GET YOUR DEGREE IN 45 MIN. MARKETING. A quick lesson on easy (and often free) ways to promote your libraries!
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1 GET YOUR MARKETING DEGREE IN 45 MIN. A quick lesson on easy (and often free) ways to promote your libraries!
2 A Little About Me I am not a Librarian ( ). I don t have much experience working in libraries ( ). I am an experienced communicator with a (almost) business degree. I m always willing to help. Find my contact info at the bottom of each slide!
3 BEFORE WE GO ANY FURTHER
4 You must understand A library is a business!
5 Why is a library a business? Offers services and products (key term: value) that are regulated by supply and demand Has physical and virtual locations Must deal with financial/budget and HR/staff concerns Competing for CUSTOMERS!
6 The Four Ps of Marketing Product Price Place Promotion Books FREE!! Branches ebooks, audiobooks, video games except for taxes, fines, etc. Website This is where it gets a little tricky Digital/online services Bookmobile/ Outreach Classes/ personal help
7 PROMOTION (Communicating to our patrons the value we provide)
8 Why is value important? Our patrons are our livelihood We need them to prove our worth in our communities We need them to support our referendums We are not guaranteed!
9 Creating VALUE A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption of our work. He is the purpose of it. He is not an outsider of our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us the opportunity to do so. - Mahatma Gandhi (1890)
10 SO WHAT VALUE DO WE PROVIDE?
11 What value do libraries provide? Education/learning opportunities Marketable skills (think: job search) Family fun Hobby exploration Historical archive (community asset) Customer service FREE services
12 Library Value Calculator Massachusetts Library Association /getinformed/getinvolved /calculator More info from Maine State Library: services/calculator.htm
13 Library Value Calculator North Carolina Library Association /issuesadvocacy/library-valuecalculator
14 BE BETTER THAN THE COMPETITION
15 Creating Value How are we better than our competitors? How are they better than us?
16 Creating Value How are they better? How are we better? Always (usually) have the most popular items available Convenience (really?) Better hours More items available Better marketing Free to use Professional help to find the resources you need Convenience! Patrons can help dictate how we operate and what services we provide
17 HOW CAN WE GET THE WORD OUT?
18 Use the News Media Keep an updated contact list Make regular contact with news media NEVER turn down a request for an interview Try to reply to requests as soon as possible Offer to do a regular blog/column/appearance Send them your newsletters Encourage them to like your Facebook page
19 Use Social Media Have a Facebook page, and keep it updated Programs/events Services Patron questions (be sure to reply in a timely manner) Fun stuff to share Try to give this task to more than one person Ask your staff to like your page and share posts
20 Use Social Media
21 Use Social Media Twitter is great, too (and growing!) Some libraries have done really well with Pinterest, Instagram, Tumblr, etc. Use the free tools available to you to reach patrons where they are most likely to be.
22 Participate in Community Events
23 Make Your Own Promotional Materials Ask printers for donated work Get interns from local colleges & universities Ask professors to assign class projects Marketing/PR Business Advertising Art/Graphic Design
24 WORD OF MOUTH
25 Use Your Staff Your staff is your biggest asset! Encourage them to use your services, as a patron. Include them in outreach and other external promotional events. Get them involved in your social media efforts. Ask them for ideas (or to share ideas they ve seen at other libraries).
26 QUESTIONS? (I don t bite.)
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29 Two Content Layout with Table First bullet point here Second bullet point here Third bullet point here Group 1 Group 2 Class Class Class
30 Title and Content Layout with SmartArt Step 1 Title Task description Step 2 Title Task description Step 3 Title Task description Step 4 Title Task description Task description Task description Task description Task description Task description Task description Task description
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32 PEW RESEARCH CENTER
32 Survey Questions Pew Research Center Libraries Survey 2015 Final Topline March 17 April 12, 2015 Fieldwork conducted by Princeton Survey Research Associates International Sample: n=2,004 people ages
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