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The Mechanics of Marketing

The Mechanics of Marketing. UW Colleges Library Professional Development Day 28 May 2009. What is marketing?. Promotions/Publicity Communications Public relations Outreach Liaison efforts Instruction Reference Collection development. Listening? Observing? Conversing?.

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The Mechanics of Marketing

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  1. The Mechanics of Marketing UW Colleges Library Professional Development Day 28 May 2009

  2. What is marketing? Promotions/Publicity Communications Public relations Outreach Liaison efforts Instruction Reference Collection development • Listening? • Observing? • Conversing?

  3. Brian Mathews says … … the process begins when we stop pretending that we know what students want and instead genuinely begin to understand their needs and preferences --- and speak to them in their language. We have to move beyond surveys, feedback forms, and contrived focus groups and embrace a wider tool kit of empathic and empathetic strategies. Instead of just paying lip service to a user-centered model, libraries must become user-sensitive organizations. This book takes the stance that promotional efforts must be social in nature, aimed at starting conversations instead of simply treating our users as a captive audience. p. 2 images from his blog “The Ubiquitous Librarian”

  4. So, what now?

  5. Before and After

  6. and After …

  7. Helpful Hints • Focus on user needs and/or desires • Nothing is ever “done” (perpetual beta) • Hone your message • Use clip art with caution • White space is vital • Use images that reproduce well • Limit to 2 to 3 fonts

  8. Before, v.2

  9. After, v.2

  10. Handout Critique

  11. Activity One Match the Clip Art (by style)

  12. Clip Art 101

  13. Questions? The power of design elements Type fonts Images Layout

  14. Fun with Flickr

  15. “E-Bulletin Board”

  16. Bucky Love

  17. “E-Bulletin Board”

  18. “E-Bulletin Board”

  19. Display in the Ethnic Studies Collection “ A common marketing maxim is that it often takes five impressions before an advertisement is effective …” Brian Mathews, p. 99

  20. Voices & Visions Event E-Bulletin Board Slide 14 x 11” Room Sign Web Page 8 x 10” Flyer 22 x 28” Standing Poster

  21. Activity Two Working with a partner, brainstorm “products” in your library using the matrix provided. Brian Mathews, p. 36

  22. Social Marketing • Web 2.0 Tools • Facebook • Twitter • Blogs • Wikis

  23. Social Marketing http://www.facebook.com/pages/Madison-WI/College-Library/6130983219

  24. Social Marketing http://www.facebook.com/pages/Madison-WI/College-Library/6130983219

  25. The mother of all wikis

  26. Stealth Marketing

  27. College Library’s Suggestion Box • Since April 2005, 812 cards have been submitted to the suggestion box • Can you guess the #1 suggestion?

  28. Actual comments

  29. from Actual Users “Hey,Thanks for being awesome & getting the BARRON's & KAPLAN's GRE guides.U rock Helen C!” - Aw, shucks!

  30. Humor Works “Please give a raise to whomever answers these comment/suggestion cards. They are clearly brilliant.” - I feel compelled to compliment you on perspicacity.

  31. A Conversation with Users

  32. Irreverence Helps

  33. “Lucy Booth”

  34. Questions? Pamela O’Donnell Academic Librarian University of Wisconsin – Madison podonnell@library.wisc.edu pamelaathelenc – AIM, Yahoo, MSN Office phone: 608/263-3014

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