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Current Trends And: Promotional Strategies For
Current Trends And: Promotional Strategies For
Promotional Strategies
for
Libraries And Its Services
By
Virginia I. Caintic
Director, Learning and Information Center
University of Mindanao, Bolton Street, Davao City
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Definitions of Promotion
2
Definitions of Promotion
3
Purpose of Promotion
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Benefits of Promotion
1. Increase usage
3. Education of users
4. Change perception
5
Through promotion it allows
the users to know what are the
library resources and services
that the librarians have to offer.
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What are to be promoted in the
Library?
1. Library Collections
2. Exhibits
3. New services
4. Programs/Collaboration
5. Outreach activities
6. Virtual library
7. More good ideas
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What are the
LIBRARY PRODUCTS?
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In the library, a product or service
is anything that the library or
information service is offering, or
could offer, that would be of
benefit to the users and
potential users.
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LIBRARY PRODUCTS
Services
Resources
Programs
Events
Facilities
Instructions
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What are the LIBRARY SERVICES?
1. Provision of resources and encouragement for lifelong
learning.
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“We often take these products for
granted or assume that the users place
the same value on them that we do”.
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“Concentrate your promotion
efforts where they will achieve
the best results!”
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Visit a library that you’ve never used before
and consider these questions
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ELEMENTS OF PROMOTION
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ELEMENTS OF PROMOTION
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Promotional Strategies
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What is promotional strategy?
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OBJECTIVES OF PROMOTIONAL STRATEGY
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Factors that will help you to determine an
appropriate promotional mix include:
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Basic Promotional Strategies
• Push strategy – a promotional strategy
whereby a supplier promotes a product to
marketing intermediaries, with the aim of
pushing the product through the channel of
distribution.
• Pull strategy – a promotional strategy
whereby a supplier promotes a product to the
ultimate consumer, with the aim of stimulating
demand and thus pulling the product through
the channel of distribution.
22
Promotional campaign is a part of a
firm’s promotional mix, just as
a military campaign is a portion
of a total war effort.
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Major approaches to developing a
promotional campaign:
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Major approaches to developing a
promotional campaign
3. Positioning – involves establishing the image of the library as it functions
within the community. It promotes a brand’s competitive position, is often
the focal point of promotional campaigns.
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Methods of image building
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HOW DO YOU PACKAGE
A PROMOTION?
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Promotion Possibilities
• Create an outreach program for students, teachers,
administrators, and the community.
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4. Advertise the Promotion. Be sure that everyone is aware of
the event or activity. Develop a press release, insert a note in
the school newsletter, and create flyers.
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Promotional Strategies for Academic Libraries
A. Ideas to Get You Started for the Students
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Promotional Strategies for Academic Libraries
5. Distribute “tent cards” (similar to those often found on
restaurant tables) featuring the library’s Web site/other
services on tables in dining halls and the student union.
6. Have library messages appear on electronic message boards
around campus. Explore getting electronic signage for the
library.
7. Use “A-frames” or easels inside and outside the library to
display posters or a calendar of events. Sponsor contests on-
and offline.
8. Plant “footprints” around campus—all leading to the library.
Publicize their imminent appearance and offer a prize such as a
free pizza coupon to the first 50 or so students who check in at
the Information Desk.
9. Provide and publicize an idea exchange on the library’s Web
site for students to post their best tips for studying and using
the library.
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Promotional Strategies for Academic Libraries
10. Invite campus celebrities to appear on posters for the library.
11. Invite well-known graduates to do readings/give talks/make
appearances at the library. Ask for their testimonials to include in
ads in the student newspaper and other library publicity materials.
12. Print a coupon for free coffee/copies at the library’s café or
bookstore or self-checkout receipts.
13. Run the library’s message in campus planners/calendars.
14. Give away library brochures and promotional items such as
bookmarks, highlighters, or pens in registration packets and at
orientation.
15. Host tours/sponsor a reception for parents and alumni during orientation
or homecoming.
15. Enter a float in the homecoming parade.
16. Ask faculty to include a library message, e.g., “Got questions? Get
answers! @ your library,” in course handouts.
