Marketing @ your library ® Marketing @ your library® Got Questions? Find Answers @ your library ®
Oct 31, 2014
Marketing @ your library ®
Marketing @ your library®
Got Questions? Find Answers @ your library ®
Marketing @ your library ®
Library Marketing Efforts
• Introductions…
• Definitions of Marketing Components
• Marketing– Planning– Service delivery
Marketing @ your library ®
Marketing Defined
MarketingA series of activities beginning with community analysis to determine
the needs of the customers and ending with the library’s communication to the community re: products and services that respond to those needs. Except it doesn’t really end there—continuing with using evaluation data to cycle right back into action.
Promotion All the activities used to communicate to current and potential
customers that the library has identified community needs and has developed cost-effective products and methods of distribution to respond to those needs.
Public RelationsActivities influencing public perception, attitude, and opinion by
transmitting positive information about the benefits of using the library’s products and services
Marketing @ your library ®
PublicityA type of public relations, referring to activities that increase news coverage of
library activities, products and services.
AdvertisingActivities calling the library’s products and services to the attention of the
public, especially through paid announcements.
MerchandisingThe systematic process of effectively displaying and presenting library products
and services within the library—in the traffic way, point of purchase, or point of use.
OutreachCommunication and service delivery activities that take place out of the library,
in the community.
SalesActivities that entice potential library customers to desire library services,
including one-on-one selling (readers advisory) and sales promotions (coupons, premiums, products)—leading to completing the transaction.
Marketing @ your library ®
Marketing is
• A Planning Process – begins with needs assessment – moves into outcome evaluation
• Customer-focused– enabling library staff and supporters to expend their energy on
customer service• Results-driven
– enabling library staff and supporters to:• evaluate outcomes for the target market• describe how we make a difference in the lives of our
customers• transform the evaluation information into needs assessment
for decision-making and the next round of implementation
Marketing @ your library ®
Marketing Planning Process
Know your community
Implement
Communicate Know your library
Evaluate
Marketing @ your library ®
Marketing @ your library ®
Know your community
– Spotlight/Focus on the customers
– Conduct a community analysis/community profile
– Know your Community – Select a target
group/Market segmentation
Know your community
Implement
Communicate Know your library
Evaluate
Marketing @ your library ®
Profile your community
Marketing @ your library ®
Know your library
Match activity, product, services with target market
– Guided Visualization– Photo Analysis– Mystery Customers– Communications Audit w/
target customers– SWOT Analysis
» Budget» Staff» Condition» Services
Know your community
Implement
CommunicateKnow your library
Evaluate
Marketing @ your library ®
Marketing @ your library ®
Implement
– Plan/Worksheet– Deliver Services– Customer Service =
top priority– Merchandise Materials
– Position– Present– Display
» Traffic» POP» POU
Know your community
Implement
Communicate Know your library
Evaluate
Marketing @ your library ®
Planning and Marketing
Marketing Planning Partnership Worksheet
Target Group
Product Outreach Activities
Partner Possibilities/
Benefit
Contact Person
When Expected Outcome
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Merchandising ConsiderationsDecisions
– Housekeeping – Display fixtures – Signage (library—front and inside) – Color scheme – Lighting – Texture – Scale – Placement – Traffic flow – Display types:
• In-Library Feature (Freestanding, Endcap, Wall, Ceiling) • Window • Point of Purchase • Point of Use
Marketing @ your library ®
Hints for Library Merchandising
• Visual communication—not personal taste or style • Bold graphics with sans serif type • Avoid all caps, acronyms, library jargon, visual clutter,
italics, and too many props
• Imitate bookstore displays and signage • Edit• Use Impulse• Change displays• Cross-merchandise• Use it all—flooring, walls, ceiling
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Scavenger Hunt
Work with co-workers/board members to find good examples of:
Signage
Bold graphics
Front outdoor
Inside library
Cross-merchandising
Shop within the shop
Housekeeping
Display fixtures
Marketing @ your library ®
Color scheme
Texture
Scale
Placement
Traffic flow
Displays
In-library feature display
Window display
Point of Purchase display
Point of Use display
Brainstorm changes you can make to improve merchandising
Marketing @ your library ®
Communicate
– Brand it• Use the market
research that ALA did for us
– Get the word out• Sell it • Tell it• Media mix• Marketing Strategy
Menu
Know your community
Implement
Communicate Know your library
Evaluate
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Marketing @ your library ®
Strategy Library Customer
Target
Ideas forOur
Library
Target Date
Person Respon-
sible
Results
Outreach:Speaking engagementsInterview showsSponsorship of community events/activitiesOffsite seminarsOffsite workshopsService club membershipOther club membershipsOffsite delivery of library servicesOffsite demonstrationsOffsite displaysOther
Marketing Strategy Menu
Marketing @ your library ®
Strategy Library Customer
Target
Ideas forOur
Library
Target Date
Person Respon-
sible
Results
Paid AdvertisingRadioTelevisionOutdoor billboardsDirect MailLettersNewslettersSales or product/service/ announcements FlyersPostcards"Special customer" offersBrochuresDirect responseCouponsBill stuffersOther
Marketing @ your library ®
Strategy Library Customer
Target
Ideas forOur
Library
Target Date
Person Respon-
sible
Results
Print:NewspaperMagazines"Shoppers" (free or classified ad magazines)Yellow PagesSpecial directories (regional, seasonal, Chamber) Trade or industry directories (e.g., Thomas' Register) Cooperative ad support from your library vendorsFlyersPostersHandoutsOther
Marketing @ your library ®
Strategy Library Customer
Target
Ideas forOur
Library
Target Date
Person Respon-
sible
Results
Public RelationsNews releasesArticles in magazines, journals, etc.Open houses, coffees, etc.Other
One-On-One SellingPresentation materialsPersonal lettersCustomized proposalsTelemarketingLibrary personnel trainingOther
Marketing @ your library ®
Strategy Library Customer
Target
Ideas forOur
Library
Target Date
Person Respon-
sible
Results
Sales PromotionsDiscountsLoss leadersCoupons"Buy one fine, get one free"Other
Specialty AdvertisingMatchbooks, keychains, other noveltiesCalendarsDatebooksBookmarksOther
Marketing @ your library ®
Evaluate
How do you know if it worked?
• Measure • Test• Observe• Evaluate• Analyze Cost• Outcome
Information from Customers
Know your community
Implement
Communicate Know your library
Evaluate
Marketing @ your library ®
For more information:Mary Jo Ryan, Communications Coordinator Nebraska Library Commission, The Atrium, 1200 N St., Suite 120 Lincoln NE 68508-2023, 402-471-3434, FAX 402-471-2083 e-mail: [email protected]
Online Planning and Marketing Mini-course:www.nlc.state.ne.us/libdev/mini-courses/planning-marketing/index.html
New Pathways to Planning http://skyways.lib.ks.us/pathway/
American Library Association Campaign for America’s Libraries
www.ala.org/@yourlibrary