Presentation slides for the Maximum Marketing/Minimum Investment presentation by Janie Rutherford, State Library of Kansas for the WebJunction Online Conference, 2010.

1. Maximum Marketing/ Presented by
Minimum Investment
Janie Rutherford, Communications Specialist,
State Library of Kansas, janier@kslib.info
Technology Essentials 2010 Cindi Hickey, WebJunction Kansas Coordinator,
State Library of Kansas, chickey@kslib.info
WebJunction
02.09.2010
Today’s Menu The 4P’s of M&M
• Product
• The 4 P’s of M&M Marketing
• Price
• Minimum Cost/Maximum Marketing
• Place
• A Handful of M&M Ideas
• Promotion
• Share your M&M’s – in fact, start
now in the text area!
Photo by Vern Hart
DSP 142: Drowning in M&Ms 2007-10-06
Product Price
It’s what you do!
O Computer Access
ut
re
ac
h
m s Direct & Indirect Costs
Collections gra
Pro To
Produce & Deliver
Photo by glisglis
Excellent Customer Service
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2. Placement Promotion
How you DELIVER!
LOCATION – AVAILABILITY - ACCESSIBILITY
RY
RA
LI B
THE U!
FROM O YO
T
That’s right! Promotion is getting the word out.
Minimum Cost Minimum Cost
• E-Mail • E-Mail
• Out of your customers’ mouths
Wealth of Pennies by r-z Wealth of Pennies by r-z
Minimum Cost Minimum Cost
• E-Mail • E-Mail
• Out of your customers’ mouths • Out of your customers’ mouths
• Your website • Your website
• Make friends with the local media
– How does it support the library’s mission
– Program is timely because…
– Program is unique because…
– The impact of this program will be…
Wealth of Pennies by r-z Wealth of Pennies by r-z
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3. Minimum Cost Maximum Marketing
• E-Mail • Send them home with something
• Out of your customers’ mouths
• Your website
• Make friends with the local media
• Blog it! Activities, new books,
reviews…
Wealth of Pennies by r-z * ROI = Return on investment
Maximum Marketing Maximum Marketing
• Send them home with something • Send them home with something
• Capture & use customer comments • Capture & use customer comments
• Reach out to community groups
* ROI = Return on investment * ROI = Return on investment
Maximum Marketing Maximum Marketing
• Send them home with something • Send them home with something
• Capture & use customer comments • Capture & use customer comments
• Reach out to community groups • Reach out to community groups
• Create a planning calendar • Create a planning calendar
• Publicize your ROI*
* ROI = Return on investment
* ROI = Return on investment
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4. A Handful of Ideas Another handful
• “Snacks in the Stacks.” • “New at the
• “Forgive Fines for Food” or Donations (Haiti?). Library” feature
in the Sunday
• Slip your program flyer in the utility bill (no postage for paper.
you). • Share newsletter
• Book twitter. space.
• Distribute your
calendar and
post on your
website.
• Old computer +
big screen =
slide show of
library events.
P.S. Don’t worry! We will post all the M&M’s
on WebJunction with the webinar archive.
One Last Handful Share your M&M’s
From the M Word blog. Posters by Calgary Public Library, http://calgarypubliclibrary.com/
• Take your show on the road – present for other orgs.
• Get a fLip cam / add video to your website.
• Use Jing, PhotoStory, etc. to tell your story.
• Put your flyers where the target audience goes.
Get More M&M’s And on paper…
• WebJunction Marketing:
http://ks.webjunction.org/marketing Medford, NJ: Information Today
2009
• The M Word: Marketing Libraries blog: ISBN 978-1-57387-368-0
http://themwordblog.blogspot.com/
• The Librarian is In http://blogs.bcr.org/publiclibraries/
• Library Journal – Bubble Room
http://www.libraryjournal.com/blog/820000682.html?nid=4
715
• Marketing-Mantra-for-Librarians http://marketing-mantra- Nancy Dowd, Mary Evangeliste & Jonathan Silberman
for-librarians.blogspot.com/
• Talking Books Librarian
http://talkingbookslibrarian.blogspot.com
• Beth’s Blog: How Nonprofits Can Use Social Media
http://beth.typepad.com/beths_blog/
Chicago, IL: ALA Editions
2010
Item Number: 978-0-8389-1000-9
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5. Thank You!
&
Janie Rutherford, Communications Specialist, Cindi Hickey, WebJunction Kansas Coordinator,
State Library of Kansas, janier@kslib.info State Library of Kansas, chickey@kslib.info
Watch for your ideas on WebJunction!
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