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.

Demographics/Psychographics

Demographics

• Married females 35-45yo, 1+child between ages of 6-17yo
• Has some college education
• HH income $50,000+ (looking to supplement income)
• On internet at least 1hr/day (more internet than TV daily)
• Was part of the workforce before becoming a mom
• Lives in urban/suburban area
• Owns home
• Husband works full-time
• Has personal email
• Part of at least one social network online (forum, blog, discussion board, etc.)

Psychographics

• Was a "high achieving" career woman before became mom
• Typically a woman who can't find the product she's looking for (generally kid-related), so she fills the demand
• Breaking traditional mold of "stay-at-home mom"
• Works when kids sleeping/at school
• Big on family time/vacations. Due to economy, vacations are usually day-trips/require car travel.
• Deliberately chooses not to return to work outside of home. Often feel a bit empty once stay-at-home mom--used to being intellectually stimulated on a day-to-day basis, earning a salary, spending as they wish.
• Use internet for everything (maps, directions, weather, research, shopping, medical info, schedules, entertainment, business, email, etc.)
• Involved in or writes own blog
• Passes on interesting info when she comes across it
• Is goal oriented. Used to setting and achieving goals.
• Views the internet as a "link" to outside world.
• Posts more than twice the average U.S. adult (blog, maintain web pages, etc.)
• Views tools (rewards, loyalty cards, coupons via computer, opt-in daily emails) to be "blessings" in their lives.
• Average of 171 contacts in email, social networking, & cell phone address books
• Generally looks at the first page of search results only
• Uses the internet to educate themselves--like learning
• Always looking to save time/work faster & better (get to the point)
• Expert multi-tasker
  

Presentation Instructor Evaluation Form

Plans Book Evaluation Form

Presentation Score Sheet

Plans Book Score Sheet

Advertising Plan Outline

Interesting Facts

In addition to the facts & numbers already posted (and soon to be duplicated), here are some other stats that may be useful to us:

• 57% of internet searchers have a favorite search engine, while 30.5% say they have several favorites that are used interchangeably; 13% say use different search engines for different types of searches (Search Engine User Attitudes by Chris Sherman)
• 52% of Homemakers/stay-at-home moms only look at the first page of search results before moving to another search engine/modifying their search (Search Engine User Attitudes by Chris Sherman)
• Search Engine Toolbars: "We se a lot of downloading of toolbars, but not a lot of use." --not creating brand loyalty (Search Engine User Attitudes by Chris Sherman)
• 86% of women pass along interesting "finds" to others (Microsoft Study Reveals Online and Digital Behavior of Women Nov. 3, 2008)
• If forced to, they would "throw out" their television or cell phone first; only 11% would throw out their personal laptop (Microsoft Study Reveals Online and Digital Behavior of Women Nov. 3, 2008)
• "For moms, the Internet serves as a link to the 'outside world'--especially moms with a new baby. And moms are really the future of content creation. They have an insatiable appetite to create and share content--posting more than twice the average U.S. adult, whether publishing, maintaining or updating a blog or Web page." (Microsoft Study Reveals Online & Digital Behavior of Women Nov. 3, 2008)
• In a May 1991 Survey: 1.8 million women worked at home, about 3.5% of all women working. (Work at home: data from the CPS)
• According to the Center for Women's Business Research: women-owned businesses has grown in excess of 40% over the last 10 years, and the number of women choosing to stay home to raise their children has increased nearly 15%. (Mompreneurs: Real-Life Wonder Women)
• "high-achieving" career women are deliberately choosing not to return to the daily gride of corporate America. A large percentage of new moms are highly educated, ambitious career women who want to be professionally challeneged...often results in women launching their own businesses from the comfort of home. (Mompreneurs: Real-Life Wonder Women)
• In 2007, the Intuit Future of Small Business Report was published: over the next 10 years "the face of small business will dramatically change as seasoned baby boomers, those fresh out of high school, mid-career women, mompreneurs and new immigrants will come together to create the most diverse pool of entrepreneurs ever." FURTHER: study emphasized the U.S. will continue to see increasing numbers of female entrepreneurs, thus transferring a large portion of the talent pool from corporate America to the small business sector. (Mompreneurs: Real-Life Wonder Women)
• There are 10.6 million women-owned businesses in the U.S., generating $2.5 trillion in annual revenue & women are starting businesses at nearly twice the rate of men. (Wanna be a Mompreneur?)
• Nearly 3/4 of all mothers (in year 2000) are in the labor force. (U.S. Dept of Labor Bureau of Labor Statistics - colored)
• From 1975 to 2000, the labor force participation rate of mothers with children under age 18 rose from 47% to 73% (U.S. Bureau of Labor Statistics - TED: The Editor's Desk)
• Companies with less than 100 employees represent more than 99% of all firms in the U.S., with single-person non-employee firms accounting for 77% of the firms in the U.S. (Small Business Owners-Nov 2008)
• Women generally use computers to "improve relationships, expand networks, and encourage teamwork at the office"--a "water-cooler" effect. Women more likely to use Internet for emailing, getting maps & directions, looking for health & medical information, seeing support for health & personal problems, and getting religious information--and women's growth rate is greater than men's in online usage. (Men are from Google, Women are from Yahoo)
• 75% of married women go online; 80% of women with children go online (Men are from Google, Women are from Yahoo)

