Bite-Sized Marketing

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 mediaVisually compelling and easy to read, this book will challenge you to market your library in new and original ways.

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.

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 mediaVisually compelling and easy to read, this book will challenge you to market your library in new and original ways.

Introduction1 Word-of-Mouth MarketingA New Paradigm Has EmergedWhat Is Word-of-Mouth Marketing?What Makes WOMM So Powerful?Philosophy of WOMMA Bad Rap for LibrariesStart by Turning On a FlashlightBasic Elements of WOMMThe InfluencersCreate Simple, Easy-to-Communicate MessagesGive Influencers Cool ToolsHost a ConversationEvaluate and ReevaluateThe New-Media Marketing ManifestoLibraries and the Long TailTypes of WOMM That Work Well for LibrariesBuzz MarketingWhat Is “Going Viral”?Community MarketingInfluencer MarketingGrassroots MarketingWOMM with Social Networks2 Bring Your Library to Life with a StoryWhy Tell a Story?Storytelling Is Good for Your LibraryStories Help People Make Sense of FactsStories Help Libraries Be AdvocatesWhat Makes a Good Story?Are Testimonies and Stories the Same Thing?Telling a Great StoryTimingBeginning: The SetupMiddle: The ConfrontationEnding: The ResolutionStories for WOMMIowa’s Telling the Library Story Tool KitBeyond WordsStory BanksSteps to Creating a Story BankStories for Advocacy: Solving Life’s Problems3 How to Market Electronic ResourcesHow Do We Connect Users with Electronic Resources?Benefit StatementBringing It All HomeYour Databases Provide Rich ContentMarketing Resources through WikipediaBridging Print to ElectronicThe New Collection Management4 Public Relations 101Be the PressThe New-Media MixStrategies for the New MediaPress Release NewswiresCreating a Media ListCreating a Media List for Staff ReleasesPosting Press Releases to Your WebsiteSearch Engine Optimization (SEO) Tips to Achieve a Higher RankingWriting Your ReleaseFirst Things First—Is It News?TimingImportanceProximityVIPsHuman InterestHow to Send Your ReleaseDeadlineNews Release FormatAttachmentsBackgroundersFact SheetsLinks to Websites and BlogsPhotosHow to Write a Traditional News ReleaseThe Media AdvisoryWhat Kind of Release Should You Send?HeadlinesBasic AP StyleListing EventsAbbreviationsSending Your Release through E-mailPress Releases Don’t Always Have to Be about an EventA Note about Releases for New Ser­vicesTwo Tips about KeywordsGet Better Results from Your ReleasesPublic Ser­vice Announcements—PSAsGeneral Guidelines for PSAsWord-Count Estimates for On-Air Time5 OutreachTrade ShowsFive Steps to a Successful ShowSet Measurable GoalsDesign the BoothMake Clear Signage with a Simple MessageTrain StaffFollow UpImage Is EverythingDetailing Your BrandTaking Why to Wow6 AdvocacyCall to ActionMake Your CaseLet Other People Tell Their Stories about Your LibraryProvide an Opportunity for Supporters to Join Your CauseSet Up Social Network PagesSet Up a Media Page7 The New Marketing ToolsWeb 2.0 Tools in a Marketing MixBloggingSpecial Interest BlogsSeven Simple Ways for Libraries to Promote a BlogTo Allow or Not to Allow CommentsShould 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 DateNeed to Convince Yourself to Start a Blog?Secrets to a Successful BlogIncreasing Traffic to Your BlogThe Next Step: Making a New Marketing Mix around Web 2.0AdvertisingPowerPoint PresentationsTwitterWikisLinkedInMobile PhonesFlickrTaggingWays to Get Your Flickr Movement GoingIdeas for Using Flickr in Your LibraryExamples of Photos to PostPhoto PermissionVideosQuestions to Answer When Making a VideoWhere to Upload Your VideosYouTubePodcastingPodcasting—The Next WaveIt’s All about YouContent Is EverythingWill They Listen?To Edit or Not to EditMarketing Your PodcastPreproductionThe MicrophoneOn the RoadDigital RecordingTips for Making a Great PodcastWriting a ScriptInterviews8 DesignDollar-Store SolutionsYou and Your New Best FriendInitial Stage of Working with a DesignerThe Nitty-GrittyReview StageChoosing a DesignerWorking with a Design Firm versus a FreelancerFinding Stock Photos; or, The Death of Clip ArtDesign TerminologyDots per Inch (DPI)Vector ImagesBleedCMYK versus RGBPantoneProfessional Printers versus Ganged Printers versus Office PrintersGanged PrintersProfessional PrintersOffice PrintersA Note about Your Marketing and the Web9 BrandingBrand CzarBaby Steps to BrandingQuick Branding Fundamentals ChecklistElements of a BrandBranded Materials10 Marketing Best PracticesRepositioningGetting to Know Your AudienceBe Aware of Marketing and Design EverywhereAssessmentAdvisory GroupUsability TestingCorporate SponsorshipInternal MarketingAre You Ready to Market?Demystifying Marketing for StaffCreate a Publication WallHold an Open HouseKeep Employees InformedSuccession Planning