Marketing for libraries and other nonprofits cannot be relegated to a marketing department. It can be accomplished everyday by frontline staff through their relationships with the public.
2. So what is
marketing?
Definition: Marketing
is the activity, set of
institutions, and
processes for
creating, communicating
, delivering, and
exchanging offerings
that have value for
customers, clients, partn
ers, and society at large.
3. What does that
mean?
• Mad Men & Women
• Advertising
• Public Relations
• Social Media
• Media
• Product Placement
• Pricing
• Branding
• Flash Mobs
• Podcasts
• Blogs
• Twitter
4. The take away • WHY??
• If you don’t create and manage
your message, someone else
will. Look around you with
fresh eyes – see what your
community sees.
5. So what can my
library do? What
does all this cost?
6. What are our
Libraries filled
with?
• Stories
• Tales
• Mysteries
• Quests
• Adventures
• Voices from the Past
7. What do you do?
• So what is your story?
• Who
• What
• Where
• When
• Why and
• How
8. The Voices we
Amplify
• The people we help
• The eyes that we
open
• The stories we hear
• The stories we
preserve
9. The Take Away…
• It is the emotional
connections we make with
our communities, our
funders and our legislators
that resonate. They won’t
remember all your
statistics, they will
remember your stories.
11. Represent
• The Ambassador!
• If you are shy – have tools
available to share with patrons and
the general public
• If you are comfortable speaking in
public – be prepared for what you
are going to say
• The grocery store and the circ desk
are both good places to begin your
conversation about your library.
• But don’t forget to listen! It’s a
conversation not Hamlet’s
Soliloquy.
12. Just the Facts
Ma’am!
• Tools you can use!
1. Curiosity,
2. Recognition
3. Decision
• Psychology of
decision making –
three times hearing
message to come to
a decision.
13. The Conversation
• What are you reading?
• Did you know we have a
class on X, Y or Z?
• How can the library help
you?
• Do you have any
questions about what the
library does?
• To start a conversation you
need a good opening question.
14. The take away…
• Each and everyone of us is
a marketer. Marketing is
not just a function or a
department… it’s a way
each of us can
communicate with
everyone we meet!
“Those of us working for
the public good have an
ethical responsibility to be
effective and efficient in
reaching as many people as
possible.” – Katya
Andersen
15. Oh the places you
can go! The thinks
you can think!
• It’s a matter of building trust.
!
“Trust is the highest
form of human
motivation. It brings
out the very best in
people.” – Stephen
Covey
16. The take away…
• Done we are…
• Bite-Sized Marketing – Nancy
Dowd
• Citizen Marketers - When
People are the Message – Ben
McConnell
• Creating Your Library Brand:
Communicating Your Relevance
and Value to Your Patrons –
Elisabeth Doucett
• http://themwordblog.blogspot.co
m/
• http://sethgodin.typepad.com/
• http://blog.libraryjournal.com/bu
bbleroom/