Marketing and Promotion for Libraries: Big and Small. PAARL’s Summer National Conference on the Role of Libraries and Library Professionals in E-Learning: Issues and Concerns Isla Parilla Resort, Alabel, Sarangani Province, April 19-21, 2004
PAARL’s Summer National Conference on the Role of Libraries and Library Professionals in E-Learning: Issues and Concerns
Isla Parilla Resort, Alabel, Sarangani Province, April 19-21, 2004
Rainera Carrillo-BoholstChief Librarian, Cebu Institute of Technology
& Location of
Finite Life Cycle
Public Service Announcements
Exhibitions, roadshow, seminars
Incentives, designed to focus customer attention on a new product and to create goodwill, such as:
free online search,
a sample SDI packet of materials expertly targeted to the user’s interests,
a book mark or button describing a new service,
a free demonstration and so forth.Suggested Methods of Communicating with Customers
Easy to control and measure
Lack of time maintaining list
Lack of time in mailing outDirect Mail
Things to remember in planning an exhibit:
Ask details of attendance of the previous exhibits done.
Who will be attending?
How will the organizer attract visitors to the exhibition?
Is the time of year appropriate for visitors?
Do the dates clash with other events?
Is it easy to reach, especially by public transport?Exhibitions
Identify the individual or groups who are essential to the achieving of your objective/s.
Market segmentation. The breaking down of the list of customers into smaller groups with shared characteristics to provide services closely tailored to fit their needs and expectations. (Hart, 1999:25)
“Marketing requires careful planning and begin with understanding the mission of the library.
Marketing can help you succeed in your mission, establish a positive image for the library in the community, and the best way to provide service to users”
Hart, Keith. Putting Marketing Ideas Into
Action. London: LA, 1999.
Kotler, Philip. Marketing for non-profit organizations, N.J.: Prentice Hall, 1975
Weingand, Darlene E. Marketing/Planning Library and Information Services. Colorado: Libraries Unlimited, 1999.