Marketing Training

Birmingham City University, Library & Learning Resources poster

Birmingham City University, Library & Learning Resources poster

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.

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2 thoughts on “Marketing Training

  1. Great summary Damyanti – I attended a similar training session with Terry Kendrick last year and really took a lot from it. I blogged about it at the time (http://www.joeyanne.co.uk/index.php/2009/12/15/tell-us-what-you-want/), but so much of it has really stuck with me, particularly the point about marketing how your library service can help users in their goals (usually completing their course!), not just talking about all the “stuff” we have.

    I totally agree with your point about marketing being integrated into everything we do and not as an afterthought or just a case of producing some leaflets every now and again to promote a new resource.

    Brian Mathews’ book, Marketing today’s academic library, expands on integrating the library service into the student experience to get maximum benefit. Strongly recommended, a lot is common sense (e.g. different pressures on students at different periods of the year) but something I don’t think is always considered from a marketing standpoint.

  2. Pingback: Barriers to accessing e-resources | eLibrary

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