Post on 24-Jan-2015
description
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Maximum Marketing/Minimum Investment
Technology Essentials 2010WebJunction02.09.2010
Presented by
Janie Rutherford, Communications Specialist,State Library of Kansas, janier@kslib.info
Cindi Hickey, WebJunction Kansas Coordinator, State Library of Kansas, chickey@kslib.info
Today’s Menu
• The 4 P’s of M&M Marketing• Minimum Cost/Maximum Marketing• A Handful of M&M Ideas• Share your M&M’s – in fact, start
now in the text area!
The 4P’s of M&M
• Product• Price• Place• Promotion
Photo by Vern HartDSP 142: Drowning in M&Ms 2007-10-06
ProductIt’s what you do!
Outreach
Collections
Excellent Customer Service
Computer Access
Programs
Photo by glisglis
Price
Direct & Indirect CostsTo
Produce & Deliver
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Placement
How you DELIVER! LOCATION – AVAILABILITY - ACCESSIBILITY
FROM THE LIBRARY
TO YOU!
Promotion
That’s right! Promotion is getting the word out.
Minimum Cost
Wealth of Pennies by r-z
Minimum Cost
• E-Mail• Out of your customers’ mouths
Wealth of Pennies by r-z
Minimum Cost
• E-Mail• Out of your customers’ mouths• Your website
Wealth of Pennies by r-z
Minimum Cost
• E-Mail• Out of your customers’ mouths• Your website• Make friends with the local media
– How does it support the library’s mission– Program is timely because…– Program is unique because…– The impact of this program will be…
Wealth of Pennies by r-z
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Minimum Cost
• E-Mail• Out of your customers’ mouths• Your website• Make friends with the local media• Blog it! Activities, new books,
reviews…
Wealth of Pennies by r-z
• Send them home with something
Maximum Marketing
* ROI = Return on investment
• Send them home with something• Capture & use customer comments
Maximum Marketing
* ROI = Return on investment
• Send them home with something• Capture & use customer comments• Reach out to community groups
Maximum Marketing
* ROI = Return on investment
• Send them home with something• Capture & use customer comments• Reach out to community groups• Create a planning calendar
Maximum Marketing
* ROI = Return on investment
• Send them home with something• Capture & use customer comments• Reach out to community groups• Create a planning calendar• Publicize your ROI*
Maximum Marketing
* ROI = Return on investment
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A Handful of Ideas• “Snacks in the Stacks.”• “Forgive Fines for Food” or Donations (Haiti?).• Slip your program flyer in the utility bill (no postage for
you).• Book twitter.
P.S. Don’t worry! We will post all the M&M’son WebJunction with the webinar archive.
Another handful• “New at the
Library” feature in the Sunday paper.
• Share newsletter space.
• Distribute your calendar and post on your website.
• Old computer + big screen = slide show of library events.
One Last Handful
• Take your show on the road – present for other orgs.• Get a fLip cam / add video to your website.• Use Jing, PhotoStory, etc. to tell your story.• Put your flyers where the target audience goes.
From the M Word blog. Posters by Calgary Public Library, http://calgarypubliclibrary.com/
Share your M&M’s
Get More M&M’s• WebJunction Marketing:
http://ks.webjunction.org/marketing• The M Word: Marketing Libraries blog:
http://themwordblog.blogspot.com/• The Librarian is In http://blogs.bcr.org/publiclibraries/• Library Journal – Bubble Room
http://www.libraryjournal.com/blog/820000682.html?nid=4715
• Marketing-Mantra-for-Librarians http://marketing-mantra-for-librarians.blogspot.com/
• Talking Books Librarian http://talkingbookslibrarian.blogspot.com
• Beth’s Blog: How Nonprofits Can Use Social Mediahttp://beth.typepad.com/beths_blog/
And on paper…
Chicago, IL: ALA Editions2010
Item Number: 978-0-8389-1000-9
Medford, NJ: Information Today2009
ISBN 978-1-57387-368-0
Nancy Dowd, Mary Evangeliste & Jonathan Silberman
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Thank You!
Watch for your ideas on WebJunction!
Janie Rutherford, Communications Specialist,State Library of Kansas, janier@kslib.info
Cindi Hickey, WebJunction Kansas Coordinator, State Library of Kansas, chickey@kslib.info
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