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Keynote presentation delivered by Antony Brewerton (University of Warwick) at the 2011 BLA conference held in Sheffield from 13-15 Jul

Keynote presentation delivered by Antony Brewerton (University of Warwick) at the 2011 BLA conference held in Sheffield from 13-15 Jul

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A is for Advocacy... A is for Advocacy... Presentation Transcript

  • A …is for ‘Advocacy’
    Antony
    Brewerton
    BLA Conference 2011
    Sheffield, 13 July 2011
  • SCONUL Focus, 35, Summer/Autumn 2005, p.3-4
  • “...librarians no longer can rely on their stakeholders’ belief in their importance. Rather, they must demonstrate their value.”
    Association of College and Research Libraries Value of Academic Libraries
    2010, p.4
  • A …is for ‘Advocacy’ B …is for ‘Branding’C …is for ‘Communicating your worth’
  • What is ‘marketing’?
  • What is ‘marketing’? “Marketing is the management process which identifies, anticipates and supplies customer requirements efficiently and profitably.”
    The Chartered Institute of Marketing
  • Why is ‘marketing’ a library issue? “The real value of marketing is to ensure the survival and growth of the libraries and information services, which exist to enhance the communities they serve, adding value to the lives of the people and organizations who are their users, customers and clients.”
    Eileen Elliot de Saez
    Marketing concepts for libraries and information services (2nd edition) (2002), p.xiii
  • The ‘marketing mix’
    4Ps
    - after E. Jerome McCarthy
    Price
    Place
    Promotion
    Product
  • The ‘marketing mix’
    7Ps
    - after Booms and Bitner
    Price
    Place
    Promotion
    Product
    Physical evidence
    Processes
    Participants
  • What is ‘marketing’ again?“The marketing model in the digital age focuses on users, clients and customers and on keeping them.”
    Eileen Elliot de Saez
    Marketing concepts for libraries and information services (2nd edition) (2002), p.xiii
  • It’s all about relationships
  • “Marketing is to establish, maintain, and enhance relationships with customers and other partners, at a profit, so that the objectives of the parties involved are met. This is achieved by a mutual exchange and fulfilment of promises.”
    Christian Grönroos
    Service management and marketing: managing the moments of truth
    in service competition (1990), p.138
    “Such relationships are usually but not necessarily always long term. Establishing a relationship, for example with a customer, can be divided into two parts: to attract the customer and to build the relationship with that customer so that the economic goals of that relationship are achieved.”
    Christian Grönroos
    ‘From marketing mix to relationship marketing: towards a paradigm shift in marketing’, Management decision, 32 (2), (1994), p.9
  • What is
    ‘branding’?
  • What is ‘branding’?“A set of assets (or liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service.”
    David A. Aaker
    Building strong brands (1996) p.7-8
  • What is ‘branding’?“Simply put, a brand is a promise.”
    Walter Landor
  • What is ‘branding’?“A brand is a collection of perceptions in the mind of the consumer.”
    www.buildingbrands.com
  • What is branding?
  • CORE PRODUCT
    -ie. what it does, what benefit it brings to your target user
    BASIC PRODUCT
    -physical product including quality, design, packaging
    …and brand identity (how it looks)
    AUGMENTED PRODUCT
    -value-added elements: after sales services (guarantees, maintenance); and customer support (delivery, installation)
    PERCEIVED PRODUCT
    - added benefits …including brand image (what it says about me)
    branding and the total product
  • CORE BENEFIT
    -development of knowledge, skills, character
    BASIC PRODUCT
    -teaching and examining
    AUGMENTED PRODUCT
    -accommodation, entertainment, development of other skills (eg. English)
    PERCEIVED PRODUCT
    - quality degree from English-speaking HEI, improved employability (especially for overseas students in UK)
    eg. UK university education
  • “Harley does not sell motorcycles. Starbucks does not sell coffee.
    Club Med does not sell vacations.
    And Guinness does not sell beer.” Tom Peters
  • “Purchasing agents don’t buy ¼ inch drills; they buy ¼ inch holes.”
    Theodore Levitt
  • “In the factory we make cosmetics; in the drug store we sell hope.”
    Charles Revson,
    Revlon Cosmetics
  • Save time and improve your marks
    – all in one hour!
