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Strategy First
Common mistakes in planning your library
marketing / outreach -- and how to avoid
them
Jennifer E. Burke
In...
Before we get started…
A little on my background and why
I‟m talking marketing with you
I‟m multilingual … I
speak:
Marketing
Sales & Customer
Service
Library
Academic-ese
Research
Jennif er B urke, MS LIS...
Marketing Is Not Tactics!
Tactics are the „shiny objects‟ of marketing.
Good, but practically useless without a plan.
Stra...
Marketing Cycle
Researc
h/Eval
Impleme
nt
Segment
Services
/Product
Continuous Cycle
It begins and ends with research – si...
Let‟s do our own research
How many had any courses or exposure to marketing in
LIS school?
How many have taken CE or simil...
Let‟s do our own research
How many have #-based goals for the library in your
marketing plan?
Have you been measuring your...
You are Marketers
And that‟s not an evil word!
Common Mistakes in
Marketing Planning
And hopefully how to avoid them!
Mistakes Fall in 4 Main Categories
There are plenty of mistakes in marketing …
and they aren‟t limited to libraries!
Strat...
1. Not having a full strategy before
getting into tactics
2. No objectives
3. Not having measurable,
quantifiable goals, s...
Strategy
A strategy is like a blueprint – solid foundation to build on
Let‟s talk about „bad‟ vs. „good‟ strategy
 Not making choices = bad strategy
 Template, fill-in-the-blank mission/visio...
Other strategy mishaps -
 Mistake of moving too fast
 “SOS” [Shiny Object Syndrome]
No strategic plan, like going to the...
What are you aiming for?
 Broader than Goals
 Milestones – how you will measure achieving mission/vision
 Focus on 1 ob...
 “Enrich Educational experience and Intellectual Growth”
 “Heighten the value and impact of the Libraries through digita...
Oh dear…
Those were labeled „goals‟, or worse, „action
steps‟ in real library documents.
They‟re not goals.
Might be objec...
 Goals can‟t be an afterthought
 S M A R T
 Specific, Measurable, Actionable, Reasonable, Time limited
Objective = incr...
Did it work? Did you adjust?
 2 types of metrics
 Ongoing (analytics)
 Campaign-focused
 Measurement tied to actions
#...
“The customer is always
right ….
But not necessarily right for
you.”
 No 1-size-fits-all approach
 Not designing the message to fit the target
 Not picking the right media/channel/tactics ...
Targeting and Personas
What‟s a
persona?
An archetype – to flesh out a
picture
A representation of your ideal
customer/pat...
Targeting and Personas
What‟s a persona
used for?
Design and Messaging
Help you design messages, imagery
and services thro...
Targeting and Personas
How do we create
personas?
Start with the data you DO have!
But get beyond demographics!
What motiv...
Targeting and Personas
Because knowing your target is a 25-44 year old
woman won‟t help much …
Maybe if you know she is a ...
 Customers need to see the value of what you offer in
THEIR lives
 Little value in talking about resources if users don‟...
Let‟s work on some Cases
A brief example for a Public, Academic & Special
library situation – work on objectives, goals,
t...
A CASE EXAMPLE
Target - Freshmen - Juniors
Objective - Increase teen pleasure
reading in school library in 2014
Goal - Inc...
 One-off promotions, events, initiatives = a mistake
 Can‟t be 100% spontaneous in marketing
 Every tactic, media effor...
 Some tactics just work better for certain audiences
 Some tactics are better for broad goals vs more specific
 Don‟t c...
 No „feature dumping‟
 Not about how many databases you have, # journals, or free wi-fi
 No „kitchen sink‟ ads, flyers ...
 Marketing is about driving action
 An attitude, opinion or behavior change
 Attendance up at story hour, more e-book c...
Additional Myths
“Free” Marketing
ALL marketing comes with
some kind of „cost‟
Time, energy, resources,
staffing
Word of M...
“Libraries are very good at doing things, it
feels good to do something … but thinking
your way through is hard work … and...
Want more information?
Jburke@intellicraftresearch.com
www.intellicraftresearch.com
http://www.slideshare.net/IntelliCraft...
