Imagine ...
Bill Gates offered you $2 millions
dollars to start a store. The only
requirements would be:
1. You had to give your product
away for free
2. Your success would be judged
on how many free products you
gave away.
How would determine what to put
in that store?

If you lived in a tiny little neighborhood, you’d
observe- maybe walk around the area and see
who lives there.You’d want to ask them what
kind of wish lists they had running in their
heads.You may even want to throw out some
of your ideas and ask them if they liked them.
Sometimes we forget that marketing is really
How? those common sense things we’d do if we had
$2 million to open that store.
http://www.flickr.com/photos/dhoruhandi/658727742/sizes/l/

Facebook
2.0 = Tools MySpace
Video
Twitter
Blogs
Texting
Chances are your neighborhood is too big
Mobile
to knock on everyone’s door and even if it
were that small not everyone would be home
Email
when you went to visit. So you’d need some
Listservs
tools to reach people - that’s what the 2.0
tools are... ways to communicate when you
etc.
can’t stop by and visit. That’s not too scary is it?

S o w e k n o w pu sh in g o ut yo u r m e ssa g e to the ma sse s, ho pin g to
g et a b ite is ol d style mar ket in g an d do e sn’t w o r k, r ig ht?

customer rules
Now the

BASIC RULES
Customers need us to live by
1. Be transparent
Let them see the process
2. Be authentic
3. Relate with stories
4. Accept imperfections
5. Provide the path for
connectivity

The new marketing strategies
depend on those rules.

Word of Mouth Marketing

WOM Marketing
Listen
Give them what they want
Find the influencers
Provide choice of communication tools
Let them spread the word
Listen again .... make changes ....

“I no longer seek information from “experts”, rather from people I trust.”
-john on network

I met Mr. Hu on a trip I made to China.

He shared simple journals with passages by fellow travelers who wrote beautiful stories of how Mr. Hu
had made their journeys extraordinary. I responded to this traditional WOMM and discovered some
extraordinary journeys for myself ....

i so wanted to take him to the next level

... can you imagine spreading the word with Twitter?
Mr. Hu Web 2.0

Library Web 2.0
Bingo!
http://labs.nypl.org/suggestion-box/

Ford released a talking ad that
interacted with people who passed
them by. It was a little creepy but the
idea was cool. The DOK library streams
recipes to grocery stores and when the
people buy the supplies they get a
discount when they scan their library
card. The web 2.0 tools are just helping
us go to the people instead of making
them come to us.
Talking Ads
Streaming recipes and getting discounts

Input from our librarians took
this ad from this ....

To this!

2. Lead your
Tribe
Long Tail Marketing
Niche Marketing
Specialized Services
“Peel away the top
10% of your teens
and do thebest job
you can for them.”

... emphasize materials whose content is for
the general public rather than specialists or scholars.
Why not encourage social networks where
scholars and specialists can post e-books and
other new media?

The New Micro Community

Getting hotter: mobile and game marketing

Mobile Marketing
Campaigns include:
Text message voting
Contests
News alerts and trivia
Updates on news
Apps
Source: http://www.golivemobile.com/businessapps.htm

3. online services = online ads

Online databases
Tip: Buy as a patron
and demand a marketing
campaign accordingly.
If not intrinsic and easy-to-use just say no.

5. Stories
Telling stories makes sense
because people can connect
with them and will want to
share them. Facts and
figures impress and give
credibility but stories speak
to our hearts.

Started with
a push campaign.
Posters, billboards,
web site. Filmed people,
made YouTubes.
Won InfoTubey Award
Great first step.

Interactivity
people could
vote.
Over 17,000
played with
us. :-)
Comic and Video Contest

OCLC report came out
and we realized we needed
to start creating powerful stories.

The Library is a Transformational Force in People’s Lives.
•
• The Library is a Vital Part of theyour library well. If you decide to choose another topic, just add a new page.
Any of these topics will serve Community’s Infrastructure.
The Library is a
• Supporting the LibraryLibrary aa Transformational Force in People’s Lives.
• The is is Tough but Essential Tax Choice.
• The Library is a Vital Part of the Community’s Infrastructure.
• The Library Maintains LibrarytheRelevanceEssentialPeople Through all Stages of Life.
its Maintains its aRelevance to People Through all Stages of Life.
to Tax Choice.
• Supporting Library is Tough but
Transformational Force
• The
• Passionate Librarians are Making a Difference in the Community.
Passionate Librarians are Making a Difference in the Community.
• • The Library is a Place of Unlimited Resources and Inspiration.
• The New Library is Your Library.
• Making the Library Relevant for the 21st Century.
• The Library is a PlaceLife Without the Library.
of Unlimited Resources and Inspiration.
in People’s Library. Lives.
•
• The New Library is Your
Making the Library Relevant for the 21st Century.
•
• Life Without the Library.

Back to square one in a sense
because we needed to educate
ourselves how to tell those stories
so we could collect the right ones
for our purposes.
Finding stories that matter.
Workshops - Contest - Big Picture

Name Address Phone E-mail Story Comments
Story Bank

market to voters

We should begin with
the knowledge, experience
and literacy's that people already have rather
than assume they are blank slates to be filled
with knowledge contained in libraries.
-Professor Henry Yu

So what would you put in your store?

Giving your marketing a second life
Presented at BC Library Conference. April 18, 2009
Nancy Dowd, Director of Marketing New Jersey State Library
BLOG: themwordblog.blogspot.com
EMAIL: ndowd@njstatelib.org