I attended a marketing training day run by Terry Kendrick for the library staff invovled in the strategic and campus marketing groups.
Being new to marketing I found it an helpful overview and an opportunity to see that many of the marketing campaigns done within Library & Learning Resources already follow much of the guidance.
The day had a full agenda looking at marketing in academic libraries, marketing to those we dont see, new technologies and quick wins on a small budget.
Some of the key issues I took away with me were
- ‘can’t make a strong enough message broad enough’, we have to use multiple methods and messages to appeal to different users, there is no single answer
- libraries need to promote their human side, it should be about the people as they are the ones adding value to the service
- people are only interested in what they need, so targeted marketing is key
- the messages should be about ‘what the library service can do for you’, for example it will save time, get better grades etc ratherthen about new purchases etc
- testomonials and stories to help sell services
- marketing is about a dialogue with customers
I think it important that marketing is part of our everyday work and not an afterthought. I also believe to continue developing, supporting and
maintaining services we need to make sure that they are being used and therefore need to engage in the full life cycle of the service.
It was an interesting day and provided a good opportunity to remind myself that the library is only a part of the students university experience and therefore we have to be clever/sophisticated about how we broadcast our services to get maximum benefit.