Marketing Libraries – Is it good for your health?. Professor Alan Wilson University of Strathclyde Business School. Key Marketing Themes. Developing a Marketing Oriented Service Identifying and Targeting your Key User Groups Delivering a User Oriented Service
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Professor Alan Wilson
University of Strathclyde
Define who users / potential users are
Focus on their needs
Co-ordinate all activities that affect the users
Meet Budget Requirements
Library and Information Service Managers may lose the emphasis on the user as they get involved in the complex and demanding process of managing the organisation as the central purpose of their activities.
WILL OUR DECISION AFFECT OUR USERS?
Opinions about users’ views will no longer do, we must have facts.
Loyalty to the organisation and the service is not as important as loyalty to the user.
Example: Cabinet Towels involves:
In Staff Washrooms
3. Space saving
1. Vandal proof
2. Reliable Servicing
2. Low Maintenance
24 hour access involves:
Info comes to user
Help to access correct information
Very technical information
Ability to browse
Somebody to gather the information
Most recent informationSo what do your user segments require?
Invoicing/ Charging for the Service
Finding out about the Service
Requesting the Service
Delivery of the Service
Packaging / Presentation of the Service
1. What are the communication objectives
2. Who are the target audience
3. How much can be spent
4. What message should be sent
5. What method should be used
6. How should the result be evaluated
Personal Contact involves:
InternetCommunicating with Users