Marketing And Positioning Library

ByBy

Yupin ChancharoensinCenter of Academic Resources

Library has a lot of resources / services but cannot make users know and use what we have

What is marketing?What is marketing?

“Marketing is a social d i l band managerial process by

which individual and group obtain what they need and want through creating,want through creating, offering and exchanging product of value with other”product of value with other

Philip Kotler

Library MarketingLibrary Marketing

Marketing begins and ends withMarketing begins and ends with awareness of the library’s users: their values their concernsvalues, their concerns

the world from their points of views

Pat Wagnerg

Marketing Library ServiceMarketing Library Service

How It All BeganHow It All Began“Improved personal relations between librarians and readers”.

Samuel Swett GreenALA C f 1876ALA Conference 1876.

Marketing and PositioningMarketing and PositioningMarketing and Positioning Marketing and Positioning LibraryLibraryLibraryLibrary

Marketing is the gprocess of planning and executing the conception, pricing, promotion and distribution of ideas, goods and ser ices to createand services to create exchanges that will satisfy individual and organizationalindividual and organizational goals.

Marketing ObjectivesMarketing ObjectivesMarketing ObjectivesMarketing Objectives

Increase customersIncrease revenueIncrease revenueIncrease in useIncrease customers’ satisfactionSkills developedSkills developed

Library Marketing ObjectiveLibrary Marketing ObjectiveLibrary Marketing ObjectiveLibrary Marketing Objective

1. Achieve customers’ satisfaction2 Enhance the perceived value of their2. Enhance the perceived value of their

service. 3 I th i l f th i ti3. Insure the survival of their respective

institute.

Objectives ProvideObjectives ProvideObjectives ProvideObjectives Provide

Sense of directionPrerequisite for formulating strategiesPrerequisite for formulating strategies

Credit with managementIntelligent and logical

budgeting

Why Marketing in Library?Why Marketing in Library?Why Marketing in Library?Why Marketing in Library?

Librarians are forced to l k t th lib i thlook at the libraries as the enterprises even pricing the outcome is almost impossible.p

Use tools of commercial worldworld

PositioningPositioningPositioning Positioning

The process of establishing h t i ti th t l lcharacteristics that clearly

differentiate the service on produced product provider from competitions.from competitions.

- Making your library diff t f th idifferent from other in some way

The Marketing MixThe Marketing Mix

ProductProd ct PlaceProduct

TargetMarketMarket

Price PromotionPromotion

Products / ServicesProducts / Services

Products – What does your library sell?

Product can be aProduct can be a good, service, idea, place or even personplace, or even person.

S i i th tService is the most challenging aspect.

Product / Service (continued)Product / Service (continued)

Complete, Up to-date, One stop shop- Online help guideOnline help guide- Self-service kiosks reduce calls /

tiquestions.- Offering next O e g e t

day delivery

Product / Service (continued)Product / Service (continued)

In campus deliveryTrainingOrientationOrientationInformation LiteracyInteractive Q-A

Product StrategyProduct Strategy

Product positioningProduct branding

Brand name- Brand name- Branding is very new for libraries

BrandBrandBrandBrand

American Library Thammasat UnivAmerican Library Association

British Library

Thammasat Univ.Chiang Mai Univ.Mahidol UnivBritish Library

IFLANational Library

Mahidol Univ.Sasin

National Library Board

Logo (i t ti l)(international)

Logo (Thailand)

Place : Is it convenient?Place : Is it convenient?

Physical building where patrons go to get materialsto get materials.

Computer terminal – Internet

Hours of Opening ?Information channels network

Telephone

Days of serviceDays of service

Information Channels NetworkInformation Channels Network

UninetThailinetThailinetThaiLISCARCUNETCUNETGDLNMobile Unit

OutreachOutreach

Distribution of facilities and servicesextended beyond the library walls to theextended beyond the library walls to theactional area needed:

- Cooperation- Off-site demonstrations workshops- Off-site demonstrations, workshops,

training, displayF t i l i i t t- Free trial via internet

PricePrice

Price – non-profit organizationProfit or increased fundProfit or increased fund

resources could be a result, but it is not a reason to implementnot a reason to implement marketingPrice -

Price StrategyPrice Strategy

Price is not a reason for implementing marketing in the library business but result!marketing in the library business but result!

