A Short-Cut to Marketing the Library by Zuzana Helinsky

By Zuzana Helinsky

Technological adjustments suggest that the position of libraries is no longer as seen or guaranteed as some time past. which means to outlive, libraries needs to actively industry their services to their clients and to their investment resources. A concise guide which spells out the severe want for advertising for libraries, A Short-cut to advertising The Library presents a sequence of useful and obtainable instruments to be successful and comprises publishers advertising suggestions.

  • Brief description of classical making plans and advertising techniques
  • Easy to persist with advertising advice 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 marketing, and they will succeed

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Extra resources for A Short-Cut to Marketing the Library

Sample text

Whilst the library is a means by which librarians have connected users to information, it is one of many tools which can be deployed to this end. 0’ phenomenon, and noted that although he was not a fan of the label, the concepts it represents are useful to librarians. 0 technologies to connect with their users, ‘Second Life is not a replacement for first life’. com). Find new customers I am again quoting T. Scott Plutchak (2007): The important work that the librarian does actually happens when he leaves the library and engages with the world outside.

Could they work together, or merge and so become stronger? Or can we really believe that it still going to be true that no one else can do what we do? If this is definitely the case then we have enormous strength. Strategy – the marketing focus In order to choose the right strategy, and which products and services we want to market, it helps to use a matrix. Matrices are used for studying what a market looks like, both currently and in the future. 27 A Short-cut to Marketing the Library Boston matrix Personally, I prefer the Boston matrix, a technique that was created by Bruce Henderson for the Boston Consulting Group in 1970.

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. That’s why we must take time to prepare everything thoroughly, and why we must allow enough time to reiterate our message. Many times. I was once travelling to Oman for a meeting with the director of the Sultan Qaboos University Library.

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