the everyday marketer

The Everyday Marketer

Our Libraries, Our Storiesmellorb1@einetwork.net

Beth Mellor

So what is marketing?Definition: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

What does that mean?

• Mad Men & Women

• Advertising• Public Relations• Social Media• Media • Product

Placement• Pricing• Branding• Flash Mobs• Podcasts• Blogs• Twitter

The take away • WHY??

• If you don’t create and manage your message, someone else will. Look around you with fresh eyes – see what your community sees.

So what can my library do? What does all this cost?

What are our Libraries filled with?• Stories• Tales• Mysteries• Quests• Adventures• Voices from the

Past

What do you do?

• So what is your story?

• Who • What• Where• When • Why and • How

The Voices we Amplify

• The people we help

• The eyes that we open

• The stories we hear

• The stories we preserve

The Take Away…

• It is the emotional connections we make with our communities, our funders and our legislators that resonate. They won’t remember all your statistics, they will remember your stories.

You know who you are.

• The introvert and the extrovert!

Represent• The Ambassador!

• If you are shy – have tools available to share with patrons and the general public

• If you are comfortable speaking in public – be prepared for what you are going to say

• The grocery store and the circ desk are both good places to begin your conversation about your library.

• But don’t forget to listen! It’s a conversation not Hamlet’s Soliloquy.

Just the Facts Ma’am!

• Tools you can use!

1. Curiosity,2. Recognition3. Decision• Psychology of

decision making – three times hearing message to come to a decision.

The Conversation

• What are you reading?

• Did you know we have a class on X, Y or Z?

• How can the library help you?

• Do you have any questions about what the library does?

• To start a conversation you need a good opening question.

The take away…

• Each and everyone of us is a marketer. Marketing is not just a function or a department… it’s a way each of us can communicate with everyone we meet!

“Those of us working for the public good have an ethical responsibility to be effective and efficient in reaching as many people as possible.” – Katya Andersen

Oh the places you can go! The thinks you can think!

• It’s a matter of building trust.

!

“Trust is the highest form of human motivation. It brings out the very best in people.” – Stephen Covey

The take away…

• Done we are…

• Bite-Sized Marketing – Nancy Dowd

• Citizen Marketers - When People are the Message – Ben McConnell

• Creating Your Library Brand: Communicating Your Relevance and Value to Your Patrons – Elisabeth Doucett

• http://themwordblog.blogspot.com/

• http://sethgodin.typepad.com/

• http://blog.libraryjournal.com/bubbleroom/