Presented at International Conference of Asian Special Libraries, Manila, 10-12 April 2013

1. Always one
step ahead!
Always one step ahead!
Markeforing
Marketing t libraries
strategies
for libraries 1

2. StadtBibliothek
Köln
Cologne
1.000.000 inhabitants
about 50 % of the children
and young people have an
immigrant background
70.000 students
2

3. 3

4. The Library System
4

5. Crime Novels in the Subway
Krimiautomat
5

6. The Basics of Advocacy
• Commitment of all colleagues
• Being widely accepted
• Developing a strategy
6

7. Politicians & Public
• Don't complain!
• Spread positive news!
• Surprise! Do the unexpected!
• Present your regular work
in a different way…
7

8. What is Customer Orientation?
Customer
Products Staff
Services
8

9. Corporate Behaviour & Corporate Culture
9

10. Why do we need customer orientation?
Satisfied Dissatisfied
customers customers
tell up to 3 talk to 10-12
persons persons about
about their their negative
positive experiences
experiences
10

11. DIALOGUE
11

12. Special Customer Service
12
c: UB Marburg (Heike Heuser)

13. How to deal with rules…
13

14. Selfservice and 24/7 Service
14
Radio Frequency Identification

15. Once upon a time…
15

16. Complaint management:
the conventional and the virtual way
of doing it
16

17. Statistics Complaint Management
questions 4 %
criticism 44 %
suggestion 29 %
praise 23 %
17

18. Branding
It‘s the first impression
that counts!
18

19. First impression
19

20. Image
The overall impression which a majority of people have
of the library
or
20

21. Some features of the image
• Can only be changed in the long run
• Is based on emotions
21

22. That's how it shouldn't be…
22

23. The basis for a good image
• Competence
• Reliability
• Prestige
• Unique features
23

24. How can we improve our image?
• Having a clear service profile
• Being customer-oriented
24

25. Halo-Effect
The overall impression which a person or a thing makes
on others is dominated by a single positive feature
25

26. Inspire people with your enthusiasm!
Make the citizens regard the library as
THEIR
library and make them feel proud of it!
26

27. The question is not:
How do we get support or attention?
BUT
How can we interest other people in our
ideas and our work? Augustinus
27

28. …Install „think tanks“
…Develop new services
…Look for partners and support
…Work proactively
When other libraries
begin to plan,
we have already made
mistakes!
28

29. The Library as a Public Space

30. A library is more than books…
30

31. The Café
31

32. Mediapool and Makerspace
32

33. New Technologies and Programs
33

34. E-Reader & Tablets
34

35. With an App toour app to our e-books …
With the eBook…
35

36. e-library: anytime and anywhere
36

37. Web2.0 - Marketing

38. geeks@
cologne
Events about
technology and
webculture
38

39. New Programs for Young Adults
39

40. This is a Library…
Science Slam in the CPL

41. 41

42. 42

43. 43

44. 44

45. geeks@cologne 2013
• Twitter-Reading-Event
• Movie-Night
(postproduction, special effects with local companies)
• Space-Night
• Manga- and Comic-Events
• Girl Geek Dinner
• Gadget-Evening
45

46. iPad - Programs
46

47. Multimedia Projects
Link Slideshow

48. Gaming Zone in the Teenage Library
48

49. Different Furniture for Kids!
49

50. Games, Games, Girls
… in our Junior Library
50

51. Easymotion - Silver Gamers
51

52. Thank you for your attention!
Maráming salamat
hannelore.vogt@stadt-koeln.de 52