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OLA Superconference: Session #1218, Fri, 4 Feb, 2 p.m. Liz Dobson, Centennial College Tel: 416-289-5000 x 7007 Selling What.

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Presentation on theme: "OLA Superconference: Session #1218, Fri, 4 Feb, 2 p.m. Liz Dobson, Centennial College Tel: 416-289-5000 x 7007 Selling What."— Presentation transcript:

1 OLA Superconference: Session #1218, Fri, 4 Feb, 2 p.m. Liz Dobson, Centennial College Tel: x 7007 Selling What Cant Be Seen :

2 If you build it, will they come?

3 askON Virtual Reference Service at Centennial College Libraries

4 askON

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6 exit survey How did you learn about askON? From KO eResource portal Discovered link on my library website From my local library Web search From a friend From a media source (newspaper, radio, twitter etc.) Other Tell us how we did today 1- Poor - I did not receive the help I needed. 2 - Fair - I received some help but not what I expected. 3 - Good - I got what I expected. 4 - Excellent - I got more than I expected.

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13 tent cards

14 service promotion & placement… Library website: homepage, other Library pages Blackboard courseware, MyCentennial portal Place ads on Twitter & Facebook Vine broadcasts to faculty Printed tent cards & fliers (in displays, as bookmarks, handouts at classroom instruction sessions, in the cafeteria Promote through personal contacts: reference work, faculty contacts

15 Plans to make a promotional video & to add QR codes … VIDEO A tutorial? A narrative? QR CODES Matrix barcode readable by smartphones & mobile phones with cameras. They will be placed in a variety of places (usually on the wall) both inside and outside the Library,

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18 Centennial College Libraries & college sector

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21 College traffic.. Jan-Apr 2009 v Jan-Apr 2010 ……60% increase in traffic % increase in partner libraries

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23 Testimonials – college sector Amazing service!!!!!!! – Georgian College student Suddenly, customer service doesnt mean lining up at a front desk, waiting on a poor overworked soul to answer questions…It felt collaborative, constructive, and fun! – askON student user I really appreciated being able to get library help online from the comfort of my own home. As a part-time student I dont always have the time to go to the library so this service is very valuable to me. – student askON user

24 Placing our marketing in context…

25 Traditional marketing Interruptive Telling and selling Focus on product or service benefits: solutions to basic core needs Often irrelevant promotion Now a full blitz (saturation)

26 Contemporary marketing trends Non-interruptive Not telling & selling Focus on experiences & higher personal needs Brand has more importance More relevant promotion

27 Experiences that tap into our higher personal needs Relationships Entertainment Opportunities to change ourselves & the world for the better Connections with greatness

28 Contemporary marketing & the importance of branding BMW Canada The ultimate driving experience Apple - Creativity, imagination American Express -World class askON Online research help Library Virtual Services - What is our brand? How do we express it?

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