Join ALCOP, the New Library PR Association

Last fall, I introduced you to ALCOP with these words: 

ALCOP holds its conferences at
Arcadia University's Castle Conference Center

Are you tired of seeing library conferences just for technology, management, and other specialties, but none just for the PR and marketing folks? Well I've got good news! There's going to be a 2-day conference in Philadelphia next month that's been custom-built for us. It's the Inaugural Conference of a new organization called The Association of Library Communications and Outreach Professionals (ALCOP).

A month later, I posted a report on the group's Inaugural Conference. Now it's high time for an update.

Over the winter months, ALCOP built a website and began putting together its offerings. Earlier this spring, it officially opened for members. Info about joining is here. I've already signed up, and I hope you will too! (U.S. residents only at this point) The organizer, Bob Kieserman, realizes that prospective members might want to get a taste of the new association before they join, so he is offering an option to "sign up for a 60-day risk-free trial" before paying the annual dues of just $45.

So, what do ALCOP members get? 

• The space and opportunity to meet, network, and learn from others who do the same work: librarians or non-librarians who do public relations and outreach work for all types of libraries and info centers.
• A free electronic subscription to The Library Communications Journal
• Entry to a specialized discussion forum
• Discounts on the ALCOP annual conference and other learning opportunities as they're created
• Their own blog to read & to write for
• Opportunities to contribute to marketing publications
• More benefits are still being negotiated ... stay tuned! 

This organization is young, and it has lots of potential. I've spent a good bit of time talking with the founders. They are very keen to give the PR / marketing / outreach / communications people in libraries their own group, and to keep it affordable. Kieserman and his crew realize that these folks often don't get money to go to the big conferences, and that much smaller, more affordable, more customized meetings are necessary to grow their skills and professional network. 

If I've just described your situation, then ALCOP is for you. Plans for this fall's conference near Philadelphia, Oct. 14-15, are underway. And the group hopes to hold other small meetings in other parts of the country in the future. To make this happen, it needs dedicated members--and officers, which it will be seeking soon. Now is the time to join this fledgling association! 

A new marketing book

Ned Potter's new book, the Library Marketing Tool Kit, is sure to be a big hit!

I was fortunate enough to receive an advanced copy of Ned Potter's (aka [@theREALwikiman]new book, The Library Marketing Tool Kit, and what I can say is, pre-order it now. I love that he has put candy on the cover (we had truffles on our cover for Bite-Sized Marketing and it remains a top seller at ALA. lol)  But more to the point, Ned addresses library marketing offering a great narrative and tons of case studies featuring some real marketing rock stars from around the world. Well Ned is pretty much a rock star himself. He is also offering more content with his blog - offering tips, tools and case studies. 

I'll write a full review once the book is published, meanwhile take a look at his blog.

Related articles

• Content Marketing Ideas You Don't Want to Miss: Best from CMI 2011

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• 3 Lessons Content Marketers Can Learn from Product Marketing

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• Tips to Include Case Study Copywriting in Your Content Marketing

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• Research and Markets: Materials and the Environment. Edition No. 2 (sys-con.com)

May I Vent?

If I go to one more library website that doesn't include the director's name, I'm going to SCREAM.

Wow, that felt good. So I'm going to keep going. Here are some things that are just not acceptable in my book:

1. No phone number or email for the director. A form that someone has to fill out that goes to director@xxxlibrary.org, is not considered a way to contact a director. I prefer a phone number because if someone has a complaint they want to share, I'd much rather have them get the director in person then have to vent online. If you have have an amazing turn around time on for emails, then leave your email address. But frankly, if you have time to answer emails that quickly then you have time to take a phone call.

2.  No contact person, phone and/or email for media relations. Even if you don't  have a person in charge of your media, someone in your library should be designated to take calls. If the person is your director, then make sure a reporter can call you. No email here. Reporters are on deadlines, if they can reach a person, you get in the story. If not, you won't.

3. Marketing people who don't list their phone numbers and email addresses. I can't even imagine a reason why a public relations or marketing department would try to keep people away from contacting them. The game is to attract people, not avoid them.

It never fails to amaze me that there are still libraries that have overlooked the essentials needed to have the public reach them.

Where do you call home?

Sometimes you run across a video that you just want to play over and over again. This is mine for this week.

