The Art Of Marketing


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Presentation at the NH CHILIS Fall Conference, 10/18/2007

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  • Look at your seat or table. What did you find? Who got the “special message”? Do you want that message if you didn’t get a “special one”? Think about this for a second…It was the “Free Prize Inside” concept.
  • The Art Of Marketing

    1. 1. The Art of Marketing Why is it so important?
    2. 2. What we do… <ul><li>Displays </li></ul><ul><li>Signs </li></ul><ul><li>Articles in newspapers and newsletters </li></ul><ul><li>Handouts </li></ul><ul><li>Talk </li></ul>
    3. 3. Why do we market? <ul><li>Creates value </li></ul><ul><li>Boosts morale and excitement </li></ul><ul><li>Clarifies what we are doing </li></ul><ul><li>Keeps us moving forward </li></ul>
    4. 4. I thought I already did this… <ul><li>Marketing is not just promoting a library service, materials or a program. </li></ul><ul><li>Marketing is not just a flashy article </li></ul><ul><li>Marketing is not just a wonderful display </li></ul>
    5. 5. Marketing Mix – the 7 P’s <ul><li>Product </li></ul><ul><li>Pricing </li></ul><ul><li>Promotion </li></ul><ul><li>Placement </li></ul><ul><li>People </li></ul><ul><li>Process </li></ul><ul><li>Physical evidence/Proof </li></ul>
    6. 6. Marketing is… <ul><li>Showing an interest in our patrons </li></ul><ul><li>Understanding the patron’s needs </li></ul><ul><li>Adding value to their experience – creating an interactive exchange </li></ul>Marketing is…social
    7. 7. “ The Experience”
    8. 8. Marketing is the power of social influence <ul><li>What do people want? </li></ul><ul><li>What do people need? (this is different  ) </li></ul><ul><li>Pick a niche-make it the best </li></ul><ul><li>Plan your message, then deliver it </li></ul>“ No such thing as selling to the general public.” Weinreich, Nedra Kline, Building Social Marketing into your Program, 1995.
    9. 9. Marketing trends we need to know <ul><li>Cocooning – want things around them so they don’t have to venture out. Ex. Renew from home </li></ul><ul><li>Brand-Aides – giving patrons a much needed service. Ex. Transportation to the library </li></ul><ul><li>Moral Status Anxiety – no longer concerned with dollars, but the altruistic value of something. Ex. How many books can they take out from the library and not buy from Borders. </li></ul><ul><li>Oldies, but Goodies – revival of respecting and doing what our parents/grandparents did. Ex. Grandma on YouTube reading a story </li></ul>
    10. 10. <ul><li>Liquid Brand – not a static message. Ex. Personalization through e-mail communication </li></ul><ul><li>Environmental Movement – reducing the damage being done to our minds. Ex. Removing ads from blogs, wikis and other social networking tools </li></ul><ul><li>Identity Flux – can be whoever they want. Ex. Mom with children, business professional after work, caregiver of aging parents </li></ul>Marketing trends we need to know, cont.
    11. 11. How can we be the “best that we can be?” <ul><li>Listen and observe </li></ul><ul><li>Choose to be the best at one (or two) things </li></ul><ul><li>Focus </li></ul><ul><li>Anticipate change </li></ul><ul><li>Create an experience they can talk about </li></ul>
    12. 12. How can we be effective marketers? <ul><li>Need to know the benefits </li></ul><ul><li>Remove barriers </li></ul><ul><li>Market outside the library </li></ul><ul><li>Patron involvement </li></ul><ul><li>Partnerships </li></ul>
    13. 13. References <ul><li>References </li></ul><ul><li>Amey, L. (1993). Marketing library services: Lessons from the private sector. APLIS, 6 (2), 69. </li></ul><ul><li>Godin, S. (2004). Free prize inside :The next big marketing idea . New York: Portfolio. </li></ul><ul><li>MediaPost publications - new 'networked' consumer more fluid, intimate - 12/27/2006. Retrieved 10/17/2007, 2007, from </li></ul><ul><li>What is social marketing? Retrieved 10/17/2007, 2007, from </li></ul><ul><li>Wikipedia contributors. Marketing mix. Retrieved 10/17/2007, 2007, from </li></ul>