Marketing Seminar for Public and Community Libraries

9 – 10 May 2013

Karin KitchingIRC Director/Youth Outreach Coordinator

U.S. Consulate Johannesburg

A financial /economic /political tsunami is collapsing our services….

What do we do:• swim• drown • climb a tree?

or …

• do we get on our surfboards!?

What are the Elements of Marketing?

The 4 Ps• Product• Place• Price• Promotion

LIS Marketing

5 Bs of LIS Marketing

• Building a buzzCreate slogans

• Bite-size marketingEffective ideas

• Be proactiveKnow your community

• BalanceTarget all groups

• BenefitIs there a tangible benefit

How do I Market my Library?

• Marketing is a skill that you develop within your position• You need to be proactive• Ear on the ground• Be sensitive and aware of developments around you• Be involved in community activities• Small things can make a big difference

Ideas

Author support group - about 90% of authors will have a positive connection to a library- John Grisham

• Get Library champions within your community

• Web site/ regular newspaper column to benefit your library’s image –Ask a Librarian

• Share your technology expertise - workshops, Twitter afternoon. Are you connected on all social media platforms?

Elevator Speech

• Powerful short speech which you can use in any situation to market your library

• Give your audience just enough information that they will have a sense of what you are talking about and will want to know more

Competitive Advantage

• Create a social investment:• Kids who read are good students, good students go to University , get good

jobs and pay more taxes• Contribution to the economy

• Libraries are the heart of the Community• Libraries are no longer a luxury it is a necessity• Free service by qualified professionals• Accessible and safe places

Positioning Statement

For (primary target customer) who (consumer need or opportunity) the (product/service) is a (product category) that (key benefit) and provides (primary differentiation from the competition).- Adriane Herrick Juarez

Conclusion

Marketing of our services and skills is the foundation of our support.…You decide.