First off, the main characters are amazing. I want to be like them (or at least have children like them :-) and I'll bet anyone else would too. It's easy to relate to them. The background music adds to the inspirational feeling. It was short. The stories are real. This wasn't about the library, it was about the people who love the library. It wasn't so much about the services we offer but about how these lives are growing and somehow the library is part of it all. It makes you want to do something- raise money, visit, read, grow, explore.... To me, this video captures every library.  thanks NYPL!

How Can We Ensure the Future of Libraries?

I haven't been blogging much lately (sorry!), but I have been writing a lot on LinkedIn. I got caught up in a powerful discussion in the group for CILIP, the U.K's Chartered Institute of Library and Information Professionals. Here's the question that started the online discussion:  

What are the top 5 things we can all do to ensure the integrity and future of the profession?

This seemed awfully important, so I thought about it for a bit, then chimed in. Here's what I wrote:

++++++++++++++

 I'm going to be bold here... 
Things that I think apply to any type of library, in no particular order:

* We need to start putting the right people in front of the public. Employees who appear un-approachable, stodgy, un-techy, poorly dressed, etc. simply cannot be the ones we put at the busiest spots. We're not helping ourselves here. Stereotypical, old-fashioned-looking, ladies, I-hate-this-job part-timers, and ill-trained student workers should not be "the face of the library" to everyone who enters. Frontline staff need to be our BEST staff. No wonder the public doesn't see us as savvy information experts. 

* As [a previous commenter] said, Promote, promote, promote! Have marketing plans & strategic communication plans, train all staff on them, and stick to them. We need to get our vital messages out effectively in order to be taken seriously. 

* Update the curriculum at library schools. Students need to learn about true marketing, customer service, grant-writing, business management, and technology. I hear too often the new grads get their first jobs and find that their theoretical courses have in no way prepared them to do what's necessary in real libraries. 

* Ask people what they need / what problems they have to solve, then develop / give them the tools they need. We absolutely cannot continue to push out what we think people need / want; we have to be serving their actual needs. The only way to know what those are is to engage the community, become trusted, find out what they need, and deliver it. 

* Stop being reactive and start being proactive. Look toward the future, get good data, plan for it, get ahead of the curve. How many things have librarians looked at after the fact (Google's simple search, book covers on Amazon.com, atypical lending schemes) and said, "Drat, why didn't WE think of that?"

++++++++++++++

I'll admit, I was a little worried when I posted that, wondering how many people would rise up against my statements. As it turned  out, nobody did. In fact, my post got 15 Likes (by far the most of any of the 30 posts in the thread)!

Many of the other comments mentioned marketing or promotion in some form. If you want to read the thread, you'll need to request to join the CILIP group. (Instructions from the group managers: If you have other people in your network who might like to join the CILIP group, this is the link that can be clicked to request membership: http://www.linkedin.com/e/gis/1730267.) 

So, now, I put the question out to all of you: What do YOU think are the 5 most important things we can do to ensure the future of librarianship?? The answers are vital to our survival.

Free Webinar on Grassroots Advocacy

News from ALA on an upcoming webinar: 

'Rallying Your Community: Mobilizing the Grassroots' webinar 

“Rallying Your Community: Mobilizing the Grassroots” will be the topic of a free webinar sponsored by ALA’s Committee on Library Advocacy from 1:30 p.m. - 2:30 p.m. CDT on Wednesday, May 2.

In a difficult economy, the citizen voice is more important than ever. Learn how two community organizations, the Sustainable Library Citizens Coalition of Indianapolis-Marion County (Ind.) Public Library and Urban Librarians Unite of New York City, have used their voices to impact library funding.

Laura Johnson, deputy director, public services, of the Indianapolis Public Library and Tara Seeley, senior grants officer, Central Indiana Community Foundation, will share their story of engaging the Indianapolis community to successfully advocate on behalf of libraries and librarians.

Lauren Comito, director of communications and operations, Urban Librarians Unite, will describe this group’s radical tactics for promoting and supporting libraries in the New York area.

Marci Merola, director of the ALA Office for Library Advocacy, will moderate the webinar and demonstrate practical applications of resources from the ALA Office for Library Advocacy.

Registration is mandatory.  Visit https://ala.ilinc.com/register/thvbchx to sign up today.

What Does Your Facebook Cover Photo Say About You?

