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Marketing 101: Five Easy Steps to Successful Library Marketing

Marketing 101: Five Easy Steps to Successful Library Marketing. Abigail F. Ellsworth Ross, Keller and Heckman LLP Cindy Carlson, West. Welcome to Marketing 101!. Why market library services? - Credibility - Visibility - Financial Viability. Looking for Answers?.

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Marketing 101: Five Easy Steps to Successful Library Marketing

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  1. Marketing 101: Five Easy Steps to Successful Library Marketing Abigail F. Ellsworth Ross, Keller and Heckman LLP Cindy Carlson, West

  2. Welcome to Marketing 101! • Why market library services? - Credibility - Visibility - Financial Viability

  3. Looking for Answers? • Do we really need a formal marketing plan? • How do I evaluate the success of my marketing efforts? • Do I have to read all of those marketing books to be good at this? • Who has time for a "real" marketing program?

  4. Five Easy Steps to Library Marketing: • Get a clue • Have a plan • Get ‘Er Done • Evaluate and adjust • Brag on yourself

  5. Step 1 – Get a Clue • You have to know what your users need. • If you market programs they don’t care about what do YOU think will happen?

  6. Get a Clue. Fine. How?? • Ask your users. The fast and easy options: • Send out a survey • Check with the people who know • Use “elevator moments” • Guess, but make it an informed guess

  7. Send a Survey • Needs Assessment • Summer Associate Legal Research Survey • Marketing Opportunity • Fall Associate Online Legal Research Survey

  8. Talk with People “In the Know” • Legal Assistant Coordinator • Practice Group/Department Head • The “Aware” Person

  9. Elevator Moments and Guessing • Idle chitchat is more than that • YOU are the expert – when in doubt, guess!

  10. Step 2 – Have a Plan! • A marketing plan doesn’t have to be 50 pages long, but it does help to think ahead.

  11. Date Event Purpose Target Preparations/ Approvals Cost Notes Jan Google Internet Class Google/ Trusting websites Admin staff -Training room and hardware -Email invitation -Follow-up survey? Sample questions? -Print costs of flyers $15.00 -Most seats filled 2005. -Check 04 notes April Library Week -Increase visibility of Library staff -Fun! All firm users -10-min. sessions all day -Games -Vendor event? Cake? $150 Marketing Plan – The Graph

  12. Marketing Plan – The Short Form • Abigail’s 2000 Marketing Plan (direct quotes!): • We should do stuff this year! • NLW: $50.00 for prizes for games, crossword puzzle was popular last year. New resources: CFR CD-ROM, Moore’s. • Internet searching class: Secretaries want this. Chat with ----- about coordinating with admin quarterly meeting?

  13. Have a Plan • Target discreet, manageable groups: • Summer Associates • Fall Associates • Practice Groups • Some skill set or product

  14. Step 3 – Implement the Plan • Spread the word about: • New catalog rollout • Staff expertise • Product/Service Training • Library improvements in the last year

  15. Step 3 – Implement, How? • Newsletter • Email • Print Postings • Word of mouth

  16. Step 3 – Implement, How? • Use existing venues of communication • Intranet • Firm Newsletter • Practice Group Meetings

  17. Step 4 - Evaluate and Adjust • Follow-up with surveys, conversations, whatever. • Formalized or casual, you gotta do it. • See step 1.

  18. Step 5 - Brag on Yourself • Maintain an ego file • Highlight successes: • During Library Week • In an Annual Report • Quote happy customers • Spin, spin, spin

  19. A Word of Advice • Start small • Build on your successes • Use the “Thank You” moment

  20. And the Answers Are? • Do we really need a formal marketing plan? • How do I evaluate the success of my marketing efforts? • Do I have to read all of those marketing books to be good at this? • Who has time for a "real" marketing program?

  21. For More… • http://www.aallnet.org/sis/pllsis/whatsnew.asp Abby: ross@khlaw.com Cindy: cynthia.carlson@thomson.com

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