Google Partners Toronto, May 30th 2013

1. Google ADMN 4356- Lindsey Fair Natasha Mayhew- 4176536
Brand Analysis
Promise
Google's promise is to provide online users with a reliable search engine. In addition they
promise that they will provide business' with valuable skills and advice to promote your
business online. "Google’s mission is to organize the world’s information and make it
universally accessible and useful." www.google.ca/about/company
Personality
Larry Page and Sergey Brin are the founders of Google. They are extremely knowledgeable
individuals with high education levels. Their knowledge and expertise in the field is shown in
Google. Google is a sophisticated yet fun atmosphere. Every day Google changes their
homepage logo which makes it fun for users to see a different home page every day. The
founders are professional but fun which is visible in the Google personality.
Positioning
Google is positioned as a high quality search engine. They focus on one thing: search.
Visuals
Google's logo is colourful which suggests they are trying to portray many characteristics. Blue
indicating trust. Red indicating excitement. Green indicating peaceful and yellow indicating
optimism. The Google logo is simple yet appealing and catches your attention right away and is
recognized worldwide.
Impression
The impression that I had of Google before the conference was that it was a dependable source
with few problems. After attending the conference and hearing Google Partners voice their
concerns they have been having my impression has changed. I have realized that even the
largest most success companies can still have glitches. I asked a couple people what they
thought of the idea of Google Partners and I was surprised to hear that people weren't a
hundred percent satisfied with the service. Personally I use Google as my primary search engine
and most of the time I get the results I am looking for. There are only few times that I am
unable to find what I want. My problem is that I rely on Google too much and need to realize
that it isn't the only search engine out there.

2. Google ADMN 4356- Lindsey Fair Natasha Mayhew- 4176536
Customer Relationship Management
During the conference, the speaker made the mistake of saying that their goal was to work with
the top one percent. Less than ten years ago the vision and mission of Google was to dominate
the industry and now they are trying to work with their competitors and build the relationships
necessary to benefit both sides. Google now operates in the real estate advertisement sector
which is coming into their "partner's" markets and therefore competing against their partners.
Google only gives the "badge" to particular business'. "The Google Partner badge means that we trust
you, and clients should too — your business is healthy, your customers are happy, and you exhibit
Google best practices." www.google.ca/partners.
Essentially the best companies are those that will benefit from being partners with Google.
Many of the companies partnered with Google already have their own lead and own CRM
which also makes it difficult.
There are many benefits that Google voiced with the new Google Partners. There will be no
more GCP. On the spot training will be available which will make your business more efficient.
Case studies of your competitors will be available to you as well as a Google Partner community
in which you can ask your peers or Google any questions or advice.
Google used the sales pipeline with Google Partners. They targeted many web-based
companies that would potentially benefit them. They took this opportunity to invite them to a
conference to voice out the benefits of creating a relationship with Google. The conference
allowed people to voice their concerns and ask questions about the idea proposed to them.
Now the decisions are pending and we can't tell if it is a win or lose situation yet because time
can only tell. The benefits won't be immediate, the benefits are long-term.
A year ago Google announced "Google Engaged" which was essentially Google Partners but
now they have changed the name and have offered more. This is concerning to business'
whether to believe that Google is going to go through and committed to becoming partners
with people.
Channel Analysis
Sales Promotions
During the presentation the speaker talked about many benefits of becoming a "Google
Partner". The one benefit was a promotional offer: a $100 coupon. During the question period,
a man voiced his concern that he didn't feel like that was a large enough coupon and the whole
room applauded in agreement with the statement. Google, wanting to satisfy their partners by
agreeing to give the higher coupon that was demanded. The decision for Google to do this was

3. Google ADMN 4356- Lindsey Fair Natasha Mayhew- 4176536
so that it wouldn't discourage its partners and make them want to continue working with
Google. Google is going to try to keep offering promotional offers to their partners.
Public Relations
Google holds conferences such as "Google Partners" to be able to personally explain the
benefits of being a part of Google. The conference was a social event that was a pleasant
atmosphere that allowed different companies to communicate among each other as well as
offered workshops to aid your business. Being a guest of the conference I was nervous that I
wouldn't fit in but with the fun atmosphere I was able to fit right in. The question period
allowed those with concerns to openly voice concerns with the proposal and get direct
feedback.
Personal Selling
In addition to the conference itself being public relations, the question period allowed for a
little personal selling since those that make the big decisions were in the room listening to the
concerns of others. Another way Google is personal selling is calling those who have signed up
to become a Google Partner to offer assistance to answer any questions they may have. A
problem with this was that it was a different representative every time which makes it hard to
make concrete relationships between business'. We saw this in the hot dog case we previously
did.
For me I was able to do some personal selling of myself. I was able to hand out some of my
business cards and receive business cards from those who could be my potential employers in
the future. I have now been able to connect with them over Twitter and LinkedIn.
Advertising
Google being an online company uses many forms of advertising. They are now a partner with
YouTube which links the two search engines together. While at the conference there was a
photo booth that was hooked up to Google and printed out hard copies for Google Partners to
take with them. They also had cupcakes with the Google logo on it. In addition there was the
opportunity to "create your own android" and get it printed out on a t-shirt which I took full
advantage of. They also had Google bags and water bottles for everyone. To advertise to
become a Google Partner they had laptops set up and Google employees there to guide you to
sign up to be a Google Partner. These are only some of the many ways that Google advertises.