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Patricia Martin and Sponsorships

Patricia Martin did a great session at the SirsiDynix SuperConference about sponsorship and reminded us about why libraries make great partners for the business community. She was all about building clout, capital and users.
First she reminded us about the lexicon that works for sponsorship and foundation communities. We can’t expect them to learn our language:
Libraries are ‘properties’ (we’re the ‘sponsee’ – another new word)
Sponsors are the folks who have cash to invest (they want access to your marketing assets.)
They are selling – and the arrangement is called “deal”
Here’s are some soundbites:
We are a visual culture.
Be where your users are.
Good words and positions are “authentic” or “extreme”
Self expressive
“Intent to buy” vs “intent to borrow”
The sponsor wants to become ’embedded”
Does the customer believe that you understand them? Then they’ll buy.
“Are you sponsor worthy?”
We are in the rise of the second renaissance. 63% list reading for pleasure as their #1 leisure activity. This gives us power that we can bring to the relationship.
Why libraries make good partners:
3 key assets: Technology, Talent, Timeliness
What you know is what you value and libraries are authentic, liked, they care about you, revered.
“Libraries are the legacy brand.”
“Librarians are the xenophiles among the geeks. Deep insights into how users consume information.”
“Libraries are the infrastructure of the knowledge society.”
“Libraries are the franchise”
Good places to add cash:
1. Youth reading programs. poetry slams, other events.
2. Sponsored resources- home improvement weeks, investor education, etc.
3. Onsite sales (e.g. Starbucks, Snapple, etc.)
4. New product trials (software, downloads, etc.)
5. Small business services
3 important steps:
1. Get visual
2. Get a vision
3. Get new friends
What’s in it for you as a library?
1. Clout
2. Community
3. Cash to do the extras.
Reality Check – What does it take to succeed?
1. Entrepreneurial culture
2. Really know your user group
3. Know your limits, what is and isn’t for sale and why.
4. Know which assets are valuable
5. Can you commit to the discomfort of growth?
Points to ponder…
Stephen

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Posted on: March 10, 2006, 3:51 pm Category: Uncategorized

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