Foreword
|
ix
|
by Judith Gibbons |
Acknowledgments
|
xi
|
About the Website
|
xiii
|
|
xv
|
|
Chapter 1: How and Why People Become Accidental Marketers
|
1
|
How Did We Get Here? |
1 |
Where Are We Now? |
2 |
How Accidental Marketers Are Born |
3 |
Just How “Accidental” Are We? |
5 |
The Need for More Marketing Education in Library Schools |
9 |
What to Expect From This Book |
11 |
Chapter 2: Starting With the Basics of Communication
|
13
|
What, Really, Is Marketing? |
13 |
The Cycle of True Marketing |
14 |
The Missing Link Revealed |
15 |
Definitions and Differences |
16 |
The Four P’s |
17 |
An Example of How Businesses Use Marketing |
19 |
What’s in a Name? Or in Any Word? |
21 |
Chapter 3: Assessing Your Current Situation
|
25
|
Your Physical Spaces |
27 |
Your Online Environment |
28 |
Your Printed Materials |
35 |
Your Customer Service Environment |
37 |
The Attitudes of Customers and Potential Users |
40 |
Chapter 4: Using Demographic, Geographic, and Census Data
|
67
|
Tapping Into Demographic and Geographic Data |
68 |
Using Data to Build a SWOT Analysis |
73 |
Chapter 5: What Marketing Experts Think Is Most Important
|
79
|
How to Avoid the Five Most Common Marketing Mistakes |
80 |
What Other Experts Think and Teach |
85 |
Words of Wisdom From Others |
93 |
What Surveys and Studies Have Revealed |
95 |
Chapter 6: Getting Administrators, Managers, and Staff to Buy In
|
103
|
Basic Rules of Thumb for Achieving Buy-In |
103 |
Getting Staff Buy-In for Extra Work on Marketing and Promo Projects |
111 |
The Keys to Real Buy-In |
115 |
Chapter 7: Making Evidence-Based Decisions With Administrators
|
117
|
Examine All of Your Data and Evidence |
117 |
Look at Your Goals, Mission, and Vision |
119 |
Think About Your Logo and Your Brand |
122 |
Chapter 8: Don’t Shy Away From Statistics
|
129
|
Start With Stats You’ve Got and Make Them More Powerful |
129 |
Statistics You Might Not Record, But Should |
132 |
The Importance of Cost/Benefit Analysis |
135 |
Examples of Results From ROI Studies Around the United States |
140 |
The Cost of Value Studies |
143 |
Chapter 9: Understanding the Cycle of True Marketing
|
145
|
All of the Steps in the True Marketing Process |
145 |
Follow These Vital Steps and You Will Find Success |
148 |
Chapter 10: Writing Your Formal Plans
|
161
|
The Proper Hierarchy of Plans |
162 |
All About Marketing Plans |
163 |
Five Steps to a Basic Marketing Plan |
164 |
The Marketing Plan as Part of the Cycle of True Marketing |
168 |
How a Communication Plan Can Help |
170 |
A Word About Technology Plans |
172 |
Sharing Plans Among Friends |
173 |
Chapter 11: Basic Rules for Producing Good Promotional Materials
|
175
|
Craft Your Message Carefully |
175 |
Design Rules for Creating Good Promotional Materials |
178 |
Tracking Workflow for Promotional Materials |
181 |
Helpful Tips for Working With Print Shops |
184 |
It All Reflects on Your Library |
185 |
Chapter 12: Getting the Message Out
|
187
|
My Recommendations for Communication |
187 |
Working With the Media |
190 |
Spreading the Library’s Message Through Partnerships |
203 |
A Few Words About Word-of-Mouth Marketing |
207 |
The Time Has Come for Mobile Marketing |
208 |
Chapter 13: Using Your Website for Public Relations and Outreach
|
211
|
What Do People Expect From Websites? |
212 |
Make Sure Search Engines Can Find Your Site |
215 |
Learning How People Search and See |
218 |
You Need the “Full Monty” Website |
220 |
Chapter 14: Finally, the Fun Stuff
|
223
|
Fun Events and Success Stories |
224 |
“Wow Factor” Ideas You Can Try on Your Own |
228 |
Promotion That Doesn’t Feel Like Promotion |
237 |
Snappy Comebacks for That Awful Question, “Now That We Have the Internet, Why Do We Still Need Libraries?” |
241 |
The Final Lesson |
247 |
Appendix A: Improving Our Media Relations via Strategic Communications Planning
|
249
|
by Marsha A Iverson |
Appendix B: Designing Promo Materials That Are Legible
|
261
|
by Pat Wagner |
Appendix C: Promotion Is Not the Same as Marketing
|
271
|
by Christie Koontz |
About the Author
|
281
|
Index
|
283
|