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Barber: Word-of-Mouth Marketing Workshop


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Barber: Word-of-Mouth Marketing Workshop

  1. 1. Word-of-Mouth Marketing: The Most Powerful Marketing Strategy and You Can Afford It! Library Communication Strategies © 2014
  2. 2. Libraries and Marketing A Tough History!
  3. 3. “Marketing is that function of the organization that can keep in constant touch with the organization’s consumers, read their needs, develop products that meet these needs, and build a program of communication to express the organization’s purposes.” --Kotler/Levy
  4. 4. Marketing is . . . • About people—not stuff • Listening- not just telling • Organized, focused, consistent • A team sport
  5. 5. Key Elements • Research • Planning • Communication • Evaluation
  6. 6. Building a Marketing Communication Plan Use the following 8 step outline as a road map… 1. Introduction (Brief statement outlining the context, relevant research, SWOT)
  7. 7. 2. Communication goals (The Dream. Big Picture.) 3. Objectives (Doable, measurable outcomes) 4. Positioning statement (What do you want people to think and feel about the library? What’s your unique selling proposition?)
  8. 8. 5. Key audiences (internal and external) 6. Key message (What is your key message and 3 talking points?) 7. Communication strategies (How will you deliver the message?- media, partnerships, WOMM, --consider who, when, and $$) 8. Evaluation (Is it working? See measurable objectives?)
  9. 9. Customers Clients Champions Prospects Suspects
  10. 10. The Power of Word-of-Mouth Marketing
  11. 11. “Getting people to talk often, favorably, to the right people in the right way about your product is far and away the most important thing that you can do as a marketer.” —George Silverman, “The Secrets of Word-of-Mouth Marketing”
  12. 12. Words of Wisdom “No advertising is as trusted as the spontaneous testimony of delighted customers.” — Betsy Sanders, former vice president, Nordstrom “Get someone else to blow your horn and the sound will carry twice as far.” —Will Rogers “It’s easy. Use the 3 Bs to get the word out: bars, beauty shops, barber shops.” — Liz Cashell, Director, Henry County Library, Clinton, M0 “Your most unhappy customers are your greatest source of learning.” —Bill Gates
  13. 13. We can AFFORD IT!!!
  14. 14. Discussion How does your library listen to your community? What works? Does your library have a marketing/communication plan? Where are good places to get the word out in your community?
  15. 15. Word of Mouth vs Word-of-Mouth Marketing
  16. 16. Word-of-Mouth “Musts” • A good product. . . • GREAT customer service! • A plan • A clear and memorable message • A prepared and committed sales force • People willing to testify
  17. 17. How will you build the Team?
  18. 18. It’s all about YOU. . . – You are the library. – Every encounter is an opportunity. – In person, on the phone, via email – In the library or in the community – Listen and give feedback – Service is a partnership. – Build relationships Remember, YOU are the memory that the customer takes away. Baltimore County Library
  19. 19. Great Ideas. . . Starbucks Nordstrom Zion Benton - Public Library!
  20. 20. Customer Service Mottos “People are the heart of our library. Quality service begins with me.” --Timberland Regional Library, Olympia, WA “The world’s nicest library.” --West Palm Beach (FL) Public Library “We don’t try to be friendly; we just ARE. --Bloomingdale (IL) Public Library
  21. 21. What’s YOUR message?
  22. 22. Tough Questions Dealing with the Negative Be Prepared
  23. 23. Going Viral How do you use social media?
  24. 24. For good advice see …… Five things you really need to know about social media by Laura Solomon, Marketing Library Services, May-June 2014
  25. 25. Contagious: Why Things Catch On by Jonah Berger
  26. 26. STEPPS 1. Social currency 2. Triggers 3. Emotion 4. Public 5. Practical value 6. Stories
  27. 27. Put WOMM to work
  28. 28. • Get Director buy-in • Plan and deliver WOMM training for the whole staff. • Create a WOMM planning team for a 5-6 month project • Share the plan with the whole staff and get feedback, build ownership • Have a clear message sheet available to all • Report frequently and adjust if necessary • CELEBRATE– and keep it going!
  29. 29. “Any car manufacturer should go to the Harley Davidson biker rally. They would learn a lot. It's almost too obvious. I'd like to know how many car manufacturers have sent their marketing staff to a HOG (Harley Owners' Group) rally? They would learn
  30. 30. Discussion Can you build a core of passionate users even if they don’t wear leather? What do you need to turn customers into champions?
  31. 31. Wrap Up • Questions? • Next steps. . . • Next Action…
  32. 32. THANK YOU!