PR Hint of the Month - Dec 2005 - Marketing Smart

So, here's your first PR Hint of the Month...the following is from an article relating to creative artists--but I thought it quite applicable to librarians as well. (Just insert the word "library" in where the article says "company" and viola!--worthy tips for all of us). We must all continually "market" our library products and services.

The Art of Business: Marketing Smart
Nine top ways to make your marketing fast and effective.

The current economy is characterized by customer infidelity, where every creative firm continually faces the prospect of losing the majority of its clients. As a result, creative professionals are finding themselves in the unenviable position of having to continually market. That can be a drag, but it doesn't have to be when it's well integrated into your daily work routine and effectively managed. Here are nine ways to market smarter.

1. Create specific goals and objectives. Even if you're a one-person shop, it's a good exercise to set actual targets for sales leads, prospects, and revenue-producing projects. Instead of saying simply "I need more work," set a figure and strive to achieve it. Naturally, your goals should be in line with your output potential. But the bottom line is that you can't measure success without first defining it.

2. Learn to love relationships. Marketing is often thought of as a one-to-many activity, but in this day and age, and particularly in our industry, marketing is more about creating and maintaining relationships with, not only clients, but vendors, colleagues, and competitors. These folks are your best source for your next client. Take the time to develop and maintain relationships.

3. Promote your unique selling proposition. The creative profession used to be primarily local, but not anymore. It used to be primarily design-based, not anymore. Now it's global and technology-based. With tens of thousands of competitors in the U.S. alone, it's important that you clearly highlight and market those services and talents that truly make you different and valuable. Perhaps it's good customer service, fast turnaround, database expertise, application development --name it, and then lead with it, because differentiation is the name of the game.

4. Keep the fires burning. Once you identify your best clients, retain them by continually reestablishing your relevancy. Do so by making your company the number-one source of ideas and information about the clients' industries and interests. Reward your good clients by knowing what they value most and validating those values. For creative professionals, the most valued client commodity often is time and expertise. Extend yourself beyond the norm for your best clients, and in doing so, you'll let them know that the relationship is important to you.

5. Love the limelight. Here's one of the great marketing truisms of all time:
Media begets media. Every effort you make to get a little publicity will very likely pay back in spades with more publicity. Get involved with local community projects and industry associations. Make your voice heard by becoming involved in your city, region, or industry. It bears repeating: Media begets media.

6. Stay targeted. Broad marketing is wasteful and ineffective. Don't waste time with a wide net. Identify and prioritize target prospects that are a match for your competitive advantage.

7. It's 2005 -- do you know where your Web site is? Is it stuck in 1999? Make sure it looks fresh and answers the pertinent questions most business prospects need to know when researching your services, including easy-to-find contact information. Also make sure your site matches the look of your collateral materials and overall visual branding.

8. Tell your story, always. You are your company's spokesperson, brand manager, and mascot. Always be willing to speak about yourself and your services, even if you don't think you're speaking with a prospect. It's amazing how many leads can come out of casual conversations.

9. Learn how to close. Marketing is courtship, closing is the marriage. You've got to know when to pop the question and close the deal. The best way is to get the prospect to agree to a series of little "yeses" instead of one big one: "Do you think your collateral material can be improved?" "Would you care to hear some ideas?" "Can we set up a meeting?" "Would a formal presentation by end of next week work for you?" "Would you like to get started soon?" Try it, it works.

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Lisa Mecklenberg Jackson
J.D., M.L.I.S. Legislative Librarian