Make your Marketing Fail
Thursday, July 2, 2015
Posted by: Nathan Swartzendruber
So you've made a marketing flyer or postcard or web page or newsletter or Facebook post or email or Pinterest board or YouTube video. It took twice as long to make as you thought it possibly could, but your coworker likes it and your boss gave it the thumbs up. You're done with it.
Now find someone who doesn't like it. Why would you want to do that? Because it's hard to see things from the perspective of your audiences. It's hard to keep their priorities in mind when they're various and sometimes contradictory.
Does this marketing piece speak to your patrons? Find out. Okay, they don't have to dislike it, and you aren't looking for anyone to be unkind. But if you can get feedback from someone in your target audience who doesn't get the message or isn't persuaded, that's a great learning opportunity.
Maybe an idea or term needs more explaining or an unappealing term needs replacing (using a style guide can help). Maybe there's something about the program or product itself that isn't as appealing as you'd hoped. Make sure you ask for feedback early enough that you can use it and make some changes.
- Nathan Swartzendruber, SWON Technology Educator
Marketing Series at SWON
Join SWON this fall for your pick of five programs designed to boost your library marketing. The schedule starts with a Content Marketing Level-Up Lab, led by Nathan Swartzendruber on July 22.
Next, log on for a pair of one-hour webinars: Graphic Design 101 for Libraries, on August 11, and How to Write a Press Release on August 13.
Chris Rice, Marketing Team Manager at the Public Library of Cincinnati and Hamilton County, leads a Level-Up Lab on Increasing Circulation with Targeted Marketing at SWON on August 19.
The series concludes September 15 with Robin Klaene & Gina Stegner, from Kenton County Public Library's Public Relations department, and their Level-Up Lab on Social Media Marketing. Join us!