The document outlines strategies for maximizing marketing effectiveness with minimal investment, focusing on the 4 P's of marketing: product, price, place, and promotion. It emphasizes utilizing low-cost methods like e-mail, community engagement, and leveraging local media to increase visibility for library services and programs. Several creative marketing ideas and resources are provided to support libraries in enhancing their outreach efforts.

1. Maximum Marketing/ Presented by
Minimum Investment
Janie Rutherford, Communications Specialist,
State Library of Kansas, janier@kslib.info
Technology Essentials 2010 Cindi Hickey, WebJunction Kansas Coordinator,
State Library of Kansas, chickey@kslib.info
WebJunction
02.09.2010
Today’s Menu The 4P’s of M&M
• Product
• The 4 P’s of M&M Marketing
• Price
• Minimum Cost/Maximum Marketing
• Place
• A Handful of M&M Ideas
• Promotion
• Share your M&M’s – in fact, start
now in the text area!
Photo by Vern Hart
DSP 142: Drowning in M&Ms 2007-10-06
Product Price
It’s what you do!
O Computer Access
ut
re
ac
h
m s Direct & Indirect Costs
Collections gra
Pro To
Produce & Deliver
Photo by glisglis
Excellent Customer Service
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2. Placement Promotion
How you DELIVER!
LOCATION – AVAILABILITY - ACCESSIBILITY
RY
RA
LI B
THE U!
FROM O YO
T
That’s right! Promotion is getting the word out.
Minimum Cost Minimum Cost
• E-Mail • E-Mail
• Out of your customers’ mouths
Wealth of Pennies by r-z Wealth of Pennies by r-z
Minimum Cost Minimum Cost
• E-Mail • E-Mail
• Out of your customers’ mouths • Out of your customers’ mouths
• Your website • Your website
• Make friends with the local media
– How does it support the library’s mission
– Program is timely because…
– Program is unique because…
– The impact of this program will be…
Wealth of Pennies by r-z Wealth of Pennies by r-z
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3. Minimum Cost Maximum Marketing
• E-Mail • Send them home with something
• Out of your customers’ mouths
• Your website
• Make friends with the local media
• Blog it! Activities, new books,
reviews…
Wealth of Pennies by r-z * ROI = Return on investment
Maximum Marketing Maximum Marketing
• Send them home with something • Send them home with something
• Capture & use customer comments • Capture & use customer comments
• Reach out to community groups
* ROI = Return on investment * ROI = Return on investment
Maximum Marketing Maximum Marketing
• Send them home with something • Send them home with something
• Capture & use customer comments • Capture & use customer comments
• Reach out to community groups • Reach out to community groups
• Create a planning calendar • Create a planning calendar
• Publicize your ROI*
* ROI = Return on investment
* ROI = Return on investment
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4. A Handful of Ideas Another handful
• “Snacks in the Stacks.” • “New at the
• “Forgive Fines for Food” or Donations (Haiti?). Library” feature
in the Sunday
• Slip your program flyer in the utility bill (no postage for paper.
you). • Share newsletter
• Book twitter. space.
• Distribute your
calendar and
post on your
website.
• Old computer +
big screen =
slide show of
library events.
P.S. Don’t worry! We will post all the M&M’s
on WebJunction with the webinar archive.
One Last Handful Share your M&M’s
From the M Word blog. Posters by Calgary Public Library, http://calgarypubliclibrary.com/
• Take your show on the road – present for other orgs.
• Get a fLip cam / add video to your website.
• Use Jing, PhotoStory, etc. to tell your story.
• Put your flyers where the target audience goes.
Get More M&M’s And on paper…
• WebJunction Marketing:
http://ks.webjunction.org/marketing Medford, NJ: Information Today
2009
• The M Word: Marketing Libraries blog: ISBN 978-1-57387-368-0
http://themwordblog.blogspot.com/
• The Librarian is In http://blogs.bcr.org/publiclibraries/
• Library Journal – Bubble Room
http://www.libraryjournal.com/blog/820000682.html?nid=4
715
• Marketing-Mantra-for-Librarians http://marketing-mantra- Nancy Dowd, Mary Evangeliste & Jonathan Silberman
for-librarians.blogspot.com/
• Talking Books Librarian
http://talkingbookslibrarian.blogspot.com
• Beth’s Blog: How Nonprofits Can Use Social Media
http://beth.typepad.com/beths_blog/
Chicago, IL: ALA Editions
2010
Item Number: 978-0-8389-1000-9
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5. Thank You!
&
Janie Rutherford, Communications Specialist, Cindi Hickey, WebJunction Kansas Coordinator,
State Library of Kansas, janier@kslib.info State Library of Kansas, chickey@kslib.info
Watch for your ideas on WebJunction!
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