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April 24th, 2003 - VALL Luncheon Speaker: Janis Clark

April 24th, 2003 - VALL Luncheon Speaker: Janis Clark. Changing Perceptions: The Art of Shelf-Promotion. Term, holidays, term, holidays, till we leave school, and then work, work, work till we die. C.S. Lewis. True or False?.

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April 24th, 2003 - VALL Luncheon Speaker: Janis Clark

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  1. April 24th, 2003 - VALL Luncheon Speaker: Janis Clark Changing Perceptions: The Art of Shelf-Promotion

  2. Term, holidays, term, holidays, till we leave school, and then work, work, work till we die. C.S. Lewis

  3. True or False? You Need to Create a Rewarding Professional Experience for Yourself

  4. Changing Perceptions

  5. Definitions • Marketing: the process of planning and implementing a strategy for facilitating the awareness, acceptance, promotion, and/or distribution of your library’s resources, services and products • Clients / In-house clients: all users of your library including lawyers, staff, students, practice groups, committees, etc. • The Product: the complete range of resources and services offered within your library …

  6. Definitions (cont’d) • Your Business = your library. Adopt a self-employed, owner mentality. View your library as your business. Take ownership of this library company - promote it! • Library: “a room or building where a collection of books, periodicals, tapes, etc. is kept to be used, rented, or borrowed.” • need to create an accurate definition for your library which will become a marketing tool for attracting new clients

  7. Non-Marketing vs. Marketing(Passive vs. Active Approaches) What we can we will be, Honest Englishmen. Do the work that’s nearest, Though it’s dull at whiles, Helping, when we meet them, Lame dogs over stiles. Charles Kingsley

  8. You Are Non-Marketing If… • you provide only response-based service, that is, you never initiate project work • you frequently perform the same service over and over and over again for clients • clients don’t know what resources/services you provide • clients can’t benefit from the library’s resources without your direct assistance • you are not stimulated or challenged in your work and you are not typically expanding your skills or knowledge

  9. vs. Marketing: An Active Approach Everyone lives by selling something. Robert Louis Stevenson

  10. Marketing Is… • selling yourself, your skills, and the library’s resources • being proactive, initiating interesting projects, engaging in non-traditional library skills • changing your mindset; adopting a self-employed, owner mentality • viewing all visitors to your library as your clients • building support for and interest in your product by sharing the results of your work • becoming your own cheering section

  11. Effective marketing strategies are self-serving andthey bring great value to your library and the firm.

  12. Position Yourself as the CKO: Chief Knowledge Officer • You (the Library) should actively position yourself as the centre of communication for the firm • You (the Librarian & Library Staff) are seekers & keepers of knowledge; your role is to share this knowledge with your clients • You are best-equipped to lead your firm’s KM initiative • You must be “in the know”

  13. Position Yourself as a Professional Colleague • Equal in contributions to the firm’s growth and success • A respected, involved, active, contributing member of the professional team • If you left the firm suddenly or if your position was “cut”, what would the impact be on your clients?

  14. Does Every Client Within Your Organization Know What Services, Resources and Support Your Library Is Capable of Providing?

  15. How To Get Your Message Out to Your Prospective Clients (passive) • Dedicate space on your firm’s Intranet to the Library and post your services and resources • Send out an informative email: “This is what we can do for you” • Produce a basic 8.5”x11” sheet with bulleted info points and distribute to everyone …

  16. How To Get Your Message Out to Your Prospective Clients (active) • Make yourself known: attend their meetings • Host a series of information sessions • set up a schedule and invite your clients to attend one of the posted sessions • Invite clients to an “Open House” • send e-invitation which includes a schedule of events; request an RSVP • limit duration of this event • have each Library staff member make a brief presentation about a specific service, resource, system, program, publication, etc.

  17. Beyond the Traditional Library: Creating an Invaluable Resource • Distribute daily news headlines • Create industry news page(s) • Support business development initiatives and search out BD opportunities • Round-up of Professional and Business Periodicals • Professional Development Calendar …

  18. …Creating an Invaluable Resource • “Competitors’ Corner” • Create and use precedents/templates • Responsible for firm archives • Forge relationships with other departments, groups or non-library colleagues and work on joint initiatives • Monthly internal newsletter • What’s New at the Library?

  19. Where am I supposed to find all this extra time in order to do all these things you’ve suggested we do? ---------------- I’m already stretched to the limit; I haven’t got one free minute in my day to even start thinking about making more work for myself!

  20. Small opportunities are often the beginning of great enterprises.Demosthenes

  21. Reassess Your Workload to Determine: • What work/projects/tasks/routine procedures are you personally responsible for at present? • Are you the best person (are you the only capable person) to perform each of these tasks? • Are you making the best use of your skills and time by working on each of these tasks? • What tasks are absolutely essential? • Which projects are least used or never used by your clients? • How frequently does each task realistically need to be updated/posted/organized/ filed/tended to?

  22. Then… • Reassign, share, delegate, or maintain the required workload • Assess the current and projected needs of your clients • Determine what is of most interest to you; what would you enjoy doing or doing more of? • Determine what new, additional or non-traditional library services to provide

  23. And finally… • Create a realistic, manageable plan to assist you in accomplishing these changes • Determine workable, comfortable timelines • Create silent launch dates, then assess, refine • Notify clients of these new offerings

  24. A Few Remarks Regarding Your Library’s Financial and Human Resources

  25. Nothing is really work unless you would rather be doing something else.James M. Barrie

  26. For further information, contact: Janis Clark, Principal Capella Creative Company Inc. West Vancouver Phone: 604.925.0159 Email: janis@capellacreative.com

  27. April 24th, 2003 - VALL Luncheon Speaker: Janis Clark Changing Perceptions: The Art of Shelf-Promotion

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