Word-of-Mouth Marketing for Libraries
Aug - Oct, 2006
Whether they call it "buzz," "viral," or "relationship" marketing, everyone from Advertising Age to The New York Times is talking about word-of-mouth techniques for getting your message across. Audiences are tuning out traditional promotions, and word-of-mouth is replacing marketing "push" with more persuasive"pull."
If you're looking for a smart, ethical, and inexpensive way to:
- Get people talking about your library in positive terms,
- Identify and harness social networks that can spread your library's message,
- Build a community around an existing library service, or
- Use technology to convey your message,
then this course is for you! Word-of-mouth marketing is a simple technique for spreading the word about any kind of library in all kinds of situations.
Workshop Description: This fun, all-day workshop will help you rethink library marketing and give you the tools to make the most of your most valuable resource – people! During the day you will participate in activities, exercises, and discussions that will culminate in a guided action plan for your library. Your instructor will provide handouts and case studies to get you started in making the most of word-of-mouth marketing.
Preliminary Course Outline:
- Marketing Defined – It May Not Be What You Think
- The marketing mix
- Old school marketing/neo-marketing
- What is Word-of-Mouth Marketing and Why Should I Care?
- Word-of-mouth, viral, and buzz
- Potential for the exponential
- When word-of-mouth is not effective
- Word-of-mouth and special populations
- The people who make it happen - "influentials"
- Making the Most of Social Networks
- Using feedback – even when it hurts
- Networking in organizations
- Perfecting your "elevator speech"
- Electronic Word-of-Mouth Marketing
- Link building
- Permission marketing
- Case Studies - Adapting Successful Word-of-Mouth Techniques in the Library World
- Action Plan for Your Library's Word-of-Mouth Campaign
Who Should Attend: Anyone from the California library community with an interest in marketing their library.
Check-in: 8:30 to 9 AM Instruction: 9 AM to 4:30 PM