OLA Superconference: Session #1218, Fri, 4 Feb, 2 p.m.Liz Dobson, Centennial College edobson@centennialcollege.ca

Tel: 416-289-5000 x 7007

Selling What Can’t Be Seen:

If you build it, will they come?

askON Virtual Reference Service at Centennial College

Libraries

askON

exit surveyHow did you learn

about askON?

From KO eResource portal   Discovered link on my

library website From my local library Web search From a friend From a media source

(newspaper, radio, twitter etc.)

Other

Tell us how we did today

 1- Poor - I did not receive the help I needed.

 2 - Fair - I received some help but not what I expected.

 3 - Good - I got what I expected.

 4 - Excellent - I got more than I expected.

askON

tent cards

service promotion & placement… Library website: homepage, other Library pages Blackboard courseware, MyCentennial portal Place ads on Twitter & Facebook Email “Vine” broadcasts to faculty Printed tent cards & fliers (in displays, as

bookmarks, handouts at classroom instruction sessions, in the cafeteria

Promote through personal contacts: reference work, faculty contacts

Plans to make a promotional video & to add QR codes …

VIDEO

A tutorial?

A narrative?

QR CODES

Matrix barcode readable by smartphones & mobile phones with

cameras.

They will be placed in a variety of places

(usually on the wall) both inside and

outside the Library,

askON

Centennial College Libraries & college sector

College traffic..

Jan-Apr 2009 v Jan-Apr 2010……60% increase in traffic......27% increase in partner libraries

Testimonials – college sector

“Amazing service!!!!!!! – Georgian College student

“Suddenly, customer service doesn’t mean lining up at a front desk, waiting on a poor overworked soul to answer questions…It felt collaborative, constructive, and fun!”

– askON student user

“I really appreciated being able to get library help online from the comfort of my own home. As a part-time student I don’t always have the time to go to the library so this service is very valuable to me.

– student askON user

Placing our marketing in context…

Traditional marketingTraditional marketing

Interruptive Telling and selling Focus on product or service benefits:

“solutions to basic core needs” Often irrelevant promotion Now “a full blitz” (saturation)

Contemporary marketing trends

Non-interruptive Not telling & selling Focus on experiences & higher

personal needs Brand has more importance More relevant promotion

Experiences that tap Experiences that tap into our “higher into our “higher personal needs”personal needs”

Relationships Entertainment Opportunities to change ourselves & the

world for the better Connections with greatness

Contemporary marketing & the importance of

branding

BMW Canada “The ultimate driving experience”

Apple - Creativity, imagination

American Express -World class

askON “Online research help”

Library Virtual Services - What is our brand? How do we express it?