Post on 05-Jan-2016
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 CourseUniversity of Kentucky Graduate
ProgramFall 2005—Workshop for School District LibrariesSpring 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 AssessmentCurrent ServicesAvailable Potential ServicesExpected 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?RegularIrregularPotential
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?
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!