Download A Short-Cut to Marketing the Library by Zuzana Helinsky PDF

By Zuzana Helinsky

Technological adjustments suggest that the position of libraries is not as seen 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 resources. A concise guide which spells out the severe want for advertising and marketing for libraries, A Short-cut to advertising The Library offers a sequence of functional and available instruments to be successful and contains publishers advertising and marketing suggestions.

  • Brief description of classical making plans and advertising techniques
  • Easy to stick to advertising information 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 info for A Short-Cut to Marketing the Library

Sample text

You must do everything to preserve and build your stars. For some public libraries these may include audio books, thrillers, student literature and space for reading and studying; and for university libraries e-journals, repositories, intranets, courses and workshops. Using the Boston matrix is an easy and effective way of monitoring our products and services. The process immediately forces us to answer some key questions. Should we really keep those services and products which are not that important to that many users?

Marketing analysis and marketing strategy will help you to find the best route for owner marketing and the right methods for it. ‘If we don’t grumble we will never receive any money’ – another comment from a delegate at a marketing course in Sweden. Think about it, and consider who you yourself prefer to listen to – the one who grumbles or the one who comes in with something positive and interesting. The answer is so obvious, and yet still we sometimes start our owner marketing by just grumbling and criticising, without any constructive suggestions.

It is vital to keep an eye on any less satisfied users. We can often learn more from these people, in terms of finding the right products and services, than we can from all our kind friends who are generally satisfied and happy with what we provide. It is not as pleasant communicating with our critics, but on the other hand it is invaluable for our development. 53 A Short-cut to Marketing the Library Furthermore, there is no guarantee that our owners are interested in the same information as our users (they should be, but after analysing what owners want you will probably discover that it differs a lot from the ‘standard’ needs and interests).

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