A Short-Cut to Marketing the Library by Zuzana Helinsky

By Zuzana Helinsky

Technological adjustments suggest that the function of libraries is not as seen or guaranteed as long ago. which means to outlive, libraries needs to actively industry their services to their clients and to their investment assets. A concise guide which spells out the severe desire for advertising and marketing for libraries, A Short-cut to advertising The Library presents a chain of useful and available instruments to be successful and comprises publishers advertising suggestions.

  • Brief description of classical making plans and advertising techniques
  • Easy to keep on with advertising and marketing tips 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 marketing, and they will succeed

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Example text

Remember also that sometimes even notionally ‘forbidden’ activities may in fact be allowed, perhaps because of changes within your administrative structures, or because there are deemed to be special circumstances. New services New services, such as the examples below, should be emerging all the time, and we must do more to draw our customers’ attention to them. ‘Book a librarian’ – we will not normally be seen that much, and we have many customers who do not actually come into the library, and this could be a way of getting to meet some of them and offer our services and products.

These are items with a high share of a slowgrowth market. They are excellent, but only for the time being. Examples for some public libraries would be books, films and information services (at least in their current shape); and for some university libraries photocopy collections and short-loan material, printed help guides and workbooks, and reference books. 29 A Short-cut to Marketing the Library Question marks or problem children. These are the products or services which consume resources and generate little in return, but which could change for the better in the future.

So I would recommend that we place less emphasis on the word ‘information’ in our marketing. 38 Marketing tools We should make a list of all the things we want all our customers to think about when they hear or read the word ‘library’: relevant and reliable information; a pleasant place to go to, or to phone or contact through the internet (we have more than just physical visitors); help. What I mean when I say ‘all our customers’ includes the customers who have never been in the library yet, but who still have good feelings about the brand.

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