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How do I ‚sell‘ my library ?. Marketing and Lobbying - (New?) Challenges for Library Managers. Marketing and Lobbying - just all on the surface ???. STARTING POINT:

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marketing and lobbying new challenges for library managers

How do I ‚sell‘ my library?

Marketing and Lobbying - (New?) Challenges for Library Managers

slide3
STARTING POINT:
    • Superiors, clients and staff demand more and more strategic management competencies from library managers which only recently became part of the traditional curriculum for LIS education
    • How acts the library in a world where the real worth of something does not matter, but matter does the image of it.

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slide4
Library-Managers have to be multitalented:
  • Development and leadership of the organisation as a whole
  • Acquisition of resources
  • Representation of the organisation in the public

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slide5

Marketing

Lobbying

  • Concerted and planned effort mainly of interest groups designed to affect influence over decision-makers, mostly over government authorities, executive agencies or elected officials by means of ‘interest management’.(Wikipedia)
  • Activity and processes for creating, communicating, delivering and exchanging offerings that have value for customers, individuals or society at large. (AMA)
  • Societal process that is needed to discern consumers‘ wants; focusing on a product/service and to mould the consumers towards the products/services (Wikipedia)
  • .

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slide7
Marketing is an integral part of the general strategy of an enterprise

based on the enterprise\'s goals and targets

General Strategy

Vision

Auftrag

Commission

Basic Values

Goals

Ziele

Core

competencies

Positioning on

the market =

MARKETING

Mission

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slide9
Marketing Goals
  • Enterprise:Maximize profit!!!Conquer the market!!!

= Commercial Marketing

  • Library:Maximise usage!!!Positive impact on society!!!

= Social Marketing

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slide10

Social Marketing

Systematic application

of marketing tools along with other concepts and techniques to

achieve specific behavioural goals

for a social good,

(Wikipedia)

e.g. library service goals !!!

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slide11
Objectives of a Marketing strategy 1
    • Gain a lead and achieve an advantage over your competitors!
  • Library:
  • Distinguish the competitors!
  • Find out the „USP“ – unique sales point!

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slide12
Objectives of a Marketing strategy 2
    • Open up the market!
    • Set or follow market trends!
  • Library:
  • Attract new target groups
  • Establish new services

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slide13
Objectives of a Marketing strategy 3
    • Penetrate the market!
    • Concentrate on customers!
  • Library:
  • Retain the existing customers
  • Attain new customers

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slide14
Customer orientation and marketing
    • Identify the needs and demands of actual and potential customers
    • Integrate demands of potential and actual customers into the decision process of the organisation

Ensure that you offer customers

services they want!

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slide15

Ensure that you offer customers

services which the customers want

  • Tool: SAFE –
  • Criteria for customer driven marketing decisions
  • Suitable
  • Acceptable
  • Feasible
  • Enduring

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slide17
From Strategy

to

Action

Actions

Marketing-

Pyramide:

strategic

1st level:

“Where do we want to go?”

Goals

2nd level:

“How do we

get there?”

Strategies

operational

3rd level:

„What do we

employ

to get there?“

Marketing Mix

Marketing Plan

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slide18
From Strategy to action:

1st level:

“Where do we want to go?”

ACTION

  • Analysis of the situation: What is the initial position?

Where are our strengths?

Where are our weaknesses?

What to do we need?

What is the deficit?

What is the problem?

Where are the competitors?

  • Setting the goals: What do we want to achieve?

What do we want to improve?

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slide19
From Strategy to action:

2nd level:

“How do we get there?”

ACTION

  • Planning the actions: Which actions are to be taken?

Who is to be involved?

Which resources are necessary?

What is the timeframe?

Which scope of influence can be used?

  • Planning the evaluation: How do we state the success of the marketing actions? What are the criteria of success?

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slide20
From Strategy to action:

3rd level:

“What do we employ to get there?”

ACTION

  • Translation into action: Which communication tools shall be employed?

Which distribution channels shall be used?

