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By Kathy Dempsey

The unintentional Library Marketer fills a necessity for library pros and paraprofessionals who locate themselves in a clumsy place: they should advertise their libraries and prone within the age of the net, yet they ve by no means been taught find out how to do it successfully. This results-oriented A-to-Z consultant by way of Kathy Dempsey longtime editor of the promoting Library providers e-newsletter unearths the lacking hyperlink among the standard advertising librarians really do and the true advertising that s absolute to guarantee investment, excite clients, and construct better neighborhood relationships. Combining real-life examples, specialist suggestion, and checklists in a reader-friendly variety, this can be the full how-to source for profitable library advertising and promoting.

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Any open-ended questions will likely result in answers that are all over the board. This is one reason why multiple-choice surveys are a bit safer. For instance, consider how people could respond to these slightly different questions: • Do you think the library’s budget should be increased? (open-ended) • Does the library offer as many new DVDs as you’d like? (specific) Don’t ask general questions and then try to twist the responses to serve your needs. You can ask very clear, specific questions when you know exactly what sorts of answers you’re seeking to accomplish your goals.

As my story illustrates, the number of tangible and intangible factors that come together to create visitors’ impressions of your institution are almost limitless. Think about how you size up any new place you enter: a retail store, a park, an office, a stadium. You look for cleanliness, clarity (signage), and organization, and you also pick up sensory cues that you’re not even conscious of. It’s time to explore all of these factors. This chapter will cover how to assess your library from many different angles, including some specific things to look at during these examinations.

Do you wonder why more people don’t attend your programs? Do you want to know more about a particular target audience, or do you want to hear from everybody? Do you need to convince funders or to get permission for something? Once you can articulate precisely what you intend to find out, you’re ready for the next two steps. 2. Choose the target audience. When you practice true marketing, you’ll do very little work involving the “general population,” but you’ll do a lot that’s aimed at certain segments of it.

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