Marketing academic libraries
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Transcript of Marketing academic libraries
Introduction to Marketing within Academic Libraries
Jo Alcock - Evidence Base, Birmingham City University Penny Andrews - University of Sheffield and Leeds Metropolitan University
Learning outcomes
By the end of the workshop, attendees will:
Gain a greater understanding of marketing theory and how it applies to library and information services
Be aware of a number of best practice case studies to learn from and apply the lessons learned in their own service
Be able to plan and evaluate a marketing campaign for their services
Overview
1. What is marketing?
2. Service marketing
3. Development of marketing approaches
4. Organisation orientation
5. Marketing library and information services
6. Case studies
7. Marketing planning
8. Marketing evaluation
9. Good practice sharinghttps://www.flickr.com/photos/benelwell/9009855796
What is marketing?
https://www.flickr.com/photos/alexpgp/3609715516
–UK Chartered Institute of Marketing
“the management process responsible for identifying, anticipating, and satisfying
customer requirements profitably”
“a management process whereby the resources of the organisation are
utilised to satisfy the needs of selected customer groups... first and foremost an attitude of mind rather
than a series of fundamental activities”
–McDonald, 1989, in Wilson and Gilligan, 2005
What is marketing?
Core management process
Assists organisations in improving current products/services, and developing new products/services
Includes:
Staff
Brand perception
Methods of communication
Service marketingHow does it differ "om product marketing?
https://www.flickr.com/photos/flavor32/2384350798
Unique characteristics of services
Intangibility (i.e. lack of physical element)
Variability (i.e. no standard, consistent service)
Simultaneous production and consumption
Perishability (i.e. can't be saved)
Lack of ownership
–Grönroos (2007)
“the management of customer relationships, and of relationships
with suppliers, distributors, and other network partners as well as financial
institutions and other parties”
Development of marketing approachesShi# to relationship marketing
https://www.flickr.com/photos/blumpy/325853852
Evolution of marketing
1. Marketing is unnecessary
2. Marketing is promotion
3. Marketing is segmentation and marketing research
4. Marketing is positioning
5. Marketing is strategic planning
6. Marketing is enrolment [relationship] management
Kotler and Fox (1995)https://www.flickr.com/photos/pagedooley/3191664147
Organisation orientationWhat is your organisation's focus?
https://www.flickr.com/photos/mdales/6602332085
Organisation orientation
My library's primary focus is...
Developing products and services of the highest quality for our users
Increasing awareness and encouraging use of our products and services
Developing products and services which are most affordable and convenient for our users
Developing products and services based on our research into our users' needs
Organisation orientation
Focus Orientation
Quality Product
Increasing awareness and encouraging use Sales
Affordability and convenience Production
Research into users' needs Market
Adapted from Rowley (2003)
Organisation orientation
Product 14%
Production 14%
Sales 29%
Market 43%
Alcock (2011)
Academic libraries in West Midlands
Marketing library and information servicesOverview and development
https://www.flickr.com/photos/usnationalarchives/393093257
Marketing in libraries - background
Marketing in libraries is a way to understand user needs and improve awareness of services through effective communication
Marketing in libraries is not a new concept, but the term was not used until recently
Marketing is frequently cited as unpopular among library staff (Lindsay, 2004; Singh, 2009; Kumbar, 2004)
– Boden and Davis (2006)
“marketing your library service should not be considered a luxury
but a necessity”
Marketing in libraries - today
Marketing in libraries seems to be growing in terms of acceptance that it is important
Budgetary, technological and societal changes have raised the importance of marketing and proving the library’s value
Growing number of jobs advertised for librarians with qualification and/or experience in marketing (Dubicki, 2007)
Transition in line with Kotler and Fox’s evolution of marketing model
Evolution of marketing in libraries
1. Marketing is unnecessary
2. Marketing is promotion
3. Marketing is segmentation and marketing research
4. Marketing is positioning
5. Marketing is strategic planning
6. Marketing is enrolment [relationship] management
Kotler and Fox (1995)https://www.flickr.com/photos/pagedooley/3191664147
Case studiesExamples of library marketing approaches
https://www.flickr.com/photos/manc/1427691715
Case study 1Situation
The library has recently subscribed to a new resource discovery service
Marketing options
Leaflets, posters, displays in library
Inductions and training sessions
Fresher’s Fair for new students
Roadshow for academics and those who don’t visit library
Social media
Focus - ease of use, breadth of resources, or “better than Google”?
Case study 1
Situation
The library has recently subscribed to a new resource discovery service
Marketing approaches chosen
Training and handouts for library staff
Inductions and fliers within the library
Roadshow for academics outside the library
Focus initially on breadth of resources but changed to ease of use
Hints and tips
Remember to include library staff as a key audience
Consider marketing activities outside the library as potential users may not visit the library
Look at goals and audience carefully - social media hadn’t worked for this institution in previous marketing efforts
Focusing on academics can be more beneficial than students - the former influence the latter
Case study 2
Situation
We've just subscribed to a new online resource with teaching materials for trainee teachers thanks to a student recommendation. We'd like to raise awareness with other students.
Marketing options
Email to Education academics
Promotion during information literacy session with trainee teachers
Highlighted on 'Resources for teaching' blog for trainee teachers
Announcement on Education VLE
Fliers in library with information about resource
Posters in 'Teaching Practice Collection' resource area
Case study 2
Situation
We've just subscribed to a new online resource with teaching materials for trainee teachers thanks to a student recommendation. We'd like to raise awareness with other students.
Marketing approaches chosen
Highlighted on 'Resources for teaching' blog for trainee teachers
Posters in 'Teaching Practice Collection' resource area
Hints and tips
When promoting to specific user group, target communication to them in particular
Case study 3Situation
We're running a drop-in information literacy session in the library this lunchtime on effective search techniques.