I just came across this post on Musings About Librarians, a blog by Aaron Tay at the National University of Singapore. It's called, "What are library Facebook pages using as cover photos? A Survey."

This is a "survey" as in, "I looked around and gathered info," not as in "I asked a statistically significant number of respondents." Still, it's interesting and useful to see how other libraries around the world are displaying their online personas. Many FB pics are pasted into the post so you can just scroll and see what others have done. 

On Tay's blog, I had to comment about some of the choices. Think about it -- if your FB cover photo just shows a pic of your building, or shelves of books, or book covers, or a logo, what are you saying about your library? That you couldn't think of anything else? That your org is static, not active or exciting? 

I've pasted in a couple of my favorites here, and I'll tell you why I like them. In the top one, from Texas A&M, there are 2 people just sitting there, true. But at least they're sitting with a computer, not a book. And since it looks like one is holding a "Like" symbol, that suggests the action of Liking the page. 

The other, from UTS, won't appeal to everyone, but it certainly shows something interesting happening -- something that most people wouldn't equate with a library. It makes me want to explore what they're doing there. 

To be fair, I'll show you the cover photo on my business FB page. Now I don't work in a library these days, I work for librarians as a marketing consultant & trainer. I wanted something that would reflect the fact that I actively promote libraries and recognize their value. So I chose this photo of a t-shirt I bought because it helps explain why Libraries Are Essential. (Granted, I should re-shoot to get a better photo.) Do you think it works?

Of course, FB photos will be as different and as individual as the libraries themselves. But there are a few things I think they should all convey:

The library is active and interesting.

The library is more than just books; it's technology too.

You want to be part of it, use it, and enjoy it.

So, what does your FB cover photo say about your library?

A Marriage Made in Heaven: Combining Marketing and Development to Ensure the Future of Your Library

There has never been a better time to pursue a Library Champions campaign. 

My friend, Erin McCord, and I are giving this workshop at ALA this June. She is a genius when it comes to fundraising. We'll help you get started combining your marketing and development.

A Marriage Made in Heaven: Combining Marketing and Development to Ensure the Future of Your Library

Friday, June 22, 2012 8:00 a.m. – 12:00 p.m., Sponsored By ASCLA

Has your library stalled in its attempt to develop a fundraising strategy? Are you trying to raise the awareness of the value your library offers your community? It may be time to start a library champion campaign. Two years ago, the New Jersey State Library launched a public awareness campaign designed to attract famous athletes and authors to serve as Library Champions, and with the help of marketing and development teams, leveraged those champions into an effective fund raising vehicle. Workshop participants will learn how to recruit celebrity champions and local heroes to promote your library; leverage library champions, build a donor database and raise big money for your library; build a donor development strategy for everyone in your library; and the essential publications your library must produce to secure funders.

Related articles

• thank your librarians - support your local library (aimlesswithpurpose.wordpress.com)
• National Library Week - you belong @ your library (librarian.net)

My CIL Presentation: The Phoenix

To finish up my coverage of Computers in Libraries 2012, I wanted to share one of my presentations, which I just put on SlideShare. My presenting partner was the most excellent Rebecca Jones of Dysart & Jones Assoc. Our session was titled "Imagine and Dream Big About Your Library." 

I began by talking about the Phoenix, that mythical bird that lives for hundreds of years, then builds a nest, lights it on fire, and is consumed by the flames. Then it rises from the ashes, reborn to live another 500 years. My premise was this: Libraries seem to be near the end of one life cycle. To survive, we may need to be reborn in a new & different incarnation. So we need to think about the future and decide what to be as we arise from the ashes. How do we need to change to survive? Will libraries become tiny book-sharing boxes scattered everywhere? Will they become info-dispensing machines? Are the hot new "makerspaces" or "fab labs" the answer? Watch the slideshow and start thinking about what your library's Phoenix will be.

Imagine & Dream Big About Your Library (with a little help from the Phoenix)

View more PowerPoint from Kathy Dempsey

Rebecca spoke next, and her talk took my ideas into the practical world and advised on how to do strategic planning by "standing in the future." Envision yourself already in the future, and look around -- what do you see? How can you prepare now to be there? What are the roadblocks between now and then, and which ones can you affect? She's posted her slides as well.

