Library marketing is more than fancy brochures and a new logo. It’s based on learning about the library’s customers: their values, their preferences, their problems, and the words they use. The biggest mistake we make is trying to offer library services, products, and programs without first seeing, hearing, and understanding the library customer’s world from their points of view.
- Introduction: Marketing is Awareness, Change, And Response.
- The Key Idea: Master Your Library Customers’ Points Of View.
- Library Marketing’s Big Umbrella: Customer Input, Public Relations, Advertising, and Community Relations
- Awareness Of Your Library Customers’ Issues: Which Will You Help Solve?
- Change Because Of Behavior And Feedback
- Respond: Showing Them The Benefits
- Why Most Library Marketing Efforts Fail
- Improve sales and service figures with better rapport with customers.
- Introduce customerfeedback from the beginning in product and service development.
- Improve response to advertising by emphasizing customer benefits.