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Marketing and
Promotion for Libraries:
Big and Small
PAARL’s Summer National Conference on the Role
of Libraries and Library Professionals in ELearning: Issues and Concerns
Isla Parilla Resort, Alabel, Sarangani Province,
April 19-21, 2004
Rainera Carrillo-Boholst
Chief Librarian, Cebu Institute of Technology
Objectives
 To explore the process in Marketing
Library
 To understand the 4 P’s in marketing mix
and how they are used.
 To appreciate some promotional
methods in libraries.
Marketing
 The analysis, planning, implementation
and control of carefully formulated
programs designed to bring about
voluntary exchanges of values with
target markets for the purpose of
achieving organizational objective.
(Weingard, 1999: 4)
Steps Involved in the
Marketing Process
 Internal assessments
 Market research
 Setting specific goals
 Selecting promotion strategies
 Creating a plan of action
 Implementation
 Evaluation
Putting Marketing into Action
 Product
 Price
 Place
 Promotion
Product
 product = the services
that the library provides
to its customers.
 Services, Ideas, people
Lending of toys, tools, art prints, etc.
Collections of materials: bestsellers, video,
films, books, magazines, etc.
Access via cable television or computer
Online Catalog
Reference Information Service
Telephone Information Service
CD-ROM database access
Interlibrary loan
Use of audio visual equipment/computers
SDI
Books by mail
Story hours
Programs: puppet shows, film series, tax
assistance, etc.
Learner’s adviser service
Bookmobile service
Study carrels
Meeting rooms
Information and referral
Circulation of materials
Reserve materials
Price
 What is the cost to provide each product
including direct and indirect costs?
 Are actual fees being charged and, if so,
how are they determined?
 Are there potential fee-based products to
be considered as part of the product
determination?
Place
 It refers to the point at which the customer obtains
access to the product.
Examine existing distribution channels and potential
administrative channels.
Changing societal needs
Distribution Decision Factors
Time,
Convenience,
Resources
Quality of
Service
Format &
Technology
Priorities and
Planning
Distribution
Innovation &
Change
Decision Factors
Intermediaries
Positioning
Number
& Location of
Outlets
Finite Life Cycle
Promotion
 The means of communicating with
customers and potential customers using
various media, conveying the best
images and texts that best describes
how you can meet your their needs.
Suggested Methods of
Communicating with Customers
 Public Relations



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


News Releases
Photo Releases
Public Service
Announcements
Exhibitions, roadshow,
seminars
Library Publications
Desktop Publishing
WebPage Publishing
 Incentives, designed to
focus customer attention
on a new product and to
create goodwill, such as:




free online search,
a sample SDI packet
of materials expertly
targeted to the user’s
interests,
a book mark or button
describing a new
service,
a free demonstration
and so forth.
Advertising
 Objectives:





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to raise awareness
To provide
information
Establish or maintain
your brand image
Market position
Launch new service
Remind customers
what you do
 Your Ad has to be:






Seen
Scanned
Read
Understood
Remembered
Easy to respond
Direct Mail
“Direct mail works because it
helps customers
understand your
messages in ways that
other marketing tools
cannot, because it is:
 Personal
 Highly focused
 Easy to control and
measure
 Economical”
 Potential Problems:



Junk mail
Lack of time
maintaining list
Lack of time in
mailing out
Exhibitions
 Displays of items
increase library’s
visibility and
inform library
users about
library’s collection
and services.
 Things to remember in
planning an exhibit:

Ask details of attendance of
the previous exhibits done.




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Who will be attending?
How will the organizer attract
visitors to the exhibition?
Is the time of year
appropriate for visitors?
Do the dates clash with other
events?
Is it easy to reach, especially
by public transport?
Library Publications
 Newsletters.
 Define the purpose
 Brochures
 Flyers
 Posters
 Bookmarks




of the publication
Adopt an editorial
policy
Establish a budget
Establish distribution
mechanism
Establish a general
layout for the
publication
Marketing Plan
Marketing Audit
•A comprehensive
INFORMATION
AGENCY’s :
Determined:
• systematic
• Total Environment
• Problem Areas
• Independent
• Objectives
• Periodic examination
• Strategies
• Activities
• Resources
=
• Opportunities
Recommend Plan of
Action
Marketing Plan
Situation (environmental) Analysis,
-Summary of the information
from your audit about the library’s
capabilities (Internal Strength
and Weaknesses)
- External Opportunities and
Threats ( information about the
community and political situation,
and your competition.)
Market Research
 Summarizes the results of your direct
research with customers.
Identify the individual or groups who are
essential to the achieving of your
objective/s.
Market segmentation. The breaking
down of the list of customers into smaller
groups with shared characteristics to
provide services closely tailored to fit
their needs and expectations. (Hart,
1999:25)
Goals and Objectives
 Desired Outcomes: Specify what you
expects your result to be.
 Make your objectives SMART.
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
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Specific
Measurable
Action oriented
Responsibilities stated
Timed
Marketing Strategies
 Target Market Selection: specific target
selection, or specific product
 Marketing Mix: Description of the
product, its features, Price , Promotion
activities, Place
Action Plan.
 An outline of specific step or task that
will need to be done to accomplish once
goal.
 Specify person responsible, timeline,
budget.
Implementation and Evaluation
 Refers to measures of performance,
such a statistics, methods of
measurement that you will use.
 Monitoring and evaluating performance
CONCLUSION:
 Marketing positions your library in the
minds of the community as a “go to”
source for information and helps users
understands what you have to offer
them. It is one way of building good
customer relations, and help build up a
positive image that will encourage
customers to visit the library more often
and support its activities and projects.
“Marketing requires careful
planning and begin with
understanding the mission of the
library.
Marketing can help you succeed in
your mission, establish a positive
image for the library in the
community, and the best way to
provide service to users”
 The availability of resources in the internet
changes the way users’ access information.
 Libraries may have better than web resources
and personalized assistance, but does your
community know? Are you reaching everyone
who could use your resources? Your services?,
what’s the best way to find out? What resources
and services do users in your community
actually want? If the answers are no, then it’s
high time for you to look back and review your
marketing plan?
References:
Hart, Keith. Putting Marketing Ideas Into
Action. London: LA, 1999.
Kotler, Philip. Marketing for non-profit
organizations, N.J.: Prentice Hall, 1975
Weingand, Darlene E. Marketing/Planning
Library and Information Services.
Colorado: Libraries Unlimited, 1999.
Marketing
Audit
Determine the
Organizational
Role (Mission)
Establishing Goals
Monitor/
Evaluate
(Progress
Towards
Goals)
Future Screen
Set Measurable
Objectives