Imagine and dream big about your library

View more presentations from Rebecca Jones

Finally, I want to point you to a post that Rebecca wrote on the Dysart & Jones blog. Since she & I spoke directly after Michael Edson's keynote (see quote & photo in my last post), she tied our talk in with his quite nicely. In this post, she also links to other related CIL pages, including a thought-provoking interview that the team from This Week In Libraries did with Edson just after his keynote. It's well worth 7 minutes of your time to watch while having a coffee break. (Listen especially for the bit about the "extraterrestrial space auditor"!)

Let us know if this helps your Phoenix take flight. 

Tips from Computers in Libraries 2012 Conference

Michael Edson, one of CIL's Keynote Speakers

I'm behind in my blogging since I've just been traveling for back-to-back-to-back conferences. I know that a lot of folks do live-blogging, or write at the end of every day. (I did post brief thoughts each day on my Facebook page .) I do write immediate coverage occasionally, but I prefer to let information sink in, to ruminate about it, to follow some recommended links, and then to write a well-thought-out overview of events. (I blame my journalism training.  ;-> )  So it is that I'm just now going to tell you about the 2012 Computers in Libraries conference that took place last week. There will be a more-detailed article from me in the May/June issue of Marketing Library Services newsletter.

The theme of this Computers in Libraries (CIL) show was Creating Innovative Libraries, and there were plenty of marketing-related programs along with the tech talk that took place in Washington, D.C. Here are some of the thoughts and ideas that have stuck with me:

•  You can do website usability studies that are simple and informal. Any data is better than no data. However, you shouldn't let the outcomes guide major change unless your study was large, scientific, and well-planned. If you do a small study (on anything), let those results guide the way that you do a bigger study so you can get truly useful results.
•  To keep up with the future: Think big. Start small. Move fast. (Michael Edson's keynote)
•  Many slogans are too vague to be useful (i.e., "Libraries Matter"). A good slogan or tagline will include a call to action (i.e., "Vote Yes for Libraries on Question 11"). * Telling the library's story is great, but without numbers or evidence to back it up, stories alone won't get you very far.
•  Library systems that serve their patrons most effectively are often the systems that have taken the time to study data in order to really learn who their patrons are and what challenges they face.
•  Make the most of your student library advisory groups. The members and their friends are happy to give you their opinions, and those opinions are vital. * Keep messages short and clear. Instead of saying, "We have lots of databases where you can find info for your term papers and homework," instead say, "Using the library can improve your grades." 
•  Don't wait until a crisis occurs; think strategically and plan ahead.

At the very end of CIL, on March 24, I gave a 3-hour post-conference workshop   along with my most excellent webmaster, J.D. Thomas. It was called Optimizing Your Website: Better Metadata = Better Marketing. I did the marketing part and J.D. did the HTML / SEO part. Since that was its own fee-based event, I can't post the talk or the slides for you. But if you're interested in learning more or in having us do it as a webinar for your library, contact me at Kathy@LibrariesAreEssential.com.

As I said, I'll have a fulll-length article in the next issue of MLS. You can find other stuff from the conference at the official blog or by searching for the hashtag #CILDC. 

Winners Announced for IFLA's 10th International Marketing Award

One of the biggest announcements of the year was just made: The winners of IFLA's International Marketing Awards are now listed on the Marketing & Management section's site.

1st place: Tsinghua University Library, Beijing, China, for a low-cost series of five videos called "Falling in Love with the Library". There's a version of the series with English subtitles here.

2nd place: University of Waterloo Library, Waterloo, Ontario, Canada, for a campaign featuring 13 creative buttons designed to capture the visual identity of the six library locations.

3rd place: Kosteneevo Rural Library, Yelabuga District, Republic Tatarstan, Russia, for the project "The Whole Village Reads" -- a book festival followed by a year-long calendar of programs, competitions, and other activities geared to diverse audiences.


Once again, in the award's 10th year, Emerald Group Publishing Limited generously sponsored it. Thanks to Emerald, the first-place winner receives airfare, lodging, and registration for the 2012 IFLA General Conference and Assembly to be held this year in Helsinki, Finland, and a cash award of $1,000 (U.S.) to further the marketing efforts of the library. Read all the details on the IFLA's M&M page. 

Applications came in from 20 countries. Congratulations to the winners of this prestigious international award! 

