Sell your library!(Quick marketing guide)

Andrea Hrčková

What is marketing?

Marketing? There is nothing to sell

There isyourname

Marketing research: What do users need & miss in your location?

Some methods to be used

Questionnaire

Interviews

Focus groups

Observation

Website analysis

Post-it

Book of suggestions & complains

...

Create personas

Real name

Age

Education

Occupation

Interests

Analyse your library and your „competition“

Of your 5Ps: product, price, place, people, promotion

e.g.: home atmosphere e.g.: low IT skills of staff

e.g.: youngsters interestedin reading

e.g.: people used to spend time in pubs

Set realistic & specific goals

E.g.: Attract 20% more users

Deploy a strategy (long-term & short- term)

Evaluate without disturbing users

Mystery shopping

Number of signed-up users

Which means would you use to promote your library?

Guerilla marketing

Unconventional way of promotion so that therecipients don´t know thatit is a promotion

Low budget

(Bratislava)

Surprise (Guerilla Readers Brno)

Omnipresence (Brno)

Creativity (Sleep in library, Košice)

Shock

Virality

https://www.youtube.com/watch?v=2hIxRsqhmT8

From brand to brand

Create community (Rijeka Library)

String relaxation workshop Dead poet societyWriting workshopBook quizPatch workLet´s go nakedTea timeTraveling stories

Show background information

Tell a story...

WoM

Professionalism is in consistent visual identity

Logo in progress...

Prepare yourelevator pitch

Only than asksponsors + decision makers

Thank you for yourattention