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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

• E-Mail

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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