Zuzana Helinsky's A Short-Cut to Marketing the Library PDF

By Zuzana Helinsky

ISBN-10: 1843344254

ISBN-13: 9781843344254

Technological adjustments suggest that the function of libraries is no longer as seen or guaranteed as long ago. which means to outlive, libraries needs to actively industry their services and products to their clients and to their investment assets. A concise instruction manual which spells out the severe want for advertising and marketing for libraries, A Short-cut to advertising and marketing The Library offers a sequence of functional and obtainable instruments to be successful and comprises publishers advertising suggestions.

  • Brief description of classical making plans and advertising techniques
  • Easy to stick with advertising and marketing information 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 they will succeed

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Additional info for A Short-Cut to Marketing the Library

Example text

Or if you have, why not try it again? User marketing is of course all about ‘listening to our customers’ needs’. This sounds superficially very easy and very understandable, but it is in practice the hardest thing to do for all of us. Sometimes we have no time, sometimes we think we know better (which we do, of course, but not always and without exception). Our internal and external environments are changing all the time. Threats become opportunities, weaknesses became strengths, or the other way around (Google could be a threat or an opportunity).

The answer to this question is ‘No, of course not’. We need coordination and planning, but each employee at the library has a role to play in this work. Good ideas sometimes come from an unexpected direction. Results can’t be expected overnight, and we need to help each other to maintain progress in the right direction. It can be difficult to identify at the start exactly what wants doing at the later stages. For this reason the most important thing is to take the initial steps you can see clearly, and then review and adjust your plans as necessary throughout the whole process.

44 Marketing in practice Think about how much time and effort an advertisement takes to produce, how well thought out they all are, how many copywriters, marketing experts, analysts and others are involved. We often think that the results are quite good, don’t we? And similarly, we cannot do good marketing without a proper analysis of our customers to find out more about their needs. This takes time, as they don’t usually spontaneously tell us what they want and how they want us to provide it. Or sometimes, a rather more revolutionary thought, they don’t even know what they want, and very often don’t have a clear picture of what a library and librarians can do for them.

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A Short-Cut to Marketing the Library by Zuzana Helinsky


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