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21 August 2012

Tech Cocktail’s New Domain: Tech.co

Tech Cocktail is Now Tech.co

Image credit: TechCocktail

As first reported at TheDomains, yesterday, Tech Cocktail, which organizes and hosts networking events for startups and entrepreneurs in different cities across the country, announced that they have a new home: Tech.co. The shorter, hipper, and “significantly more baller” (in the words of Marketing Director Zach Davis) address is part of a partnership with .CO, which has strived to position itself as the alternative extension for startups through joint initiatives with Startup America, Angel.co, and Startup Weekend.

Luckily, the Tech Cocktail brand isn’t changing at all – which is a good news, since their existing name has achieved the enviable trifecta of being unique, memorable, and perfectly encapsulating the sort of events they do.

Moves like this can be risky, as the folks at Overstock learned with their prolonged O.co experiment in 2010, which cost the company millions of dollars and prompted them to abruptly reverse course and revert back to their .com the following year. However, Overstock was dealing with a much different (and larger) audience, one that isn’t particularly tech-savvy and would require a massive marketing campaign in order to embrace a sudden shift to an alternative extension.

If Overstock was .CO’s biggest disappointment to date, Tech.co could be it’s biggest achievement. Tech Cocktail has capitalized on .CO’s visibility within the startup community and at industry events like SXSW, and this move comes at a time when sites like Brit.co, ProU.co, and Tailored.co are popping up all over the web. The team at .CO has proven that they have out-hustled and out-marketed all of the other new extensions of the last few years, and although the shortened domain may be a temporary move for TechCocktail, I think it’s a gutsy one.

Congrats to the team at Tech Cocktail and .CO, and if you’re in D.C., check out Tech Cocktail’s Mixer & Startup Showcase this Wednesday, Aug. 23 at the Artisphere.

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About Nadia

Nadia is the editor of DomainSushi. Her love affair with domain names and web development dates back to 1998, and she is passionate about educating the tech community, small business owners, and laymen about domain name strategy. Follow her on Twitter: @DomainSushi.

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2 Comments

  1. Tech Cocktail's New Domain: Tech.co | Domain Sushi | Domain … « Domain Names LabAug 21, 2012 at 7:25 am

    [...] original post here: Tech Cocktail's New Domain: Tech.co | Domain Sushi | Domain … Comments [...]

  2. .CO - The OFFICIAL Discussion, Showcase and Sales Report Thread - Page 345 - NamePros.comAug 21, 2012 at 7:30 am

    [...] Yes, but in this case, I think TC's audience is likely to adapt and embrace this change faster than a non-tech audience like Overstock's. I agree that it's best with the brand and domain are in alignment, and at first, I thought it was an odd move. But I think they're capitalizing on .CO's visibility in the startup community (and vice versa, it's a symbiotic relationship), and I also think it may turn out to be a temporary move. Yes, I realize they don't own the .com. And the name "Tech Cocktail" is so unique that "tech" sounds a little bit TOO generic. But despite that, I think it's one of the more interesting (and possibly effective) uses of .CO thus far. In any case, it's a baby step in the right direction in terms of visibility for .CO. I wrote about it here: http://domainsushi.com/tech-cocktail…omain-tech-co/ [...]