Friday, September 30, 2005

Marketing Techniques That Work

Jami talked today about graphic design and other marketing techniques, without her PowerPoint presentation, but we'll have it up here in a bit.
Bulleted points:
* visual consistency
* positive connotation
* convey an image (book, building, technology)
* determine your intended audience
* on flyers, include all the information you want the audience to know, including cost
* relevancy of information should dictate format - make sure text is brief and concise
* have a single visual image that carries throughout all the various promotional material formats, or "pieces"
* mistakes - not consistent enough, not concise enough, not compelling
* look at competition - book stores, schools - how are they putting info together?
* Q: What programs other than Publisher are available? A: Quark, PhotoShop, Adobe Illustrator.
* Publisher has some great layout designs
* have consistent graphics, don't crowd it with too much information, and put your logo on
* white space is critical! People are overloaded with information
* ways to market:
a) merchandising (displays throughout)
b) hand selling (booktalks)
c) exposure to materials and services through displays that highlight one book or theme
d) point of purchase (interior displays, annotated book lists, displays near the circulation desk (think Wal-mart near the check-out))
e) end-isle displays - create to attached attention to a specific area
f) dump - put books of the same genre all together in no order
g) face-out displays - have covers face the patron, especially younger patrons

*hints about marketing:
a) yellow type on black background or vice versa are the most easy to read, while red and blue are the least easy to see
b) keep it simple - don't need to overwhelm the patron visually
c) bold graphics - logo and maybe one image to draw their eye in
d) don't leave your display up too long - if it sits too long, the regular customers need something new and different to pay attention too
e) use things all over the place, i.e. footprints on the floor leading to a display

*posters
a) use pictures of people in your posters - photographs or stock photos of people
[If a photo is taken at a public program at KC Public, it belongs to the library. Other libraries use patron release forms giving permission to use a person's image in printed materials. Some children in foster care can't be photographed, so get parental permission. If it's a photo that will be used often, go ahead and get a signature.]
b) be graphically dramatic - what posters do you like best?
c) movie posters - good reference source for ideas - how are they put together?
d) other pieces that go with the poster should be consistent - flyers as mini-posters
e) ALA Web site as a resource for graphics
f) Google Images

*flyers and brochures
a) don't use all CAPS, but use large and easy-to-read type for the headline
b) use sub-headlines or bullets
c) simple illustrations or clip art to highlight points
d) 11 pt font as a minimum size
e) write with your least educated customer in mind--keep it simple and jargon-free
f) use a lot of White Space, or blank space
g) have at least 2 or 3 different people proofread the materials before final printing
h) cheaper and more effective to use black and white, especially with photocopied materials
i) try to avoid sexism and racism in your materials - what's cute to some is offensive to others
j) use humor, but it won't always work
k) Publisher is a great place to start with flyers and brochures - it will give you a clean layout. If you want to go beyond that, PhotoShop and Illustrator are good programs.
l) Q: Newsletter - keep it consistent, with certain sections that will always be there, even if the Newsletter goes out multiple times a year.
m) Q: What about everything having "that Publisher Template look"? Recommend that you start with Publisher, but then tweak it and change it to make it unique to your message - use different pictures, different fonts, staff or patron photos and poses. Use the templates as a starting point. Emotional connection (think yesterday's program)
n) Q: Borders on flyers? How many different types of fonts? A: You can use the same font in different sizes and colors, but don't use more than 2 fonts. Use one font for the Header, but an easy-to-read font for the information. No hard and fast rule about borders, but if you have lots of images and text that fill the page, then a border wouldn't be necessary. If the text and images are sparse, then you can use a border. ***Put Logo, address, phone and Web site at the bottom instead - this information is always good to include.***
o) Q: How do you manage books that have been pulled for displays - list the books on display for reference, use a block as a place-holder that says "check the display", check out the book to a patron or location called "display".

* for larger libraries, using looping video displays on plasma screens is a powerful way to display information. Smaller libraries can have looping PowerPoint presentations on a computer near the circulation desk, or in an area where people linger.

* On the Web, use little ads to promote collections, services and programs.

Q: Do you use e-mail to promote materials? A: Yes, using a monthly "e-mail blast" that is like an on-line newsletter. Ask if the person would be willing to receive e-mail information, such as with a sign-in sheet at events. Put the e-mails in an Access database to maintain them.

Q: Do you know of a good basic book on how to design a logo? A: Jami will send some titles about graphic design for libraries.

Q: Where to put the flyers? A: Near the circ desk, near the drinking fountain and photo copier, women's restroom--anyplace where people spend time

(So, can you tell I like to type?)

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