A preview of the Library Marketing Toolkit

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A guide to the new book from Facet Publishing - The Library Marketing Toolkit - by Ned Potter.

A guide to the new book from Facet Publishing - The Library Marketing Toolkit - by Ned Potter.

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  • 1. A preview of… … by Ned Potter
  • 2. The Toolkit is a book I’ve beenwriting during 2011, for FacetPublishing, on pretty much allaspects of marketing libraries.It covers Public, Academic andSpecial Libraries, and SpecialCollections and Archives too.
  • 3. It is a toolkit ofideas to inspireaction.
  • 4. The Toolkit covers those importantmarketing tools every library shouldhave, explained and contextualisedwith advice on how to use them well.It’s extremely practical, with tons ofideas easily applied to your own library
  • 5. It covers marketing with social mediaand other new platforms in depth.It demystifies strategic marketing andexplains the process of creating amarketing plan.It gives guidance for marketing onevery budget, including plenty that canbe done with no cost at all.
  • 6. Best of all, the Library Marketing Toolkit has anunparalleled list of case study contributors from the UK, theUS, Canada, Australia, New Zealand and Singapore.This includes 26 of the most respected, forward-thinkingand innovative marketers in the information profession,from organisations like the British Library, the NationalArchive, New York Public Library, JISC, and CambridgeUniversity, providing a mix of expert advice and details ofbest practice at their own institutions.
  • 7. chapter by chapter
  • 8. The Introduction contains a plea for libraries to marketthemselves and an examination of why this isimportant, and details of the book and the casestudies.The Introduction also emphasises that marketing shouldnot be a dirty word in libraries. Marketing libraries is notlike marketing shampoo – no one is stretching theboundaries of truth or trying to hoodwink the public.Library marketing is outreach.You can download the whole chapter for free, viaCILIPs website (PDF).
  • 9. This chapter introduces some important ideas whichunderpin the techniques and tools described in the restof the book: in particular, the need to market benefitsrather than features.
  • 10. Marketing is more successful when it happens as partof a constantly renewing cycle.The aim of this chapter is to demystify the process ofstrategic marketing, simplifying it into seven key stageswith advice on how to implement each one. Particularemphasis is put on dividing your audience andpotential audience into segments, and marketingdifferent messages to each group.
  • 11. There are case studies from strategic marketing guruTerry Kendrick, on all aspects of marketing strategy;ace library consultant Rebecca Jones on running focusgroups and getting feedback from users and non-users; and Library Journal marketing writer Alison Circleon the importance of measuring in strategic marketing.
  • 12. A library’s brand is the sum total of everyone else’sperception of it – we can’t control this, but we canattempt to influence it. The chapter looks at brandingyour library with a high quality visual identity, designingpromotional materials, and even library merchandise.
  • 13. In the case studies Jessica Wykes provides expertadvice on design on a shoestring and producing highquality printed publications; Katy Sidwell takes thereader through the University of Leeds’ hugelysuccessful “Sshhh…!” bag merchandising campaign;and Stephen Pinfield discusses marketing a convergedLibrary and IT Service.
  • 14. Closely related to the previous chapter, this sectionlooks at the design, layout and decor of the library andhow this can influence the way it is used. There is alsosome insightful information on what tangible benefitsthere are to redesigning and refurbishing librarypremise
  • 15. There are two case studies in this chapter: firstly KevinHennah, Library Consultant, discusses visualmerchandising and library design; then Fiona Williamstakes the reader through the successful results of YorkExplore’s recent renaming, rebranding, andrefurbishment process
  • 16. This chapter covers the fundamentals of onlinemarketing: the library website (including Search EngineOptimization), its mobile version, library apps, andsuccessfully marketing with e-mail.
  • 17. The chapter features three case studies, starting withlibrary tech blogger extraordinaire David Lee King, whotalks about the 7 essential elements for an awesomelibrary website; multi-award winning Aaron Taydiscusses mobile websites and apps; and AlisonWalbutton gives great advice on how to makemarketing with email work
  • 18. The development of social media is arguably the mostimportant thing to happen to marketing this century,and more and more libraries are making use of variousplatforms to talk directly to their audience. Your usersand potential users are using tools like Facebook andTwitter, so this chapter gives step by step instructions onsetting up library presences on these platforms, andthen on taking them to the next level. It also coversblogs and Google +.
