Marketing and your library Alison Miller [email protected] @millerlibrarian.
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Transcript of Marketing and your library Alison Miller [email protected] @millerlibrarian.
![Page 1: Marketing and your library Alison Miller milleru65@gmail.com @millerlibrarian.](https://reader035.fdocuments.us/reader035/viewer/2022062511/55199db6550346842d8b4657/html5/thumbnails/1.jpg)
Marketing and your library
Alison Miller
@millerlibrarian
![Page 2: Marketing and your library Alison Miller milleru65@gmail.com @millerlibrarian.](https://reader035.fdocuments.us/reader035/viewer/2022062511/55199db6550346842d8b4657/html5/thumbnails/2.jpg)
Marketing and Libraries
1. Effective marketing can be done on a shoestring and, in a small library, usually has to be.
2. In a small public library, marketing is an excellent use of library staff time and results in better library service.
![Page 3: Marketing and your library Alison Miller milleru65@gmail.com @millerlibrarian.](https://reader035.fdocuments.us/reader035/viewer/2022062511/55199db6550346842d8b4657/html5/thumbnails/3.jpg)
Marketing and Libraries
Marketing is a process…
not a poster
![Page 4: Marketing and your library Alison Miller milleru65@gmail.com @millerlibrarian.](https://reader035.fdocuments.us/reader035/viewer/2022062511/55199db6550346842d8b4657/html5/thumbnails/4.jpg)
Marketing is about telling a story
What is the VALUE message to the customer…
![Page 5: Marketing and your library Alison Miller milleru65@gmail.com @millerlibrarian.](https://reader035.fdocuments.us/reader035/viewer/2022062511/55199db6550346842d8b4657/html5/thumbnails/5.jpg)
Think about your population…
Geography -research your
patrons; where do they live or come from
Demographics- age, sex, income,
etc.
Lifestyle- retired hobbyist,
student, homeschool, etc.
![Page 6: Marketing and your library Alison Miller milleru65@gmail.com @millerlibrarian.](https://reader035.fdocuments.us/reader035/viewer/2022062511/55199db6550346842d8b4657/html5/thumbnails/6.jpg)
4 PARTS OF THE MARKETING PROCESS
1. Advertising
2. Sales Promotion
3. Public Relations
4. Personal Selling
![Page 7: Marketing and your library Alison Miller milleru65@gmail.com @millerlibrarian.](https://reader035.fdocuments.us/reader035/viewer/2022062511/55199db6550346842d8b4657/html5/thumbnails/7.jpg)
1. Advertising
• The paid message – you can control how they are placed
– Example: newspaper, tv station
![Page 8: Marketing and your library Alison Miller milleru65@gmail.com @millerlibrarian.](https://reader035.fdocuments.us/reader035/viewer/2022062511/55199db6550346842d8b4657/html5/thumbnails/8.jpg)
2. Promotion
• Things you hand out
– Brochures, Pencils, posters, flyers, bookmarks, etc.
![Page 9: Marketing and your library Alison Miller milleru65@gmail.com @millerlibrarian.](https://reader035.fdocuments.us/reader035/viewer/2022062511/55199db6550346842d8b4657/html5/thumbnails/9.jpg)
3. Public Relations
• Messages that you create and try to interest others in…– In the media, social
media, getting the message out there for free
![Page 10: Marketing and your library Alison Miller milleru65@gmail.com @millerlibrarian.](https://reader035.fdocuments.us/reader035/viewer/2022062511/55199db6550346842d8b4657/html5/thumbnails/10.jpg)
4. Personal Selling
• From within the library or from the librarian/library staff: internal PR– Increases the interest
and value to the patron
![Page 11: Marketing and your library Alison Miller milleru65@gmail.com @millerlibrarian.](https://reader035.fdocuments.us/reader035/viewer/2022062511/55199db6550346842d8b4657/html5/thumbnails/11.jpg)
Marketing and Libraries
• What do you tell them?– Value message
• What do you use?– Logo– Slogan– Talking points
![Page 12: Marketing and your library Alison Miller milleru65@gmail.com @millerlibrarian.](https://reader035.fdocuments.us/reader035/viewer/2022062511/55199db6550346842d8b4657/html5/thumbnails/12.jpg)
Marketing and Libraries
Positioning:
Where does the library fit into people’s lives?
![Page 13: Marketing and your library Alison Miller milleru65@gmail.com @millerlibrarian.](https://reader035.fdocuments.us/reader035/viewer/2022062511/55199db6550346842d8b4657/html5/thumbnails/13.jpg)
MARKETING AND LIBRARIES?
What/who is your target market?
•Existing users•New users
![Page 14: Marketing and your library Alison Miller milleru65@gmail.com @millerlibrarian.](https://reader035.fdocuments.us/reader035/viewer/2022062511/55199db6550346842d8b4657/html5/thumbnails/14.jpg)
MARKETING AND LIBRARIES?
EXAMPLES
![Page 18: Marketing and your library Alison Miller milleru65@gmail.com @millerlibrarian.](https://reader035.fdocuments.us/reader035/viewer/2022062511/55199db6550346842d8b4657/html5/thumbnails/18.jpg)
Personal selling
• Regina Public Library on YouTube
![Page 19: Marketing and your library Alison Miller milleru65@gmail.com @millerlibrarian.](https://reader035.fdocuments.us/reader035/viewer/2022062511/55199db6550346842d8b4657/html5/thumbnails/19.jpg)
Brand/logo exercise
![Page 20: Marketing and your library Alison Miller milleru65@gmail.com @millerlibrarian.](https://reader035.fdocuments.us/reader035/viewer/2022062511/55199db6550346842d8b4657/html5/thumbnails/20.jpg)
Brand/logo exercise
Chevy
McDonalds
Denver Broncos
Vera BradleyPepsi
![Page 21: Marketing and your library Alison Miller milleru65@gmail.com @millerlibrarian.](https://reader035.fdocuments.us/reader035/viewer/2022062511/55199db6550346842d8b4657/html5/thumbnails/21.jpg)
Brand/logo exercise
![Page 22: Marketing and your library Alison Miller milleru65@gmail.com @millerlibrarian.](https://reader035.fdocuments.us/reader035/viewer/2022062511/55199db6550346842d8b4657/html5/thumbnails/22.jpg)
STLS
WikipediaLibrary of Congress
Dormann cafe Over Drive
Brand/logo exercise