Developing a marketing strategy for your e-resources to improve their use.
Marketing your e-resources will help to make them more visible for your clients and staff. This will help to improve the use of your e-resources.
Marketing your e-resources well requires you to decide:
- Why you are promoting products
- Who you are targeting
- What you need to say and where to place it
- How to get staff involved.
Although school libraries access EPIC products in a different manner from other libraries, the same marketing principles apply. We recommend working with SLANZA representatives or other schools to avoid re-inventing the wheel.
Marketing your e-resources
Promotional activities can consume of time, effort and funds. To ensure what you do is cost-effective, work through the following steps.
1. Determine your strategy
Establish exactly why you are doing the promotion - not only who it’s aimed at but also what you expect the library to gain. For example, do you want to grow the range of users, or develop new services?
Be precise with your aims and whom you want to reach. For example, it is difficult to target all the people who visit your library for research, but it is much easier to target youth who visit your library to research music.
Discuss options and issues – you may have more than one strategy and the messages, language and channels can be quite distinct.
2. Who will use the products and how?
Identify the target groups of existing or potential users who fall within the groups you identified in your marketing strategy. Work on understanding why, how, when and where they will use the products – their likely needs and patterns of use. One solution rarely fits all.
3. What do you want to say and where will you to put it?
Develop messages for each user group (there may be elements that are common), and then find where these users could be best exposed to them, and what kind of approach they will respond to. Create targeted messages, not ones so general that they lack personal or recognisable relevance. Develop (or acquire) promotional material that speaks to your users.
4. Develop a Coherent Message and Branding
While the length, aim and emphasis of each piece of promotion (the ‘collateral’) may vary; the core message (content, value, relationship to user needs) should not. Don’t let your promotional tools become so diverse that they result in a muddy message or appear unrelated to staff or users.
Page last updated: 24 February 2010.