Presented by: Anne K. AbateLibrary Discount Network

(Part (Part Two)Two)

What is Marketing? What Can be Marketed? The Marketing Cycle Mission Statements Strategic Planning Environmental Scanning

Review of Homework Assignments Methods of Selling Your Products Branding Project Management Basics Relationship Marketing Digital Marketing Evaluation and Measurement Corporate Image Putting it all together!

Develop the assessment for your library, based on the sample provided in the handout

Score your library based on your assessment

Be ready to share what you discovered

How easy was it to build your assessment?

How easy was it to build your assessment?

How did you score---where do you need to improve?

How easy was it to build your assessment?

How did you score---where do you need to improve?

Will you expand on this tool?

Develop a classified list of your customers

Provide a brief description of each group and how you can reach out to them

How many classifications did you end up with?

How many classifications did you end up with?

What did you learn about your customers?

How many classifications did you end up with?

What did you learn about your customers?

Will you change anything you are doing based on this new audience?

Use one of the methods to reach out quickly to a group of customers

For your selected group of customers, write a brief list of how you are meeting their needs and any new services or offerings that could be useful to that group of customers

Which method did you select and why?

Which method did you select and why?

What did you learn from your customers that you didn’t already know?

Which method did you select and why?

What did you learn from your customers that you didn’t already know?

What new service or offering can you develop?

Create a list of the trends that are impacting your library

Create a list of your competitors

Create a list of the demographic changes and factors that will influence your services in the next five years

What are some of your most important trends?

What are some of your most important trends?

Did you come up with any surprising competitors?

What are some of your most important trends?

Did you come up with any surprising competitors?

Were there any interesting demographic changes that you are predicting?

What lessons have you learned that you will apply to your marketing efforts in the future?

Maintain a customer focus Marketing requires making choices It’s not guesswork—it requires research Public relations is just one part of it Libraries serve customers Remember your existing services (not just

new!) Identify with your users Respond to the needs of your customers

EVEYRONE must buy into it (ALL staff) Staff must be active in responding Focus on the PRODUCT (after you define it) Remember total cost vs. benefits Don’t forget your competition Customer needs will shift and change

Self Assessment / Market DefinitionProduct PlanningProduct CreationSell

Product Price Place Promotion

People Physical Evidence Process

Yes

No

Plan out the project Involve everyone in the planning Create timeline and interdependencies Create Milestones Assign Tasks

◦ Create buy-in Require progress reports Celebrate success!

Merchandising◦ Know your customer◦ Placement of items◦ Presentation (silent sales)◦ Space is important

Loyalty Cards Public Relations

(press/workshops/speeches/interviews/events) Outreach (visits/roadtrips) Advertising Direct Mail (also—water bills, stuffers)

How important is brand?

How do you develop a brand?

Can we adopt existing brands?

Customer Loyalty◦ Good service◦ Quality product

Promoting the Library as a Leader in the Field◦ How can you do it?

Political Marketing ◦ Run it like a marketing campaign◦ Be consistent

Donors and Fund Raising ◦ Special Events◦ Individual Giving◦ Corporate Philanthropy

#1---Recognizes that the library exists#2---Knows where the library is located#3---Comes to the library#4---Uses library materials#5---Asks for help#6---Regular user#7---Library ADVOCATE

(recommends and supports)

Communication is the key

Use of technology throughout the process(changes)Mass marketing-----Mass customizationSegmentation-----CommunitiesUser as a target-----User as a content partnerSupply to the users-----Users demandOne to many-----One to one/Many to manyBranding-----Two-way communicationMonologue-----Dialogue

Get them in the door◦ Facebook◦ Twitter

Keep them coming back◦ Website “stickiness” (adding glue to your website)

Deliver service in new ways◦ Mobile messages for “holds”

Personalization Is the library seen as keeping up? Positioning the library Make the library disappear????

Closing the Loop◦ Allow information to flow freely◦ Listen to feedback (customers/management/staff)◦ Regularly scheduled status reviews◦ Make changes to the plan

Continuous Improvement◦ Quality management◦ Small improvements in quality and productivity◦ Integrate it into the culture of the library

Does the library need to concern itself with image?

How do we promote the image of the library?

Do we all have the same image?

Is that necessary?

GOOD BAD

Anne K. AbateLibrary Discount Networkanne@librarydiscountnetwork.com

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