Or, in another word, everything. As Andy puts it in his instructions, marketing is "about how we position ourselves and what we do for our customers". That reminds me of the recent brown-bag lunch around Emma Woods' suggestions for how subject librarians could raise their profile. One of the comments, over the baguettes and fruit, was that these techniques for raising the subject librarian's profile were essentially techniques for being a good subject librarian. The steps, presented by Lori Reed, for devising a library marketing plan look almost like those for devising a wholesale library strategy. One imagines them as grist for several stakeholder meetings, rather than a single blog post.
Mercifully, the brief for this assignment pulls back from such an undertaking -- asks us to write "specifically about one tool or strategy you are going to adopt to promote your service". Mine would be Doodle, or some more elaborate surveying tool such as SurveyMonkey. They were not Cam23 discoveries for me -- SurveyMonkey surveys have informed discussions about Haddon Library funding and plans for a makeover -- but Cam23 has confirmed and enriched my view of them.
Finding out where people are, metaphorically speaking, and what they need, is not something that happens by magic. Assuming or pretending that one is of their company is an approach that has a way of turning squirmaceous. Survey tools enable one to ask the questions straight out.