Really good talk. I'm curious if you can expand on how you would optimize for maximum benefit of an exact match domain. It's a singular event obviously, so do you need to lead up to it with relevant content or will it just sell itself because people are already searching for it? Are there ways to get a multiplicative effect out of it, say use it to boost other products? Also, how do you keep taking advantage of it even after the event passes?
So exact match domains are certainly not limited to events on the calendar, but to the extent that mine are:
1) The way to get extra benefit out of Halloween is to, well, wait 12 months.
2) Getting people's email address is the single best way to boost other products, if there is any overlap in customer needs. (This is my single biggest d'oh should do more with that in my business, for five years running.)
3) If you have their email address and permission to contact them, the party never stops.