There you go, there's the brunt of it. If I find more research, I'll make sure to post it.

Strategy

These are the notes on Strategy that I took on Thursday. The bolded items are points that we considered major.

Findings
-Women more likely to use email 94%
-75% of married women online [more than married men 72%]
-Unclear about AdSense
-Always online
-51% Men 49% women use internet more
-Women more likely to have blogs/use Internet for improving relationships
*-86% of women will pass on unique finds online [VIRAL]

Why?
-Default
-Convenient
-Popular
-Love it
-Use to it

What else do they use the internet for?
-Shopping, Webinars
-pay bills, banking
-Education/research, banking, news, everything, etc.
-buying/selling products
-Staying in touch
-Recipes
-Travel

Mompreneurs Don’t want to Expand too much!

Logo Options

Here are a few more options for Open Door logos. Please let me know what you think of them all and which one you like best.

AdSense on our Blog!

I signed up for an AdSense account, it was reviewed, and approved! I have done some browsing - and there are so many options available! AdSense can be more than just the ad block that I have posted on the blog. Check it out, and play with the options. You can log onto our account by going to www.google.com/adsense and logging in with the same account info I emailed you to get into our blog. Have fun!

The AdSense block that I have posted here was through blogspot. You can also post them by copying and pasting the HTML code that is created after you select your custom options.

1/30/09 Group Meeting Summary

- Reviewed and finalized interview questions
- Reviewed agency logo options
- Reviewed research
- Brainstormed Google Pros/Cons

By Tuesday:
- Complete interview

Ten Steps to Building a Great Campaign

Here is an outline of the Ten Steps to Building a Great Campaign, as found in the Campaign Planner.

Ten Steps to Building a Great Campaign Plan
Step 1: Conduct the Situation Analysis
Step 2: Profile the Consumer Segment
Step 3: Analyze the Competition
Step 4: Allocate the Budget
Step 5: Establish a Bran Positioning Strategy
Step 6: Determine the Communication Objectives and Advertising Message
Step 7: Develop the Creative Strategy
Step 8: Set Media Objectives and Strategies
Step 9: Create Rewarding Promotions
Step 10: Set Evaluation Criteria

Meeting Outline

Here is an outline of the meetings suggested by the Campaign Planner.

Meeting 1: Organize Your Agency
Meeting 2: Prepare the Research
Meeting 3: Complete the Situation Analysis
Meeting 4: Identify Audience Segment and Competition
Meeting 5: Allocate the Budget and Position of the Brand
Meeting 6: Set Communication Objectives and Brand Message
Meeting 7: Determine Creative Strategies
Meeting 8: Set Media Objectives
Meeting 9: Create Promotional Activities
Meeting 10: Establish Evaluation Criteria and Choose Presenters
Meeting 11: Assemble Plans Book and Rehearse Presentation
Meeting 12: Rehearse Presentation and Evaluate Your Efforts