  • 19. Three amazing case studies come from firstly FrancesTaylor at the British Library and how they use severalsocial media platforms in their marketing, Kathy Saeedof New York Public Library on their amazing use ofTwitter, and Sue Lawson on Manchester Library’sexcellent Facebook marketing.
  • 20. There are plenty of new technologies which don’tcome under the umbrella of social media, but whichstill make for exciting marketing possibilities. Thischapter contains advice on marketing with video,using image-sharing sites, deploying QR codes and thenew wave of location-aware mobile applications suchas Foursquare.
  • 21. Two case studies in this chapter, from Aaron Tay andJustin Hoenke. Aaron rounds up various Web 2.0 toolssuch as live-reference chat, and Justin talks aboutmarketing to teens using technology
  • 22. This section covers collaborating with people andreaching people, including Word of Mouth Marketing,one of the single most important tools in the librarytoolkit. Other topics covered include reaching remoteusers, marketing to multicultural communities, elevatorpitches, and cross-promotion.
  • 23. In this chapter there are three case studies, the firstfrom journalist Rob Green on how to utilise the mediain marketing your library; Oriana Acevedo providessome much-need guidance on marketing to multi-cultural communities; and Joanna Wood discussesreaching remote users, on a budget.
  • 24. Internal stakeholders often hold the purse-strings to ourlibraries, so marketing successfully to them is absolutelyessential. The first part of this chapter covers language,telling stories, using statistics, marketing upwards andcommunicating your message well. The second partcovers marketing with internal stakeholders, such as aparent company within whose branding guidelines youmust promote the library.
  • 25. Rosemary Stamp, Director of Stamp Consulting,provides the first case study of this chapter, ondelivering key messages to internal stakeholders; AndyPriestner of Cambridge University covers theimportance of marketing upwards and generallygetting things done; and Susan Moore talks aboutmarketing within the strict branding guidelines of aparent organisation.
  • 26. We are all library advocates now as the industry andprofession face difficult times. This chapter looks at howto utilize library advocacy in general to market yourlibrary in particular, and also covers the echo chamberproblem and ‘Trojan Horse advocacy’.
  • 27. We are all library advocates now as the industry andprofession face difficult times. This chapter looks at howto utilize library advocacy in general to market yourlibrary in particular, and also covers the echo chamberproblem and ‘Trojan Horse advocacy’.Elizabeth Elford provides the case study for thischapter, on advocacy and marketing.
  • 28. Many of the techniques and strategies described in theprevious chapters apply equally to marketing specialcollections and archives, but these areas come with specificchallenges of their own. Covered here are marketing digitalcollections, promoting ancient materials with modernmethods, mounting displays and exhibitions, tapping intocultural events at a national level and harnessing the powerof crowds to develop and market your collections. Some ofthese ideas and techniques are applicable across theboard, so the chapter isn’t designed to be read only bythose working in special collections and archives
  • 29. There are four case studies from real experts in the field – LisaJeskins of the Archives Hub lays out the basic principles ofpromoting an archive service; Caroline Kimbell at TheNational Archive focuses on digitisation and ‘the haloeffect’; Alison Cullingford discusses the University ofBradford’s successful 100 Objects campaign; and BenShowers of JISC talks about harnessing crowd-sourcing as amarketing tool
  • 30. …features supporting webpages with further reading andlinks for all chapters, plus Essential Tools and Resources,presentations, more information about the contributors, anda blog to cover all the newest developments in librarymarketing.There are also brand-new case studies which were writtenafter the book was completed, from the likes of the BodleianLibrary at Oxford, and The UnLibrary.
  • 31. In the UK it has just been released, in other countries such asthe US and Canada, Australia & New Zealand, India, Japan,the Middle East, the Far East, Eastern Europe, Spain &Portugal, Holland & Belgium and the rest of Europe, it’ll beout shortly.You can click here to buy in the US, via Amazon.com, or ifyoure in Canada you can click to buy via Amazon.ca or inthe UK you can click here to order via Amazon UK.Alternatively, go straight to Facet Publishing’s website toorder a copy there.
  • 32. Main background image by SophieG*- see the original athttp://www.flickr.com/photos/12804795@N06/3880940774/Front slide image, by Visualologist,used by permission – see the original athttp://www.flickr.com/photos/visualogist/3200391521/sizes/z/in/photostream/