1. Word-of-Mouth
Marketing:
The Most Powerful Marketing
Strategy and You Can Afford It!
Library Communication Strategies © 2014

2. Libraries and Marketing
A Tough History!

3. “Marketing is that function of the
organization that can keep in constant
touch with the organization’s consumers,
read their needs, develop products that
meet these needs, and build a program of
communication to express the
organization’s purposes.”
--Kotler/Levy

4. Marketing is . . .
• About people—not stuff
• Listening- not just telling
• Organized, focused, consistent
• A team sport

5. Key Elements
• Research
• Planning
• Communication
• Evaluation

6. Building a Marketing
Communication Plan
Use the following 8 step outline as a
road map…
1. Introduction (Brief statement outlining
the context, relevant research, SWOT)

7. 2. Communication goals (The Dream.
Big Picture.)
3. Objectives (Doable, measurable
outcomes)
4. Positioning statement (What do you
want people to think and feel about the
library? What’s your unique selling
proposition?)

8. 5. Key audiences (internal and external)
6. Key message (What is your key
message and 3 talking points?)
7. Communication strategies (How will
you deliver the message?- media,
partnerships, WOMM, --consider who,
when, and $$)
8. Evaluation (Is it working? See
measurable objectives?)

9. Customers
Clients
Champions
Prospects
Suspects

10. The Power of
Word-of-Mouth
Marketing

11. “Getting people to talk
often, favorably, to the
right people in the right
way about your product is
far and away the most
important thing that you
can do as a marketer.”
—George Silverman, “The Secrets of
Word-of-Mouth Marketing”

13. Words of Wisdom
“No advertising is as trusted as the
spontaneous testimony of delighted customers.”
— Betsy Sanders, former vice president, Nordstrom
“Get someone else to blow your horn
and the sound will carry twice as far.”
—Will Rogers
“It’s easy. Use the 3 Bs to get the word out:
bars, beauty shops, barber shops.”
— Liz Cashell, Director, Henry County Library, Clinton, M0
“Your most unhappy customers are
your greatest source of learning.”
—Bill Gates

14. We can
AFFORD IT!!!

15. Discussion
How does your library listen to your
community? What works?
Does your library have a
marketing/communication plan?
Where are good places to get the word out in
your community?

16. Word of Mouth vs
Word-of-Mouth
Marketing

17. Word-of-Mouth
“Musts”
• A good product. . .
• GREAT customer service!
• A plan
• A clear and memorable message
• A prepared and committed sales force
• People willing to testify

18. How will you build the
Team?

19. It’s all about
YOU. . .
– You are the library.
– Every encounter is an opportunity.
– In person, on the phone, via email
– In the library or in the community
– Listen and give feedback
– Service is a partnership.
– Build relationships
Remember, YOU are the memory
that the customer takes away.
Baltimore County Library

20. Great Ideas. . .
Starbucks
Nordstrom
Zion Benton -
Public Library!

21. Customer Service Mottos
“People are the heart of our library. Quality
service begins with me.”
--Timberland Regional Library, Olympia, WA
“The world’s nicest library.”
--West Palm Beach (FL) Public
Library
“We don’t try to be friendly; we just ARE.
--Bloomingdale (IL) Public Library

22. What’s YOUR message?

23. Tough Questions
Dealing with the Negative
Be Prepared

24. Going Viral
How do you use
social media?

25. For good advice see ……
Five things you really need to
know about social media
by Laura Solomon, Marketing Library
Services, May-June 2014

26. Contagious:
Why Things Catch On
by Jonah Berger

27. STEPPS
1. Social currency
2. Triggers
3. Emotion
4. Public
5. Practical value
6. Stories

28. Put WOMM to work

29. • Get Director buy-in
• Plan and deliver WOMM training for the
whole staff.
• Create a WOMM planning team for a 5-6
month project
• Share the plan with the whole staff and get
feedback, build ownership
• Have a clear message sheet available to
all
• Report frequently and adjust if necessary
• CELEBRATE– and keep it going!

30. “Any car manufacturer should go to
the
Harley Davidson biker rally. They
would
learn a lot. It's almost too obvious. I'd
like to know how many car
manufacturers have
sent their marketing staff to a HOG
(Harley
Owners' Group) rally? They would
learn

31. Discussion
Can you build a core of
passionate users even if they
don’t wear leather?
What do you need to turn
customers into champions?

32. Wrap Up
• Questions?
• Next steps. . .
• Next Action…

33. THANK YOU!