Marketing jargon for librarians

In his column in this month’s Library Life, Duncan McLachlan provides a useful no-nonsense explanation of some marketing terms. 

(LIANZA members can access the column directly from the link above by entering their membership logon, non-members can view the column in the PDF version of May’s LL when it becomes available next month)

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Library Survivor

Thje second trend marketing trend being followed by Alison Circle on her Bubble Room blog is responding to the economy. Circle talks about an idea for libraries  in harsh economic times – utilising after school homework help centres during the day as job help centres. 

 I’ve also spotted:

  • a report in a Milwaukee newspaper that libraries benefits are being rediscovered during the economic downturn
  • the editorial from the New Zealand Listener earlier this year that talks about the importance of libraries in times of economic hardship

 

Duncan McLachlan (Library Life, Dec 2008) has outlined 6 marketing ideas libraries can utilise to survive the economic downturn themselves. These include:

  • know your customers better and double your efforts with your ‘frequent flyers’
  • show your family values because they match the prevailing mood
  • adjust your services to value-for-money options
  • spend more on promotion not less – but simplify it
  • be quick and responsive
  • go for market share

You can read Duncan’s full column in the PDF version of Library Life, which is available to non-members, just jump to page 14.