The art of branding the invisibleNIAS, Copenhagen, November 8th 2013Christian Lauersen, The Royal Library

Agenda• A little bit about marketing

• Context: surroundings, challenges and opportunities

• How? - Direct sale - Marketing in context - Accessibility - Crowd sourcing - Patron Driven Acquisition - Principles for marketing - Daily sale

For a business not to advertise is like winking at a girl in the dark. You know what you are doing but no one else does- Stuart H. Britt

We also have e-books

Licences, e-resources, net media etc.-Do the users know what we are talking about?

Licenser og netmedier - Ved brugerne hvad vi taler om?

2012:48 million Dkr. spent on e-resourcesArticle downloads: 4.217.546 Searches in fact databases: 2.715.618Searches in bibliographic databases: 1.916.735Section requests on e-books: 373.368Electronic traffic all in all: 9.223.267

Copenhagen University Library and electronic ressources

Billede af studerende

The users

All content will be digital

The physical space is changing- Is a library without books still a library?

Learning Commons- Technology, academia and skills

Business models andlibrary bypass

Search and navigation on the web will be optimized

Loss of professionalism, loss of identity

Making the sale

Direct sale

Dissemination before formats

E-resources in context

Acessibility and online dissemination

Crowd sourcing

•http://www.youtube.com/watch?v=-LpYY9DAkN4

Make use of the users

Patron Driven Acquisition – let the users enter the catalog

Marketing Principles

From library logics to user logic

Tired of struggeling with your reference list the night before turning in your paper?Try one of the library’s Zotero cources

Var alle dine opgavebøger udlånt fra biblioteket?- Snup en tudekiks og en e-bog

Were all your course books taken out of the library?- Grap a cookie and an e-book

Tænk ud af biblioteket

Move the library out of the library

Make the resources relate to the real world

Partnerskaber

Seek Partnerships

Evaluation – understand the effect

The daily sale

Direct sale

Thanks for listeningChristian LauersenDeputy director,Copenhagen University Library South / The Royal LibraryE-mail: cula@kb.dkSlideshare: slideshare.com/lauersenLinkedin: linkedin.com/in/lauersenTwitter: @clauersen