Jill Stover, author of the blog
Library Marketing—Thinking Outside the Book, has two posts that you really must read.
The first is, Worth another look: Marketing Malpractice. She comments and expands on an article in the Harvard Business Review that talked about marketing malpractice. Her main points:
1. Marketing should be about what the customer want done, not just the customer.
2. People buy products or services, not organizations.
3. “Marketing isn’t about newsletters, e-mail lists, or posters, it’s about services.”
Read Jill’s post, then get the original article (costs US$6.00) and read it. Then, put it all into practice. You’re sure to get better results from your marketing.
The second post is called Marketing is more than you think…A LOT more! Again, she is commenting on an article she read, this time in BusinessWeek Online. Marketing is more than public relations and publicity. You have to live the brand. Jill says, “I think about how libraries add coffee bars and cushy chairs to create welcoming environments, but what good are those efforts if staff are not equally welcoming and our buildings are laden with “Do Not” signs? Amen.
URLs:
Marketing Malpractice (Jill’s post): http://librarymarketing.blogspot.com/2006/02/
worth-another-look-marketing.html
HBR online: http://harvardbusinessonline.hbsp.harvard.edu/
b02/en/home/index.jhtml?_requestid=91895
Marketing is more than you think: http://librarymarketing.blogspot.com/2006/02/
marketing-is-more-than-you-thinka-lot.html
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