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!