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The Art Of Marketing
The Art Of Marketing
The Art Of Marketing
The Art Of Marketing
The Art Of Marketing
The Art Of Marketing
The Art Of Marketing
The Art Of Marketing
The Art Of Marketing
The Art Of Marketing
The Art Of Marketing
The Art Of Marketing
The Art Of Marketing
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The Art Of Marketing

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Presentation at the NH CHILIS Fall Conference, 10/18/2007

Presentation at the NH CHILIS Fall Conference, 10/18/2007

Published in: Economy & Finance, Business
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  • Look at your seat or table. What did you find? Who got the “special message”? Do you want that message if you didn’t get a “special one”? Think about this for a second…It was the “Free Prize Inside” concept.
  • Transcript

    • 1. The Art of Marketing Why is it so important?
    • 2. What we do… <ul><li>Displays </li></ul><ul><li>Signs </li></ul><ul><li>Articles in newspapers and newsletters </li></ul><ul><li>Handouts </li></ul><ul><li>Talk </li></ul>
    • 3. Why do we market? <ul><li>Creates value </li></ul><ul><li>Boosts morale and excitement </li></ul><ul><li>Clarifies what we are doing </li></ul><ul><li>Keeps us moving forward </li></ul>
    • 4. I thought I already did this… <ul><li>Marketing is not just promoting a library service, materials or a program. </li></ul><ul><li>Marketing is not just a flashy article </li></ul><ul><li>Marketing is not just a wonderful display </li></ul>
    • 5. Marketing Mix – the 7 P’s <ul><li>Product </li></ul><ul><li>Pricing </li></ul><ul><li>Promotion </li></ul><ul><li>Placement </li></ul><ul><li>People </li></ul><ul><li>Process </li></ul><ul><li>Physical evidence/Proof </li></ul>
    • 6. Marketing is… <ul><li>Showing an interest in our patrons </li></ul><ul><li>Understanding the patron’s needs </li></ul><ul><li>Adding value to their experience – creating an interactive exchange </li></ul>Marketing is…social
    • 7. “ The Experience”
    • 8. Marketing is the power of social influence <ul><li>What do people want? </li></ul><ul><li>What do people need? (this is different  ) </li></ul><ul><li>Pick a niche-make it the best </li></ul><ul><li>Plan your message, then deliver it </li></ul>“ No such thing as selling to the general public.” Weinreich, Nedra Kline, Building Social Marketing into your Program, 1995.
    • 9. Marketing trends we need to know <ul><li>Cocooning – want things around them so they don’t have to venture out. Ex. Renew from home </li></ul><ul><li>Brand-Aides – giving patrons a much needed service. Ex. Transportation to the library </li></ul><ul><li>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. </li></ul><ul><li>Oldies, but Goodies – revival of respecting and doing what our parents/grandparents did. Ex. Grandma on YouTube reading a story </li></ul>
    • 10. <ul><li>Liquid Brand – not a static message. Ex. Personalization through e-mail communication </li></ul><ul><li>Environmental Movement – reducing the damage being done to our minds. Ex. Removing ads from blogs, wikis and other social networking tools </li></ul><ul><li>Identity Flux – can be whoever they want. Ex. Mom with children, business professional after work, caregiver of aging parents </li></ul>Marketing trends we need to know, cont.
    • 11. How can we be the “best that we can be?” <ul><li>Listen and observe </li></ul><ul><li>Choose to be the best at one (or two) things </li></ul><ul><li>Focus </li></ul><ul><li>Anticipate change </li></ul><ul><li>Create an experience they can talk about </li></ul>
    • 12. How can we be effective marketers? <ul><li>Need to know the benefits </li></ul><ul><li>Remove barriers </li></ul><ul><li>Market outside the library </li></ul><ul><li>Patron involvement </li></ul><ul><li>Partnerships </li></ul>
    • 13. References <ul><li>References </li></ul><ul><li>Amey, L. (1993). Marketing library services: Lessons from the private sector. APLIS, 6 (2), 69. </li></ul><ul><li>Godin, S. (2004). Free prize inside :The next big marketing idea . New York: Portfolio. </li></ul><ul><li>MediaPost publications - new &apos;networked&apos; consumer more fluid, intimate - 12/27/2006. Retrieved 10/17/2007, 2007, from http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&amp;art_aid=53024 </li></ul><ul><li>What is social marketing? Retrieved 10/17/2007, 2007, from http://www.social-marketing.com/Whatis.html </li></ul><ul><li>Wikipedia contributors. Marketing mix. Retrieved 10/17/2007, 2007, from http://en.wikipedia.org/wiki/marketing_mix?oldid=164723111 </li></ul>

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