'LibraryAware' Promo-Material Creation Tool Launched at PLA

At last week's Public Library Association Conference in Philadelphia, there was a lot of activity & news. For me, the biggest marketing-related thing was that NoveList (owned by EBSCO Publishing) launched a software tool called LibraryAware. It looks like a really simple, useful software package that will help librarians create materials quickly and efficiently while maintaining a consistent brand across everything. 

Nancy Dowd demonstrating
LibraryAware at EBSCO's
booth at PLA.

And I'm not just saying that because M Word founder Nancy Dowd happens to be the project lead for LibraryAware. Although I'm betting that her marketing expertise helped shape the product to be as good as it is. 

I was assigned to cover this launch for Information Today, Inc., and to write a NewsBreak on it. That was posted here yesterday, and it includes all the details. Here is a main part of the explanation of what the product will do: 

LibraryAware is a simple tool that takes public librarians step-by-step through the process of creating print and electronic materials. The first screen asks what target audience the item is for (children, teens, adults, seniors) and what type of item you want to create. There are many materials to choose from:

• Bookmarks
• Brochures
• Catalog inserts
• Email blasts
• ENewsletters
• Evaluation forms
• Fliers
• Invitations
• Letters to the editor
• Op-Ed pieces
• Social media content
• Sponsor requests
• Thank you letters

The next screen allows you to choose from a handful of professionally made templates; each has been designed to appeal to the audience you’ve chosen. For example, there are colorful photos of kids on the children’s materials, more business-like designs for others, etc. One major feature of them all is that they have the library’s customized “boilerplate” information embedded—the name, logo, contact info, etc.—all in the library’s official colors and fonts. The LibraryAware team will work with each customer to set up this section to ensure proper branding across all of an organization’s materials; then it can only be changed by the users who have administrative access to the software. Keeping fonts, colors, wording, and overall branding consistent is something that large systems constantly struggle with since so many people end up creating materials on their own, making this feature an especially attractive one.

Go to the Info Today site to read the full news article and to see if this product can help your staff create better promo materials. Comment here to let me & Nancy know what you think or to ask question about it. 

ALA's 'Empowering Voices, Transforming Communities'

And speaking of ALA presidents... 

I've been watching for months as current president Molly Raphael worked with a group to shape her initiative, "Empowering Voices, Transforming Communities." It officially launched at Midwinter in January. Here's the idea: 

Building on the advocacy initiatives of previous ALA Presidents, Molly Raphael’s Presidential Initiative will focus on engaging our communities to advocate for libraries and their value, based on factors that matter to communities and their leaders. Libraries of all types need to rely on partners in the community to advocate on their behalf more than ever before. To make that happen, the library community first needs to know what will motivate these potential partners. What are the aspirational goals of our communities? What do we need to do to transform libraries and librarianship? How do we create active advocacy campaigns in each of our communities that is empowering our constituents to speak out for libraries?

A series of webinars starts this week. The first one is Thursday. It's free, but you need to register for it. I've already signed up! Details: 

“Transforming Libraries” Thursday, March 8, 20122 p.m. – 3 p.m. CST.
Visionary professor R. David Lankes, author of  the award-winning “Atlas of New Librarianship,” and Barbara Stripling, Co-Chair of ALA President Molly Raphael’s Empowering Voices, Transforming Communities initiative, will host a free webinar designed to stimulate conversation about harnessing the evolving role of libraries and strengthening the librarian’s voice to help shape community perception. Registration for the webinar is mandatory.  Visit https://ala.ilinc.com/register/cjvsffz to sign up today.

All of our libraries need more advocates to spread the message of how useful they are. Remember, kudos mean more coming from someone else than from a library employee. I hope you'll join colleagues from across the country in learning about and implementing this. 

And, if you'll be at PLA next week, there's a session about it there as well (Thursday, 3/15, at 2pm). Keep an eye on the website to learn more. 

Why I'm Voting for Gina Millsap

Have you ever met someone and thought they would be a perfect match for a job? Every time I talk with Gina Millsap, I think what a great ALA President she would make. So with elections around the corner I thought I'd share with you why I think that.

I first met Gina years ago at Computers in Libraries. She was bubbling with excitement because her marketing person had introduced her to a new world of demographics and they were building a new system that would allow them to target audiences. The more she spoke, the more I was impressed. Sure I liked the idea that she was going to use marketing the way it needed to be used in a library, but more so because she she had listened to what her marketing person said and then brought together her people to figure out how it would work. This was not a top down, do what I want kind of manager. I liked that.

