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- Description
- Table of Contents
- About the authors
- Reviews
Want to get the word out about your library in the most cost-effective way possible? You can achieve this with the effective word-of-mouth marketing (WOMM) strategies laid out in this book. Two creative marketers, Peggy Barber and Linda Wallace, bring you sound marketing principles to spread the word about your library within the community with
- A strategy that works for you
- WOMM must-haves
- Tips to effectively deliver your message
- Best practices and insightful reviews
Renowned for their creativity, Barber and Wallace bring you WOMM ideas that will help you turn your existing library patrons into a major marketing force.
Preface
Acknowledgments
Chapter 1 Word of Mouth versus Word-of-Mouth Marketing
What Is Marketing?
Why You Need a Plan
Marketing Plan Key Elements
Communication Checklist
The Marketing Communication Plan
Eight Steps to Success
The Buzz about Buzz: Interview with Judy Hoffman
Chapter 2 The Power of Word-of-Mouth Marketing
Why It Works
The Buzz about Buzz: Interview with Juli Janovicz
Turning Customers into Champions
Chapter 3 How to Build a Buzz
Must-Haves
1. A Good Product and Great Customer Service
2. A Plan
The Buzz about Buzz: Interview with Denise Zielinski
3. A Clear, Conscious, Consistent Message
Don't Forget the "Family"
What Do You Say?
4. A Prepared and Committed Sales Force
The Buzz about Buzz: Interview with Judy Wright
Inspiring and Motivating Employees
Engaging Trustees
5. People Willing to Testify
Sample Testimonials
Chapter 4 When and Where to Buzz
Delivering Your Message
Dealing with the Negative
E-media
Advocacy
The Buzz about Buzz: Interview with Renee Anderson
Just Do It
Chapter 5 WOMM at Work: Reports from the Front Lines
Addison Public Library
Bartlett Public Library District
Beach Park Community Consolidated School District 3 (Beach Park Middle School)
BP Information Services (Naperville)
Cook Memorial Public Library District
Crystal Lake Public Library
Glen Ellyn Public Library
Highland Park Public Library
Mount Prospect Public Library
Oakton Community College
Town and Country Public Library (Elburn)
Warrenville Public Library
Waukegan Public Library
Winnetka-Northfield Public Library District
Zion-Benton Public Library
Chapter 6 Power Pack
Marketing Terms and Definitions
A Word-of-Mouth Marketing Checklist
Sample Communication Plan
Introduction
Goals
Objectives
Positioning Statement
Key Message
Key Audiences
Strategies/Action Plan
Evaluation Measures
Sample Staff Survey
Sample Q&A
Bad Example
Good Example
Sample Agenda for Introductory Staff Workshop
Really Good Resources
Sample Scripts
Scenario I: Guys/Gals in the Locker Room
Scenario II: Testimonial
Scenario III: Reluctant Student
Scenario IV: Welcome, Neighbor!
Scenario V: Unhappy Mom—Wrong Way
Scenario V: Unhappy Mom—Right Way
Appendix: Buzz Grant Project Background
Index
"The book resulted from a project undertaken by two regional library systems in Illinois that applied for and received Library Services and Technology Act (LSTA) grants for training, planning support, and information resources on word-of-mouth marketing. The authors, hired to lead training sessions and provide advice on project development for the 35 libraries participating in the project, wrote this book so that others could benefit from the experience. It is packed with examples and includes reports from 15 of the participating libraries."
--AALL Spectrum
"I wish I had this book when I started my career. Now, 25 years later, I've found it to be a valuable tool that I'll use throughout the remainder of my career."
--Steve Sumerford, Asst. Director, Greensboro Public Library
"Librarians know that advocacy is a daily effort to keep people aware of a library's value and resources. The ideas provided by two well-known marketing consultants who know libraries make this a compact, useful, cost-effective tool that is needed in these tough times."
--Booklist
"A suitable purchase for any library that needs to improve or expand its marketing efforts."
--Against the Grain
"Examples are given of the day-to-day concept of WOMM and the marketing communication plans each library put into place. These are invaluable in providing the reader with down-to-earth knowledge of the concept and ideas, as well as providing comparisons to make with their own libraries and current practices ... With this book the authors have produced a tool the average library worker can both understand and put into practice. It clearly indicates the value of WOMM, the value of having a plan, the involvement of all staff members and the crucial need for communication both internally and externally, thus creating a buzz among both library staff and library clients."
--The Australian Library Journal
"With the popularity of social networking sites and userdriven content media, there is a tremendous opportunity for libraries of all sizes to build their own buzz with the support of their patrons ... While this book took almost no time to read, I have already added it to my bookshelf of useful resources. The principles and steps of word-of-mouth marketing are clearly defined, and there is plenty of inspiration to transform your customers into champions and start building your own library's buzz."
--Public Services Quarterly