A fascinating study, Hard-Working College Students Generate Record Campus Wealth (pdf), from Alloy Marketing + Media and Harris Interactive found that "fully 91 percent of [college] students say they pay attention to the more nontraditional advertising method of word of mouth, with almost 70 percent of students who pay attention to ads saying that this most influences their purchasing decisions." This should be a wake-up call for how we do promotion in academic libraries. We need to give students the excuse and means to pass along their good library experiences to their friends.
Thanks to WOM Blog from WOMMA for the info. Check out WOMMA's site for word-of-mouth resources and tips you can use (their library and WOM 101 pages are good places to start).
Thursday, August 25, 2005
WOM wins out among college students
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Libraries are more than just collections of books and other materials. Libraries are dynamic forces in their communities with the power to improve lives. Modern marketing demands that librarians look beyond their traditional roles ("outside the book") to find new ways to connect with people and further their success.
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