Marketing and your library Alison Miller milleru65@gmail.com @millerlibrarian

Marketing and your library

Alison Miller

milleru65@gmail.com

@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

Advertising

Promotion

Public Relations

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

Thank you

Alison Miller

milleru65@gmail.com

@millerlibrarian