Wednesday, June 29, 2005

A 5 step program

A article today spells out 5 Steps to Marketing Success. The 5 tips are:
1. Come in under the radar.
2. Know your cusomter.
3. Own your branding.
4. Stay ahead of the competition
5. Make it an experience

Lots of important stuff for librarians to think about here. The two that stand out the most for me are 2. and 4. I'm going to write about this more later, but marketing is not about figuring out how to get people to use your stuff. It's really about figuring out what it is that people want and letting that information guide what you produce. (I'm sure I'm preaching to the choir here). Furthermore, I think we can do this in such a way that is mindful of our professional values. In fact, why can't those professional values (of privacy, preservation, access, etc.) serve as our competitive advantages?

Speaking of competitors, the importance of innovation is a biggie. The competitive environment changes fast, and if you're not equipped to keep up with, and better yet, exceed the pace, then your product (or service) is practically DOA.

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