Branding a Library ( Or, how to market a Library with high impact )

1. Branding a Library(Or, how to market a Library with high impact) Within the Philippine context By Dr. Eduardo P. Garrovillas (March 19, 2010)

2. From Mgt. Guru • “People who feel good about themselves produce good results!” - One Minute Manager, Kenneth Blanchard & Spencer Johnson • “Feel Good” brand association and emotional connection are valued by customers!--- Advocacy Marketing

3. Why librarians must “feel good” about their profession. • Librarians are managing the last bulwark of knowledge! • Librarians are keeping and nurturing the most important resource in a Knowledge-Economy!

4. Go Marketing…Think Big! “Make no little plans. They have no magic to stir man’s blood. Make big plans; aim high in hope and WORK!” • D. H. BURNHAM, Writer/Philosopher

5. What’s the difference among the three RP Presidents, Cory, Gloria, and Erap? • Pres. Cory cannot tell a lie. • Pres. Gloria cannot tell the truth. • Pres. Erap cannot tell the difference between a lie and the truth.

6. Two Reasons for this Lecture 1. Marketing is too important to be left alone to marketing people (Peter Drucker). Librariansand other sectors of the institution must also do marketing. 2. Every member of the institution must have a marketing mindset.

7. What is a Marketing Mindset?current Shift in Marketing Strategy.pptx Customer-Satisfaction focused Imbued with a high sense of Social Responsibility Conscious of giving Total Quality Service, Service Excellence at all times

8. Coverage Branding Events & PR

9. Branding - is for Public Awareness, Usage/Patronage, Image/Identity (functional, social, and emotional) Events & PR - narrowcasting, the most appropriate (BTL)* advertising approach for Library service. *Below the Line Advertising

10. "Products are created in the factory; brands are created in the mind!" By Jack Trout, co-author of Al Ries in MarketingWarfare

11. Branding a Library entails… • Strategic Brand Analysis • Customer Analysis • Competitor Analysis • Self-Analysis

12. Brand Identity System • Brand as Product • Brand as Organization • Brand as Person • Brand as Symbol

13. Customer/Public Analysis Trends Motivation Unmet Needs Segmentation

14. Competitor (Other Providers) Analysis • Brand image/identity • Strengths, strategies* • Vulnerabilities • *ask for the strengths of other providers

15. Self-Analysis* Existing brand image Brand heritage Strengths/Capabilities Organization values *Sheetwork

16. Value Proposition Value Proposition Functional benefits Emotional benefits Self-expressive benefits Credibility Brand-customer Relationship

17. Brand Identity Implementation System • Brand Position • A Subset of the brand identity and value proposition • Addressed to a target audience • To be actively communicated • Supposed to provide competitive advantage • Execution* • Generate alternatives • Symbols and metaphors • Testing • Tracking • *Sheetwork – 1)create a leaflet/flyer with your logo and tagline/metaphor 2) Making a promotion matrix for the Library*Library promat.pdf

18. The most suitable promo approach for a Branded Library is… Events & PR

19. Why go Events & PR… Findings from “The Fall of Advertising and The Rise of PR” : • Put more time and resources into Events & Public Relations • Put more time and resources into knowing your customers • Put more time and resources into services improvement • by Al Ries and Laura Ries

20. “In marketing, the channel with the greatest influence… is neither the traditional media of television, radio, or print advertising nor the new medium of World Wide Web but the ‘human channel’ of individual, person-to-person, word-of-mouth communication.” • And in the phrase “by word-of-mouth”, what’s important is the mouth and not the word! --- From : Buzz Marketing Proponents • The Influencers (Ed Keller and Jon Berry,2005) • Buzz (Marian Salzman, Ira Matathia, and Ann O’Reilly,2005)

21. Other compelling reasons for Events & PR! • Because the 21st Century is the age of Events & PR even for traditionally non-marketing organizations • Go Events & PR… because this is the only way to grow the cost-effective way, amidst the growing keen competition in the global marketplace; Events & PR is the key to sustainable development and relevance!

22. 1. Events & PR, defined • Event is a “happening” (e.g., program, project, sponsorship, etc.), which could either be in-house or out-house, sponsored or co-sponsored; PR is the news or “buzz” about the Event, where the marketing element is either overt or covert (subliminal). • The Event is supposed to draw in, get the interest, or attract customers, to come and to feel, touch, smell, taste, and experience the product/service, --- to create dramatic impact. The PR is supposed to tell the public about how good the company is, and overtly or subliminally, how good their product is. Event &PR, in many respect, is like bread and butter. A good PR cannot stand on a void, its platform is the Event.

23. Events & PR, defined… • Effective form of Below the Line (BTL) promotion; E&PR is “Narrowcasting”, in contrast to Above the Line (ATL) which is “Broadcasting”; • More focused; • Collaterals: streamer, flyer, catalog, give-aways, sampling, e.g., taste test, wet test, celebrity show, Q and A, quiz, contest, etc (relatively economical compared to tv and radio ads).

24. Events & PR, defined… • Cost-Effective According to “The Fall of Advertising and the Rise of PR” by Al Ries and Laura Ries • PR is “Free,” technically, because it is straight news. But some companies engaged in “envelopmental journalism” to make sure that the editor will release the PR piece. Beware of AC/DC “journalists”

25. 2. Challenges of Events & PR • E&PR must have well- defined objective; use SMART • Ownership --- the E&PR objectives must be co-owned by every sector of the organization • Champion --- the Event must be championed by everyone in the organization • Originality --- creatively unique, unforgettable tipping point,gladwell.ppt

26. E&PR Marketing in the Value Chain (Michael Porter) Human Resource Finance & Admin Margin Physical Infra Procurement Outbound Inbound Production Sales & Mktg. Promotions mix

27. VRIN Analysis for E&PR • Valuable • Rare • Inimitable • Non-substitutable Competitive Edge Note: An excellent example of VRIN is the Aral-Kabuhayan of Jollibee Group; and company-specific CSR projects.

28. 3. E&PR/IMC Rewards • Provide opportunity for a meaningful CSR program of the company; e.g., one that benefits the society at large; • Enhance the goodwill and image of the company as a good corporate citizen; • Indirectly, Increase revenue/sales (cost-effective, positive impact on margin) • Increase market share (Narrowcasting: customer-focused) • Ease the marketing burden, as many may share the promo load (e.g., suppliers and sponsors, B2B customers) • Opportunity-seeking, open up market potentials (the Event can be a data-base gathering opportunity) • Problem-solving opportunity

29. “Dream, and confidently live your dream!” • “What the mind can conceive, man can achieve!” – from an ads. • “Don’t hope for a miracle, make one!” – from Extraordinary Measures, starring Brendan Fraser and Harrison Ford. • “Aim high, so that even if you miss the target, you’ll still be up there!” - from Blaise Pascal

30. To Librarians/Marketers • “Treat people as if they were what they ought to be, and you help them become what they are capable of becoming.” • Goethe, a famous German writer

31. To Librarians/Marketers • “What you leave behind is not what is engraved in stone monuments but what is woven into the lives of others!.” -Pericles (c. 495-429 B.C.), Athenian statesman, leader of the democratic party, brilliant orator, ruler of Athens, lover of the arts, e.g., music and drama, (c. 460-429 B.C.); “Periclean Athens” is the most brilliant age of Greek history, standing for one of the highest achievements of civilization.

32. “There are basically two things that motivate a person; either he is driven by --- 1) his desire to be great, or 2) by his sex urge…” - from Sigmund Freud, psychoanalyst