We Kiwis are supposedly blasé about celebrities, pretty much leaving them alone as they wander the highways and byways of New Zealand. Tall poppy syndrome, respect for privacy — or sadly ill-informed and unaware of the famous folk in our midst? The reasons don’t really matter.
But when it comes to real superstars, any feigned Kiwi indifference goes out the window. Just look back at our reaction to the recent visit of the world’s most famous footballer, David Beckham. Adoring crowds, rabid fans — and those who are happy to exploit Beckham-mania in the hope of making a bob or two. As Stuff noted in its story last week, “Becks’ dirt dished on Trade Me“:
A mystery customer swiped the football star’s cutlery moments after he had finished his meal at Nando’s restaurant in Courtenay Place. The entire haul – including a half-eaten corn cob, a knife and fork with pieces of food still on them, a glass, and a half-filled Coke bottle – have now been listed on Trade Me.
The restaurant obviously needs to look a little more closely at who it lets through its doors. Yet another larcenous diner managed to swipe poor David’s serviette, and has spent the last week trying to flog the superstar’s DNA on Trade Me at a starting price of $500. Thankfully, cloning and genetic modification are still off the menu in this country, so the auction closed without any takers (though with some 371 curious visitors). We’re not sure how Victoria would react if little Beckham lookalikes suddenly started appearing throughout Aotearoa …
The domain name davidbeckham.co.nz has also been on offer through Trade Me this week, Unlike the serviette, however, this auction started at $1, which has proven (as it often does*) to be a most unwise marketing strategy. The Nelsonian seller, who bought the domain a week ago for around $27, has just managed to resell the name for $2. Once you include the $19.95 fee for listing Domain Names on Trade Me, our intrepid entrepreneur is out about $45 on this little investment.
*We’re not knocking $1 auctions — they’re wonderful for the right products, but only those that are very popular and thus will attract a lot of interest (and convert into frenzied bidding). Otherwise, as the man from Nelson has just discovered, such auctions tend to be very expensive (see pages 166-171 of Trade Me Success Secrets Second Edition for advice on the right pricing strategies). The time to sell davidbeckham.co.nz was during the feverish build-up to his arrival, not after the party was over.
PS A word to the lucky buyer of the domain name: be very careful what you do with it. There are major copyright issues involved in using registered brands in domain names, and the courts have come down strongly in favour of the copyright owners. And make no mistake about it, David Beckham is a brand — and, as we’ve just seen, a very magical and powerful brand!
- The Incredible Optimism Of Domain Name Sellers It’s a constant source of amazement — and, frankly, amusement...