Smart Marketing for Smart Patrons
Thursday, July 31, 2014
Posted by: Nathan Swartzendruber
At last week’s Content Marketing Level-Up Lab, we discussed ways to
tell people about upcoming opportunities at libraries. That is, we went
around the room so that each person could talk about a specific piece
of marketing they were developing. Here are a few tips from that
Marketing Goes with
Marketing is not something to leave until a program’s already put
together. A marketer asks questions like, “How will this help people?”
“What will they be able to do that they couldn’t do before?” These are
good selling points, but they’re also features a program should have.
Having a marketing mindset can help you develop programs that better
serve your patrons.
Your Patrons Are Smart
3D printers get lots of press, but fairly few people have seen one
in action. So if you were going to have a 3D printing demonstration at
your library, you shouldn’t expect that people know how they work. Part
of your marketing should be to help set
their expectations: since 3D printers can take hours to print
one object, everyone can’t print an action figure to take home.
How should you explain this in your marketing? Not
like you’re talking to an over-eager tween who won’t stop asking
questions. He might be at that program, but thinking of him as you
write makes it easy to talk down to people. Think, instead, that you’re
writing to a college professor you really liked. She isn’t as informed
on this subject as you are, but when it comes down to it, she’s smarter
than you. Write to win over your best patrons, not your worst, and your
marketing messages will improve.
Go For Quantity
Start having marketing-related conversations more. Look for chances
to bring it up so you can practice. As with a
lot of other examples, trying something a lot seems to be a more
productive way of learning than trying really hard just a
couple times. You’ll get the hang of it.
- Nathan Swartzendruber, SWON Technology Educator
The Lab Goes Online
Labs are a place to learn and practice, whether you’re looking to
improve or add new skills. Today we’re adding a new “Lab” section to our
website. It’s a place where we can talk about Level-Up Lab topics
outside of the in-person workshops.
Nathan will be on hand to field questions on HTML, marketing, email
management, Microsoft Publisher and more. Hopefully you’ll join in too
with questions and answers. You don’t have to have attended a Level-Up
Lab or even be a Supporting Member of SWON. Just register at our website
and you’ll be ready to enter the Lab (under Special Interest Groups).
See you there!