Learnings From Teaching What You Practice
Swinburne University of Technology had me back the other day!
Tiana Durrant, back in her stomping ground of 2023.
On Monday 12th May, I had the joy to present to a class of marketing students in the Library marketing scene, and pass on some tips and tricks I’ve learnt through Social Star to bring some spark back into these important Third Places.
The State Library recently housed the Melbourne Writers Festival, and is celebrated as an icon of Melbourne. It’s UNESCO Heritage listed. Melbourne is considered a city of literature partly because of it. And Melburnians are known as a people who applaud their public libraries. So many things to put into a marketing plan to raise awareness and bump numbers, no?
I took 70 students through a range of marketing terms, strategies and concepts over the workshop; funnels, content, AIDA, goals, emotion v logic, and more. Most importantly though, that social media is not the entirety of marketing. I’m Gen Z too, so I get it. But I really don’t know many lawyers, for example, who use Instagram to get clients. Do you hop onto Instagram to find new ways to spend your money? I don’t, I hop on mine to see cute rabbit reels and spam the fiancé’s inbox with them.
Now, social media is relevant for certain things, like Awareness! Step one of AIDA, but it really all comes down to this…
The important part of marketing is not the graphics or reels that go viral. You won’t convert anyone to becoming a long-term library membership holder, or a returning book borrower.
Example: one student asked me what I thought about the Trumpet of Patriots party campaign at this last election? Did I think it was successful?
I would ask, did they win any seats? Then there’s your answer, if that was indeed their goal. Forced viral campaigns, converting to expensive nothingness.
It’s about knowing your goals, your audience and speaking to that audience’s problem authentically.
A viral post does you no good if it’s not reaching your audience or if there’s no follow through. Sometimes in the LinkedIn highlight reel you can miss the point that it’s not all about the big number impressions - having a highly engaged audience that trust your business is infinitely more valuable… just maybe not as ‘highlight’ worthy.
Marketing is a lot like the post-grad experience. It can be a maze to find the path right for you. It can be a maze to find what marketing strategies work best for your client. But on Monday I explained my journey, and gave some maps on how to navigate the maze - for one type of client at least! Thanks again Swinburne for facilitating, and I’ll be back… if you want me!