Download - Demographic Marketing
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Adam Holland
Branch Manager, Tuggerah Public Library, Wyong Shire
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Cowboys fan base and profitability• #1 in revenue ratings• All home games sold out for 22 years• Highest TV ratings for games• Team valued at $1.8 billion; $300 milllion
profit in 2007• #1 in merchandise sales
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Demographic Marketing• Business executives• Construction workers• Women in their 20s and 30s• People who are interested in sports cars• College students
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Relevance and Desire
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2008 Programs• Autism• Vegetable Gardening • Solar Electricity• Mystery Fiction• Inspiring Biographies• Mind, Body, Spirit• Gay, Lesbian, Bi-sexual and Transgender
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Apples and Oranges?
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2008 Successes• Regular event attendees – ‘Library
Groupies’• Circulation statistics significantly up• New memberships up• Key areas of the collection better utilised• Positive evaluation feedback• Intangibles of renewed interest and ‘being
on peoples radar’
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Effective targeted programming builds ongoing passion for libraries
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Some questions• Does targeting specific groups of the
community in any way betray the inherent openness of a public library?
• What marketing and implementation tools are valuable and worthwhile to investigate from the for-profit business world?