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

1. How do I ‚sell‘ my library? Marketing and Lobbying - (New?) Challenges for Library Managers

2. Marketing and Lobbying - just all on the surface ??? barbara.lison@stadtbibliothek.bremen.de

3. 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. barbara.lison@stadtbibliothek.bremen.de

4. 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 barbara.lison@stadtbibliothek.bremen.de

5. 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) • . barbara.lison@stadtbibliothek.bremen.de

6. Marketing barbara.lison@stadtbibliothek.bremen.de

7. 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 barbara.lison@stadtbibliothek.bremen.de

8. WHY ??? barbara.lison@stadtbibliothek.bremen.de

9. Marketing Goals • Enterprise:Maximize profit!!!Conquer the market!!! = Commercial Marketing • Library:Maximise usage!!!Positive impact on society!!! = Social Marketing barbara.lison@stadtbibliothek.bremen.de

10. 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 !!! barbara.lison@stadtbibliothek.bremen.de

11. 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! barbara.lison@stadtbibliothek.bremen.de

12. Objectives of a Marketing strategy 2 • Open up the market! • Set or follow market trends! • Library: • Attract new target groups • Establish new services barbara.lison@stadtbibliothek.bremen.de

13. Objectives of a Marketing strategy 3 • Penetrate the market! • Concentrate on customers! • Library: • Retain the existing customers • Attain new customers barbara.lison@stadtbibliothek.bremen.de

14. 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! barbara.lison@stadtbibliothek.bremen.de

15. Ensure that you offer customers services which the customers want • Tool: SAFE – • Criteria for customer driven marketing decisions • Suitable • Acceptable • Feasible • Enduring barbara.lison@stadtbibliothek.bremen.de

16. HOW ??? barbara.lison@stadtbibliothek.bremen.de

17. 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 barbara.lison@stadtbibliothek.bremen.de

18. 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? barbara.lison@stadtbibliothek.bremen.de

19. 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? barbara.lison@stadtbibliothek.bremen.de

20. 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? barbara.lison@stadtbibliothek.bremen.de

21. WHAT ??? barbara.lison@stadtbibliothek.bremen.de

22. DEVELOPMENT OF A MARKETING PLAN, comprising performance actions, influencing the customers‘ decision barbara.lison@stadtbibliothek.bremen.de

23. The Five „Ps“ • Product • Pricing • Promotion • Placement • Persons MARKETING MIX FOR THE MARKETING PLAN barbara.lison@stadtbibliothek.bremen.de

24. 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?” barbara.lison@stadtbibliothek.bremen.de

25. 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 barbara.lison@stadtbibliothek.bremen.de

26. 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?” barbara.lison@stadtbibliothek.bremen.de

27. 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, barbara.lison@stadtbibliothek.bremen.de

28. 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. barbara.lison@stadtbibliothek.bremen.de

29. MARKETING MIX: Conclusion Take the DECISION: “Which is most crucial ‘P’ of the Five P’s for a library?” barbara.lison@stadtbibliothek.bremen.de

30. PERSONS !!! The Librarians are crucial for the marketing success of the library barbara.lison@stadtbibliothek.bremen.de

31. 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) barbara.lison@stadtbibliothek.bremen.de

32. 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 ??? barbara.lison@stadtbibliothek.bremen.de

33. 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!!!  barbara.lison@stadtbibliothek.bremen.de

34. Lobbying barbara.lison@stadtbibliothek.bremen.de

35. 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 barbara.lison@stadtbibliothek.bremen.de

36. „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 barbara.lison@stadtbibliothek.bremen.de

37. WHY ??? barbara.lison@stadtbibliothek.bremen.de

38. 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 barbara.lison@stadtbibliothek.bremen.de

39. „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 barbara.lison@stadtbibliothek.bremen.de

40. 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. … barbara.lison@stadtbibliothek.bremen.de

41. Barbara.Lison@Stadtbibliothek.Bremen.de barbara.lison@stadtbibliothek.bremen.de 41

42. Barbara.Lison@Stadtbibliothek.Bremen.de barbara.lison@stadtbibliothek.bremen.de 42

43. 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 barbara.lison@stadtbibliothek.bremen.de

44. 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) barbara.lison@stadtbibliothek.bremen.de

45. HOW ??? barbara.lison@stadtbibliothek.bremen.de

46. 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“ barbara.lison@stadtbibliothek.bremen.de

47. Build up strategic alliances and Generate influence!!! „Door Opener“ Supporters / Interest groups direct indirect Lobbyist indirect „Target Person (s)“ = „Decision maker (s)“ direct barbara.lison@stadtbibliothek.bremen.de

48. 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“! barbara.lison@stadtbibliothek.bremen.de

49. 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“! barbara.lison@stadtbibliothek.bremen.de

50. EXAMPLES !!! barbara.lison@stadtbibliothek.bremen.de