1 / 22

Coping with Change:

Coping with Change:. Reaching Your Library’s Users. Purpose: provide marketing overview for health information librarians in academic hospital and research institutions. Desired outcomes: Become familiar with the process and materials Develop ideas for marketing campaigns.

marika
Download Presentation

Coping with Change:

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Coping with Change: Reaching Your Library’s Users

  2. Purpose: provide marketing overview for health information librarians in academic hospital and research institutions Desired outcomes: • Become familiar with the process and materials • Develop ideas for marketing campaigns

  3. “Marketing is the human activity directed at satisfying human needs and wants through an exchange process”Philip Kotler, Ph.D. S.C. Johnson & Son Distinguished Professor of International Marketing, Northwestern University Kellogg Graduate School of Management, Chicago

  4. Concerns • Libraries are becoming marginalized • Competition increasingly powerful • Accessibility of information to all

  5. Why market your library? • Greater use by your customers • Better decisions about what to provide at your library • Better partnerships with faculty and administrators

  6. Why market your library? • Maintenance of central position of library in the institution • Adequate funding • Better informed and more supportive legislators • Others?

  7. Countdown to Your Marketing Plan

  8. 6…… • Product • Place • Price • Promotion • Positioning • Politics

  9. 5…… Positioning • Five words or less • Use consumer language • Customer point of view • Branding

  10. 4…… The 4-Way Stop • desirable by customers • distinctive from competition • deliverable by your library • durable over time

  11. 3…… • Customers (physicians, faculty, students, community) • Influencers (administrators, boards, government) • Catalysts (allies, donors, media)

  12. 2……

  13. 1…… Take the First Step!

  14. Your customer is your starting point

  15. Ways to Learn About Your Customers Formal • focus groups • yearly surveys for customer groups • quick satisfaction questionnaires • presentations with Q&A session

  16. Ways to Learn About Your Customers Informal • spot interviews • chat room discussions • suggestion boxes (incentive)

  17. Ways to Reach Your Customers Advertising (paid for by the library and communicated through mass media) • TV or radio spots • campus or community paper ads • Web sites

  18. Ways to Reach Your Customers Personal Selling (person to person communication in which receiver provides immediate feedback ) • hosts for new students • lounges, carrels, other busy spots • department and/or classroom presentations

  19. Ways to Reach Your Customers Sales Promotions (activities to stimulate consumer purchasing such as contests, rebates and discounts) • demonstration of new features • recognition event • loyalty program

  20. Ways to Reach Your Customers Public Relations/Publicity (favorable messages conveyed through mass media) • news releases/media alerts • pitch e-mails • “expert” bios • letter to the editor ** First consult with communications contact in your institution

  21. Media interviews What if a reporter calls?! • Know audience/tailor remarks • Establish 2-3 main message points and keep to these • Anticipate questions • It’s okay not to know! (“Let me get back to you”)

  22. Excellence Occurs When you… • Know your customers (their current and future needs) • Have a detailed vision and mission statement for your library • Promote your library • Serve your customers as you have promised

More Related