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Posted by Alison Circle on October 26, 2009
One of the first requests I had at the library, when I arrived five years ago, was: "Please market our electronic resources." My reaction? What are electronic resources? Since then I've come to appreciate the value of these tools, but am puzzled by the industry's approach to promoting them -- notice I didn't say market them, which would be a different thing all together.Seems that the industry's approach is -- if the public can find them, they'll love them. That's like hiding a sale on milk in the middle of the grocery store and saying that if the customer can find it they'll love it.&nbs...Read More
Posted by Alison Circle on October 22, 2009
Sometimes the concept of brand is confusing to the uninitiated. I hear people talk ab out a logo or color palette as the brand. But those things are just one representation of the brand. A kind of visual shorthand for the brand. But brand is way bigger than that. Like I always say: a brand is a promise to your customer. Well look who's talking brand. Maybe one of the best brand ambassadors today: Bono. In this past Sunday New York Times, he wrote an insightful article called ...Read More
Posted by Alison Circle on October 20, 2009
For a while I've contemplated doing a series on marketing myths. I'm inspired today  to start the series by my new friend -- another Alison -- who runs a library marketing blog from New Zealand: Marketing Intelligence for Librarians. Alison Walbutton contacted me through my personal Facebook page, and we've been in correspondence since. Reading her blog, I found my first post related to marketing myths: ...Read More
Posted by Alison Circle on October 16, 2009
Often in this space I've talked about market segmentation and how marketers use  this to target messages and raise impact. At my library this segmentation also drives our strategic plan and keeps our focus on three groups: Young Minds, Virtual Users and Power Users. Until you really get into it, I know these concepts can seem mysterious and illusive. Recently Library Journal hosted a webinar, titled ...Read More
Posted by Alison Circle on October 12, 2009
One of my "DUH" moments working at a library is realizing that library staff like to read books in order to better understand a subject matter. With that in mind -- and because I don't really read marketing books -- I found this helpful recommended reading list that you might enjoy. Truthfully, all the titles are interesting enough to make me consider reading them!
Posted by Alison Circle on October 8, 2009
Here's an idea that we had great success with -- and that involved a powerful collaboration of 5 libraries in our county. Job Help Day. On Thursday, September 24, we simultaneously promoted our Job Help Centers with a unified day that brought tremendous focus on the work libraires are doing in this area. The media coverage was hot! hot! hot! Best of all, it was all about VALUE.Here's a deeper explanation. And here's one sample of the extraordinar...Read More
Posted by Alison Circle on October 5, 2009
Publishers Weekly has just issued its latest edition -- this one their viral issue -- and there's
Posted by Alison Circle on September 30, 2009
We are all trying to catch up with Facebook and find out what it really means as a marketing  opportunity. Ok, so I have 1000 fans. What value does that really bring? And how can we continue to engage our fans beyond program announcements and information sharing?Ad Week has an article about an effort undertaken by Red Robin restaurants designed to engage their fans as recommenders, not just passive commentators. (Thanks to Carolynn Muci at Mount Prospect Public Library fo...Read More
Posted by Alison Circle on September 22, 2009
Don't want you to miss this -- the recent announcement of Anythink, the recently
Posted by Alison Circle on September 16, 2009
A fast-growing trend in marketing is a practice called behavioral targeting, which uses history and behavior collected on an individual's web-browsing, such as the pages they have visited or the searches they have made, to push targeted advertisements to that individual.Behavioral targeting has been around for a while, but is really starting to take off. In this video, Jason Gehring of The Colulmbus Dispatch, talks about how his newpaper has partnered with Yahoo to do just this. ...Read More
Posted by Alison Circle on September 11, 2009
A friend of mine who runs a marketing research company (and
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lots to provoke ideas about marketing in the viral world. Blogs, Facebook, Twitter -- the usual suspects are discussed and, as always with marketers, we are pushing these tools to new frontiers.
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