Advanced marketing for behavioural campaigns.mp4

I love this simple video. It challenges the traditional thinking - change feelings and you'll change behavior. This articulates the need to provide motivation to get the behavior changes.

so if you were going to motivate someone to use the library, where would you begin? First you must know what their motivational factors are- what matters to them. In the case of teenage smokers, the key motivator seemed to be a desire for romance. So an effective anti-smoking campaign would connect not smoking with having a better chance at love.

There are two types of .... the power of good copy

Many of you probably saw this note on Amazon:

"Dear Customer,
There are two types of companies: those that work hard to charge customers more, and those that work hard to charge customers less. Both approaches can work. We are firmly in the second camp.
We are excited to announce four new products: the all-new Kindle for only $79, two new touch Kindles – Kindle Touch and Kindle Touch 3G – for $99 and $149, and a new class of Kindle – Kindle Fire – a beautiful full color Kindle for movies, TV shows, music, books, magazines, apps, games, web browsing and more, for only $199."

Its great marketing copy - says what needs to be said, without naming the other company and makes the customer feel as though choosing the Kindle is a better choice on sooo many levels.  Its copy that hits Mac where they live- a deeper belief that using a product confirms something more about you. For Mac, Mac users have a certain pride in being mac users. Whether we identify with the rainbow apple (unique) or as a Steve Jobs groupie (geek) or as purists or whatever... people love to say they are Mac users.

Now Amazon users can say they are picking the company that is working hard to save us money - a fair company, the "people's company". If it were politics I could easily guess where this story line would take me. :-) They aren't there yet, but if they continue this path, Amazon will be creating a cult of users who identify who they are with the Kindle.

I'm not opposed to this idea because it fits nicely into a storyline libraries could jump on board with - especially since library users can get books for the Kindle from their public library. And could anyone in the world possibly argue against the idea that that libraries are the epitome of "fairness". If there was a "people's place" where but the library? Smart consumers? They use libraries. You know where I'm going with this- its a great story to add to your library's story.  Why not tie into the whole Kindle ad campaign- they are featuring public libraries on their websites- make the connection with your customers. But most of all, start thinking about your story- does it make peope want to tell the world they use a library?

Deadline Extended: National Library Week Grant for 2012

Just a quick announcement: If you're going to apply to win Scholastic Publishing's National Library Week Grant ($3,000 U.S.!), there's still time. The deadline has been extended until Friday, October 28. 

Learn about applying here.  The 2012 NLW theme will be "You belong @ your library."

For inspiration, read the winning application (PDF) for the previous Scholastic Library Publishing NLW Grant here. It was submitted by Southern State Community College.

How do People Find eBooks to Read?

Saw this on Stephen Abram's blog. Paul Biba, who conducted the poll commented, "I found it interesting that the top two answers accounted for 47% of responses, with the other 53% of answers fragmented across ten other answers. This implies, I think, that in order for authors to reach the maximum number of readers, it requires them to orchestrate multiple touch points." Same goes for libraries, yes?

http://stephenslighthouse.com/2011/10/04/how-ebook-buyers-discover-ebooks/

Are You Making One of These 5 Marketing Mistakes?

I found this post on the Top Five Marketing Mistakes Companies Make on the Go-To-Market Strategies page. Number 1, especially, fits pretty closely with my own philosophy of marketing, most of which you can find in the Cycle of True Marketing.

Here are the five mistakes the site lists:

1. Marketing without a strategy in place

2. Being inconsistent with your brand

3. Not integrating marketing with sales efforts

4. Marketing something you don't actually deliver

5. Not using the marketing mix effectively

Numbers 1, 2, and 5 are most applicable to libraries. What GTMS says for #1 is especially relevant to us: "The fact is, for marketing efforts to succeed, you must define a target market segment where your product has the most relevance and the best competitive advantage! Most of us can simply not afford to market everything to anyone with the delusion we are the only option for our customers to consider."

The Go-To-Market Strategies site explains fixes for all the problems above. Check to see what you could improve.