Building a Buzz: Libraries & Word-of-Mouth Marketing by Peggy Barber & Linda Wallace

This book on library marketing is focused on one of the most inexpensive ways to market your library to the community – word-of-mouth marketing (WOMM).  This book is all about having a consistent brand message for your library and how to get people talking about that message.  Your library’s marketing message needs to be part of an overall marketing and communications plan which supports the library’s service goals and objective.  The book lists the reasons that WOMM is so powerful: it’s real and immediate, it’s personal, it’s honest, it’s catching, and it’s customer driven.  It talks about turning your libraries’ customers into champions for the library who advocate on its behalf.  It also talks about what the message should be: easy to say and easy to remember, not more than 10 words long, the most important thing you want people to know about your library, a tagline or branding statement for your library.  There are a lot of good resources for library marketing professionals to use and quite a few case studies that show WOMM in action.  While it may not be a book you refer to over and over, it is definitely worth reading at least once and having on your shelf as a reference.

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