A Short-Cut to Marketing the Library by Zuzana Helinsky

By Zuzana Helinsky

Technological alterations suggest that the function of libraries is not as seen or guaranteed as long ago. which means to outlive, libraries needs to actively industry their services to their clients and to their investment resources. A concise guide which spells out the severe want for advertising for libraries, A Short-cut to advertising and marketing The Library presents a sequence of functional and obtainable instruments to be successful and comprises publishers advertising suggestions.

  • Brief description of classical making plans and advertising techniques
  • Easy to persist with advertising counsel geared to libraries and their choices and dealing practices
  • Encouragement for librarians to think of their total skill, and they could make time for advertising, and they will succeed

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Extra info for A Short-Cut to Marketing the Library

Sample text

It can be very useful in our owner marketing – otherwise there is a risk that a report which may be flattering about the library will soon be forgotten and sink without trace. Do not let people forget. This first step to selfpromotion can be hard for some of us, because we are not used to taking it. And as I have said so often before, our community seems to have some kind of strange fear of receiving a ‘no’. For this reason we sometimes don’t even get to first base with any new and as yet unapproved and untried activities.

For example, we talk as if ‘library’ were a synonym for ‘librarian’, when in fact we should separate the two (to allow librarians’ roles to evolve and change outside the restrictive concept of the traditional library). Whilst the library is a means by which librarians have connected users to information, it is one of many tools which can be deployed to this end. 0’ phenomenon, and noted that although he was not a fan of the label, the concepts it represents are useful to librarians. 0 technologies to connect with their users, ‘Second Life is not a replacement for first life’.

As I have said, we librarians are typically afraid to receive a negative response when we ask a question, but at the same time we don’t like to refuse a request either, and so gradually an unnecessary workload builds up. There are also some other matrix approaches for developing our market strategy. Ansoff’s matrix One approach which has wide respect is Ansoff’s matrix, developed by Igor Ansoff in 1957. I have found it generally less appropriate for library strategy than Boston, but I have seen it work effectively in some environments.

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