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1 of 9
agenda
0 Understanding Your
  Community &
  Customers
0 Developing your
  Marketing Message &
  Budget
0 Brainstorming Group
  Project
0 Wrap up
Understanding your community
0 Are there segments of the community underserved?
0 Does my community want or value my unique
  competitive offering?
0 Is there too much competition in the segment of my
  market to be competitive?
Understand your customer
0 How does my potential customer get “information
  products and/or services” (in a store, on the web)?
0 What kinds of habits does my customer have?
0 What are my target customer’s primary motivations
  for seeking out information?
Develop your Marketing
                 Message
0 Two parts: brief tagline | marketing
  message
0 tagline – short and right to the point!
0 Marketing message
  0 An explanation of your target prospect’s
      problem
  0   An explanation about why you are the
      only “business” that can solve your
      prospect’s problem.
  0   An explanation of the benefits people will
      receive from using your solution.
  0   Examples and testimonials from
      customers you have helped with similar
      problems.
  0   Your unconditional guarantee.
How will you do it?
0   Newspaper ads              0   Special events
0   Social Media               0   Flyers
0   Posters                    0   Email
0   Contests                   0   Postcards/Rack
                                   Cards
0   Card decks
                               0   Doorhangers
0   Seminars
                               0   Media releases
0   Television ads
                               0   Fax broadcasts
0   Signs
                               0   Brochures
0   Radio ads
                               0   Gift certificates
0   Banners
                               0   Word-of-mouth
0   Articles
                               0   Website
0   Classified ads
                               0   Sign picketing
0   Newsletters
                               0   Business cards
0   Charity events
                               0   Catalogs
0   Networking
                               0   Public speaking
0   Billboards
                               0   Window display
0   Magazine ads
Develop the Marketing
                Budget
0 Determine how much
  money is available,
0 detail the financial
  aspects,
0 and show how
  implementation of your
  plan will be profitable to
  the library.
0 In small groups, take ____ minutes to
 work through the following items
 (see worksheet) BRAINSTORM and
 develop a workshop for the
 Anytown Library.

  0 What community are you serving?
  0 Who are your customers?
  0 Develop your workshop
    message/description but be brief
    and to the point.
  0 Create an innovative workshop title
    that best describes your workshop.
  0 What specific news/media/other
    outlets will you alert?
  0 How much $$$ will you spend and
    on what?

0 Each group will have time to report.
Thank you!
0 Dr. Curtis R. Rogers
0 Communications Director
0 803-734-8928
0 crogers@statelibrary.sc.gov

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Effective communication skills to market your workshop

  • 1.
  • 2. agenda 0 Understanding Your Community & Customers 0 Developing your Marketing Message & Budget 0 Brainstorming Group Project 0 Wrap up
  • 3. Understanding your community 0 Are there segments of the community underserved? 0 Does my community want or value my unique competitive offering? 0 Is there too much competition in the segment of my market to be competitive?
  • 4. Understand your customer 0 How does my potential customer get “information products and/or services” (in a store, on the web)? 0 What kinds of habits does my customer have? 0 What are my target customer’s primary motivations for seeking out information?
  • 5. Develop your Marketing Message 0 Two parts: brief tagline | marketing message 0 tagline – short and right to the point! 0 Marketing message 0 An explanation of your target prospect’s problem 0 An explanation about why you are the only “business” that can solve your prospect’s problem. 0 An explanation of the benefits people will receive from using your solution. 0 Examples and testimonials from customers you have helped with similar problems. 0 Your unconditional guarantee.
  • 6. How will you do it? 0 Newspaper ads 0 Special events 0 Social Media 0 Flyers 0 Posters 0 Email 0 Contests 0 Postcards/Rack Cards 0 Card decks 0 Doorhangers 0 Seminars 0 Media releases 0 Television ads 0 Fax broadcasts 0 Signs 0 Brochures 0 Radio ads 0 Gift certificates 0 Banners 0 Word-of-mouth 0 Articles 0 Website 0 Classified ads 0 Sign picketing 0 Newsletters 0 Business cards 0 Charity events 0 Catalogs 0 Networking 0 Public speaking 0 Billboards 0 Window display 0 Magazine ads
  • 7. Develop the Marketing Budget 0 Determine how much money is available, 0 detail the financial aspects, 0 and show how implementation of your plan will be profitable to the library.
  • 8. 0 In small groups, take ____ minutes to work through the following items (see worksheet) BRAINSTORM and develop a workshop for the Anytown Library. 0 What community are you serving? 0 Who are your customers? 0 Develop your workshop message/description but be brief and to the point. 0 Create an innovative workshop title that best describes your workshop. 0 What specific news/media/other outlets will you alert? 0 How much $$$ will you spend and on what? 0 Each group will have time to report.
  • 9. Thank you! 0 Dr. Curtis R. Rogers 0 Communications Director 0 803-734-8928 0 crogers@statelibrary.sc.gov