sports . “As opposed to high heels, it’s business jackets. As opposed to walking down the red carpet and answering who I’m excited to see tonight, it’s more about talking about inspiring women, and working on my brand attributes, and what do I stand for … it’s a lot more original content. It’s fun.”
In her latest campaign, titled “The Big Leap,” Danica drove five prospective business owners around Charlotte Motor Speedway, letting each of them make a pitch to win a grant from GoDaddy supporting the idea.
Ironically, experts think it could be Danica Patrick that’s driving GoDaddy in the near future.
[Image Via Go Daddy]