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Strategy First: Common mistakes in planning library marketing and outreach

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Presentation by Jennifer Burke, President of IntelliCraft Research at the 2013 conference for the Association for Library and Communication Outreach Professionals, held in Philadelphia. Common marketing mistakes and how to avoid them. Good strategic planning, creating targeted personas, building measurable goals = keys to success.

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Strategy First: Common mistakes in planning library marketing and outreach

  1. 1. Strategy First Common mistakes in planning your library marketing / outreach -- and how to avoid them Jennifer E. Burke IntelliCraft Research ALCOP 2013 Conference
  2. 2. Before we get started… A little on my background and why I‟m talking marketing with you
  3. 3. I‟m multilingual … I speak: Marketing Sales & Customer Service Library Academic-ese Research Jennif er B urke, MS LIS President, IntelliCraft Research
  4. 4. Marketing Is Not Tactics! Tactics are the „shiny objects‟ of marketing. Good, but practically useless without a plan. Strategy. That‟s the focus here today.
  5. 5. Marketing Cycle Researc h/Eval Impleme nt Segment Services /Product Continuous Cycle It begins and ends with research – situ now & post efforts. Target markets, target messages. What products/services/programs are you offering to fit each segment Different media, tactics, channels for different segments. What are you going to actually do and when? Marketin g Mix
  6. 6. Let‟s do our own research How many had any courses or exposure to marketing in LIS school? How many have taken CE or similar courses in marketing? [not counting ALCOP or attending other conferences]
  7. 7. Let‟s do our own research How many have #-based goals for the library in your marketing plan? Have you been measuring your outreach efforts? How frequently do you update your plan?
  8. 8. You are Marketers And that‟s not an evil word!
  9. 9. Common Mistakes in Marketing Planning And hopefully how to avoid them!
  10. 10. Mistakes Fall in 4 Main Categories There are plenty of mistakes in marketing … and they aren‟t limited to libraries! Strategy Are you saying the right things, to the right people? Is everyone on board with your plans? Numbers You have to have real #s to shoot for, measure against – otherwise it‟s just a nice vision. Execution I never said tactics don‟t matter! They just aren‟t 1st. People A fuzzy strategy can be as bad as no strategy.
  11. 11. 1. Not having a full strategy before getting into tactics 2. No objectives 3. Not having measurable, quantifiable goals, set upfront 4. Metrics are missing 5. No targeting, no personas (AKA trying to do 1-size-fits-all) 6. Too much „me/we‟ talk, instead of all about „them‟ 7. Not having a schedule/calendar 8. „Wrong‟ tactics for wrong purposes 9. Feature dumping 10.No calls to action 10 Common Marketing Mistakes
  12. 12. Strategy A strategy is like a blueprint – solid foundation to build on
  13. 13. Let‟s talk about „bad‟ vs. „good‟ strategy  Not making choices = bad strategy  Template, fill-in-the-blank mission/vision/values = bad strategy  Good strategy = coherent action backed by argument, with an underlying structure Strategy comes first
  14. 14. Other strategy mishaps -  Mistake of moving too fast  “SOS” [Shiny Object Syndrome] No strategic plan, like going to the grocery hungry, before dinner and no list. You get a cart full of cookies! That‟s bad. Strategy comes first
  15. 15. What are you aiming for?  Broader than Goals  Milestones – how you will measure achieving mission/vision  Focus on 1 objective for each strategy + campaign Examples  Increase profit margin, market share, customer satisfaction  Increase onsite visits, media coverage, attendance at events #2 What are objectives?
  16. 16.  “Enrich Educational experience and Intellectual Growth”  “Heighten the value and impact of the Libraries through digital programs and services”  “Young children (5 + under) will have programs and services designed so that they will enter school ready to read, write and listen”  “We will coordinate the information literacy efforts in the University Library and work with the University community to incorporate information literacy in the University curriculum” Objectives/goals? What are these?
  17. 17. Oh dear… Those were labeled „goals‟, or worse, „action steps‟ in real library documents. They‟re not goals. Might be objectives. More likely a nice vision statement.
