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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

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marketing and promotion for libraries big and small

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

Rainera Carrillo-BoholstChief Librarian, Cebu Institute of Technology

objectives
Objectives
  • To explore the process in Marketing Library
  • To understand the 4 P’s in marketing mix and how they are used.
  • To appreciate some promotional methods in libraries.
marketing
Marketing
  • The analysis, planning, implementation and control of carefully formulated programs designed to bring about voluntary exchanges of values with target markets for the purpose of achieving organizational objective. (Weingard, 1999: 4)
steps involved in the marketing process
Steps Involved in the Marketing Process
  • Internal assessments
  • Market research
  • Setting specific goals
  • Selecting promotion strategies
  • Creating a plan of action
  • Implementation
  • Evaluation
putting marketing into action
Putting Marketing into Action
  • Product
  • Price
  • Place
  • Promotion
product
Product
  • product = the services that the library provides to its customers.
  • Services, Ideas, people
price
Price
  • What is the cost to provide each product including direct and indirect costs?
  • Are actual fees being charged and, if so, how are they determined?
  • Are there potential fee-based products to be considered as part of the product determination?
place
Place
  • It refers to the point at which the customer obtains access to the product.
  • Examine existing distribution channels and potential administrative channels.
  • Changing societal needs
distribution decision factors
Distribution Decision Factors

Time,

Convenience,

Resources

Quality of

Service

Format &

Technology

Priorities and

Planning

Innovation &

Change

Distribution

Decision Factors

Intermediaries

Positioning

Number

& Location of

Outlets

Finite Life Cycle

promotion
Promotion
  • The means of communicating with customers and potential customers using various media, conveying the best images and texts that best describes how you can meet your their needs.
suggested methods of communicating with customers
Public Relations

News Releases

Photo Releases

Public Service Announcements

Exhibitions, roadshow, seminars

Library Publications

Desktop Publishing

WebPage Publishing

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
advertising
Objectives:

to raise awareness

To provide information

Establish or maintain your brand image

Market position

Launch new service

Remind customers what you do

Your Ad has to be:

Seen

Scanned

Read

Understood

Remembered

Easy to respond

Advertising
direct mail
“Direct mail works because it helps customers understand your messages in ways that other marketing tools cannot, because it is:

Personal

Highly focused

Easy to control and measure

Economical”

Potential Problems:

Junk mail

Lack of time maintaining list

Lack of time in mailing out

Direct Mail
exhibitions
Displays of items increase library’s visibility and inform library users about library’s collection and services.

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
library publications
Newsletters.

Brochures

Flyers

Posters

Bookmarks

Define the purpose of the publication

Adopt an editorial policy

Establish a budget

Establish distribution mechanism

Establish a general layout for the publication

Library Publications
marketing audit
Marketing Audit
  • INFORMATION AGENCY’s :
  • Total Environment
  • Objectives
  • Strategies
  • Activities
  • Resources
  • A comprehensive
  • systematic
  • Independent
  • Periodic examination
  • Determined:
  • Problem Areas
  • Opportunities
  • Recommend Plan of Action

=

marketing plan1
Marketing Plan
  • Situation (environmental) Analysis,
    • Summary of the information from your audit about the library’s capabilities (Internal Strength and Weaknesses)
    • External Opportunities and Threats ( information about the community and political situation, and your competition.)
market research
Market Research
  • Summarizes the results of your direct research with customers.

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)

goals and objectives
Goals and Objectives
  • Desired Outcomes: Specify what you expects your result to be.
  • Make your objectives SMART.
    • Specific
    • Measurable
    • Action oriented
    • Responsibilities stated
    • Timed
marketing strategies
Marketing Strategies
  • Target Market Selection: specific target selection, or specific product
  • Marketing Mix: Description of the product, its features, Price , Promotion activities, Place
action plan
Action Plan.
  • An outline of specific step or task that will need to be done to accomplish once goal.
  • Specify person responsible, timeline, budget.
implementation and evaluation
Implementation and Evaluation
  • Refers to measures of performance, such a statistics, methods of measurement that you will use.
  • Monitoring and evaluating performance
conclusion
CONCLUSION:
  • Marketing positions your library in the minds of the community as a “go to” source for information and helps users understands what you have to offer them. It is one way of building good customer relations, and help build up a positive image that will encourage customers to visit the library more often and support its activities and projects.
slide25

“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”

slide26
The availability of resources in the internet changes the way users’ access information.
  • Libraries may have better than web resources and personalized assistance, but does your community know? Are you reaching everyone who could use your resources? Your services?, what’s the best way to find out? What resources and services do users in your community actually want? If the answers are no, then it’s high time for you to look back and review your marketing plan?
references
References:

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.

slide28

Marketing

Audit

Determine the

Organizational

Role (Mission)

Monitor/

Evaluate

(Progress

Towards

Goals)

Establishing Goals

Future Screen

Set Measurable

Objectives