Top 10 Practical Marketing Tips

1. Top 10Practical Marketing Tips Kylie Warne MBus BA AMAMI

2. Tip #1: Have the right attitude Marketing… • is essential, because • It helps to attract more customers to your library • It encourages them to visit more often • It encourages them to make use of more library products/services • helps paint a picture of your library over time • is a long-term investment • is all about removing barriers for customers • doesn’t need to be expensive or time consuming

3. Tip #2: Write down your objectives and stay focused

4. Tip #3: Be clear about who you’re targeting • Essential for effective communication • The more defined your audience, the easier it is to communicate to them • Not sure? The process: • Decide criteria eg age, location, gender, technology use? • Develop a profile • Select the most attractive segment(s) • Decide what to communicate • Decide how to communicate • Implement, assess and improve

5. Tip #4: Communicate effectively In general: • Select one or two key messages only • Communicate like you’re a customer, walk in their shoes • Focus on the benefits, not just the product or service ie WIIFM • Be careful not to over-communicate • External communication • Don’t use library jargon • Ensure lead times are long enough and have clear milestones and contingency plans • Use other channels for leverage • Internal communication • Your marketing success often rests with your frontline team! • Make sure your processes are working • Encourage staff support and interest through teammeetings, emails, morning teas

6. Tip #5: Prepare to be persistent • Remember: you’re painting a picture in people’s minds • A McGraw Hill survey reported that 6 out of 10 people say no four times before they say yes to an opportunity • Be patient. Sales and Marketing Management study in the US surveyed 192 companies/10,000 sales reps • Reported an average of 7 calls to close a first sale • Compared with only 3 calls to close a subsequentsale • Sometimes it takes time for people to bemotivated enough to act

7. Tip #6: Encourage your customers to return (and others to visit) Some quick ideas! • Say thank-you for becoming a member • Seek customer feedback immediately after they join and respond quickly to any problems or queries • Ask for a testimonial and use it on marketing collateral • Turn fines into positives eg GRLC’s Food for Fines • Conduct a satisfaction survey of members • Membership campaigns and competitions • Milestone member – good for media opportunity • Congratulate/thank on anniversary of membership • Random monthly draws for prizes • Grow your members eg “30 members in 30 days” • Regular print or email newsletters • Announce a new product, service, alliance or event • Talk about a service that can help the client • Introduce new team members • Piggy back on other events in the community

8. Tip #7: Focus on building long-term relationships, not single transactions • Bain and Co (2002) highlight some reasons why organisations should focus on customer loyalty: • Keeping existing customers is 6 times cheaper than acquiring new ones • Loyal customers increase their spending (borrowing?) over time • The costs associated with serving them decrease, including marketing • Satisfied customers recommend the organisation to others • People don’t know what they don’t know • Cross-sell: suggest other products/services thatcompliment existing or past purchases eg Amazon • View every marketing opportunity as anotherchapter in the story of your library

9. Tip #8: Understand why customers don’t come back • Why do people leave? • They experience problems, bad taste left in mouth • Lack of communication • Easier to go elsewhere • Silence is deadly • Do you really want them to return? • Complaints stats McKinsey & Co • Only 9% of customers who have major probs but don’t complain intend to purchase again • 19% of those that do complain regardless of outcome intend to purchase again • 54% of customers who have their complaint resolved intend to purchase again • 82% of customer who have their complain resolvedquickly intend to purchase again

10. Tip #9: Approach the media, BUT before you do… • Know their deadlines • Know the people • Ask for names, emails, phone and fax numbers • Keep a current database • Do your research • Read and listen have a better understanding • Test your story ideas with colleagues • If not newsworthy, consider submitting to community notice boards • Consider producing a media kit • Fact sheets, backgrounders, features, bio’s • Other (business cards, posters, promo goods,newsletters, calendar of events)

11. Tip #10: Don’t go it alone – collaborate! • eg Geelong Regional Library Corporation • Corporates: Shell, Alcoa, Coles Myer • Franchises: Dymocks, Gloria Jeans coffee • Geelong Football Club • Bendigo Bank • Barwon Health • City of Greater Geelong • Not-for-Profits (Do Care, United Way, Geelong Food Resource Centre, Smith Family) • Geelong Performing Arts Centre • Schools, kindergartens, playgroups • Royal Geelong Yacht Club • Rotary Club • Media

12. Today’s reward Kylie will spend the equivalent of one day helping you market your library • 2007 communications plan development • answering your marketing questions • sponsorship proposals • copywriting • helping with an event • media release production/distribution • staff training … the list goes on!

13. Top 10Practical Marketing Tips Kylie Warne MBus BA AMAMI