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Marketing The Library Service A One-day Skills Course NHS Education for Scotland Jane Ross – Training and Research Officer – National Dental Train the Trainers Programme Neil Alan Stevenson – Training and Research Officer – Law, Consultancy, HSMC – S.M.E.s – marketing and launch What we do…. • • • • • • • • • • • Training Techniques Employment Law Appraisal Assessment Poor Performance Discrimination NHS Finance Staff Management Negotiation Skills RITAs Presenting Skills • • • • • • • • • • • Media Training IT Training Research Skills NHS Management Recruitment & Selection Time Management Managing Meetings Communication Skills Legal & Ethical Issues Breaking bad news CV & Interview Preparation YOU ! Background assumptions • No Common Standard • Risk-free Environment • A Flexible Time-table • Handout – slides & today’s practicals The aim... • To introduce the basic concepts of marketing and branding • To work with colleagues to identify how best to adapt these concepts for the library service • To develop a clear idea of ‘what’ is being marketed to ‘whom’ • To identify best practice in developing promotional materials and writing copy • To examine the link between marketing and customer experience Pre-course Evaluation Basic Marketing Principles? In pairs: Read the ‘Quote Card’ you are provided with and prepare to briefly explain to the rest of the group the relevance of the Quote to the marketing of Library Services and the E-Library Practical 1 1 In the Factory we make cosmetics; in the drugstore we sell hope. Charles Revson 2 A recent government publication on the marketing of cabbages contains, according to one report, 26’941 words. It is noteworthy in this regard that the Gettysburg Address contain a mere 279 words while the Lord’s Prayer comprises but 67. Norman Augustine 3 If you think advertising doesn’t work, consider the millions of Americans that now think yoghurt tastes good. Joe Whitely 4 Good advertising does not circulate information. It penetrates the public mind with desires and belief. Leo Burnett 5 If you’re trying to persuade people to do something, or buy something, it seems to me you should use their, the language in which they think. David Ogilvy 6 If the circus is coming to town and you paint a sign saying "Circus Coming to the Fairground Saturday," that's advertising. If you put the sign on the back of an elephant and walk it into town, that's promotion. If the elephant walks through the mayor's flower bed, that's publicity. And if you get the mayor to laugh about it, that's public relations. If the town's citizens go the circus, you show them the many entertainment booths, explain how much fun they'll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that's sales. Unknown 7 People don’t want to be “marketed TO” they want to be “communicated WITH”. Flint McGlaughlin 8 I hear and I forget. I see and I remember. I experience and I understand. Confucius 9 Nobody counts the number of ads you run; they just remember the impression you make. William Bernbach 10 Committees can criticise advertisements, but they should never be allowed to create them. David Ogilvy 11 Starbucks never advertise, do no promotional work and retail at four times the price of their average competitor – yet their product is a brand leader. Why? 12 The forklift driver may not need have an opinion on AGaramond semi-bold over Gill Sans condensed [fonts], but he or she does need to help deliver the brand promise Power to the People - 2000 13 If I were starting life over again, I am inclined to think that I would go into the advertising business in preference to almost any other. The general raising of standards of modern civilization among all groups of people during the past half-century would have been impossible without that spreading of knowledge of higher standards by means of advertising. Franklin D. Roosevelt 14 The best ad is a good product. Alan H. Meyer The Brand Ladder Types of Brand Type Consumer Stand alone Coke, Fairy Liquid, Whiskers Library ? Endorsing Kalibur from Guinness, ? BT Cellnet Family Heinz, Bachelors ? Value of a Brand Virgin Direct - half-million from Virgin and half-billion from partner. Each party takes 50% share holding Acquirer Target Goodwill (% of price paid) Nestle Rowntree 83% Grand Met Pilsbury 88% Cadbury Schweppes Dr. Pepper 67% United Biscuits Verkade 66% 10. Brand Loyalty 9. Brand Preference 8. Brand Positions 7. Brand Image 6. Brand Personality 5. Brand Identity 4. Brand Attitude 3. Brand Familiarity 2. Brand Associations 1. Brand Awareness The Brand Ladder 1. Brand Awareness Recognition Weaker – identifying a logo upon request, answering survey question ‘have you heard of…?’ Recall Stronger – recalls product when asked general product question – ‘Who provides access to information in the NHS…?’ 2. Brand Associations What associations and connotations spring to peoples mind when the brand is mentioned. Examples: Gordons vs. Bombay Evian vs. Volvic 3. Brand Familiarity Associations are focussed and managed: Rolls-Royce vs. Nissan 4. Brand Attitude Find consumers attitudes towards using a service – first choice, if nothing else works, if free, if faster, etc. • Why do your existing customers use the service? • What do potential customers want? • Why have former customers not come back? 5. Brand Identity The physical aspects – shape of bottle or format of home page Is there consistency and cohesion in the presentation 6. Brand Personality The feel of the product – authoritative, interactive, ease of access, comprehensiveness, a starting point 7. Brand Image The reconciliation of ‘identity’, ‘personality’. Bookshops wanted to become a place to ‘browse’ - to reconcile personality and identity they have had to work on redesign of their stores. 8. Brand Positions Market leader? Cheapest? Fastest? Most comprehensive? Most fashionable? Luxury? 9. Brand Preferences Consumers now select this product – however, this is a short term state usually related to promotions, special offers, etc. It now needs to be sustained 10. Brand Loyalty Top of consideration set Loyalty must be two-way What are we marketing? What are we marketing… 1. Understanding your product 2. Presenting your product SWOT Analysis… Strengths Weaknesses Opportunities T hreats Practical 2 What are we marketing… What is the product/service? What is the ‘identity’? What is the ‘personality’? What is the ‘position’? Practical 3 Marketing Targets Targets & Threats Users Financiers Competitors Doctors (consultants to PRHO) Dentists (Community, Surgical, etc.) Nurses (Grades and Shifts) PAMs Management (as individuals) Management (as decision makers) Technical staff Researchers Public Scottish Executive Organisations/Groups Targets Competitors University systems Traditional Libraries/E-library Private Subscriptions Update services ? ? ? Conflicts • Professional Status • Allegiances • Actual requirements • Vocabulary • Draws Considerations Underlying Usage • What are their current patterns of usage? • Do they use analogous services? • Can they access your service? Marketing Issues • What do they read? • Where do they go/look? • Tailor made or Global? Ways of promoting… Methods of promoting… Work on your own to list as many ways as possible of promoting a new product or service in the library. PRIZE FOR THE MOST ANSWERS Practical 5 Knowing your targets & what they want… Knowing your targets… Who is the service aimed at? What do they want? What would attract them to use it? Who is currently using it? What has attracted them? Why are non-users not interested? Practical 4 Messages and Mediums? Consider the examples in front of you… What makes a good flyer? What makes a good poster? What makes a good advert? What makes a good promotional item? Practical 6 Copy Writing Copy Writing… Short Rhythm / Rhyme / Alliteration Active language Enticing / Exciting / Button Pushing Key themes (help, easy, cheap, etc.) Every word counts… In your groups… Look at your responses to practicals ‘3’ and ‘4’. Use these to develop SIX statements about the Library Service which you think will have an impact. These will then be voted and the best group will receive a prize. Practical 7 Handout Examples Planning the campaign! Planning stage… • Critical Success Factors • Marketing Objectives • Timescale • ‘Sales’ Forecasting • Actual outcomes The Customer You now have got your users in the door. What next… How do you keep them coming back? How do you involve them/build a relationship? How do you encourage them to spread the word? What skills do your staff need? Closing Session Post-course Evaluation