Ticer Share Care Dare V4
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Transcript of Ticer Share Care Dare V4
Dare, Care, Share
Strategic Marketing in LibrariesIrmgard Bomers
KB, national library of the NetherlandsHead User Services Division
“It’s not the strongest of species that survive, nor the most intelligent, but the one most responsive to change”
Charles Darwin
Change
Books?
Content / information?
Services?
What business are we in?
Digital library services today
Digital library content today
Branding
Strategic marketing
7 P’s
Product
Place
Price
Promotion
Personnel
Processes
Physical evidence
Customer in control
Interactivity generates traffic
Your competitor is one click away
Product
Partnerships
Shared information network
Product
Multichanneling: be where your customers are
Everything gets an antenna
Shop becomes a showroom
Place
“Free” as a business model
Offer choice
Charge for (quality) services
Price
Push instead of pull
Create fans
Promotion
Create non library functions
Stimulate / create mobility:
• Exchange program
• (Management) Trainee program
• Change management
Personnel
Demand driven
Focus on logistics / fulfillment
Shared services
Processes
Targeting, measuring
Return on Investment / Accountability
Physical evidence
A marketing strategy for libraries
+ =
+ =Compare Apple
Results