Mar 31, 2015
Marketing and your library
Alison Miller
@millerlibrarian
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.
Marketing and Libraries
Marketing is a process…
not a poster
Marketing is about telling a story
What is the VALUE message to the customer…
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.
4 PARTS OF THE MARKETING PROCESS
1. Advertising
2. Sales Promotion
3. Public Relations
4. Personal Selling
1. Advertising
• The paid message – you can control how they are placed
– Example: newspaper, tv station
2. Promotion
• Things you hand out
– Brochures, Pencils, posters, flyers, bookmarks, etc.
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
4. Personal Selling
• From within the library or from the librarian/library staff: internal PR– Increases the interest
and value to the patron
Marketing and Libraries
• What do you tell them?– Value message
• What do you use?– Logo– Slogan– Talking points
Marketing and Libraries
Positioning:
Where does the library fit into people’s lives?
MARKETING AND LIBRARIES?
What/who is your target market?
•Existing users•New users
MARKETING AND LIBRARIES?
EXAMPLES
Personal selling
• Regina Public Library on YouTube
Brand/logo exercise
Brand/logo exercise
Chevy
McDonalds
Denver Broncos
Vera BradleyPepsi
Brand/logo exercise
STLS
WikipediaLibrary of Congress
Dormann cafe Over Drive
Brand/logo exercise