The Art Of Marketing

The Art of Marketing Why is it so important?

What we do…
Displays
Signs
Articles in newspapers and newsletters
Handouts
Talk

Why do we market?
Creates value
Boosts morale and excitement
Clarifies what we are doing
Keeps us moving forward

I thought I already did this…
Marketing is not just promoting a library service, materials or a program.
Marketing is not just a flashy article
Marketing is not just a wonderful display

Marketing Mix – the 7 P’s
Product
Pricing
Promotion
Placement
People
Process
Physical evidence/Proof

Marketing is…
Showing an interest in our patrons
Understanding the patron’s needs
Adding value to their experience – creating an interactive exchange
Marketing is…social

“ The Experience”

Marketing is the power of social influence
What do people want?
What do people need? (this is different  )
Pick a niche-make it the best
Plan your message, then deliver it
“ No such thing as selling to the general public.” Weinreich, Nedra Kline, Building Social Marketing into your Program, 1995.

Marketing trends we need to know
Cocooning – want things around them so they don’t have to venture out. Ex. Renew from home
Brand-Aides – giving patrons a much needed service. Ex. Transportation to the library
Moral Status Anxiety – no longer concerned with dollars, but the altruistic value of something. Ex. How many books can they take out from the library and not buy from Borders.
Oldies, but Goodies – revival of respecting and doing what our parents/grandparents did. Ex. Grandma on YouTube reading a story

Liquid Brand – not a static message. Ex. Personalization through e-mail communication
Environmental Movement – reducing the damage being done to our minds. Ex. Removing ads from blogs, wikis and other social networking tools
Identity Flux – can be whoever they want. Ex. Mom with children, business professional after work, caregiver of aging parents
Marketing trends we need to know, cont.

How can we be the “best that we can be?”
Listen and observe
Choose to be the best at one (or two) things
Focus
Anticipate change
Create an experience they can talk about

How can we be effective marketers?
Need to know the benefits
Remove barriers
Market outside the library
Patron involvement
Partnerships

References
References
Amey, L. (1993). Marketing library services: Lessons from the private sector. APLIS, 6 (2), 69.
Godin, S. (2004). Free prize inside :The next big marketing idea . New York: Portfolio.
MediaPost publications - new 'networked' consumer more fluid, intimate - 12/27/2006. Retrieved 10/17/2007, 2007, from http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=53024
What is social marketing? Retrieved 10/17/2007, 2007, from http://www.social-marketing.com/Whatis.html
Wikipedia contributors. Marketing mix. Retrieved 10/17/2007, 2007, from http://en.wikipedia.org/wiki/marketing_mix?oldid=164723111

The Art Of Marketing

by Langley-Adams Library on Oct 19, 2007

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The Art Of Marketing — Presentation Transcript