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Marketing Your Library Heroes, Tips Tools to Promote Libraries and Resources We Share the Challenge • Today’s economy, and evolving roles for libraries and librarians, mean doing more with much less • Today’s student – the digital native – defaults to the open Web for research • Many adults (and jobseekers) are unaware of the range of services that libraries offer • Need targeted, high-impact, low-cost ways to reach and engage customers/users Goals of this Session Prepare you to increase awareness of the value of your library and its online resources by covering: • How various marketing approaches can work together to attract and engage users • Tools to educate users about library databases – how they are more reliable and comprehensive than free Web One Minute on “Marketing” • Means using strategies to move products or services from the producer to consumer • Marketing is a process… Study customers (current and prospective), segment into groups, ask groups what they want from you Create or provide the products/services that each group wants Publicize or promote product/services so groups know you offer what they want Evaluate for customer satisfaction… use feedback to enhance/expand your offerings. Repeat process. First, Study Customer Needs BEST PRACTICE EXAMPLE Georgia Institute of Technology DNA Project “Decoding” the library user experience through weekly user interviews that reveal why some become regular library users and others don’t: • Why do they use the library? What triggers usage? • What need is being filled? • Once they’ve discovered something, did they use it again? Did they tell others about it?” Identifying user patterns sets stage for marketi