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Marketing and Promotion for Libraries: Big and Small

Marketing and Promotion for Libraries: Big and Small. PAARL’s Summer National Conference on the Role of Libraries and Library Professionals in E-Learning: Issues and Concerns Isla Parilla Resort, Alabel, Sarangani Province, April 19-21, 2004

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Marketing and Promotion for Libraries: Big and Small

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  1. Marketing and Promotion for Libraries: Big and Small PAARL’s Summer National Conference on the Role of Libraries and Library Professionals in E-Learning: Issues and Concerns Isla Parilla Resort, Alabel, Sarangani Province, April 19-21, 2004 Rainera Carrillo-BoholstChief Librarian, Cebu Institute of Technology

  2. Objectives • To explore the process in Marketing Library • To understand the 4 P’s in marketing mix and how they are used. • To appreciate some promotional methods in libraries.

  3. Marketing • The analysis, planning, implementation and control of carefully formulated programs designed to bring about voluntary exchanges of values with target markets for the purpose of achieving organizational objective. (Weingard, 1999: 4)

  4. Steps Involved in the Marketing Process • Internal assessments • Market research • Setting specific goals • Selecting promotion strategies • Creating a plan of action • Implementation • Evaluation

  5. Putting Marketing into Action • Product • Price • Place • Promotion

  6. Product • product = the services that the library provides to its customers. • Services, Ideas, people

  7. Price • What is the cost to provide each product including direct and indirect costs? • Are actual fees being charged and, if so, how are they determined? • Are there potential fee-based products to be considered as part of the product determination?

  8. Place • It refers to the point at which the customer obtains access to the product. • Examine existing distribution channels and potential administrative channels. • Changing societal needs

  9. Distribution Decision Factors Time, Convenience, Resources Quality of Service Format & Technology Priorities and Planning Innovation & Change Distribution Decision Factors Intermediaries Positioning Number & Location of Outlets Finite Life Cycle

  10. Promotion • The means of communicating with customers and potential customers using various media, conveying the best images and texts that best describes how you can meet your their needs.

  11. Public Relations News Releases Photo Releases Public Service Announcements Exhibitions, roadshow, seminars Library Publications Desktop Publishing WebPage Publishing Incentives, designed to focus customer attention on a new product and to create goodwill, such as: free online search, a sample SDI packet of materials expertly targeted to the user’s interests, a book mark or button describing a new service, a free demonstration and so forth. Suggested Methods of Communicating with Customers

  12. Objectives: to raise awareness To provide information Establish or maintain your brand image Market position Launch new service Remind customers what you do Your Ad has to be: Seen Scanned Read Understood Remembered Easy to respond Advertising

  13. “Direct mail works because it helps customers understand your messages in ways that other marketing tools cannot, because it is: Personal Highly focused Easy to control and measure Economical” Potential Problems: Junk mail Lack of time maintaining list Lack of time in mailing out Direct Mail

  14. Displays of items increase library’s visibility and inform library users about library’s collection and services. Things to remember in planning an exhibit: Ask details of attendance of the previous exhibits done. Who will be attending? How will the organizer attract visitors to the exhibition? Is the time of year appropriate for visitors? Do the dates clash with other events? Is it easy to reach, especially by public transport? Exhibitions

  15. Newsletters. Brochures Flyers Posters Bookmarks Define the purpose of the publication Adopt an editorial policy Establish a budget Establish distribution mechanism Establish a general layout for the publication Library Publications

  16. Marketing Plan

  17. Marketing Audit • INFORMATION AGENCY’s : • Total Environment • Objectives • Strategies • Activities • Resources • A comprehensive • systematic • Independent • Periodic examination • Determined: • Problem Areas • Opportunities • Recommend Plan of Action =

  18. Marketing Plan • Situation (environmental) Analysis, • Summary of the information from your audit about the library’s capabilities (Internal Strength and Weaknesses) • External Opportunities and Threats ( information about the community and political situation, and your competition.)

  19. Market Research • Summarizes the results of your direct research with customers. Identify the individual or groups who are essential to the achieving of your objective/s. Market segmentation. The breaking down of the list of customers into smaller groups with shared characteristics to provide services closely tailored to fit their needs and expectations. (Hart, 1999:25)

  20. Goals and Objectives • Desired Outcomes: Specify what you expects your result to be. • Make your objectives SMART. • Specific • Measurable • Action oriented • Responsibilities stated • Timed

  21. Marketing Strategies • Target Market Selection: specific target selection, or specific product • Marketing Mix: Description of the product, its features, Price , Promotion activities, Place

  22. Action Plan. • An outline of specific step or task that will need to be done to accomplish once goal. • Specify person responsible, timeline, budget.

  23. Implementation and Evaluation • Refers to measures of performance, such a statistics, methods of measurement that you will use. • Monitoring and evaluating performance

  24. CONCLUSION: • Marketing positions your library in the minds of the community as a “go to” source for information and helps users understands what you have to offer them. It is one way of building good customer relations, and help build up a positive image that will encourage customers to visit the library more often and support its activities and projects.

  25. “Marketing requires careful planning and begin with understanding the mission of the library. Marketing can help you succeed in your mission, establish a positive image for the library in the community, and the best way to provide service to users”

  26. The availability of resources in the internet changes the way users’ access information. • Libraries may have better than web resources and personalized assistance, but does your community know? Are you reaching everyone who could use your resources? Your services?, what’s the best way to find out? What resources and services do users in your community actually want? If the answers are no, then it’s high time for you to look back and review your marketing plan?

  27. References: Hart, Keith. Putting Marketing Ideas Into Action. London: LA, 1999. Kotler, Philip. Marketing for non-profit organizations, N.J.: Prentice Hall, 1975 Weingand, Darlene E. Marketing/Planning Library and Information Services. Colorado: Libraries Unlimited, 1999.

  28. Marketing Audit Determine the Organizational Role (Mission) Monitor/ Evaluate (Progress Towards Goals) Establishing Goals Future Screen Set Measurable Objectives

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