The best possible way to market your library is to have your patrons do it for you! Research from Nielsen shows that “Ninety-two percent of consumers around the world say they trust word-of-mouth or recommendations from friends and family, above all other forms of advertising” and that figure is 18% higher than five years previously: in other words WOMM (Word of Mouth Marketing) is becoming more and more important all the time.
Libraries can never hope to truly control WOMM, but there’s a lot we can put in place to help it happen and to make it work well. This webinar will explore the techniques and framework required to help Word of Mouth Marketing take off at your Library.
Attendees will learn how to:
- Recognize and influence different communication types within libraries
- Simplify and tailor messages for different audiences
- Use multiple library champions for different demographics
- Build Word of Mouth into a successful marketing campaign
Original broadcast December 22, 2016
Presenter Ned Potter is an Academic Liaison Librarian at the University of York, and a freelance trainer for organizations such as the Bodleian Library and the British Library in the UK, as well as organisations in America, Australia, New Zealand and South Africa.
In 2011 he collaborated with three other librarians to set up the Buy India a Library project, which in just two weeks crowd-sourced funds enough to build a permanent library in one of the poorest parts of India, as well as four mobile libraries to travel around Africa. In one heady 24hr period later that year he was named a Library Journal Mover & Shaker and a winner of a Special Libraries Association Early Career Conference Award.
Ned authored the Library Marketing Toolkit, published by Facet Publishing / Neal Schuman in 2012. It has been Number One in the Amazon Library charts on both sides of the Atlantic. He has also contributed to several other books, most recently Ben Bizzle’s Start a revolution: stop acting like a library, and written a marketing column for Library Journal.
Ned can be found online at ned-potter.com and on Twitter at @ned_potter.