Marketing options
Email to all students
Announcement in VLE
Tannoy announcements throughout the morning in library
Signs and fliers at library enquiry desks
Library social media accounts
Case study 3Situation
We're running a drop-in information literacy session in the library this lunchtime on effective search techniques.
Marketing approaches chosen
Tannoy announcements throughout the morning in library
Signs and fliers at library enquiry desks
Hints and tips
Consider the context of the service you are marketing - is it specific to a time and/or place?
Case study 4
Situation
We’re refurbishing the first floor of the library and need to let users know
Marketing options
Posters, display, leaflets in library
Social media
Focus - information about disruption, information about new floor and study spaces, or visuals of new floor?
Case study 4Situation
We’re refurbishing the first floor of the library and need to let users know
Marketing approaches chosen
Display
Social media
Minimal focus on disruption, mainly visual focus
Hints and tips
Reuse existing materials where appropriate - display reused model used by estates for library staff
Visual progress photos on social media can gain interest, and encourage users to take their own photos once refurbishment is complete
Marketing planningTools and techniques to help plan future marketing activities
https://www.flickr.com/photos/john/2307446365
Benefits, not features
Users are more likely to be interested in how the library can help them that what the library has
How are your services going to make your users happy?
https://www.flickr.com/photos/timefortea3/3858337588
Consider user segments
Will a first year undergraduate student have the same needs as a post-doc researcher?
Adapt message considering core users and benefits for them
https://www.flickr.com/photos/simpologist/42391997
Personalised approach
Services can be personalised
Each user will have unique perspective and needs
Consider how services can be adapted to support their specific needs
https://www.flickr.com/photos/csb13/57564217
Not just promotion
Remember marketing encompasses more than just promotional activities
Ensure all library staff are involved or at least aware of any new services
https://www.flickr.com/photos/the_justified_sinner/2498066986
Help at the point of need
Think about the situations users may find themselves in need of help, and consider how you can get to them, e.g.
No results found after searching for resources
Lost in the library
Week before first assignment https://www.flickr.com/photos/evaekeblad/2326577823
Marketing communications plan
Service to be marketed
Audience to market to
Message to market
Communication channel to use
People responsible
Timescale
Marketing communications plan
Service Audience Message Channel Responsible Dates
Ebooks Part-time students
Resources available whenever and wherever Library website Jo 02/10/2014
Ebooks Distance learning students
All your research resources accessible wherever you are VLE Penny 14/10/2014
Using a spreadsheet with shared access for all staff can be useful to keep all information in one place, then can use this data to populate specific plans based on service, audience or channel.
Marketing planning resources
Planning and organising projects
Rachel Smith, University of Durham
7 step marketing toolkit
Kay Grieves, University of Sunderland
Marketing evaluationAssessing the outcome and learning for future marketing activities
https://www.flickr.com/photos/katerha/4330199412
When to evaluate
Evaluation is a continuous process, not just for the end of the campaign.
Evaluate after every phase of your plan.
Evaluate every message and every channel.
Evaluate your plan itself. Listen, and be prepared to change your plan.
How to evaluate
How will you know if your goals were met?
How can you monitor performance?
How will you collect feedback?
How will you respond to feedback?
Remember to go beyond the numbers.
Why did it succeed?
You can’t repeat success without understanding it.
Were all your goals SMART?
What were your success criteria?
Why did you choose them?https://www.flickr.com/photos/cnhender/14511985102
Failure is OK
Taking risks is important.
Not everything works the first time.
Why did it fail?
What can you learn from the failure?
What was good about it?https://www.flickr.com/photos/86530412@N02/8226451812
The importance of the right plan
The numbers say the campaign was successful...
Did you reach all the people you were trying to reach?
Were your goals compromised by budget, resistance from colleagues or a reluctance to rock the boat?
“The operation was successful, but the patient died” https://www.flickr.com/photos/decipher-reflections/4764825971
References
Alcock, J. (2011) Strategic marketing in academic libraries [online]. MScEcon. Aberystwyth University.
Boden, D. and Davis, L. (2006) Developing a marketing mindset. Library & Information Update, 5(5), pp.38-39.
Circle, A. and Biernan, K. (2009) The house brand. Library Journal, 134(11), pp.32-35.
Dubicki, E. (2007) Basic marketing and promotion concepts. The Serials Librarian, 53(3), pp.5-15.
Grieves, K. (2012) The 7 Step Marketing Toolkit [online]. Available at: http://7steptoolkit.wordpress.com
Grönroos, C. (2007) Service management and marketing: customer management in service competition. 3rd ed. Chichester: John Wiley.
Kotler, P. and Fox, K.F.A. (1995) Strategic marketing for educational institutions. 2nd ed. Englewood Cliffs, NJ: Prentice-Hall.
ReferencesKumbar, R.D. (2004) The importance of marketing and total quality management in libraries. Electronic Journal of Academic and Special Librarianship [online], 5(2-3).
Lindsay, A.R. (2004) Marketing and public relations practices in college libraries. Chicago: American Library Association.
Rowley, J. (2003) Information marketing: seven questions. Library Management, 24(1-2), pp.13-19.
Singh, R. (2009) Does your library have an attitude problem towards ‘marketing’? Revealing inter-relationship between marketing attitudes and behaviour. The Journal of Academic Librarianship, 35(1), pp.25-32.
Smith, R. (2013) Planning and organising projects [online]. Available at: http://missrachelsmith.wordpress.com/2013/02/02/planning-and-organising-projects/
Wilson, R.M.S. and Gilligan, C. (2005) Strategic marketing management: planning, implementation and control. 3rd ed. Oxford: Elsevier Butterworth-Heinemann.