In that same conversation she spoke about bringing together a team of people and how valuable it was to create a space where all those voices could be heard. She also spoke about how it may be more difficult to come up with solutions that address all the needs, but it was essential for change to be successful. Of course, to her it wasn't a problem because her strength was facilitating diverse ideas. I liked that.

I think ALA needs a president who is a natural facilitator.

To me, it feels as though ALA is all over the place. I have friends that fit into almost every category possible and when I listen them, it's if they are each in a separate organization. ALA needs to find its story. And that story needs to include the voices of everyone. That's a tall order and will require someone who can facilitate solutions.

I know Gina will give marketers a voice in those discussions but I also like that she is addressing the need for ALA to incorporate the voices from our ethnic caucuses. I like that she values the voices of our cutting edge thinkers. I like that she is insisting all of our voices must be incorporated into the direction ALA will take to to move forward.

What you may not know about her is that she still works the floor a couple of days a week and even answers reference questions from her office. I like that.

Coming from the Midwest, she has a down to earth approach to working with people that in my mind translates beautifully no matter what part of the country you come from. She believes most problems can be resolved by getting to know what both sides are thinking. She listens, really listens, to new ideas and is able to help people connect the dots without losing track of where they wanted to go.

Gina is smart, funny and articulate.

She is ready to tackle tough issues. Because her solutions are based on making sure both sides get what they need, I think she'll help solve the struggle libraries are facing with publishers and e-books.

And most of all, she has seen the impact marketing has had on her library and I believe she will be a force that will usher in a new era for all of us who are committed to marketing libraries.

I am voting for Gina because I want her as my president.  -Nancy

**Disclaimer
The views expressed here are mine alone. I've never taken a public stand for any ALA candidate but I have reached a period in my life when I think it's important to support the people who will take ALA in the direction I think it needs to go. Gina and Barbara are both very well qualified and I will fully support whoever gets into office.

Computers in Libraries Welcomes Marketers

March 21-23, Washington, D.C.

If you are involved with the marketing of your your library, then the place to be this year is Computers in Libraries. Our fearless leader, Jane Dysart, has filled the program with amazing programs of special interest to marketers. 


Janie Hermann and I are hosting an entire track. Look at the line up of people we have lined up.  Every single program will be of value to you. 


Leveraging Your Social Media to Gain Friends and Influence People
Julie Theado, Social Media Manager, Columbus Metropolitan Library


No More ExcusesJanie L Hermann, Public Programming Librarian, Princeton Public Library
Nancy Dowd, Project Lead LibraryAware, EBSCO Publishing and and Novelist


Twitter, Ads, and QR Codes ... Oh My!
Janie L Hermann, Public Programming Librarian, Princeton Public Library
Buffy J. Hamilton, Librarian, Creekview High School
Jamie Hollier, Project Coordinator, Colorado Public Computer Centers, Colorado State Library
Andrea Snyder, Job & Career Information Center Manager, Enoch Pratt Free Library




Build Online Communities Like the Pros
Jamie Hollier, Project Coordinator, Colorado Public Computer Centers, Colorado State Library
Tynan Szvetecz, President, Commerce Kitchen


Ideas to Steal: 11 Free Marketing Strategies
Lindsay Sarin, E-Reference Librarian, University of the District of Columbia
Julie Strange, Statewide Coordinator, Maryland AskUsNow!
Andrea Snyder, Job & Career Information Center Manager, Enoch Pratt Free Library

Still yearning to learn more? 

Maurice D. Coleman, Technical Trainer, Harford County Public Library and Host, T is for Training; Beth Tribe, Information Technology Instructor & Specialist, Howard County Library System; Robyn Truslow, Public Relations Coordinator and IT Supervisor, Calvert Library; and Bryan Hissong, Branch Manager (Finksburg Branch), Carroll County Public Library are talking about Marketing ebooks and readers. 

Plus, our very own Kathy Dempsey 

and the extraordinary Rebecca Jones 

are giving a presentation called, 

"Imagine and Dream Big About Your Library".

Kathy's also presenting with JD Thomas, an important program called,

 Optimizing Your Website: Better Metadata = Better Marketing 

If you are into marketing, this CIL is going to be an important conference for you. Don't miss it!