1 / 21

Marketing 101: Five Easy Steps to Successful Library Marketing

Marketing 101: Five Easy Steps to Successful Library Marketing. Abigail F. Ellsworth Ross, Keller and Heckman LLP Cindy Carlson, West. Welcome to Marketing 101!. Why market library services? - Credibility - Visibility - Financial Viability. Looking for Answers?.

sibley
Download Presentation

Marketing 101: Five Easy Steps to Successful Library Marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Marketing 101: Five Easy Steps to Successful Library Marketing Abigail F. Ellsworth Ross, Keller and Heckman LLP Cindy Carlson, West

  2. Welcome to Marketing 101! • Why market library services? - Credibility - Visibility - Financial Viability

  3. Looking for Answers? • Do we really need a formal marketing plan? • How do I evaluate the success of my marketing efforts? • Do I have to read all of those marketing books to be good at this? • Who has time for a "real" marketing program?

  4. Five Easy Steps to Library Marketing: • Get a clue • Have a plan • Get ‘Er Done • Evaluate and adjust • Brag on yourself

  5. Step 1 – Get a Clue • You have to know what your users need. • If you market programs they don’t care about what do YOU think will happen?

  6. Get a Clue. Fine. How?? • Ask your users. The fast and easy options: • Send out a survey • Check with the people who know • Use “elevator moments” • Guess, but make it an informed guess

  7. Send a Survey • Needs Assessment • Summer Associate Legal Research Survey • Marketing Opportunity • Fall Associate Online Legal Research Survey

  8. Talk with People “In the Know” • Legal Assistant Coordinator • Practice Group/Department Head • The “Aware” Person

  9. Elevator Moments and Guessing • Idle chitchat is more than that • YOU are the expert – when in doubt, guess!

  10. Step 2 – Have a Plan! • A marketing plan doesn’t have to be 50 pages long, but it does help to think ahead.

  11. Date Event Purpose Target Preparations/ Approvals Cost Notes Jan Google Internet Class Google/ Trusting websites Admin staff -Training room and hardware -Email invitation -Follow-up survey? Sample questions? -Print costs of flyers $15.00 -Most seats filled 2005. -Check 04 notes April Library Week -Increase visibility of Library staff -Fun! All firm users -10-min. sessions all day -Games -Vendor event? Cake? $150 Marketing Plan – The Graph

  12. Marketing Plan – The Short Form • Abigail’s 2000 Marketing Plan (direct quotes!): • We should do stuff this year! • NLW: $50.00 for prizes for games, crossword puzzle was popular last year. New resources: CFR CD-ROM, Moore’s. • Internet searching class: Secretaries want this. Chat with ----- about coordinating with admin quarterly meeting?

  13. Have a Plan • Target discreet, manageable groups: • Summer Associates • Fall Associates • Practice Groups • Some skill set or product

  14. Step 3 – Implement the Plan • Spread the word about: • New catalog rollout • Staff expertise • Product/Service Training • Library improvements in the last year

  15. Step 3 – Implement, How? • Newsletter • Email • Print Postings • Word of mouth

  16. Step 3 – Implement, How? • Use existing venues of communication • Intranet • Firm Newsletter • Practice Group Meetings

  17. Step 4 - Evaluate and Adjust • Follow-up with surveys, conversations, whatever. • Formalized or casual, you gotta do it. • See step 1.

  18. Step 5 - Brag on Yourself • Maintain an ego file • Highlight successes: • During Library Week • In an Annual Report • Quote happy customers • Spin, spin, spin

  19. A Word of Advice • Start small • Build on your successes • Use the “Thank You” moment

  20. And the Answers Are? • Do we really need a formal marketing plan? • How do I evaluate the success of my marketing efforts? • Do I have to read all of those marketing books to be good at this? • Who has time for a "real" marketing program?

  21. For More… • http://www.aallnet.org/sis/pllsis/whatsnew.asp Abby: ross@khlaw.com Cindy: cynthia.carlson@thomson.com

More Related