Marketing Without Money

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Marketing Without Money
Patricia Glass Schuman Kathleen R.T. Imhoff PLA,
March 29, 2008 Minneapolis, MN
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What is Marketing?
Marketing Without Money

• Product
• Place
• Price
• Promotion
• Positioning and Repositioning
• Politics

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Marketing Without Money

• 1. Neaten Up
• 2. Secret Patron
• 3. Increase Staff Training
• 4. Form New Partnerships
• 5. Speakers Bureau

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Marketing Without Money

• 6. Join Community Groups
• 7. Partner with PR Firms
• 8. Barter
• 9. Grocery Store Line
• 10. Change or Revise Image

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Change or Revise Image
Marketing Without Money
Inside 1. Entrance 2. Accessibility 3. First
view 4. Clutter factor
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Change or Revise Image
Marketing Without Money
Inside (continued) 5. First staff encounter 6.
Busy factor 7. Help/customer service vs.
problem desk
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Marketing Without Money
Change or Revise Image
Outside 1. Signage 2. Welcome brochure 3. Web page
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Marketing Without Money
Change or Revise Image
Outside (continued) 4. Tourist information
- Chamber of Commerce 5. Building outside 6.
Parking
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Marketing Plan
Marketing Without Money

• Goal
• Objectives
• Audience/Target Groups

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Marketing Without Money

• Message (s) 10 words or less
• Strategies/action Plan
• (who, what, when, where, why, how, and
• how much ?)
• Evaluation
• (How will you know you got there?)

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THE MESSAGE
Marketing Without Money

• The Message is (10 words or less)_________________
  ____
• The Audience is _________________________________
  _
• Three reasons they should care
• ____________________________________________
• ____________________________________________
• ____________________________________________
• Here is what we need them to
• Feel ____________________________________________
  
• Think ___________________________________________
  
• Do _____________________________________________
• Say_____________________________________________

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Sample Key Messages
Marketing Without Money

• Libraries are changing and dynamic places.
• Librarians are techno-savvy, on the forefront of
  the information age. In a world thats
  information rich, they are information smart, and
  help ensure a society where everyone is
  information literate. Youll find the answer
  right _at_ your library.

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Marketing Without Money
Sample Key Messages

• Libraries are places of opportunity.
• Libraries are part of the American dream. They
  are a place for education and self-help. And
  because they offer free access to all, they bring
  opportunity to all.

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Marketing Without Money
Sample Key Messages

• Libraries bring you the world.
• Libraries are unique. In person. Online. Where
  else can you have access to nearly anything on
  the Web or in print as well as personal service
  and assistance in finding it?

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Marketing Without Money

• Never doubt that a small group of thoughtful,
  committed citizens can change the world. Indeed,
  it is the only thing that ever has.
• - Margaret Mead