17. Send brief and lively announcements of training classes, study tips, new
materials, and other updates via e-mail distribution lists.
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Promotional Strategies for Academic Libraries
B. Tip for the Administrators and Faculty
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Promotional Strategies for Academic Libraries
B. Tip for the Administrators and Faculty
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Promotional Strategies for Academic Libraries
Special Tips for Faculty
1. Host a “published this year” party. Include librarians who have published.
2. Be active in faculty and other governance organizations.
3.Participate in a faculty mentoring program.
4. Cultivate professors who already use the library to become your
advocates.
5. Hold a retreat for faculty willing to collaborate on a joint project.
6. Create a “Faculty Guide to the Libraries” with all the essentials: key
contact
names, phone numbers, course reserve procedures, etc.
7. Research and let them know about grant opportunities in their field.
8. Ask faculty to include the contact information of the library subject
specialist on their syllabi.
9. Provide your business cards to faculty to give out when referring their
students.
10. Lobby for a place on the curriculum development committee.
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Promotional Strategies for Academic Libraries
C. Multicultural Audiences
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Promotional Strategies for Academic Libraries
C. Multicultural Audiences
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You don’t have to be a public relations
expert to promote your library. You just
have to talk about your library.”
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Promotional Strategies for Public Libraries
Write to your state and federal legislators and demand that library
service be viewed and funded as a necessary public service.
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Promotional Strategies for Public Libraries
6.Speak up for libraries at campus or community groups that you
belong to –the PTA, Chamber of Commerce, Kiwanis, League of
Women Voters, faculty groups. Invite your librarian to talk about
library services and needs. “If they don’t ask, we offer!”
7.Network in person at monthly Chamber of Commerce meetings, and
electronically to stay in touch with city hall and other organizations
with a short email.
8.Use direct marketing, mailing a calendar of events three times a year.
“Patrons comment that they cling to these so they know what is going
on at the library!”
9.Send press releases (randomly rather than regularly) to local media,
and request a writer and photographer be send to cover stories.
10.Sponsor a table at the high school’s career fair or the hospital’s
health fair.
11.Create regular exhibits and displays to keep a new and fresh look
for the library.
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Promotional Strategies for Public Libraries
12.Work with the Friends of the Library and other groups,
such as donating a basket of items to the Chamber’s annual
Holiday Raffle.
13.Attend business community events, open houses, etc.
14.Use direct marketing effectively for annual reports or
launching new services like expanded hours.
15.Limit advertising in print media and target it to the local
service area.
16.Hold several internet training classes and classes on
accessing online databases.
17.Establish good PR with special events such as the annual
arts endowment event to raise the image of the library.
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3. Electronic Journals Promotion
1. Introduction and demonstration of the new service in
faculty meetings.
2. Close communication with faculty boards and
decentralized automation units in order to be sure
that the right software would be installed on faculty
desktops and that printing facilities were available
near the faculty rooms.
3. Distribution of flyers and posters.
4. Featuring articles in campus magazines.
5. Stickers on hard copy issues of journals to remind
users these issues were also available in electronic
form from their desktop
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4. Web Site Promotion
a. Publicize the URL
b. Register your site with the main search engines.
• Alta Vista
• Lycos
• Excite
• HotBot
c. Register with other search engines
d. Register with web directories
Yahoo! (www.yahoo.com) is the most well-known and still the most
popular web directory. Its registration process takes place over four web
forms.
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4. Web Site Promotion
e. Ask for links on related sites.
g. Sponsor content.
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As librarians, we should be actively marketing and
promoting our library and services. The basic aim of
marketing is to build strong customer relationships
with the library users.
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CLOSING WORDS
In closing, may I read the story from the Reader’s
Digest on “Promoting Issues and Ideas” by M. Booth
and Associates, Inc.
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Thank you very much!
Virginia I. Caintic
Director, Learning and Information Center
University of Mindanao, Bolton Street
Davao City
v_caintic2000@yahoo.com
Mobile phone: 09217142831
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