Foreword |
ix |
by Judith Gibbons | |
Acknowledgments |
xi |
About the Website |
xiii |
Introduction |
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 |
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