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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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Presentation Transcript
slide1

1/19/2009

Marketing Special Events

IF YOU MARKET… THEY WILL COME

Sarah Willeford

Central Iowa Library Service Area

slide2

1/19/2009

TODAY’S AGENDA

  • Marketing for Libraries
  • Planning is the Key
  • Examples of Special Event Marketing
marketing for libraries

MARKETING FOR LIBRARIES

  • What is marketing?
  • Why do libraries need marketing?
  • Think creatively
  • Planning is the Key
m word marketing libraries blog

M WORD – MARKETING LIBRARIES BLOG

HTTP://THEMWORDBLOG.BLOGSPOT.COM

marketing our libraries

MARKETING OUR LIBRARIES

HTTP://WWW.LIBRARYSUPPORTSTAFF.COM/MARKETINGLIBS.HTML

example from librarypalooza

EXAMPLE FROM LIBRARYPALOOZA

HTTP://WWW.LIBRARYPALOOZA.COM

planning is the key

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?
slide9

WHAT ARE YOU MARKETING?

1/19/2009

Children's Book Week

National Library Week

Summer Programs

Library Open House

slide10

WHO IS YOUR TARGET AUDIENCE?

* THERE CAN BE MORE THAN ONE

1/19/2009

what is the best method s to reach your audience s

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?

different audiences different ways

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
when is the best time to reach our audience s

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
don t forget after the event

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
our planning questions

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)
our planning questions cont

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
our planning questions cont19

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
our planning questions21

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
our planning questions cont22

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
our planning questions cont23

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
final thoughts

FINAL THOUGHTS:

Planning Is the Key

“Before anything else, preparation is the key to success."Alexander Graham Bell

And

slide25

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