This document provides a quick marketing guide for libraries to sell their services and attract more users. It recommends conducting marketing research like questionnaires and focus groups to understand user needs. Libraries should analyze their offerings and competitors to set realistic goals, then deploy long-term and short-term marketing strategies. Guerrilla marketing techniques are suggested like unconventional promotions that don't explicitly advertise to create buzz. The library should also create a sense of community through diverse events and maintain a consistent visual identity.

1. Sell your library!
(Quick marketing guide)
Andrea Hrčková

2. What is marketing?

4. Marketing? There is nothing to sell

5. There is
your
name

6. Marketing research:
What do users need & miss in your location?

7. Some methods to be used
Questionnaire
Interviews
Focus groups
Observation
Website analysis
Post-it
Book of suggestions & complains
...

8. Create personas
Real name
Age
Education
Occupation
Interests

9. Analyse your library and your „competition“
Of your 5Ps: product, price, place, people, promotion
e.g.: home atmosphere e.g.: low IT skills of staff
e.g.: youngsters interested
in reading
e.g.: people used to spend time in pubs

10. Set realistic & specific goals
E.g.: Attract 20% more users

11. Deploy a strategy (long-term & short- term)

12. Evaluate without disturbing users
Mystery shopping
Number of signed-up users

13. Which means would you use to promote your library?

15. Guerilla marketing
Unconventional way of
promotion so that the
recipients don´t know that
it is a promotion

16. Low budget
(Bratislava)

17. Surprise (Guerilla Readers Brno)

18. Omnipresence (Brno)

19. Creativity (Sleep in library, Košice)

20. Shock

21. Virality
https://www.youtube.com/watch?v=2hIxRsqhmT8

22. From brand to brand

23. Create community (Rijeka Library)
String relaxation workshop
Dead poet society
Writing workshop
Book quiz
Patch work
Let´s go naked
Tea time
Traveling stories

24. Show background information

25. Tell a story...

26. WoM

27. Professionalism is in consistent visual identity
Logo in progress...

28. Prepare your
elevator pitch

29. Only than ask
sponsors +
decision makers

30. Thank you for your
attention