By Zuzana Helinsky
Technological adjustments suggest that the function of libraries is not as visible or guaranteed as long ago. which means to outlive, libraries needs to actively marketplace their services to their clients and to their investment assets. A concise instruction manual which spells out the serious want for advertising for libraries, A Short-cut to advertising The Library presents a chain of useful and obtainable instruments to be successful and comprises publishers advertising suggestions.
- Brief description of classical making plans and advertising and marketing techniques
- Easy to stick to advertising and marketing guidance 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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Extra resources for A Short-Cut to Marketing the Library
And as I have said so often before, our community seems to have some kind of strange fear of receiving a ‘no’. For this reason we sometimes don’t even get to first base with any new and as yet unapproved and untried activities. I make no apology for repeating that a ‘no’ does not mean no for always, it only means no for the present. We can 48 Marketing in practice always try again. Each journey starts with one step. We cannot achieve anything if we are cowardly and don’t dare to take it. The precise steps needed of course depend on each particular library situation – what kind of library is involved and so on.
The disadvantage is, of course, that we cannot really influence and direct in detail all the messages they communicate. But it shouldn’t frighten us into avoiding the support they can provide – rather the opposite, we should always have these external marketers in mind and remember how much (with our guidance, however discreet) they can help us, and we must give them plenty of reasons why they should do so. 42 4 Marketing in practice Owner marketing Our owner marketing is the part which targets the ‘owners’, the senior people, the decision-takers at universities – our highest bosses, so to speak.
That’s why we must take time to prepare everything thoroughly, and why we must allow enough time to reiterate our message. Many times. I was once travelling to Oman for a meeting with the director of the Sultan Qaboos University Library. Because this was my first visit to Oman, I prepared myself very carefully. I learned that the official name of the country is the Sultanate of Oman, that it is located in south-west Asia on the south-east coast of the Arabian peninsula, and that the trip would take eight hours from Amsterdam.