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Download Basic Elements of Marketing for Libraries
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Presented by: Anne K. Abate Library Discount Network Background What is Marketing? What Can be Marketed? The Marketing Cycle Mission Statements Strategic Planning Environmental Scanning Early 1990s—”Marketing and Libraries DO Mix” Book and Workshops produced by State Library of Ohio Spring 2005—Marketing Course University of Kentucky Graduate Program Fall 2005—Workshop for School District Libraries Spring 2006—Hands-On Workshop Yes No Not sure . . . Please tell us in your own words in the Discussion Box on the right ----------- What is Marketing? Marketing is the management process which identifies, anticipates, and supplies customer requirements efficiently and profitably. ---The Chartered Institute of Marketing Collecting information Forecasting trends Consulting all concerned Understanding markets Formulating objectives Planning strategy Implementing strategies Evaluating everything! Communicating with everybody! PUBLICITY ? PROMOTION? Products and Services Organizations People Places Social Issues Product Price Place Promotion People Physical Evidence Process “Closing the Loop” Self Assessment Current Services Available Potential Services Expected Income/Benefits Market Definition Current Customers Potential Customers Product Planning Possible Offerings Needed Services Planned Services Product Creation Build Test Deliver Sell Inform/Perform/Report Self Assessment Market Definition Product Planning Product Creation Sell Do you currently assess your library? YES NO Tell us how in the discussion----- Collections ◦ List each area of the collection with level of value Online Services ◦ List each service offering with level of implementation Staff Services ◦ List each service with level of knowledge offered Facilities ◦ List each area with level of usefullness Develop the assessment for your library, based on the sample provided in the handout Score your library based on your assessment Be ready to share what you discovered Who are your customers? Regular Irregular Potential How can you classify them? Develop a classified list of your customers Provide a brief description of each group and how you can reach out to them Prioritize the services ◦ What do your customers want? ◦ How valuable are those services to the customer? ◦ What are the priorities for the customer? Email Surveys Focus Groups Walking Around Data Mining Community Events Suggestion Box Blog Speakers Demographics Community Background Newspaper Use one of the methods to reach out quickly to a group of customers For your selected group of customers, write a brief list of how you are meeting their needs and any new services or offerings that could be useful to that group of customers Based on the needs of your customers, build a new product that will fully meet those needs Concentrate on: ◦ The quality of the results and the value they will have for the customer ◦ Using solid project management techniques to get the most out of your planning ◦ Review your progress often and be flexible to change direction as needed ◦ Keep your customers and staff aware of the progress The topic for our next webinar . . . Self Assessment Market Definition Product Planning Product Creation Sell Does your library have a mission statement? YES NO Don’t know Where does your mission come from? How do you create the mission? Who should be involved? What do you do with the mission? Where does the mission fit in the marketing cycle Why is it important? What business are we in? Where should we be? What groups should we be serving? What user needs must we satisfy? What technologies will be used to answer those needs? What other resources do we need? Political Trends Economic Trends Social Trends Technological Trends Know the Competition Demographic Factors Create a list of the trends that are impacting your library Create a list of your competitors Create a list of the demographic changes and factors that will influence your services in the next five years Background What is Marketing? What Can be Marketed? The Marketing Cycle Mission Statements Strategic Planning Environmental Scanning Review of Homework Assignments Methods of Selling Your Products Branding Project Management Basics Relationship Marketing Digital Marketing Evaluation and Measurement Corporate Image Putting it all together! Wednesday, April 25, 2012---1:00 p.m. Be there---with your homework completed!
