how to market your workshops
TRANSCRIPT
How to Market your Workshops!…skills for promoting your events and programs
SC Public Library Business & Workforce ExchangeMarch 8, 2012
Dr. Curtis R. Rogers,
Communications
Director
agenda
0Understanding Your Community & Customers
0Developing your Marketing Message & Budget
0Brainstorming 0Wrap up
Understanding your community0Are there segments of the community underserved?0Does my community want or value my unique
competitive offering?0 Is there too much competition in the segment of my
market to be competitive?
Understand your customer0How does my potential customer get “information
products and/or services” (in a store, on the web)?0What kinds of habits does my customer have?0What are my target customer’s primary motivations
for seeking out information?
Develop your Marketing Message
0 Two parts: brief tagline | marketing message
0 tagline – short and right to the point!0 Marketing message
0 An explanation of your target prospect’s problem
0 An explanation about why you are the only “business” that can solve your prospect’s problem.
0 An explanation of the benefits people will receive from using your solution.
0 Examples and testimonials from customers you have helped with similar problems.
0 Your unconditional guarantee.
How will you do it?0 Newspaper ads0 Social Media0 Posters0 Contests0 Card decks0 Seminars0 Television ads0 Signs0 Radio ads0 Banners0 Articles0 Classified ads0 Newsletters0 Charity events0 Networking0 Billboards0 Magazine ads
0 Special events0 Flyers0 Email0 Postcards/Rack
Cards0 Doorhangers0 Media releases0 Fax broadcasts0 Brochures0 Gift certificates0 Word-of-mouth0 Website0 Sign picketing0 Business cards0 Catalogs0 Public speaking0 Window display
Develop the Marketing Budget
0Determine how much money is available,
0detail the financial aspects,
0and show how implementation of your plan will be profitable to the library.
Marketing and Promoting Libraries - Resources
0 Jay Baer’s Convince & Convert Blog
0Kivi’s Non-profit Communications Blog
0Nonprofit Tech 2.0 Blog0The “M” Word: Marketin
g Libraries Blog0Visibility @ Your Library
Blog
0 Let’s work through the following items and BRAINSTORM to develop a workshop for the Anytown Library.
0 Create an innovative workshop title that best describes your workshop.
0 Develop your workshop message/description but be brief and to the point.
0 What community are you serving?0 Who are your customers?0 What specific news/media/other
outlets will you alert?0 How much $$$ will you spend and
on what?
Thank you!
0Dr. Curtis R. Rogers0Communications Director0803-734-89280 [email protected]