From Superfluous to Substantive Marketing that Matters

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From Superfluous to SubstantiveMarketing that
Matters

• Presented by Jill S. Stover
• Undergraduate Services Coordinator
• Virginia Commonwealth University Libraries
• June 1, 2007
• Greater Philadelphia Law Library Association

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Cutesy v. Substantive Marketing
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4 Ps and Endless Opportunities
Price What you exchange
Product What you do
Who you do it all for
TM
Place How you get it to them
Promotion What you say how you say it
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Why Does Marketing Matter?
?
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Ingredients

• Big Picture
• Branding
• Trends
• Competition

• Intimate View
• Your patrons
• You your patrons
• Your organization

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Why brand?

• Quicker, easier decisions
• Builds relationships
• Hard to copy
• Brand loyalty Less switching

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Is This Logo a Brand?
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Whats in a Brand?
Brands are about you, not me. Brands are about
people, not products. Brands are about
customers, not companies.
Marketing Genius Peter Fisk p. 139
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Which Brand Wins?

• 1
• We offer high-quality, professional research
  services that provide you with the accurate
  information and analysis you need when you need
  it.
• We Have Stuff.

• 2
• We know your success depends on winning for your
  clients, which is why our success lies in giving
  you the edge through reliable information and
  analysis.
• We Give You the Edge.

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Branding 101

• Know your customers.
• Know yourself.
• Find your inspiration.
• Find your aspiration.
• Write it down.
• Live it.

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Branding Well Done

• To serve the best darn BBQ around!
• Have a passion for people, quality and
  excellence.
• To be authentic/unpretentious - treat our guests
  like family.
• Welcome our guests into a comfortable, down-home
  atmosphere.
• Communicate the saucy irreverence of our brand.

Read more here.
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Living Your Brand

• Maximize points of contact
• Rally brand
• advocates
• Champion your patrons

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Thank You!

• Contact me
• 804.828.8964
• jsstover_at_vcu.edu
• AIM JillatCabell
• GPLLA Wiki
• See the Quick Bib
• Password gplla

• Special thanks to my legal advisors
• Evelyn Campbell
• Ben Doherty
• Yuka Ito
• Steven Matthews
• Kristen Osenga
• Susan Posternock
• Schelle Simcox

Presentation URL - http//www.people.vcu.edu/jsst
over/gplla.ppt