some simple ways to get "the buzz" started about your library.
people to spread the word.
- Put the
phrase "Tell a Friend" or "Pass it on" on your web
page, in your newsletter, on program/event announcements, and on library
promotional materials (ex. flyers, bookmarks).
people by giving them something extra they don't expect.
- Andy Sernovitz,
author of Word of Mouth Marketing talks about receiving a bag
of M&M's in each order of laminating supplies by mail. Since it
was initially unexpected, he has shared "the surprise" with
a number of people. Now the office interns regularly come to steal his
away free stuff with your logo on it.
- It raises
awareness, starts conversations, and gets people asking about your organization.
4. Promote positive testimonials.
them on your website, in your newsletter, and on other marketing materials.
Make sure you get permission from the person to use their words in print
passive word of mouth marketing.
offers the "Customers
who bought this item also bought" feature; several newspaper
stories have a list of the most "emailed or top-searched stories."
Such features let you know what others think are important or interesting.
Libraries might translate this strategy to offer a list of "What
People are Attending" (Ex.- your most popular programs) "Customer
Favorites" (Ex. the most popular books this month) or "What
People Want to Know"" (Ex. your most popular reference questions.)
All of these could easily be included on a library website, along with
a link to "forward to a friend."
an unhappy user happy.
- Find out
what they are dissatisfied with and do your best to fix or amend the
situation. Explain that you want users to have a good experience with
your library and that you appreciate their feedback. Since pleasantly
resolving someone's problems is not common practice in our society,
it is likely they will share this with friends and family. You have
given them something uncommon to talk about.
a key stakeholder to experience a product or service.
- This could
be a community leader, respected businessperson, or someone notable
in the community. They have many avenues for active promotion.
a Customer Advisory Group
- This is
a great way to get input and ideas from users and presents a unique
opportunity for you to feed them messages and information that they
will spread to their personal connections.
more ideas? Please
share them with us!
Marketing: What it is
people a reason to talk about your stuff and making it easier for that
conversation to take place." (Sernovitz, 2006)
of mouth marketing has always been around, but we now have the tools and
knowledge to manage it (email, blogs, customer review sites etc.)"
today's information age, we don't have time to investigate and deliberate.
Word of mouth has become a necessary timesaver." (Silverman, 2001)
few key aspects that make word-of-mouth so powerful:
- It's considered
more credible than any other form of promotion. This
is because it involves informal communication among people independent
of the company selling the product or service.
- It is
- It saves
time and money
Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales Through
Runaway Word of Mouth/ George Silverman, 2001.
of Mouth Marketing: How Smart Companies Get People Talking/Andy Sernovitz,
more ideas? Please
share them with us!
This toolkit was
created on behalf of the 2007-2008 Building Your Base (BYB) project.
BYB is funded by Federal Library Services and Technology Act funds,
awarded to the New York State Library by the Federal Institute of Museum and
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