Some thoughts from our trainer Ruth Sanderson in a time when it is more and more important to publicise the benefits and value of your information service.
Branding – Taking the time to really understand the identity, philosophy and personality of the ‘thing’. I use the term ‘thing’ because you are a brand, Amazon is a brand and Snickers is a brand. If you’re in it for the long game then taking time to understand your brand so you can communicate this (Marketing) is crucial. If on the other hand you’re more like Del Boy, trading the next big thing because this time next year you’re going to be a millionaire, then you can skip this stage.
Marketing – The conversation between you and your market. Now there are many ways you can have this conversation and of course you need to be clear what you want to say. Equally it’s important that the conversations you get in to are fruitful, meaningful and therefore with the right people. If you don’t know what you’re really about, or who your market really is, then this conversation is going to be messy, frustrating (possible for both you and them) and expensive.
Budgets are every tighter and with no end to the myth that you can get everything you need off Google, should Library’s and Information Departments be taking their brand and marketing actions more seriously?
Companies like Unilever and Proctor & Gamble don’t advertise Persil and Ariel on a regular basis because they fancy. They know that it’s important to keep front of mind in the consumers’ eyes. And these are products that we use on a weekly if not daily basis – depending on your household size and just how messy you like to be. What if your product or service is something that is required less often, what then? When your client base is faced with a challenge are you front of mind, or do they go to Google, their friends or just give up and make the best of it?
One of the most regular statements I get is “but I’ve never done any marketing before”. That is a lie. Although what I usually say is “so tell me how you got your current job?” CV and interview are 2 words frequently mentioned in their reply. Both of which are examples of marketing.
Here’s the scary or liberating thought – in every conversation you have with your client or customer you are marketing your brand. Now the scary part of this is are you marketing what you want to market and being remembered how you want to be remembered?
Lastly the companies, departments, and people who are increasingly successful are the ones who are authentic. Who you are and what you stand for is every bit as important as the product/service you provide.
Ruth runs a training course for us in this area, those who recently attended the course thought that the course gave them some valuable ideas and strategy to implement in their own information service departments.
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