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slide22

DEVELOPMENT OF A

MARKETING PLAN,

comprising performance actions,

influencing the customers‘ decision

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slide23

The Five „Ps“

      • Product
      • Pricing
      • Promotion
      • Placement
      • Persons

MARKETING

MIX

FOR THE

MARKETING

PLAN

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slide24

MARKETING MIX: „P 1” = „Product“

  • Specification of the actual product / service:
    • material features (e.g. form of service, design)
    • immaterial features (e.g. performance quality, “philosophy” and effectiveness)
  • Correlation of the product / service to the end-user’s needs and demands.
  • “How appropriate is the service to the user’s needs?”

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slide25

MARKETING MIX: „P 2” = „Pricing“

  • Setting a price for the product / service: “What is the customer willing to exchange for the product / service?”
  • Take into account the additional “costs” for the costumer to use the product / service – material and immaterial

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slide26

MARKETING MIX: „P 3” = „Placement“

  • Defining the target groups:
  • “Which persons are to be reached and should make use of the product / service?”
  • Channel how the product / service gets to the customer: “When, where and how can customers reach the product / service and make use of it?”

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slide27

MARKETING MIX: „P 4” = „Promotion“

  • Methods to promote the product / service:
  • “How to communicate with the customers to get their perception and acceptance for the product / service?”
  • Methods of promotion are
    • promotion campaign, - signposts, signs
    • advertising, - testimonials
    • brochures, - etc.
    • website,

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slide28

MARKETING MIX: „P 5” = „Persons“

  • Personal contact between employees / staff and the customers
  • “How do our staff directly / personally communicate with the customers?”
  • “How are the non-personal contact features with the customers organized?”
    • letters,
    • Invoices
    • website
    • etc.

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slide29

MARKETING MIX: Conclusion

Take the DECISION:

“Which is

most crucial ‘P’ of the Five P’s

for a library?”

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slide30

PERSONS !!!

The Librarians are crucial for the marketing success of the library

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slide31
Effective marketing strategies also for libraries ???
    • Direct marketing (e.g.. Mailings, Call-centre-activities, web 2.0)
    • Marketing, based on testimonials or recommendations (e.g. „tell a friend“, bonus systems)
    • Client path marketing (partnerships, AMAZON-like online-social networking)
    • Community marketing (customer focused product development; produce an “ownership” of the discussion around the product)

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slide32
Effective marketing strategies also for libraries ???
    • Multichannel Marketing (different channels to reach the customer)
    • Guerilla-Marketing (surprising, unusual, unconventional, aggressive)

Finnish

Red Cross

Mc

Library

???

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slide33
Slogan:

„The winner takes it all!“

Successful results of effective marketing help

to produce a positive image of the institution.

Therefore marketing is also helpful for lobbying the library successfully!!!

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slide35
Concerted and planned effort mainly of interest groups designed to affect influence over decision-makers, mostly over government authorities, executive agencies or elected officials by means of ‘interest management’.(Wikipedia)

Lobbying

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slide36

„Lobby“ =

Foyer of a parliament where members of the parlament met their constituents; later term used for the reception area of hotels; medieval latin „lobia“ (gallery)

In a figurative sense for more than

150 years the word „Lobby“ means

an interest group

trying toexert an influence mainly

on parliamentarians and

administrative authorities

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slide38
Goals of Lobbying:
    • „Sell“ = carry through a project
    • Carry through one’s own interests
    • Reach one’s own objectives in a swap procedure
    • Exert general influence on decision-makers / opinion-makers
    • Exert indirect influence from out of the background
    • Build up advocacy for one’s own interests
    • Find supporters for one’s own interests

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slide39
„Lobbying is good“ …

exerting direct pluralistic influence

being the only way to push through one’s interests in an indirect action

generating high credibility for the objective by the commitment of those being affected

being the strategy of nearly every action group

„Lobbying is shady“…

generating an imbalance of power

because of indistinct delimitation likeliness of corruption and bribery

because poor arguments are dressed up

because it is “Ruling from the backroom”

because it is part of the concept: „Money makes the world go round“

2 different attitudes towards Lobbying

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slide40
Examples of the „existing Lobbying-reality”
    • Number of registered lobbyists (2005)
      • Berlin – 6,000
      • Brussels – 15,000
      • Washington – 27,000
    • Actual Topics:
      • Car Industry and Global Climate Change
      • Greenpeace and Destruction of Rainforests
      • Germany: Smoking prohibition in German pubs and restaurants and the federation of restaurant owners

