1. OLA Superconference: Session #1218, Fri, 4 Feb, 2 p.m. Liz Dobson, Centennial College edobson@centennialcollege.ca Tel: 416-289-5000 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

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.

7. askON

13. tent cards

14. service promotion & placement… Library website: homepage, other Library pages Blackboard courseware, MyCentennial portal Place ads on Twitter & Facebook Email 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,

16. askON

18. Centennial College Libraries & college sector

21. College traffic.. Jan-Apr 2009 v Jan-Apr 2010 ……60% increase in traffic......27% increase in partner libraries

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?