  • “Alternative approaches aren’t a novelty – they are all we’ve got left …stop advertising and start innovating”
    Seth Godin
    Purple cow: transform your business
    by being remarkable (2005), p.3
    “If marketing is about communicating to consumers that you’ve solved their problem, then the first step is, in fact, to solve their problem.”
    Seth Godin
    Free prize inside!: the next big marketing idea (2005), p.8
  • What is
    a library?
  • Stock
  • Perceptions Report – Question 807:“What is the first thing you think of when you think of a library?”
    Books!
    books books and books
    BOOKS!!!!!!!!!!!!!!!!!
    old books
    New Books
    Lovely, lovely books!
    endless supply of books…..mmmm, boookss…
    borrowing books for free
    Books that I have to give back
    Local building with books and on-line service available (which I don’t use)
    Books. What else?
  • Libraries dump 2m volumes
    THES headline, 16 November 2007
  • “The railroads did not stop growing because the need for passenger and freight transport declined. That grew. The railroads are in trouble today not because the need was filled by others (cars, trucks, airplanes, even telephones), but because it was not filled by the railroads themselves. They let others take customers away from them because they assumed themselves to be in the railroad business rather than in the transportation business …they were product-oriented instead of customer-oriented.”
    Theodore Levitt
    ‘Marketing myopia’, Harvard Business Review, 38 (4), (July-August 1960), p.45-56
  • Stock
    Space
  • Stock
    Space
    Support
  • Perceptions Report – Question 812b:Negative associations with the library
    Grumpy librarians. Dead quietness
    Musty Book Smell A Mean librarian
    not ‘cool’ to go to the library its for old people
  • Perceptions Report – Question 812a:Positive associations with the library
    Being at University allows you membership of a large and well respected library on campus. There are librarians and other staff who can help you if you need advice, whereas searching online you can’t ask anyone for help.
  • Library & Information UpdateOctober 2010, p.46-48
  • “To equate ‘brand’ with such superficial cosmetics [as ‘logo-twiddling’] is the equivalent of saying that people are really only the sum of their name, face and clothes.”
    Rita Clifton
    Brands and branding (2003), p.2
  • What is ‘branding’?“Branding is the creation of signals that convey what your brand stands for and establishes its difference in people’s minds. A brand is the idea. Branding is the transmission of the idea.”
    Allen P.Adamson
    BrandSimple: how the best brands
    keep it simple and succeed (2006), p.18
  • 12 elements of brand manifestation
    1. Name 7. Sound
    2. Icon/logo 8. Navigation
    3. Picture 9. Behaviour
    4. Colour 10. Service
    5. Shape 11. Tradition
    6. Language 12. Rituals/myths
    -after Martin Lindstrom
    Brand sense: how to build powerful brands
    through touch, taste, smell, sight and sound (2005)
  • 1. Name
    2. Icon/logo
    3. Picture
    4. Colour
    5. Shape
    6. Language
    7. Sound
    8. Navigation
    9. Behaviour
    10. Service
    11. Tradition
    12. Rituals/myths
  • 1. Name
    Names should be:
    Easy to remember
    Easy to say
    Easy to spell
    Short
    Easy to Google
    Not taken by someone else (and able to be protected)
    Have positive associations …for you and your target users
    Capable of grab attention (if you want that sort of attention)
    Not open to misinterpretation (internationally)
    Not changed unnecessarily
  • ?
    ?
    ?
    ?
    The Library
    ?
    ?
    ?
    ?
    ?
    ?
  • 1. Name
    2. Icon/logo
    3. Picture
    4. Colour
    5. Shape
    6. Language
    7. Sound
    8. Navigation
    9. Behaviour
    10. Service
    11. Tradition
    12. Rituals/myths
  • 1. Name
    2. Icon/logo
    3. Picture
    4. Colour
    5. Shape
    6. Language
    7. Sound
    8. Navigation
    9. Behaviour
    10. Service
    11. Tradition
    12. Rituals/myths
  • “A library’s image is composed of everything in and about the library that a client encounters.”
