112 pages
8.5" x 11"
Softcover
ISBN-13: 978-0-8389-1011-5
Year Published: 2010
AP Categories: A, C
Read an article by the authors from the American Libraries November 2009 issue and a sample from the book now!
Want to get the word out about your library in the
most cost-effective way possible? You can achieve this
with the effective word-of-mouth marketing (WOMM)
strategies laid out in this book. Two creative marketers,
Peggy Barber and Linda Wallace, bring you sound
marketing principles to spread the word about your
library within the community with
- A strategy that works for you
- WOMM must-haves
- Tips to effectively deliver your message
- Best practices and insightful reviews
Renowned for their creativity, Barber and Wallace
bring you WOMM ideas that will help you turn
your existing library patrons into a major
marketing force.
Table of Contents
Preface Acknowledgments Chapter 1 Word of Mouth versus Word-of-Mouth Marketing What Is Marketing? Why You Need a Plan Marketing Plan Key Elements Communication Checklist The Marketing Communication Plan Eight Steps to Success The Buzz about Buzz: Interview with Judy Hoffman Chapter 2 The Power of Word-of-Mouth Marketing Why It Works The Buzz about Buzz: Interview with Juli Janovicz Turning Customers into Champions Chapter 3 How to Build a Buzz Must-Haves 1. A Good Product and Great Customer Service 2. A Plan The Buzz about Buzz: Interview with Denise Zielinski 3. A Clear, Conscious, Consistent Message Don’t Forget the “Family” What Do You Say? 4. A Prepared and Committed Sales Force The Buzz about Buzz: Interview with Judy Wright Inspiring and Motivating Employees Engaging Trustees 5. People Willing to Testify Sample Testimonials Chapter 4 When and Where to Buzz Delivering Your Message Dealing with the Negative E-media Advocacy The Buzz about Buzz: Interview with Renee Anderson Just Do It Chapter 5 WOMM at Work: Reports from the Front Lines Addison Public Library Bartlett Public Library District Beach Park Community Consolidated School District 3 (Beach Park Middle School) BP Information Services (Naperville) Cook Memorial Public Library District Crystal Lake Public Library Glen Ellyn Public Library Highland Park Public Library Mount Prospect Public Library Oakton Community College Town and Country Public Library (Elburn) Warrenville Public Library Waukegan Public Library Winnetka-Northfield Public Library District Zion-Benton Public Library Chapter 6 Power Pack Marketing Terms and Definitions A Word-of-Mouth Marketing Checklist Sample Communication Plan Introduction Goals Objectives Positioning Statement Key Message Key Audiences Strategies/Action Plan Evaluation Measures Sample Staff Survey Sample Q&A Bad Example Good Example Sample Agenda for Introductory Staff Workshop Really Good Resources Sample Scripts Scenario I: Guys/Gals in the Locker Room Scenario II: Testimonial Scenario III: Reluctant Student Scenario IV: Welcome, Neighbor! Scenario V: Unhappy Mom—Wrong Way Scenario V: Unhappy Mom—Right Way Appendix: Buzz Grant Project Background Index
About the Authors
Prior to launching Library Communication Strategies, Inc. in 2000, Peggy Barber was Associate Executive Director for Communication for the ALA, where she managed and implemented marketing and communication programs, including external relations and membership development. She established the ALA Public Information Office, Public Programs Office and the ALA Graphics program, including the widely known “Celebrity Read” poster series. She worked to implement the universal library logo that appears on streets and roads across the country. She also launched the association’s development program and served as the first executive director of its foundation. She is co-author with Linda D. Crowe of Getting Your Grant: A How-to-Do-It Manual for Librarians (Neal-Schuman). Barber received the Lippincott Award for distinguished service to the library profession in 1999, and was honored as Alumni of the Year in 2001 by the Rutgers University School of Library and Information Science. Her current work as a consultant is focused on marketing and communication support for libraries.
Linda Wallace is co-founder and partner of Library Communication Strategies, a consulting firm for libraries. She was formerly director of the ALA's Public Information Office, where she developed and implemented creative strategies for National Library Week, Library Card Sign-Up Month, Teen Read Week and many other public awareness campaigns. Wallace is the author of Libraries, Mission and Marketing: Writing Mission Statements That Work. She has written and edited many other ALA publications, including the Campaign for America's Libraries @ your library® toolkits for public, school and academic libraries. A journalism graduate of Ohio University (Athens), Wallace worked as a newspaper reporter before becoming community relations coordinator for the Mideastern Michigan Library Cooperative, a system with more than 40 urban, suburban and rural public libraries, based in Flint. She received two Addys and two John Cotton Dana special awards for her work there and was named “Librarian of the Year” by the Flint Area Library Association.
Reviews
"The book resulted from a project
undertaken by two regional library
systems in Illinois that applied for and
received Library Services and Technology
Act (LSTA) grants for training, planning
support, and information resources on
word-of-mouth marketing. The authors,
hired to lead training sessions and
provide advice on project development
for the 35 libraries participating in the
project, wrote this book so that others
could benefit from the experience.
It is packed with examples and includes
reports from 15 of the participating
libraries."
--AALL Spectrum
"I wish I had this book when I started my career. Now, 25 years later, I've found it to be a valuable tool that I’ll use throughout the remainder of my career."
--Steve Sumerford, Asst. Director, Greensboro Public Library
"Librarians know that advocacy is a daily effort to keep people
aware of a library’s value and resources. The ideas provided by two well-known marketing consultants
who know libraries make this a compact, useful, cost-effective tool that is needed in these tough times."
--Booklist
“A suitable purchase for any library that needs to improve or expand its marketing efforts.”
--Against the Grain
"Examples are given of the day-to-day concept of
WOMM and the marketing communication plans
each library put into place. These are invaluable
in providing the reader with down-to-earth
knowledge of the concept and ideas, as well as
providing comparisons to make with their own
libraries and current practices ... With this book the authors have produced a tool
the average library worker can both understand
and put into practice. It clearly indicates the
value of WOMM, the value of having a plan, the
involvement of all staff members and the crucial
need for communication both internally and
externally, thus creating a buzz among both library
staff and library clients."
--The Australian Library Journal
"With the popularity of social networking sites and userdriven
content media, there is a tremendous opportunity for libraries of all
sizes to build their own buzz with the support of their patrons ... While this book took almost no time to read, I have already added it
to my bookshelf of useful resources. The principles and steps of word-of-mouth
marketing are clearly defined, and there is plenty of inspiration to
transform your customers into champions and start building your own
library’s buzz."
--Public Services Quarterly
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