30 April 2008, London
9 October 2008, London
Nothing succeeds like success. People tend to be more influenced by recommendations from friends than advertising campaigns. Viral, 'buzz' and 'word of mouth' marketing are currently recognised as some of the most effective marketing techniques available. These techniques have great resonance in library contexts where customers and clients tend to have positive feelings towards the service which, with care, can be marshalled in a positive way to grow and develop awareness and use.
Benefits of attending
This brand new one day course will help attendees benefit from one of the fastest growing and effective modern marketing techniques.
By the end of the course participants will:
- an understanding of viral, 'buzz' and 'word of mouth' marketing
- considered potential applications in libraries
- a set of tools and techniques to support viral marketing
Who should attend?
Those who have responsibility for communicating with service users and want to keep abreast of new effective marketing techniques. Those looking for 'quick wins' from their marketing effort.
Programme
| Registration & coffee |
09.15 |
| Start |
09.45 |
| Lunch |
12.30 |
| Close |
16.45 |
- Marketing: what currently works and what doesn’t
What is ‘viral’, ‘buzz’ and ‘word of mouth’ marketing?
Examples of effective campaigns in the private and public sectors
Resonance with library contexts
Which library messages can be spread this way?
Messages that cannot be spread virally
Practical exercise: Your viral library messages
- Who will spread the message?
Identifying the message route
Practical: the route your message will take
- Making the message worth passing on
The Action Plan – making things happen
Practical: draft action plan
- Integrating ‘viral’, ‘buzz’ and ‘word of mouth’ into other marketing activities
Places are limited to: 16
Course leader: Terry Kendrick
Fees
CILIP personal members: £240 plus VAT £282.00
CILIP organisation members: £290 plus VAT £340.75
Non members: £340 plus VAT £399.50
Updated: 16 July 2008