Libraries Learn from Ad Agencies
Marketing - Sales - Fundraising ... connect the messages
"We are going to be campus/community focused and have spectacular marketing meetings"!
"Marketing makes money for a company by turning more strangers into champions"
i.e. Apple users or Trekkies
* Marketing helps get people to the next step of their journey
* Great marketing is community focused no services focused. Fall in love with the User
Create and use personas to better understand your audience. Social Sarah or Techie Tom
What kind of car does your audience drive? Office park dad, soccer mom, millennial max.
Marketing is Drama Driven not just data driven
A brand is ONE idea, no 'me too'
Examples: Life or Success or Trust. Showed the Life marketing campaign image for a public library.
Always be closing
Ask in meeting
What is the problem and how can marketing solve it?
What is it trying to achieve?
Narrowed focus enough?
What is library route?
What does person in charge of audience think?
We're tired of campaign but are users? (don't rotate to a new one too quickly)
Do not compose slogans
Push back at meetings
Who are the ten people who need to be aware. Don't do awareness campaigns
Don't crowd the message
Who are we talking to? Why do they care?
Business goal would be funding librarians
Value the librarians
Yelp (quiet place to study)
We are not a book warehouse
5 things monkeys do
Like & Follow
Subscribe (create listserv notices for activities/events/information
Follow users to see what they are interested in
To vendors. How are you going to help librarians succeed with your product?
Be old fashioned. Get out and hustle
Create bonds early in the relationship (high school? or at least freshmen)
Focus on community
Harmonize marketing sales fundraising
Marketing - good business
Marketing is also ears
Love the audience