Taking a Bite Out of Marketing by ProQuest


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									28        InformationToday
February 2010   www.infotoday.com

                                                                                                                    will deliver books to their    seconds to catch their attention and to
                                                                                                                    offices. Present these mes-    draw them in, so keep it simple.
                                                                                                                    sages in multiple formats          The strategies outlined here can work
                                                                                                                    (on paper, in an email, on     for any library, regardless of type or size.
                                                                                                                    a Facebook page, on a blog,    Sidebars and other visually distinct parts
                                                                                                                    or whatever else is appro-     of the text offer examples and quotations.
                                                                                                                    priate). Be responsive and     The volume itself is an example of eye-
                                                                                                                    transparent; allow com-        catching design. Without using color print-
                                                                                                                    ments on blogs and pub-        ing, the designers take advantage of font
                                                                                                                    licly respond to comments      size and style and grayscale printing to
                                                                                                                    and complaints. Don’t act      make features stand out.
                                                                                                                    as though you are trying           I found this book to be quite inspiring,
                                                                                                                    to control what your influ-    and I want to share it with colleagues
                                                                                                                    encers say because that        who are eager to get engaged in new mar-
                                                                                                                    will just shut them off. En-   keting efforts.
                                                                                                                    courage them without pres-
                                                                                                                    sing. You may be amazed
                                                                                                                    at what happens. Be sure

     Taking a Bite Out of Marketing                                                                                 to measure the results,
                                                                                                                    maybe using analytics for
                                                                                                                    your blogs and webpages.
                                                                                                                                                      Gwen M. Gregory is the associate di-
                                                                                                                                                   rector for technical services at the Biro
                                                                                                                                                   Law Library at Chicago’s John Marshall
     by GWEN M. GREGORY         |                                         Everyday                  Keep track of what works so that you can       Law School. Her email address is 8gregory
                                                                                                    incorporate it into future efforts.            @jmls.edu. Send your comments about
            Bite-Sized Marketing:                                         Strategies                   The chapter on new marketing tools is       this article to itletters@infotoday.com.
            Realistic Solutions for                                           With this variety     rather long, but it covers a lot of ground,
          the Overworked Librarian                                        of expertise, the au-     including blogs, Twitter, PowerPoint,
      by Nancy Dowd, Mary Evangeliste,                                    thors share many          podcasting, and Flickr. Once again, the
          and Jonathan Silberman                                          useful tidbits with       emphasis is on a quick overview with
             Chicago: ALA, 2010                                           their readers. From       practical suggestions rather than an ex-
           ISBN: 978-0-8389-1000-9                                        the first page, the au-   haustive discussion of each tool. If you
           140 pages; $48, softcover                   Gwen M. Gregory    thors emphasize that      want to learn more about blogs, there
                                                                          marketing doesn’t         are plenty of resources out there. These
                  arketing is a bad word for many   have to be a big project or even have a         chunks of information are gleaned from
                  information professionals. Why    new logo. Rather, this book is “about in-       the authors’ experience working on li-
                  should we have to convince peo-   tegrating marketing into every day and          brary marketing, and they will help you           at Work
     ple to use the library? Isn’t it obviously a   making it manageable.” As they say on           decide which of the many options is right
     good thing?                                    the second page, “The real secret to mar-       for you to try.                                        ere’s the latest installment of
         Google, Microsoft, and the other in-
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