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1/19/2009

1/19/2009. Marketing Special Events IF YOU MARKET… THEY WILL COME. Sarah Willeford Central Iowa Library Service Area. 1/19/2009. TODAY ’ S AGENDA. Marketing for Libraries Planning is the Key Examples of Special Event Marketing. MARKETING FOR LIBRARIES. What is marketing?

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1/19/2009

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  1. 1/19/2009 Marketing Special Events IF YOU MARKET… THEY WILL COME Sarah Willeford Central Iowa Library Service Area

  2. 1/19/2009 TODAY’S AGENDA • Marketing for Libraries • Planning is the Key • Examples of Special Event Marketing

  3. MARKETING FOR LIBRARIES • What is marketing? • Why do libraries need marketing? • Think creatively • Planning is the Key

  4. M WORD – MARKETING LIBRARIES BLOG HTTP://THEMWORDBLOG.BLOGSPOT.COM

  5. MARKETING OUR LIBRARIES HTTP://WWW.LIBRARYSUPPORTSTAFF.COM/MARKETINGLIBS.HTML

  6. EXAMPLE FROM LIBRARYPALOOZA HTTP://WWW.LIBRARYPALOOZA.COM

  7. PLANNING IS THE KEY • Questions to Ask • What are you marketing? • Who is (are) the target audience(s)? • What’s the best method(s) to reach them? • When is the best time to reach them?

  8. EVENT MARKETING WORKSHEET

  9. WHAT ARE YOU MARKETING? 1/19/2009 Children's Book Week National Library Week Summer Programs Library Open House

  10. WHO IS YOUR TARGET AUDIENCE? * THERE CAN BE MORE THAN ONE 1/19/2009

  11. 1/19/2009 WHAT IS THE BEST METHOD(S) TO REACH YOUR AUDIENCE(S)? Where? • Print (fliers, posters, handouts) • Newspaper • Video • E-mail • Facebook – MySpace • Text Messaging • Podcasts • Newsletters • Presentations • Website or Blog • Others • School • In Person Talks • Local Businesses • Event Calendars • Local Cable Channel • Others What?

  12. 1/19/2009 DIFFERENT AUDIENCES – DIFFERENT WAYS Kids Teens Young Parents Boomers Older Adults • Print • School • Website • In Person • Word of Mouth • Parents • Others • Print • Video • Website • Social Networking Sites • Text Messaging • Word of Mouth • Others • Print • E-mail • School • Community Calendar • In Person • Word of Mouth • Others • Print • E-mail • Website • Community Calendar • Text Messaging • World of Mouth • Others • Print • E-mail • In Person • Community Calendar • Newspapers • Word of Mouth • Others

  13. 1/19/2009 WHEN IS THE BEST TIME TO REACH OUR AUDIENCE(S)? • Save the Date • Steady • Teasers – Create a Buzz • The Second Before the Event

  14. DON’T FORGET – AFTER THE EVENT! • Follow-up Marketing: • Media coverage • Photos on the website, in the newspaper, at the library • Keepsake or memento for Participants • Set the Library Up for the Next Event

  15. SPECIAL EVENT MARKETING EVENT EXAMPLES AND IDEAS

  16. TEEN TECH WEEK ORTEEN READ WEEK

  17. OUR PLANNING QUESTIONS: • What am I marketing? • Gaming Program at the library • Reading incentive program • Others? • Who are my target audiences? • Teens • Possibly their parents (but don’t let the teens know)

  18. OUR PLANNING QUESTIONS CONT. • What is the best method to reach them? • Video to show on the schools Channel 1 • Website • Handouts at school • Word of mouth by the TAB group

  19. OUR PLANNING QUESTIONS CONT. • When is the best time to reach them? • Start a buzz – not too early with the video • Follow video up with a flier or handout • E-mail reminder at the beginning of the week • Text message reminder the day of the event • Follow-up Marketing • Podcast or Video by Teens • Participants receive a memento • Promote your next teen event

  20. NATIONAL LIBRARY WEEK

  21. OUR PLANNING QUESTIONS: • What am I marketing? • Open House at the Library • Prize Drawings during the week • Want to focus on the different prizes that go with the different ages of the audience • Who are my target audiences? • Adults • Young Parents, Boomers, Seniors, Business People… • Teens • Kids

  22. OUR PLANNING QUESTIONS CONT. • What is the best method to reach them? • Adults – newspaper, radio, fliers at the local businesses, website, talk at service groups • Teens – website, fliers at school, video • Kids – parents, fliers at school • All Word of Mouth

  23. OUR PLANNING QUESTIONS CONT. • When is the best time to reach them? • Start a buzz – use PSAs on the radio or local cable channel • A flier or handout • E-mail reminder at the beginning of the week for some • Text message reminder the day of the event for some • Follow-up Marketing • Bookmark or Book Bag • Prize Drawings • Advertise the upcoming events and programs

  24. FINAL THOUGHTS: Planning Is the Key “Before anything else, preparation is the key to success."Alexander Graham Bell And

  25. "WHEN PEOPLE AREN'T HAVING ANY FUN THEY SELDOM PRODUCE GOOD ADVERTISING."DAVID OGILVY “THE FATHER OF ADVERTISING”

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