  18. 18.  Goals can‟t be an afterthought  S M A R T  Specific, Measurable, Actionable, Reasonable, Time limited Objective = increase market share Goal = move market share from 20 -> 25% by FY 2014 #3 Need measureable goals
  19. 19. Did it work? Did you adjust?  2 types of metrics  Ongoing (analytics)  Campaign-focused  Measurement tied to actions #4 Measure for success
  20. 20. “The customer is always right …. But not necessarily right for you.”
  21. 21.  No 1-size-fits-all approach  Not designing the message to fit the target  Not picking the right media/channel/tactics for target #5 Need a target audience
  22. 22. Targeting and Personas What‟s a persona? An archetype – to flesh out a picture A representation of your ideal customer/patron, donor, volunteer • Demographics • Psychographics and behaviors • Online activities and media preferences • Your best guess (or data if you have it!) on their motivations +/or concerns
  23. 23. Targeting and Personas What‟s a persona used for? Design and Messaging Help you design messages, imagery and services through the eyes of your ideal target. See their perspective and help eliminate your own biases/subjectivity.
  24. 24. Targeting and Personas How do we create personas? Start with the data you DO have! But get beyond demographics! What motivates this person? What are their views? Why are they searching and sharing info? What are her day-to-day worries and aspirations? What behaviors is she trying to change?
  25. 25. Targeting and Personas Because knowing your target is a 25-44 year old woman won‟t help much … Maybe if you know she is a 30-36 yr old single mom, with 2 kids under 10, at least some college education, an income of <$45K, working in a customer service/support staff position, living in an older suburb, struggling to keep up financially, hardly any time to herself, prefers reading fiction, and very focused on getting her kids academic help and support … Now THAT you can work with!
  26. 26.  Customers need to see the value of what you offer in THEIR lives  Little value in talking about resources if users don‟t see & believe in value of those resources to THEM  Where are their pain points?  Everyone has them! Yes, even library visitors and users. #6 What‟s in it for me?
  27. 27. Let‟s work on some Cases A brief example for a Public, Academic & Special library situation – work on objectives, goals, tactics
  28. 28. A CASE EXAMPLE Target - Freshmen - Juniors Objective - Increase teen pleasure reading in school library in 2014 Goal - Increase fiction circulation 25% Initiative - Monthly book club, student advisory council picks books Tactic(s) - In-school flyers, in-library displays, Students create Tumblr acct for books read + share related pics/posts
  29. 29.  One-off promotions, events, initiatives = a mistake  Can‟t be 100% spontaneous in marketing  Every tactic, media effort, promotion needs to be on your calendar #7 Schedule or calendar = a must
  30. 30.  Some tactics just work better for certain audiences  Some tactics are better for broad goals vs more specific  Don‟t confuse „promotion‟ with „marketing #8 „Right‟tactics,„right‟purpose
  31. 31.  No „feature dumping‟  Not about how many databases you have, # journals, or free wi-fi  No „kitchen sink‟ ads, flyers or promotional features  Benefits and outcomes  Emotional benefits are stronger drivers of action vs. functional benefits  What will free wi-fi and 25 specialized medical databases get the patron? #9 Benefits, not features
  32. 32.  Marketing is about driving action  An attitude, opinion or behavior change  Attendance up at story hour, more e-book checkouts by students, increased donations, change opinions about special databases  The CTA isn‟t just about „sales‟  The CTA doesn‟t have to be „pushy‟ #10 The Call to Action is your friend
  33. 33. Additional Myths “Free” Marketing ALL marketing comes with some kind of „cost‟ Time, energy, resources, staffing Word of Mouth Marketing No such thing really as WoM Marketing Why? Because you can‟t control WoM WoM is 1:1 – no efficiencies of scale; and marketing is about those efficiencies But DO encourage WoM and let customers be the „star‟ Build it + they will come You have to remind, inspire, engage, nudge, prompt and often incentivize to get people to take action.
  34. 34. “Libraries are very good at doing things, it feels good to do something … but thinking your way through is hard work … and we’d rather do than think.” -- Terry Kendrick, „guru‟ of library strategic marketing Prove you can THINK and DO!
  35. 35. Want more information? Jburke@intellicraftresearch.com www.intellicraftresearch.com http://www.slideshare.net/IntelliCraftResearch For more marketing info, tips, trends: www.theinfohound.com @theinfohound1

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