Libraries don’t actually sell their productsnor services. They rely on the third partyfunding (University Government)funding. (University, Government)

PromotingPromoting

Marketing Communication Concept:AIDA ModelAwareness: Posters, Banners, Flyers,, , y ,

e-mail noticesI t t Di l E hibiti W b itInterest: Displays, Exhibition, WebsiteDesire: Success StoriesAction: Set appointment

Attend eventAttend event

Library PromotionLibrary Promotion

To promote the Library’s information resources andinformation resources and services and encourage the

t t l iuse to support learning, teaching and research.

Promotion Methods

User education1. Tour2 User Guides2. User GuidesVisual Communication1 Signing + Guiding1. Signing + Guiding2. Poster3 Di l + E hibiti3. Display + Exhibition4. Merchandise - Bookmarks, magnets,

bbags, pens, mugs.

Special Events / ExhibitionSpecial Events / Exhibition

Offering Assistance & Warm Welcome

Ask Librarian24/7 ServiceNext-day deliveryNext day deliveryetc.

DivisionDivision

FunctionMarketing planMarketing planCreating awarenessPublicity materialsMarket researchMarket research

Target MarketTarget MarketThink like a marketer –e a a e esegmentation Make o r librar ser icesMake our library services relevant to each group. Create services that meet their needsneeds.Try to motivate each group in a diff t f hidifferent fashion.

Market SegmentationMarket Segmentation

Center for 100% ofCenter for 100% of population – Impossible“80/20 rule”

SegmentationSegmentation

StudentsFaculty membersResearchersResearchers

Students are by for the largest and mostStudents are by for the largest and mostprominent that are need to persuade themto make more extent use of library service.

Information LiteracyInformation Literacy

How to access and interpret informationWhere to find it?Where to find it?Evaluate, manipulate and

h i hsynthesize the information

Planning

Market researchCustomers’ wants and needsneedsThe LibrarySWOT

Customer Study – wants & needs

Undergraduate- Course primary

Graduated- Course primary

material- Course reference

material- Course reference

material- Computers, printers

material- Internet assistance

, scanners- Basic skills assistance

- Full text service- Ref. and research Basic skills assistance

- Study rooms assistance

C t St d ( ti d)Customer Study (continued)

Researchers Faculty- Simple collections- Dedicated ref

- Helping in codifying materialsDedicated ref.

assistanceDatabases and s/w

- Departmental reference lists

- Databases and s/w- Website assistance

- Internet assistance- Reserve mat. for

- Meeting spaces students- Lib. research help

Customer Study (continued)Young users

- outcome - self – discoveringcuriositycuriosityjoy of discoveryl f l ilove of learningmultiple ways of learning

Customer Study (continued)

Knowledge for success - adules- outcome - self – fulfillment- personal growth- personal growth- research and scholarly- upgrading skills- professional and career enhancementp

Customer Study (continued)

Senior citizen - outcome - self – reliance- mental stimulation- mental stimulation- social engagement- productive leisure- higher technical competencyg p y

Customer Study (continued)

Business and government- outcome – competitive edge - enhance competitivenessenhance competitiveness - open possibility

i t it- seize opportunity- on – time information and intelligence

W t L Ab t YWays to Learn About Your Customers

Formal InformalYearly survey for customer groups

Short information interviewsg p

Focus groupsQuick satisfaction

Spot interviewsChat roomQuick satisfaction

questionaliesOb ti f

Chat room discussionsS ti bObservation of

interactionSuggestion boxesFocused survey

Customer Research TopicsCustomer Research Topics

P d tProduct: Do your current and future products/ services meet the wants/needs of the

tcustomers.

Price:Price:Is the price affordable?

Customer Research TopicsCustomer Research Topics (continued)

Place: Are the products/services accessible?Are the products/services accessible?

Promotion:Do your customers know what you have to offer?o e

Experience: how do your customers describe your library to others?describe your library to others?

How to Write a Marketing PlanHow to Write a Marketing Plan

Define your target market

Understand its needUnderstand its need

Planning processPlanning process

1. andlying the organization – SWDT2 andl ing market place research2. andlying market place – research3. set objective 4. deciding on strategy – market mix5. deciding on strategy – promotion5. deciding on strategy promotion

methods

SWOTSWOT

P i iPrepare a mission statementList + describe service/productspThe CompetitorThe target marketMarketing mixMarketing mix

Librarian MixLibrarian Mix

P P tiP ProactiveProfessionalProfessionalPositiveProductiveLead to Passion ---> 5th PLead to Passion 5th P

LUCKLUCKLaborio sLaboriousUnderstandinggCooperationKno ledgeKnowledge