By Zuzana Helinsky
Technological alterations suggest that the position of libraries is not as noticeable or guaranteed as some time past. which means to outlive, libraries needs to actively marketplace their services and products to their clients and to their investment assets. A concise guide which spells out the serious want for advertising for libraries, A Short-cut to advertising and marketing The Library presents a chain of functional and obtainable instruments to be successful and comprises publishers advertising and marketing suggestions.
- Brief description of classical making plans and advertising techniques
- Easy to stick with advertising guidance geared to libraries and their choices and dealing practices
- Encouragement for librarians to think of their total skill, and they could make time for advertising, and they will succeed
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Extra resources for A Short-Cut to Marketing the Library
But it shouldn’t frighten us into avoiding the support they can provide – rather the opposite, we should always have these external marketers in mind and remember how much (with our guidance, however discreet) they can help us, and we must give them plenty of reasons why they should do so. 42 4 Marketing in practice Owner marketing Our owner marketing is the part which targets the ‘owners’, the senior people, the decision-takers at universities – our highest bosses, so to speak. It is vital to remember that this aspect of marketing is crucial, and at least as important as user marketing, if only because we always need understanding and support from our top management if our user marketing is going to be successful.
Educate your owners by showing them what you have in your library and what the library can do for them. It is not enough to tell them this once or even twice. All these messages must be repeated many times, as in any other marketing process. We need to be very persistent and never to be put off by any lack of initial reaction to our approach. Maybe we can get somebody within the parent body to say something positive about our activity? We all are vain and hungry for any kind of praise. We all feel that we don’t get as much approval as we deserve.
Additionally, with a service, price can be changed up or down according to the level of service offered or required. 34 Marketing tools Most libraries do not charge for most products or services, but all the same we do need to consider whether we can justify some of the costs of providing them, because in the end they determine what we can offer. Implementation and feedback By this stage you should know all that is relevant about your own organisation, about the environment in which you must operate, and about your key products and services; and you have given serious thought to your marketing strategy.