The Art of Marketing Why is it so important?

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

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

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 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

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

Showing an interest in our patrons

Understanding the patron’s needs

Adding value to their experience – creating an interactive exchange

“ 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.

What do people want?

What do people need? (this is different  )

Pick a niche-make it the best

Plan your message, then deliver it

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

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.

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

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

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

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

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