Giving your marketing a second life

Our job is not to convince people they need libraries.

It is to convince libraries they need people

Pushing out your message to the masses, hoping to get a bite, that’s old style marketing

SEVEN BASIC RULES We all need to live by

We are only here to host the conversation

number one: we MUST recognize customer is in control

number two: We must offer Transparency

Fear Censorship Image control baaaaaaad

number three: we must be authentic ME = REAL

4. Relate with stories.

Five: Accept imperfections

6. Measure the right stuff

Rule 7: Holistic marketing

10 Trends We really can’t ignore

Word of Mouth Marketing CREATING BUZZ TR END 1

We trust our friends

10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90%

OWOM (Old word of mouth) We made the product then pushed and pushed and pushed ...

We were Interesting ... not boring for sure man.

We had Smart and NEW ideas. “Cause who talks about old stuff.”

Found megaphones like newslettters, posters, Blog, Youtube, Forums, eMail, sneezers....

Built trust through emotions and excellent service because people like to buy from people they know and trust.

i so wanted to take him to the next level

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

Trend 1.5 Give them a real say! then act.

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

Starbucks Could work for libraries People vote for ideas then they go to “ idea partners” Works for their customers

Interactivity is fun when it’s real TIP: Polls are cool

Niche Marketing

Article: http://www.wired.com/wired/archive/12.10/tail.html

TREND 2

... emphasize materials whose content is for the general public rather than specialists or scholars.

Can you imagine ... a group of passionate enthusiasts being offer the opportunity to choose books they are interested in? But here’s the catch- they belong to a social network and everyone in that group gets the chance to submit ideas for books and once a month the group gets to vote via a poll for the book the library chooses to purchase. That’s the new marketing. THEY pick the product, promote it and use it and you just sit back and smile.

Permission Marketing

Get your customers to tell you want they want then give it to them

Classic Internet Marketing - every click is information

TREND 3

Trends 4 &5 Predictions estimate biggest growth for Online and Mobile advertising ... will REALLY grow

Mobile marketing campaigns engage consumers and encourage them to “opt in” building a database of users that the business can then market via mobile phone. thank you for your permission

Campaigns include: Text message votingContestsNews alerts and triviaDownloads: ringtones, wallpaper and videos Apps Source: http://www.golivemobile.com/businessapps.htm

Expects to triple in next three years Getting hotter: mobile and game marketing, social media

two words: online databases 2+1=success

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

green TREND 7

Trend 8 I- Write U-Contribute

articles reviews editorials blogs white papers factoids trivia blog comments guest columns

Trend Nine: Stories Get ready to drive customers to the web where they are met with entertaining video ads to tell a longer more involved story

ten. market to voters

To view this video go to: http://www.youtube.com/watch?v=7grsrvdCyyY

Giving your marketing a second life Presented by Nancy Dowd, Director of MarketingNew Jersey State Library themwordblog.blogger.com [email_address]