The document discusses low-cost marketing techniques for libraries. It recommends identifying distinct user groups, discovering their desired services, and packaging and promoting those services both online and offline. Some specific techniques mentioned include short online surveys, focus groups, branding services, evaluating efforts through web analytics and surveys, and spreading messages through onsite posters and face-to-face interactions. The overall goal is to educate others about research tools and services and inform them of the library's role.
1. Engaging with your
research community
[ high impact / low cost marketing
techniques for libraries ]
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2. "...we are offering something they
want and they just don’t know it."
- Meredith Farkas , librarian/blogger Information Wants to Be Free
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3. How To...
Study and identify distinct user groups
Discover the services your users desire
Package and promote these services (online/
offline)
Evaluate and continually assess progress
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4. What do I mean by
"Marketing"?
definition: Strategies for identifying and
connecting with your target audience
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5. Why Marketing?
Educate others about high quality research tools
Discover where to focus efforts
Inform others about the role of librarian/libraries
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6. Discover user patterns
What are your user groups?
Are you spending a lot of time on requests not
directly related to the library’s mission?
What are the most common repetitive tasks?
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7. Common Methods
LibQual
Surveys
Focus Groups
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8. Short online survey
Can provide quick feedback
Seek assistance with creating questions
Place link to survey in high traffic area (might not
be your library page)
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9. Distinct User Groups
Do it Yourselfers Rely on their own abilities.
Do not like asking for help.
Quick and Easys Want their preliminary research
done as fast and painless as possible.
Unawares Do not know a distinct library service
exists. Are confused by library terminology.
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10. International Students/Faculty
How can we better assist
this group?
Key needs and messages
for this group?
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11. Focus Group
Pros
More in-depth
Share and compare
Ask follow-up questions
Cons
Moderator/Assistant moderator
Planning time
Skill with guiding a group
Quality participants over quantity
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12. Results
Comfortable in an online environment
Unaware of certain library services
May need additional explanations
Receptive to translation resources
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19. Evaluate
Measure progress
Web Usability
Google Analytics
Surveys, Assessment
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20. Spread your message onsite
Posters/fliers can feature:
Databases
Librarian bios
Workshops
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21. Face to Face/Peer to Peer
Build relationships
Get recommendations
Word of mouth
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22. "...meeting with people in
person gives us the opportunity
to truly connect with them ."
- Dr. Nando Pelusi , Psychology Today November/December 2009
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23. Resources
Morgan, D. L., & Krueger, R. A. (1998). The focus group kit. Thousand
Oaks, CA: Sage.
Olson, Christine A. and Suzanne Stewart Moseman. "Overworked?
Understaffed? Don’t Stop Marketing!" Information Outlook . Mar. 1997.
Trade & Industry Database . Online. InSite Pro. 17 July 1997.o
Resources for International Students. http://library.buffalo.edu/libraries/
gethelp/international/
Resources By Subject Guides http://library.buffalo.edu/libraries/
findlibrarymaterials/subjectresources/
RoAne, Susan. Face to Face: How to Reclaim the Personal Touch in a
Digital World. New York: Simon & Schuster, 2008. Print.
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