Etc. etc. etc. etc. etc. etc. etc. etc. etc. etc. etc. etc. etc. etc. etc. etc. …

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slide43
2 Motives for Lobbying

Lobbying

as a job

Lobbying for

a social good

  • Professional Lobbying
  • Lobbying to earn one‘s living
  • dependence on the client
  • as a rule high budget
  • as a rule not for a public good
  • Voluntary Lobbying
  • personal commitment
  • as a rule small or no
  • budget
  • mainly for a social/ public good

COMPANIES

LIBRARY

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slide44
What do notable international library colleagues think about Lobbying for libraries?
  • Maurice Freedman (ALA): „I think the German colleagues should integrate lobbying into their professional credo.“ (2003)
  • Holly Murten (US Embassy Berlin): “Lobbying for libraries is a process of changing from passive support into active advocacy.”
  • Jonathan Douglas (MLA): „Building up strategic advocacy - lobbying government and public“ (2005)

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slide46
LobbyingProcess
  • Building up  long-term contacts / relationships confidence atmosphere of trustworthiness

 networks of supporters

  • Offering “swap goods”

„What is the benefit for my ‘target person’ to support me?”

  • Looking for allies/ supporters
  • Finding „door openers“

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slide47

Build up strategic alliances

and

Generate influence!!!

„Door Opener“

Supporters / Interest groups

direct

indirect

Lobbyist

indirect

„Target Person (s)“

=

„Decision maker (s)“

direct

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slide48
Which measures smooth the way for the Lobbying process?
    • Participation in working groups or committees (local / regional / national)
    • Personal communication outside the library with influential individuals and interest groups
    • Founding an association “Friends of the library”
    • Attract positive attention, especially by unusual presentation and unexpected actions
    • Try „Bottom-up-Lobbying“!
    • Try „Stand-by-Lobbying“!

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slide49
What else can be useful?
    • Build up long-term oriented relationships
    • Development a lobbying strategy with a clear message
    • Establish contacts systematically : official / unofficial
    • Create „Networking“-strategies
    • Follow the principal „Dripping hollows out of rock“
    • Create an unequalled visual recognition of your objective and opportunities to identify oneself with this objective
    • Objectify your interests – stress the public / social good
    • Do not feel ashamed or frightened!!!
    • Find out attractive “swap goods“!

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slide51

Lobbying with effects of shock

and macabre sense of humour

www.LibraryDeath.de

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slide55
How does the American Library Association (ALA) support their colleagues with Lobbying?
    • National „information campaign“
    • Internet-Information / Advice on how to present one’s case
    • Model letters aimed at decision makers and supporters
    • Model articles for the media

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slide57

„Good bait catches fine fish“

Talking big:

„One good turn

deserves another“

„Normal situations require unusual measures“

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slide59

„21 good reasons for good libraries“

Lobbying-

Brochure

Of the

German

Library

Associations

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slide60

Horst Köhler, Federal President of Germany,

October 2007

“In spite of the important impact of libraries for education and self-directed learning processes in our society there is no national policy for libraries as basic elements of the education infrastructure.

That is why in my opinion libraries have to become a topic on the political agenda in Germany.”

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slide62
Which tools and strategies do I employ in order to position and push through the interests of my library with the support of others?

Core

Questions for Lobbying

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slide63

Main

Lobbying-Strategy 1

  • PRODUCE POSITIVE IMAGEAND USE IT IN FAVOUR OF YOUR OBJECTIVES
  • NOBODY BETS ON A

LAME HORSE !!!

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slide64

MAIN

Lobbying-Strategy 2

  • THE RIGHT TIME
  • THE RIGHT PLACE
  • THE RIGHT WORD!!!LONG-TERM PREPARATION !!!

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slide65

Keywords

for

Lobbying

  • MESSAGE
  • TARGET GROUP /PERSON
  • DECISION MAKER
  • SWAP GOOD
  • ALLIES / ALLIANCES / NETWORKING
  • STRATEGY / CONCEPT
  • SUPPORTER
  • DOOR-OPENER

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slide66

AND

most important:

... Great staying power !

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