Marketing that FITS   Fun/Friendly   Interactive/Informative   Targeted   SuccinctRuth WolfishIEEE Client Services Manager...
Today’s agenda:   how to let go of your tetherMarketing tipsFITSHoliday Store windows = Library WebsitesLibrary’s physical...
Lessons Learned  from Sun Microsystems   Maximize dollars spent                                                           ...
Lessons Learnedfrom Sun Microsystems    Communicate    Participate   REPEAT4
Ground Rules of Communication    ~ It should inspire and excite    ~ IT SHOULD ELICIT ACTION5
Barrier to getting attention                        Customer:                    What’s in it for me And                  ...
Eliminate clutter    in favor of strong visuals7
Your message and image should fit…8
An analogy that FITS9
FITS for library home pages10
FITS for library home pages11
FITS for library home pages12
Fun/Friendly Interactive/Informative Targeted Succinct13
FITS for library buildings:Entry halls14
Fun – colorful, eye-catching,moveable15
Interactive16
Targeted: faculty/grad student space17
Succinct18
FITS for vendor events     Know your goal         Ask vendors for funding     Timing                 Food, prizes     Loca...
To-do list for a library event                         SAMPLE TASK LIST      Create task timeline for advance planning & ...
21
Dartmouth College raffle ticketVisit all 12 tables to enter the raffleYOUR NAME:1. Alexander St. Press2. ArtSTOR3. CSA4. E...
Corporate event FITS24
Quiz ‐ FITS ?  Why or why not ?  25
Quiz ‐ FITS ?  Why or why not ? 26
Social media that FITS27
Growth of social media                                                                                           / http://...
FITS that fit in… outside the US29
 Value added events       Reduce wording!   work best, e.g. paper   submission tips          Use appropriate social    ...
Weibo – Chinese language Twitter31
More FITS for ChinaIEEE Xplore agenda        Competition rules    how to search the        1-3 students as a    IEEE Xpl...
This FITS, too!                  "Hunting for IEEE Editors“                   Challenge for students: Identify the       ...
It’s your choice.Are you WAITINGto be discovered?           Or            CHOOSING           to be discovered? 
Special Thanks to :For input from ChinaQing LiIEEE Client Services Manager – Chinaqing-li@ieee.orgFor enormous graphics as...
Please give us your feedback    in this quick survey at :http://www.surveymonkey.com/s/52Q5Q58        Ruth Wolfish        ...
Marketing that FITS (Fun, Interactive/Informative, Targeted, Succinct) + Branding, presented by Ruth Wolfish
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Marketing that FITS (Fun, Interactive/Informative, Targeted, Succinct) + Branding, presented by Ruth Wolfish

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Marketing that FITS (Fun, Interactive/Informative, Targeted, Succinct) + Branding, presented by Ruth Wolfish

  1. 1. Marketing that FITS Fun/Friendly Interactive/Informative Targeted SuccinctRuth WolfishIEEE Client Services Managerr.wolfish@ieee.org
  2. 2. Today’s agenda: how to let go of your tetherMarketing tipsFITSHoliday Store windows = Library WebsitesLibrary’s physical spacesVendor sessionsTips from China 2
  3. 3. Lessons Learned from Sun Microsystems Maximize dollars spent Target the Re-purpose content audience Bring the Leverage Establish content to social media partnerships the user 3Embracing New Measures of Value, 2010 PPT. Christy Confetti Higgins. Sun (now Oracle).
  4. 4. Lessons Learnedfrom Sun Microsystems Communicate Participate REPEAT4
  5. 5. Ground Rules of Communication ~ It should inspire and excite ~ IT SHOULD ELICIT ACTION5
  6. 6. Barrier to getting attention Customer: What’s in it for me And Let’s talk…. ? find out what you really need. 6The Three “Audiences” Crucial to Your Exponential Business Success Peter Gruber LinkedIn
  7. 7. Eliminate clutter in favor of strong visuals7
  8. 8. Your message and image should fit…8
  9. 9. An analogy that FITS9
  10. 10. FITS for library home pages10
  11. 11. FITS for library home pages11
  12. 12. FITS for library home pages12
  13. 13. Fun/Friendly Interactive/Informative Targeted Succinct13
  14. 14. FITS for library buildings:Entry halls14
  15. 15. Fun – colorful, eye-catching,moveable15
  16. 16. Interactive16
  17. 17. Targeted: faculty/grad student space17
  18. 18. Succinct18
  19. 19. FITS for vendor events Know your goal Ask vendors for funding Timing  Food, prizes Location Arrange greeters Target your audience Evaluation forms Endorsement of key  Metrics influencers Take pictures Multiple promotion  Staff feedback strategies/options19
  20. 20. To-do list for a library event SAMPLE TASK LIST  Create task timeline for advance planning & the “day of “  Partner with students to design poster /flyers  Engage assistance of E-resource library vendors, Library staff, catering, academic departments  Plan for food, balloons, posters, etc.  Work with university building services for chairs/tables, power, web access  Take photos!20
  21. 21. 21
  22. 22. Dartmouth College raffle ticketVisit all 12 tables to enter the raffleYOUR NAME:1. Alexander St. Press2. ArtSTOR3. CSA4. EBSCO5. EIU6. IEEE7. Knovel8. New World Records: DRAM9. READEX/News Bank10. Thomson Gale Reference11. Thomson Scientific12. FindIt@theLibrary: Catalog, LibX, RefPacks, Search360, EResources, Research Guides Extra raffle item questions: Why did you attend? What did you learn?23
  23. 23. Corporate event FITS24
  24. 24. Quiz ‐ FITS ?  Why or why not ?  25
  25. 25. Quiz ‐ FITS ?  Why or why not ? 26
  26. 26. Social media that FITS27
  27. 27. Growth of social media / http://socialmedia4us.wordpress.com/2012/12/08/the‐social‐media‐revolution‐2013‐by‐equalman28
  28. 28. FITS that fit in… outside the US29
  29. 29.  Value added events  Reduce wording! work best, e.g. paper submission tips  Use appropriate social media – Facebook,  Create visual slides Twitter or Youtube aren’t accessible in  Have a translator in China attendance  Learn a few words in  Use Weibo, Renren, Chinese Xiaonei, Youku, etc.30 Fun
  30. 30. Weibo – Chinese language Twitter31
  31. 31. More FITS for ChinaIEEE Xplore agenda Competition rules how to search the  1-3 students as a IEEE Xplore more group effectively  paper exam + how to set up alerts hands-on exam on your favorite technology, professor  certificates and and institutes gifts for top winners how to submit a paper to IEEE journals and conferences how to become an IEEE member 32
  32. 32. This FITS, too! "Hunting for IEEE Editors“  Challenge for students: Identify the  most IEEE editors   List submitted to the IEEE China  Office account at Sina Weibo  Top winners announced at Sina  Weibo every week; every month top  participants receive small  gifts from  IEEE33
  33. 33. It’s your choice.Are you WAITINGto be discovered? Or  CHOOSING to be discovered? 
  34. 34. Special Thanks to :For input from ChinaQing LiIEEE Client Services Manager – Chinaqing-li@ieee.orgFor enormous graphics assistanceKristen FitzpatrickIEEE University Partnership Program Managerk.fitzpatrick@ieee.org 35
  35. 35. Please give us your feedback in this quick survey at :http://www.surveymonkey.com/s/52Q5Q58 Ruth Wolfish IEEE Client Services Manager – US & UK r.wolfish@ieee.org 36

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