    Christine A. Olson
    ‘Test your library’s marketing IQ’,
    Medical referencing services quarterly, 12 (3), (Fall 1993), p.75-83
  • 1. Name
    2. Icon/logo
    3. Picture
    4. Colour
    5. Shape
    6. Language
    7. Sound
    8. Navigation
    9. Behaviour
    10. Service
    11. Tradition
    12. Rituals/myths
  • http://www.flickr.com/photos/cilippprg/4080622560/
  • 1. Name
    2. Icon/logo
    3. Picture
    4. Colour
    5. Shape
    6. Language
    7. Sound
    8. Navigation
    9. Behaviour
    10. Service
    11. Tradition
    12. Rituals/myths
  • 1. Name
    2. Icon/logo
    3. Picture
    4. Colour
    5. Shape
    6. Language
    7. Sound
    8. Navigation
    9. Behaviour
    10. Service
    11. Tradition
    12. Rituals/myths
  • 1. Name
    2. Icon/logo
    3. Picture
    4. Colour
    5. Shape
    6. Language
    7. Sound
    8. Navigation
    9. Behaviour
    10. Service
    11. Tradition
    12. Rituals/myths
  • 1. Name
    2. Icon/logo
    3. Picture
    4. Colour
    5. Shape
    6. Language
    7. Sound
    8. Navigation
    9. Behaviour
    10. Service
    11. Tradition
    12. Rituals/myths
  • 1. Name
    2. Icon/logo
    3. Picture
    4. Colour
    5. Shape
    6. Language
    7. Sound
    8. Navigation
    9. Behaviour
    10. Service
    11. Tradition
    12. Rituals/myths
  • 1. Name
    2. Icon/logo
    3. Picture
    4. Colour
    5. Shape
    6. Language
    7. Sound
    8. Navigation
    9. Behaviour
    10. Service
    11. Tradition
    12. Rituals/myths
  • 1. Name
    2. Icon/logo
    3. Picture
    4. Colour
    5. Shape
    6. Language
    7. Sound
    8. Navigation
    9. Behaviour
    10. Service
    11. Tradition
    12. Rituals/myths
  • 1. Name
    2. Icon/logo
    3. Picture
    4. Colour
    5. Shape
    6. Language
    7. Sound
    8. Navigation
    9. Behaviour
    10. Service
    11. Tradition
    12. Rituals/myths
  • What is ‘branding’?“A brand is a relationship.”
    David McNally & Karl D. Speak
    Be your own brand (2003), p.2
  • ladder of loyalty
    partner
    champion
    advocate
    client
    customer
    potential customer
    - after Christopher et al
  • did you know?...
    …last year we had 1,368,188 entrances
  • did you know?...
    …last year we issued 1,424,073 items
  • “If marketing is about communicating to consumers that you’ve solved their problem, then the first step is, in fact, to solve their problem.”
    Seth Godin
    Free prize inside!: the next big marketing idea (2005), p.8
  • CORE PRODUCT
    -ie. what it does, what benefit it brings to your target user
    BASIC PRODUCT
    -physical product including quality, design, packaging
    …and brand identity (how it looks)
    AUGMENTED PRODUCT
    -value-added elements: after sales services (guarantees, maintenance); and customer support (delivery, installation)
    PERCEIVED PRODUCT
    - added benefits …including brand image (what it says about me)
    branding and the total product
  • To make Warwick an undisputed world leader in research and scholarship
    To ensure a high-quality and distinctive Warwick student experience
  • ladder of loyalty
    partner
    champion
    advocate
    client
    customer
    potential customer
    - after Christopher et al
  • Warwick University Library Library News (Spring 2009), p.5
  • ladder of loyalty
    partner
    champion
    advocate
    client
    customer
    potential customer
    - after Christopher et al
  • Antony Brewerton
    antony.brewerton@warwick.ac.uk
    go.warwick.ac.uk/library
  • Useful readings
    Antony Brewerton (ed.)
    Marketing library services: a SCONUL Working Paper. London: SCONUL, 2008
    - contact SCONUL via www.sconul.ac.uk
    Cathy De Rosa et al
    Perceptions of libraries and information resources: a report to the OCLC membership. Dublin, Ohio: OCLC, 2005
    - available via www.oclc.org/reports/2005perceptions.htm
    James Michalko, Constance Malpas and Arnold Arcolio
    Research libraries, risk and systemic change. Dublin, Ohio: OCLC, 2010
    - available via www.oclc.org/research/publications/library/2010/2010-03.pdf
    Association of College and Research Libraries Value of academic libraries: a comprehensive research review and report. Researched by Megan Oakleaf. Chicago: ACRL, 2010
    - available via www.acrl.ala.org/value