By Zuzana Helinsky
Technological alterations suggest that the position of libraries is not as noticeable or guaranteed as some time past. which means to outlive, libraries needs to actively industry their services and products to their clients and to their investment assets. A concise instruction manual which spells out the severe want for advertising for libraries, A Short-cut to advertising The Library offers a chain of useful and available instruments to be successful and contains publishers advertising suggestions.
- Brief description of classical making plans and advertising techniques
- Easy to stick with advertising counsel geared to libraries and their choices and dealing practices
- Encouragement for librarians to think of their total skill, and they could make time for advertising, and they will succeed
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Additional resources for A Short-Cut to Marketing the Library
The best negotiators recognise the value of approaching their negotiations from a relationship point of view. After all, it’s very costly and time-consuming to have to find new suppliers, let alone new customers. The best personal relationships are built on that approach, too. In our library world we have some freedom in choosing our suppliers, so we do have options in selecting our negotiating style with them – but it must be best to go for suppliers who have the same style as ourselves. However, when we deal with our owners we are inevitably generally in a weaker position, so we have to accept that the best outcome will emerge if we adapt our style to theirs.
So think in terms of communication rather than merely information! User marketing When I talk about user marketing, I mean marketing to our users: students, scientists, researchers and the other users of our library. Again, I think the library world is generally very good at user marketing; our problem is that often we don’t think we are all that good at providing our services, for one 52 Marketing in practice reason or another! How can our customers possibly recognise our talent if we are not aware of it ourselves?
So I made myself ready with these preliminary studies, and I was fully expecting to meet a rather different library from those I had visited in Europe or North America. In spite of it being such a different country (compared with Sweden or Europe or even the USA), I found it surprisingly easily to establish plenty of rapport with the librarians there, and it was less problematic to talk to them 45 A Short-cut to Marketing the Library than I sometimes found it was to talk to Swedish university management or local politicians about library issues.