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- Description
- Table of Contents
- About the authors
- Reviews
Written and designed to reflect the way people read today, this book is structured to quickly impart simple and cost-effective ideas on marketing your library. Filled with contemporary marketing ideas, the authors provide
- How-tos of guerrilla marketing
- Cutting-edge digital marketing practices
- Benefits of traditional print media
Visually compelling and easy to read, this book will challenge you to market your library in new and original ways.
Introduction
1 Word-of-Mouth Marketing
A New Paradigm Has Emerged
What Is Word-of-Mouth Marketing?
What Makes WOMM So Powerful?
Philosophy of WOMM
A Bad Rap for Libraries
Start by Turning On a Flashlight
Basic Elements of WOMM
The Influencers
Create Simple, Easy-to-Communicate Messages
Give Influencers Cool Tools
Host a Conversation
Evaluate and Reevaluate
The New-Media Marketing Manifesto
Libraries and the Long Tail
Types of WOMM That Work Well for Libraries
Buzz Marketing
What Is "Going Viral"?
Community Marketing
Influencer Marketing
Grassroots Marketing
WOMM with Social Networks
2 Bring Your Library to Life with a Story
Why Tell a Story?
Storytelling Is Good for Your Library
Stories Help People Make Sense of Facts
Stories Help Libraries Be Advocates
What Makes a Good Story?
Are Testimonies and Stories the Same Thing?
Telling a Great Story
Timing
Beginning: The Setup
Middle: The Confrontation
Ending: The Resolution
Stories for WOMM
Iowa's Telling the Library Story Tool Kit
Beyond Words
Story Banks
Steps to Creating a Story Bank
Stories for Advocacy: Solving Life's Problems
3 How to Market Electronic Resources
How Do We Connect Users with Electronic Resources?
Benefit Statement
Bringing It All Home
Your Databases Provide Rich Content
Marketing Resources through Wikipedia
Bridging Print to Electronic
The New Collection Management
4 Public Relations 101
Be the Press
The New-Media Mix
Strategies for the New Media
Press Release Newswires
Creating a Media List
Creating a Media List for Staff Releases
Posting Press Releases to Your Website
Search Engine Optimization (SEO) Tips to Achieve a Higher Ranking
Writing Your Release
First Things First—Is It News?
Timing
Importance
Proximity
VIPs
Human Interest
How to Send Your Release
Deadline
News Release Format
Attachments
Backgrounders
Fact Sheets
Links to Websites and Blogs
Photos
How to Write a Traditional News Release
The Media Advisory
What Kind of Release Should You Send?
Headlines
Basic AP Style
Listing Events
Abbreviations
Sending Your Release through E-mail
Press Releases Don't Always Have to Be about an Event
A Note about Releases for New Services
Two Tips about Keywords
Get Better Results from Your Releases
Public Service Announcements—PSAs
General Guidelines for PSAs
Word-Count Estimates for On-Air Time
5 Outreach
Trade Shows
Five Steps to a Successful Show
Set Measurable Goals
Design the Booth
Make Clear Signage with a Simple Message
Train Staff
Follow Up
Image Is Everything
Detailing Your Brand
Taking Why to Wow
6 Advocacy
Call to Action
Make Your Case
Let Other People Tell Their Stories about Your Library
Provide an Opportunity for Supporters to Join Your Cause
Set Up Social Network Pages
Set Up a Media Page
7 The New Marketing Tools
Web 2.0 Tools in a Marketing Mix
Blogging
Special Interest Blogs
Seven Simple Ways for Libraries to Promote a Blog
To Allow or Not to Allow Comments
Should You Be Blogging?
Are You a Web 2.0 Librarian Living in a 1.0 Library? Don't Fret—It's Easy and Fun to Bring Anyone Up to Date
Need to Convince Yourself to Start a Blog?
