Walking the Talk

1. Walking the Talk Market Orientation in Academic Libraries A Case Study of Queensland University of Technology Library, Australia Barbara Ewers Community Services Librarian, QUT Library

2. Strategic Marketing Management “ enables an organization to achieve long term success by matching organizational objectives and management processes with the needs and wants of consumers” “the conception and development of the product, pricing, distribution and promotional strategies to create meaningful exchanges”

3. Actions Speak Louder than Words

4. Market Orientation The customer is the focal point of all organisational goals and activities • Continuous market research • Satisfy your clients’ wants and needs • Integrated activities – all functions share client focus • Client relationship management

5. Market Orientation Isn’t • Isn’t advertising or publicity or promotion • a program or department Is • A framework that integrates and focuses organisational goals, management, structure and operations

6. 4 Cs of Services Marketing 7 Ps of Service Marketing • Client • Cost • Convenience • Communication External Focus • Product • Price and Processes • Place and Physical Evidence • People • Promotion Internal Focus

7. Product • Segment • Target • Position • Market Research • Product Line

8. Segment • by type - academic staff as teachers and as researchers, community members; students; general staff • by level of study - U/G vs P/G • New or continuing • information seeking behaviours (coursework vs research) • attendance – full-time vs part-time • age – under 24; over 25 and under 34

9. Target • Numerically largest segment; politically important segment; niche market segment • Aim of university business: “to produce job ready graduates with skills and abilities for life long learning for career and professional growth”

10. QUT Library Clients • 77% - undergraduate • 17% - coursework postgraduate • 63% of u/g - full-time • 51% of p/g coursework - part-time • 58% - under 24 years old (Y generation born after 1977) • 26% - aged 25 – 34 (Generation X born between 1964 and 1976)

11. Market Research • Client Satisfaction Surveys • Staff feedback • Complaints • Informal polling • Focus groups • Library performance statistics • Literature reviews • University statistics

12. Target – Undergraduates Influences on target segment • education = job • 33% are working part-time – time poor; value convenience and control • paying for their education (fee or HECS) • technology – “the connected generation” and the “techno- savy”

13. Position Defines the bundle of attributes you offer in relation to customer and in relation to competitors Why? • easier for consumers to identify and remember a particular company • to strengthen the association with attributes of quality • to create a distinction

14. QUT Library – Search Our Web • Positions with the convenience of the Web • Positions with the quality of our resources • Positions with virtual and face-to-face relationships (High tech; high touch)

15. Product Line • Market Oriented • Access • Relevant quality resources • Learning - high tech/high touch Library Oriented • Acquisitions • Cataloguing • Web site development • Collection selection • Document delivery • Reference services • Information literacy • Systems infrastructure

16. Price & Processes Time • 24/7 access • Relevant resources – print & electronic • One stop shop – catalogue • Intercampus loans; borrowing periods • Self service options

17. Price & Processes Experience – ease of use • Web simplifies complex environment – site structure & navigation • Telephone help – 6am – 1pm • Ask a Librarian email & Chat • Information literacy programs – curriculum based & classes • Integrated processes – fast track cataloguing; turnaround times; CMD • Index to help – Help Yourself or Ask Us! • Client focused outcome of policies

18. Place & Physical Evidence Place • 24/7 access – web delivery • Physical location – opening hours • Out of library presence • Curriculum based information literacy

19. Place & Physical Evidence Physical Evidence • Buildings; furnishings • Publications & displays • Staff uniform or appearance • Signage • Service points visible and well located • Space usage – new learning areas; information commons; group work areas with PC access; cafes; lounge areas

20. People In services industries, the staff are part of the production and delivery of the “product” (service interaction) Moments of truth – assistance when needed; sympathy not indifference; resolution of problem, not excuses; extra effort; individualized solution; seamless assistance

21. People • Staff training – front of house customer service; • Skills training; professional and personal development (PPr process) • Recruitment and selection procedures • Direct Client Contact • Reward & recognition – section; Library; Division; University • Culture and values

22. Promotion - Integrated Marketing Communication • Know what benefits your customers want • Know the communication channels your target customer uses • Know what you want you want your communication to achieve – AIDA (Awareness; Interest; Desire; Action)

23. Promotion - Integrated Marketing Communication • To build an awareness of what the library offers (position communication) • To reduce the perceived and actual barriers to use of the library (information communication) • To influence behaviour – become information provider of choice (benefits communication)

24. Promotion - Integrated Marketing Communication • Advertising • Publicity • News – newsletter; web news • Web Page – help; content clear and current • Publications • Personal selling • Email lists – self subscribing; targeted groups • Promotional material – posters; fliers; merchandise • Out of home – not in the library

25. QUT Library Search our Web IMC Action Plan • Advertising – Utopia; Services booklet • Publications – Part time? No Time? Save Time! • Web page – graphic advertisement linked to a “what have we got that the internet doesn’t” • Promotional event in swat vac – Kit Kats “Give yourself a break – search our web” • Personal selling – staff demonstrating use of self service functions; roving librarian in labs • Library classes – “Search our web” “Beyond Google” • Merchandise – Card wallet – “Search our web” business card insert • Out of Home posters – refec; faculty notice boards; student union buildings • Tailored emails – at assignment times, email reminders

26. Summary • Identify your client market (segment & target) • Understand your client (market research) • Know the product your clients want and where they want to use it (product & place) • Develop effective and efficient procedures & systems that facilitate outcomes for clients (price & processes) • Employ and train staff in both work skills and client relationship marketing (people) • Communicate the benefits and advantages of your product over competitors (IMC)