hannelore vogt
DESCRIPTION
Presented at International Conference of Asian Special Libraries, Manila, 10-12 April 2013TRANSCRIPT
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Always one step ahead!
Marketing strategies for libraries
Always one step ahead!
Marketing for libraries
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StadtBibliothek Köln
Cologne
1.000.000 inhabitants
about 50 % of the children and young people have an immigrant background
70.000 students
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The Library System
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Crime Novels in the Subway
Krimiautomat
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The Basics of Advocacy
• Commitment of all colleagues
• Being widely accepted
• Developing a strategy
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Politicians & Public • Don't complain!
• Spread positive news!
• Surprise! Do the unexpected!
• Present your regular work in a different way…
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Customer
Products Services
Staff
What is Customer Orientation?
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Corporate Behaviour & Corporate Culture
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Satisfied customers tell up to 3 persons about their positive experiences
Dissatisfied customers talk to 10-12 persons about their negative experiences
Why do we need customer orientation?
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DIALOGUE
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Special Customer Service
c: UB Marburg (Heike Heuser)
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How to deal with rules…
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Selfservice and 24/7 Service
Radio Frequency Identification
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Once upon a time…
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Complaint management: the conventional and the virtual way of doing it
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Statistics Complaint Management
questions 4 %
criticism 44 %
praise 23 %
suggestion 29 %
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Branding
It‘s the first impression that counts!
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First impression
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Image The overall impression which a majority of people have of the library
or
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Some features of the image
• Can only be changed in the long run
• Is based on emotions
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That's how it shouldn't be…
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The basis for a good image
• Competence
• Reliability
• Prestige
• Unique features
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How can we improve our image?
• Having a clear service profile
• Being customer-oriented
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Halo-Effect The overall impression which a person or a thing makes on others is dominated by a single positive feature
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Inspire people with your enthusiasm!
Make the citizens regard the library as
THEIR
library and make them feel proud of it!
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The question is not:
How do we get support or attention?
BUT
How can we interest other people in our ideas and our work? Augustinus
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When other libraries begin to plan, we have already made mistakes!
…Install „think tanks“
…Develop new services
…Look for partners and support
…Work proactively
The Library as a Public Space
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A library is more than books…
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The Café
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Mediapool and Makerspace
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New Technologies and Programs
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E-Reader & Tablets
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With an App to the eBook… With our app to our e-books …
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e-library: anytime and anywhere
Web2.0 - Marketing
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geeks@ cologne
Events about technology and webculture
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New Programs for Young Adults
This is a Library…
Science Slam in the CPL
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geeks@cologne 2013
• Twitter-Reading-Event
• Movie-Night (postproduction, special effects with local companies)
• Space-Night
• Manga- and Comic-Events
• Girl Geek Dinner
• Gadget-Evening
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iPad - Programs
Link Slideshow
Multimedia Projects
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Gaming Zone in the Teenage Library
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Different Furniture for Kids!
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Games, Games, Girls … in our Junior Library
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Easymotion - Silver Gamers
