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From Superfluous to Substantive Marketing that Matters

From Superfluous to Substantive Marketing that Matters. Presented by Jill S. Stover Undergraduate Services Coordinator Virginia Commonwealth University Libraries June 1, 2007 Greater Philadelphia Law Library Association. Cutesy v. Substantive Marketing. 4 P ’s and Endless Opportunities.

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From Superfluous to Substantive Marketing that Matters

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  1. From Superfluous to SubstantiveMarketing that Matters Presented by Jill S. Stover Undergraduate Services Coordinator Virginia Commonwealth University Libraries June 1, 2007 Greater Philadelphia Law Library Association

  2. Cutesy v. Substantive Marketing

  3. 4 P’s and Endless Opportunities Price What you exchange Product What you do Who you do it all for TM Place How you get it to them Promotion What you say & how you say it

  4. Why Does Marketing Matter? ?

  5. Ingredients • Big Picture • Branding • Trends • Competition • Intimate View • Your patrons • You & your patrons • Your organization

  6. Why brand? • Quicker, easier decisions • Builds relationships • Hard to copy • Brand loyalty Less switching

  7. Is This Logo a Brand?

  8. What’s in a Brand? Brands are about you, not me. Brands are about people, not products. Brands are about customers, not companies. Marketing Genius Peter Fisk p. 139

  9. 1 We offer high-quality, professional research services that provide you with the accurate information and analysis you need when you need it. We Have Stuff. 2 We know your success depends on winning for your clients, which is why our success lies in giving you the edge through reliable information and analysis. We Give You the Edge. Which Brand Wins?

  10. Branding 101 • Know your customers. • Know yourself. • Find your inspiration. • Find your aspiration. • Write it down. • Live it.

  11. Branding Well Done • To serve the best darn BBQ around! • Have a passion for people, quality and excellence. • To be authentic/unpretentious - treat our guests like family. • Welcome our guests into a comfortable, down-home atmosphere. • Communicate the saucy irreverence of our brand. Read more here.

  12. Living Your Brand • Maximize points of contact • Rally brand advocates • Champion your patrons

  13. Contact me: 804.828.8964 jsstover@vcu.edu AIM: JillatCabell GPLLA Wiki See the “Quick Bib” Password: gplla Special thanks to my legal advisors : Evelyn Campbell Ben Doherty Yuka Ito Steven Matthews Kristen Osenga Susan Posternock Schelle Simcox Thank You! Presentation URL - http://www.people.vcu.edu/~jsstover/gplla.ppt

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