LibGuides: Resources for Fashion Entrepreneurs: Marketing, Advertising, & PR

Video Courses on Marketing and PR

The library subscribes to a database of video tutorials called Lynda.com. Lynda.com has a variety of short video segments, such as developing a brand strategy, to full length video course that can run up to a couple of hours, such Online Marketing Foundations, on Marketing, Advertising, and PR related topics. These courses and videos are are always timely and created by experts, and some of the courses also have downloadable exercise files for you to work along with the instructor. Also, LinkedIn recently acquired Lynda.com to power its LinkedIn learning videos.

LinkedIn Learning This link opens in a new window
LinkedIn Learning is available remotely with your library card and pin. In order to access LinkedIn Learning with your library card, you must follow this link opposed to going straight to the website. If you would prefer to use the mobile app, the instructions on how to use it with your library card are also on this page.

Marketing and Advertising Resources

A company's marketing and advertising strategies are, ultimately, intended to drive sales, raise awareness of your brand, and create your brand's image. New technology has changed the marketing and advertising landscape with the addition of things like social media advertising, content and video marketing, and SEO/SEM, but traditional marketing strategies, such as direct mail, can still be effective. I suggest watching the Lynda videos to help you determine your marketing and advertising strategy based on your budget.

eMarketer
eMarketer has been conducting research on digital business transactions since the 1996. Their reports give up to date insight on what online marketing strategies are working. Although some of their reports and information are proprietary, they have a lot of free information available on their website. (Photo Credit: Copyright 2018 eMarketer Inc.).

Mergent Intellect This link opens in a new window
The "Consumer Data" section of Mergent Intellect allows you to construct lists of individuals names and addresses by geographic location, purchasing behaviors, age, gender, and income. Up to 20,000 of these records can be exported and used to construct a direct mail campaign. This resource is available remotely with your Brooklyn Public Library card and PIN.
Reference Solutions This link opens in a new window
The U.S. Consumers/Lifestyles module in Reference Solutions allows you construct lists of individuals based on income, home value, geography, and lifestyle interests. These lists of names and addresses can be exported to create direct mailing lists, and Reference Solutions also maintains a proprietary list of email addresses that can be purchased. This database is available remotely with your library card.

PR Resources

PR, or public relations, can be a vital part of any businesses marketing toolkit. When your business gets covered by the press, it organically optimizes the search engine results for your business, and it can also help improve your brand equity or company image by giving you "third party verification." Before utilizing the resources listed below, I recommend watching the PR video tutorials on Lynda.com. It is important to understand how to make your brand newsworthy and to understand press releases and editorial calendars before communicating with the press.

Cision PR This link opens in a new window
Cision PR is a database of contact information for media outlets, independent journalists, and bloggers. This outlet allows you to construct lists of media contacts, and it also has an internal tool for sending out packaged press releases to multiple contacts. This resource is only available at the Central Library with the help of a librarian at the Business & Career Center, and only one person can use Cision PR at a time.