Library Marketing Basics - Polger, Mark Aaron

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Résumé :

Chapter 1. What Marketing Really Is

Identifying the different branches of marketing
Learning marketing-related terms used throughout the book
Applying the 4Ps of marketing
Illustrating the 5 elements of the promotional mix
Understanding the cycle of true marketing
Discovering why library employees confuse marketing terminology

Chapter 2. Segmentation: Identifying Your Target Market Overview of market segmentation, targeting, and positioning

Different ways of segmenting markets
Differences between target market and target audience
Positioning statements, product differentiation, and perceptual maps
Library-specific differentiation techniques

Chapter 3. Defining Market Research

Distinguishing market research from marketing research
Market Research Steps
Assessing your current situation
Conducting a SWOT analysis
Conducting a community needs assessment
Identifying your target market
Designing your research approach
Using primary and second research methods
Evaluating data and making informed decisions

Chapter 4. Creating Your Library Marketing Plan

Why library marketing plans are useful
Selecting the key members who will develop the plan
Key elements of a library marketing plan
Sample library marketing plans

Chapter 5. Campaigns: Developing Activities, Events, and Materials to Promote Your Library

Defining a Campaign
Types of Campaigns
Components of a Campaign
Examples of campaigns from libraries and the corporate sector

Chapter 6.Creating Your Own Library Brand

Defining brand and branding
Identifying the key elements of a library brand
Conducting a brand audit to learn your library's story
Creating your library's unique brand
Creating your own personal brand

Chapter 7. Identifying Library Spaces as Marketing Opportunities

Highlighting the library as the third place
Examining merchandising techniques for the library
Introducing user experience (UX) design, as it applies to library space
Identifying library touchpoints
Illustrating best practices for signage

Chapter 8.Using the Web to Market the Library

Using your library web site as a marketing tool
Understanding mobile and responsive web sites
Understanding User Experience Design, as it relates to the web
Examining web site usability testing methods
Exploring search engine optimization (SEO) and Google analytics

Chapter 9. Social Media Marketing

Introduction to social media
Explanations of the major social networking sites and how to use them
Posting strategically
Automating social media posting
Social media policy guidelines and sample policies
Social media advertisements
Social media analytics

Chapter 10. Advocacy: An Integral Component of Marketing Your Library

Anyone can be an advocate
Friends of the Library and Library Foundations
Training Staff as Advocates
Word-of-Mouth Marketing (WOMM)
Advocacy Campaigns
Speaking with the Media
Speaking to Legislators