Dec 30, 2015
NHS Education for Scotland
Jane Ross– Training and Research Officer– National Dental Train the Trainers Programme
Neil Alan Stevenson – Training and Research Officer – Law, Consultancy, HSMC– S.M.E.s – marketing and launch
What we do….
• Training Techniques• Employment Law• Appraisal• Assessment • Poor Performance• Discrimination• NHS Finance• Staff Management• Negotiation Skills• RITAs• Presenting Skills
• Media Training• IT Training • Research Skills• NHS Management• Recruitment & Selection• Time Management• Managing Meetings• Communication Skills• Legal & Ethical Issues• Breaking bad news• CV & Interview Preparation
Background assumptions• No Common Standard
• Risk-free Environment
• A Flexible Time-table
• Handout – slides & today’s practicals
The aim...
• To introduce the basic concepts of marketing and branding
• To work with colleagues to identify how best to adapt these concepts for the library service
• To develop a clear idea of ‘what’ is being marketed to ‘whom’
• To identify best practice in developing promotional materials and writing copy
• To examine the link between marketing and customer experience
In pairs:
Read the ‘Quote Card’ you are provided with
and prepare to briefly explain to the rest of the
group the relevance of the Quote to the
marketing of Library Services and the E-Library
Practical 1
A recent government publication on the
marketing of cabbages contains, according to
one report, 26’941 words. It is noteworthy in
this regard that the Gettysburg Address contain
a mere 279 words while the Lord’s Prayer
comprises but 67.
Norman Augustine
2
If you think advertising doesn’t work, consider the
millions of Americans that now think yoghurt
tastes good.
Joe Whitely
3
Good advertising does not circulate information.
It penetrates the public mind with desires and
belief.
Leo Burnett
4
If you’re trying to persuade people to do
something, or buy something, it seems to me
you should use their, the language in which
they think.
David Ogilvy
5
If the circus is coming to town and you paint a sign
saying "Circus Coming to the Fairground Saturday,"
that's advertising. If you put the sign on the back of an
elephant and walk it into town, that's promotion. If the
elephant walks through the mayor's flower bed, that's
publicity. And if you get the mayor to laugh about it,
that's public relations. If the town's citizens go the circus,
you show them the many entertainment booths, explain
how much fun they'll have spending money at the
booths, answer their questions and ultimately, they
spend a lot at the circus, that's sales. Unknown
6
Nobody counts the number of ads you run; they
just remember the impression you make.
William Bernbach
9
Committees can criticise advertisements, but
they should never be allowed to create them.
David Ogilvy
10
Starbucks never advertise, do no promotional
work and retail at four times the price of their
average competitor – yet their product is a brand
leader. Why?
11
The forklift driver may not need have an opinion
on AGaramond semi-bold over Gill Sans
condensed [fonts], but he or she does need to
help deliver the brand promise
12
Power to the People - 2000
If I were starting life over again, I am inclined to
think that I would go into the advertising
business in preference to almost any other. The
general raising of standards of modern
civilization among all groups of people during the
past half-century would have been impossible
without that spreading of knowledge of higher
standards by means of advertising.
13
Franklin D. Roosevelt
Type Consumer Library
Stand alone
Coke, Fairy Liquid, Whiskers
?
Endorsing Kalibur from Guinness, BT Cellnet
?
Family Heinz, Bachelors ?
Types of Brand
Acquirer Target Goodwill (% of price paid)
Nestle Rowntree 83%
Grand Met Pilsbury 88%
Cadbury Schweppes
Dr. Pepper 67%
United Biscuits Verkade 66%
Value of a Brand
Virgin Direct - half-million from Virgin and half-billion from partner. Each party takes 50% share holding
10. Brand Loyalty
9. Brand Preference
10. Brand Positions
11. Brand Image
12. Brand Personality
13. Brand Identity
14. Brand Attitude
15. Brand Familiarity
16. Brand Associations
1. Brand Awareness
The Brand Ladder
1. Brand Awareness
RecognitionWeaker – identifying a logo upon request, answering survey question ‘have you heard of…?’
Recall Stronger – recalls product when asked general product question – ‘Who provides access to information in the NHS…?’
2. Brand Associations
What associations and connotations spring to peoples mind when the brand is mentioned.
Examples:
Gordons vs. BombayEvian vs. Volvic
4. Brand Attitude
Find consumers attitudes towards using a service – first choice, if nothing else works, if free, if faster, etc.
• Why do your existing customers use the service?• What do potential customers want?• Why have former customers not come back?
5. Brand Identity
The physical aspects – shape of bottle or format of home page
Is there consistency and cohesion in the presentation
6. Brand Personality
The feel of the product – authoritative, interactive, ease of access, comprehensiveness, a starting point
7. Brand Image
The reconciliation of ‘identity’, ‘personality’.
Bookshops wanted to become a place to ‘browse’ - to reconcile personality and identity they have had to work on redesign of their stores.
9. Brand Preferences
Consumers now select this product – however, this is a short term state usually related to promotions, special offers, etc. It now needs to be sustained
What are we marketing…
What is the product/service?
What is the ‘identity’?
What is the ‘personality’?
What is the ‘position’?
Practical 3
Doctors (consultants to PRHO)
Dentists (Community, Surgical, etc.)
Nurses (Grades and Shifts)
PAMs
Management (as individuals)
Management (as decision makers)
Technical staff
Researchers
Public
Scottish Executive
Organisations/Groups
Targets
University systems
Traditional Libraries/E-library
Private Subscriptions
Update services
?
?
?
Competitors
Considerations
Underlying Usage• What are their current patterns of usage?• Do they use analogous services?• Can they access your service?
Marketing Issues• What do they read?• Where do they go/look?• Tailor made or Global?
Methods of promoting…
Work on your own to list as many ways as possible of promoting a new product or service in the library.
PRIZE FOR THE MOST ANSWERS
Practical 5
Knowing your targets…
Who is the service aimed at?
What do they want?
What would attract them to use it?
Who is currently using it?
What has attracted them?
Why are non-users not interested?
Practical 4
Consider the examples in front of you…
What makes a good flyer?
What makes a good poster?
What makes a good advert?
What makes a good promotional item?
Practical 6
Copy Writing…
ShortRhythm / Rhyme / Alliteration Active language Enticing / Exciting / Button PushingKey themes (help, easy, cheap, etc.)
Every word counts…
In your groups…
Look at your responses to practicals ‘3’ and ‘4’. Use these to develop SIX statements about the Library Service which you think will have an impact.
These will then be voted and the best group will receive a prize.
Practical 7Handout Examples
Planning stage…
• Critical Success Factors
• Marketing Objectives
• Timescale
• ‘Sales’ Forecasting
• Actual outcomes
You now have got your users in the door. What next…
How do you keep them coming back?
How do you involve them/build a relationship?
How do you encourage them to spread the word?
What skills do your staff need?