Trade and Consumer Brainstorming

Trade
Placements
-- Direct Mail/email (Patty - letter)
-- Magazine & Banner Ads (Justin ~ Penny stack & Penny pie chart)

Banner Ads
Quick Books site

Magazines:
Parenting
Hybrid Mom
Martha Stewart
Good Housekeeping

Out of Home:
Billboard
Radio
Grocery Store

BIG Idea
Slice of Life -- Make the Mom the Hero and Google is her secret "super power"

Trade: Momperneur
Consumer: Soccer Mom

Decision: "I Get It" trade between Googel AdSense and Everything Google in the lower corner depending upon the type. The Mom is always the Hero.

Main Purpose: Increase Usage of Google by trade and consumers.
because Mom's use the internet more.


Random Thoughts
Trends:
Green
Pairs, Associations

Going Green part of our PR campaign?

My Trade Ad Ideas

Meeting with Sister Hendricks

We can market to both Momperneur's and consumers at the same time. We market to consumers by telling them that they should search with us because we have a greater variety of websites, more likely to find the strange out of the ordinary things. We market to momperneur's with adsense saying that we have so many consumers they should advertise with us because they'll get found more.

Trade = Mompreneur
Consumer = Soccer Mom

Evolution: Start with searching, then teach them about gmail, then teach them about picasa, and finally blogspot.

"I GET IT!"
Trade = "Adsense makes cents"
Consumer = Everything Google.

Everything you need is on google. ~ Everything Google.
Google makes cents ~ Google makes sense.

Survey

Survey: http://www.keysurvey.com/survey/246109/319e/

Objective

Trade
Increase awareness of AdSense
12.5% of those we survived knew about AdSense we would like to increase by 12.5% so that over all 25% of mompreneurs aged 35-45 will know about AdSense.
Increase use of AdSense
Of this 25% that is now aware of AdSense we would like to have 1/3 using it.

Consumer
Increase Use of Picasa, Blogspot, Gmail by females 30-45

Opportunities and threats

Here are some of the opportunities and threats I came up with, but I know that there are a lot more.
Opportunities
· Users switching over from Yahoo! or MSN or Ask.com for a search engine
· New email users switching over
· Young kids getting first email account
· New users of AdSense and AdWords because it is a cheaper way to advertise
· Business owners outside of the United States
· New users in foreign countries
· Students to use Google Scholar
· Users from mapquest switching to Google maps
· Advertising in newer areas like blogs
· Cool apps that need to be discovered

Threats
· Users switching to other search engines due to layout or problems
· Users switching to other email
· Lack of control of inappropriate sites being advertised on their site
· Economy preventing people from advertising
· Click fraud
· People afraid of changing from current email
· People being scared away after a bad incident
· People not getting the results they want from AdSense or AdWord
· People’s lack of knowledge of other areas of Google
· Boring homepage

Just some ideas/thoughts

During Tues. class I just had a couple of thoughts go through my head. Thought I'd throw them out there:

• For our PR campaign/advocacy advertising, I think a direction we could consider would be to make it child & "green" related. Maybe do some green marketing with the twist on saving the world or making the world a better place for the mompreneur's children.
• One think I found out is that mompreneurs consider opt-in email newsletters to be "blessings" in their lives. We may want to look at creating an AdSense/Google email newsletter, maybe tie in with our PR campaign as well.
• Advertising spin wise, we may want to consider some of the female leaders of Google. I think some of them are mompreneurs as well and we can look at highlighting them in our Trade advertising to make it more relatable.

Just some thoughts. See you tomorrow.