qut library division of technology, information and learning support walking the talk market...

QUT Library

Division of Technology, Information and Learning Support

Walking the TalkMarket Orientation in Academic Libraries

A Case Study of

Queensland University of Technology Library, Australia

Barbara Ewers

Community Services Librarian, QUT Library

QUT Library


Strategic Marketing Management

“ enables an organization to achieve long term success by matching organizational objectives

and management processes with the needs and wants of consumers”

“the conception and development of the product, pricing, distribution and promotional strategies

to create meaningful exchanges”

QUT Library


Actions

Speak Louder than Words

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Market Orientation

The customer is the focal point of all organisational goals and activities

• Continuous market research• Satisfy your clients’ wants and needs• Integrated activities – all functions share

client focus• Client relationship management

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Market Orientation

Isn’t • Isn’t advertising or publicity or

promotion• a program or departmentIs • A framework that integrates and

focuses organisational goals, management, structure and operations

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7 Ps of Service Marketing

• Product• Price and Processes• Place and Physical

Evidence• People• Promotion

Internal Focus

4 Cs of Services Marketing

• Client• Cost• Convenience• Communication

External Focus

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Product

• Segment

• Target

• Position

• Market Research

• Product Line

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Segment• by type - academic staff as teachers and as

researchers, community members; students; general staff

• by level of study - U/G vs P/G • New or continuing• information seeking behaviours (coursework

vs research)• attendance – full-time vs part-time • age – under 24; over 25 and under 34

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Target• Numerically largest segment; politically

important segment; niche market segment

• Aim of university business:

“to produce job ready graduates with skills and abilities for life long learning for career and professional growth”

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QUT Library Clients• 77% - undergraduate • 17% - coursework postgraduate• 63% of u/g - full-time • 51% of p/g coursework - part-time• 58% - under 24 years old (Y generation born

after 1977)• 26% - aged 25 – 34 (Generation X born

between 1964 and 1976)

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Market Research Client Satisfaction Surveys Staff feedback Complaints Informal polling Focus groups Library performance statistics Literature reviews University statistics

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Target – UndergraduatesInfluences on target segment

• education = job• 33% are working part-time – time poor; value

convenience and control• paying for their education (fee or HECS)• technology – “the connected generation” and

the “techno- savy”

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PositionDefines the bundle of attributes you offer in

relation to customer and in relation to competitors

Why?• easier for consumers to identify and

remember a particular company• to strengthen the association with attributes of

quality• to create a distinction

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QUT Library – Search Our Web

• Positions with the convenience of the Web

• Positions with the quality of our resources

• Positions with virtual and face-to-face relationships (High tech; high touch)

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Product LineLibrary Oriented• Acquisitions• Cataloguing• Web site development• Collection selection• Document delivery• Reference services• Information literacy• Systems infrastructure

Market Oriented

• Access

• Relevant quality resources

• Learning - high tech/high touch

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Price & ProcessesTime• 24/7 access• Relevant resources – print &

electronic• One stop shop – catalogue• Intercampus loans; borrowing

periods• Self service options

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Price & ProcessesExperience – ease of use• Web simplifies complex environment – site structure &

navigation• Telephone help – 6am – 1pm• Ask a Librarian email & Chat• Information literacy programs – curriculum based &

classes• Integrated processes – fast track cataloguing;

turnaround times; CMD• Index to help – Help Yourself or Ask Us!• Client focused outcome of policies

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Place & Physical Evidence

Place

• 24/7 access – web delivery

• Physical location – opening hours

• Out of library presence

• Curriculum based information literacy

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Place & Physical Evidence

Physical Evidence • Buildings; furnishings• Publications & displays• Staff uniform or appearance• Signage• Service points visible and well located

• Space usage – new learning areas; information commons; group work areas with PC access; cafes; lounge areas

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PeopleIn services industries, the staff are part of

the production and delivery of the “product” (service interaction)

Moments of truth – assistance when needed; sympathy not indifference; resolution of problem, not excuses; extra effort; individualized solution; seamless assistance

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People• Staff training – front of house customer

service;• Skills training; professional and personal

development (PPr process)• Recruitment and selection procedures• Direct Client Contact • Reward & recognition – section; Library;

Division; University• Culture and values

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Promotion - Integrated Marketing Communication

• Know what benefits your customers want

• Know the communication channels your target customer uses

• Know what you want you want your communication to achieve – AIDA (Awareness; Interest; Desire; Action)

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• To build an awareness of what the library offers (position communication)

• To reduce the perceived and actual barriers to use of the library (information communication)

• To influence behaviour – become information provider of choice (benefits communication)

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• Advertising • Publicity • News – newsletter; web news• Web Page – help; content clear and current• Publications• Personal selling • Email lists – self subscribing; targeted groups• Promotional material – posters; fliers; merchandise• Out of home – not in the library

QUT Library


QUT Library Search our Web IMC Action Plan

• Advertising – Utopia; Services booklet• Publications – Part time? No Time? Save Time! • Web page – graphic advertisement linked to a “what have we got that

the internet doesn’t” • Promotional event in swat vac – Kit Kats “Give yourself a break –

search our web”• Personal selling – staff demonstrating use of self service functions;

roving librarian in labs • Library classes – “Search our web” “Beyond Google”• Merchandise – Card wallet – “Search our web” business card insert• Out of Home posters – refec; faculty notice boards; student union

buildings• Tailored emails – at assignment times, email reminders

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Summary• Identify your client market (segment & target)• Understand your client (market research)• Know the product your clients want and where

they want to use it (product & place)• Develop effective and efficient procedures &

systems that facilitate outcomes for clients (price & processes)

• Employ and train staff in both work skills and client relationship marketing (people)

• Communicate the benefits and advantages of your product over competitors (IMC)

qut library division of technology, information and learning support walking the talk market...

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