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Julia Gammon Head, Acquisitions Dept.

Julia Gammon Head, Acquisitions Dept. Marketing Manager University of Akron Press. Bull’s-eye: Hitting Technical Services’ Target Audience. How to Write a Marketing Plan. Thinking Beyond the Book. What is Marketing?.

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Julia Gammon Head, Acquisitions Dept.

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  1. Julia GammonHead, Acquisitions Dept. Marketing Manager University of Akron Press

  2. Bull’s-eye: Hitting Technical Services’ Target Audience

  3. How to Write a Marketing Plan Thinking Beyond the Book

  4. What is Marketing? • “the process or technique of promoting, selling, and distributing a product or service” • Webster’s

  5. What is Marketing? • The application of common sense to the business of proving a product or service for your customers • “For” customers vs. “To” customers • Marketing anticipates and meets customer demand

  6. Print Run Budget Potential Audience Author’s Fame & Interest Topic Endorsements Interviews Press release Publicity Review Copies Ads Brochures Book Signings Events Conference Exhibits Prizes Organization sales Writing a Marketing Plan for a Book

  7. What is a Marketing Plan? • Road map for what you are going to do. • Details the actions necessary to achieve marketing objectives. • Can be product or service

  8. What Marketing Is Not • Marketing is notselling because you have identified a need • Marketing is not advertising—it can be a method used in marketing • Marketing is not just for Marketing Departments—it is everyone’s job to help the organization adapt to the needs • Marketing is not about making money (unless you want it to)

  9. Marketing Plan • Prepare a Mission Statement. • Conduct Market Analysis. • Identify Goals & Objectives • Spell out Marketing & Promotional Strategies. • Identify & Understand the Competition. • Establish Marketing Goals that are Quantifiable. • Monitor your Results Carefully & Evaluate.

  10. Do you have a mission statement? • Does it communicate the most important thing you want people to know? • Does it convey the unique benefits you offer? • Does it inspire enthusiasm? • Simple? Memorable? Would it pass the tee-shirt test? • Does the tone match your image?

  11. Technical Services Mission Statement • Information with a Smile! • Information Before you Need it! • We put the “Service” in Tech Services! • We Aim to Please!

  12. Linda K. Wallace “Libraries, Mission, & Marketing: Writing Mission Statements that Work”. ALA, 2004

  13. Market Analysis: Who are your Potential Customers? • Market segmentation—what market are you trying to reach • Critical success factors (CSFs) • Identifying non-customers is important • Satisfying your customer’s needs is not enough: you must help them solve their problems.

  14. Goals and Objectives: What are they? • What do you want to accomplish? • Are there new services you want to add? • Are there problems that need fixing? • Do you want more staff or $$$? • Do people know what you do?

  15. Brainstorming Your Plan • What are aims and objectives? • Which are you currently meeting and how? • Assuming you are not meeting them, how do you propose to do so?

  16. Marketing & Promotional Strategies • What will you do? • How will you do it? • Action Plan • Memo? • Meetings? • Workshop? • Ads? • Newsletter? • Website?

  17. The Publicity Message: What to Say & How to Say It • Branding • Language—direct, no jargon, everyday vocabulary • KISS • Use Power Words • 15 second test • What do they do next? • Try before you fly!

  18. New Professional Reliable Proven Free Safe Service Convenient Cost effective Special Flexible Valuable Power Words

  19. What’s the Competition Doing? • Talk to other libraries • Check the literature • Search the web

  20. Measurement & Evaluation: Should you do it? • If you don’t someone else will! • Build in measurements • Is there an error in your plan? • Mistakes = Corrective action = Improvements

  21. Objections to Planning • “There’s not enough time” • “There’s no money” • “It might not work” • “It might work” • “It will only show up our weaknesses” • “We’re so busy so we must be doing the right things”

  22. OhioLINK’s Marketing Toolkit6 Reasons to Write a Plan • Sets priorities • Saves time • Prevents missed opportunities • Promotes consistency • Illustrates the big picture • Makes evaluation easier

  23. OhioLINK Marketing Toolkit http://www.ohiolink.edu/ostaff/marketing/

  24. Assignments; Write a Marketing Plan For Technical Services • Three Groups: • Marketing TS to --Public Services • Marketing TS to -- Director • Marketing TS to -- Faculty

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