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“PRODUCTIZATION” AS A MEANS TO MARKETING LIBRARY SERVICES

Shannon Lawler & Jessica Hastings

Waggener Edstrom Worldwide

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INTRODUCTION

Goal:

To provide a model for explaining library services by developing branded research products

Framework:

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(Shannon)

You have services already…we are here to help you turn those into marketable products

Do you feel like people have trouble understanding some of the services and expertise that you offer?
What’s the disconnect between what you offer and want to offer and what patrons expect of you?

Explain our framework as one of many ways of approaching the situation with awareness through effective communication. Products give you something to communicate more easily about.

Product 🡪 Communication 🡪 Understanding

We are in a situation where we HAD to sell our services. It was much easier for us to sell products than to try to “sell people” but we think it can work for you too. We have been successful in the for-profit model, but we think that thinking about packaging services in this way is applicable to a wide variety of environments too.

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WHAT WE DO

What we do:

Our industry & company

Our approach

Examples

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(Jessica) Our industry & company

PR: going through similar shift as libraries, etc. in that sorting out how to handle shift from traditional, print publication model to the explosion of digital content and social media
WaggEd: high innovation, thrives on creativity, demands we always try to be better
🡪 We were somewhat uniquely well-positioned for this kind of approach and it happened somewhat organically. Since hindsight is 20/20, however, we think that some of the characteristics are more broadly applicable, which is why we are here ☺

(Shannon) Our approach

History: Products helped us shift agency perception of librarians from people who managed resources to solve problems (with tools)
Helps us sell products but the fact that we came up with those solutions meant agency thinks of us as people who can come up with answers to most any problem. Therefore, this means that we continue to get more complex requests that require custom research as well…which, in some cases, leads to more products
Products were developed to address common types of questions.
Saw similarities in requests and our approaches to fulfilling those requests
Created methodologies that are customizable for individual research requests

Transition to examples

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PRODUCTS

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RIPPLE EFFECT

Ripple Effect™ methodology is ideal for brands wanting to measure the afterlife and overall reach of a campaign. Use this tool to find out which influentials keep your influence flowing.

Our Ripple Effect methodology shows brands which influentials have the power to spread their content beyond a small audience. This knowledge helps brands confirm targets, sharpen messages and optimize communications budgets.

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NARRATIVE NETWORK

Narrative Network® mapping enables businesses of any size to identify the accuracy and impact of their brand story on the marketplace.

Waggener Edstrom Worldwide’s Narrative Network paints a word picture of a brand’s storytelling landscape. This unique text mining and media mapping software tracks key brand messages and trends across communication channels.

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INFLUENCE RANKING

By ranking a combination of traditional, online and social media outlets using 33 metrics in four key attribute areas, brands can compare the relative impact of individuals, outlets, media types or attribute areas.

Influence Ranking™ helps businesses learn which media and individuals exert the greatest influence on their brand. Leaders use data to optimize media selection and spending.

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WHY IT WORKS

It works because:

We don’t have to reinvent the wheel

The tools (products) allow us to focus on the analysis and results rather than the process

Standardized results & format connect the dots between projects

We can more efficiently manage resources

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HOW WE SELL

We sell products by:

Making them approachable

Fostering trust

Producing actionable results

Setting clear expectations

Developing marketing collateral

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HOW IT CAN WORK FOR YOU

What services do you offer? Let’s discuss how they can be productized!

Some products you may already have:

Course packets
Readers’ Advisory

Q&A

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THANK YOU!

Thank you!

Please feel free to contact us at any time:

Jessica Hastings

jhastings@waggeneredstrom.com

503.443.7366

Shannon Lawler

slawler@waggeneredstrom.com

503.443.7920

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