- deliberate marketing plan, and crisis communication plan
- strategic implementations that may reflect the strategic plan
- goals, benchmarks, and measurable data collection.
- establishing and using formal communication channels like blogs, social media, email, etc.
Reactive marketing is written about in two terms. The first perspective of reactive marketing is an ad-hoc approach with little strategy. I would consider this the project approach to marketing, rather than the the operational approach (instead of calling it reactive marketing).
Reactive marketing could also mean responding to an incident and needing an immediate plan of action. This could look like:
- frantically trying to establish communication channels to get out an urgent message
- trying to recruit large attendance at a high cost event without a budget or promotion plan
- starting official communication channels and not following through with deliverability or upkeep
Reactive marketing could also be a good thing. If you have a lenient communications plan, you could capitalize on trends and offer programs, events, and memes based on a recent event in your library or pop-culture. However - without the established communication channels you'll have a hard time gaining the attention you deserve for such a smart reaction!
Mr. Ares also talked about the narrative fallacy, and perception versus reality. Basically, customers hear an incorrect fact (or in some cases, fabricate one) and treat it as reality and expect their opinions should be validated based on their perceptions. This may manifest itself in any number of ways including:
- a patron becoming adamant you had his textbook last week, even though it's never been a part of the collection
- a faculty member saying that the library is open 24 hours, and sending a student to the facility when it is closed, and subsequently becoming upset
- a student believing the library only has books, and will not help her with her project
The possibilities are endless. Their misconception has become their reality and now, as marketers, we have to overcome those new challenges. This is where a consistent message and multiple marketing channels will become assets! We have to fight back against the incorrect assumptions and deliver a premium service consistently, and hopefully the misconceptions will dissipate over time.