Secrets to a Successful Blog
Increasing Traffic to Your Blog
The Next Step: Making a New Marketing Mix around Web 2.0
Advertising
PowerPoint Presentations
Wikis
Mobile Phones
Flickr
Tagging
Ways to Get Your Flickr Movement Going
Ideas for Using Flickr in Your Library
Examples of Photos to Post
Photo Permission
Videos
Questions to Answer When Making a Video
Where to Upload Your Videos
YouTube
Podcasting
Podcasting—The Next Wave
It's All about You
Content Is Everything
Will They Listen?
To Edit or Not to Edit
Marketing Your Podcast
Preproduction
The Microphone
On the Road
Digital Recording
Tips for Making a Great Podcast
Writing a Script
Interviews
8 Design
Dollar-Store Solutions
You and Your New Best Friend
Initial Stage of Working with a Designer
The Nitty-Gritty
Review Stage
Choosing a Designer
Working with a Design Firm versus a Freelancer
Finding Stock Photos; or, The Death of Clip Art
Design Terminology
Dots per Inch (DPI)
Vector Images
Bleed
CMYK versus RGB
Pantone
Professional Printers versus Ganged Printers versus Office Printers
Ganged Printers
Professional Printers
Office Printers
A Note about Your Marketing and the Web
9 Branding
Brand Czar
Baby Steps to Branding
Quick Branding Fundamentals Checklist
Elements of a Brand
Branded Materials
10 Marketing Best Practices
Repositioning
Getting to Know Your Audience
Be Aware of Marketing and Design Everywhere
Assessment
Advisory Group
Usability Testing
Corporate Sponsorship
Internal Marketing
Are You Ready to Market?
Demystifying Marketing for Staff
Create a Publication Wall
Hold an Open House
Keep Employees Informed
Succession Planning
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"Using 'tangible ideas that can be done in bite-sized chunks,' the authors break public relations into different types of strategies for specific purposes. The result is a book that demystifies marketing by demonstrating that the real secret to marketing is to just try it."
--AALL Spectrum
"The book is nicely designed and full of examples, lists, work sheets, and other aids. Although it could be read cover to cover, it is just as useful for browsing chapters or skimming the headings for ideas, such as creating a story bank or a wiki. This useful guide helps libraries tell their story and make their best practices known."
--Booklist
"This book does an excellent job of capturing the essence of some of the newest venues that libraries should be utilizing to reach a variety of potential patrons."
--Against the Grain
"Don't let this book's size fool you. Coming in at less than 150 pages, it provides a powerful and streamlined approach to marketing, which has become an increasingly important aspect of library services ... Addressing everything from blogging to Twitter, Flickr to FaceBook, this book is a must-have for librarians who find them self taking on the role of marketing director."
--ACRL Washington Newsletter
"The conversational language and short chapters are easy to read and useful for any librarian ... while reading the book, librarians will start generating ideas on how to implement many of these suggestions into their own library. Usable marketing theory and the blend between the old and the new makes this book valuable to a variety of librarians."
--The Idaho Librarian
"Written and arranged in a concise, snappy manner, this book will be a valuable reference tool for everyone associated with library promotion and marketing. The real secret of marketing in new and original ways is simple – just try it!"
--The Australian Library Journal
"The volume contains specific examples of testimonies used in the marketing program and practical information not found easily in other sources ... highly recommended for libraries or other institutions or organizations wishing to undertake a marketing campaign without large expenditures."
--Catholic Library World
"It is relatively safe, and unfortunate, to proclaim that libraries are not proficient marketers of their resources and services. Furthermore, marketing is a fairly universal process in any industry; however, libraries, for the most part, simply do not market well. Thankfully, Bite-Sized Marketing: Realistic Solutions for the Overworked Librarian exists to help generate and bring to fruition practical marketing ideas for one's library. As the title states and the bite-sized candies on the book cover show, there are tasty marketing ideas scattered throughout the book. The book is designed in bite-sized morsels to quickly provide busy librarians with realistic solutions."
--Internet Reference Services Quarterly