IRMS Marketing your Records Service

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  • Marketing – new challenges, new tools:Programme:• Changing business models: their impact on marketing activities and messages • Changing products: what do customers want? Market research techniques  • Changing customers: new markets, personalisation and community building • Changing organisations: new competitors, brand, positioning • Extending the marketing toolkit: search engines, RSS, OpenURL, interlinking, viral marketing Learning objectives - by the end of the course delegates will be ableto:Understand the environment in which they operate as marketeers and the impact this has on their strategies; use the full marketing toolkit in the most effective ways; assess customer needs, and make appropriate changes to their products and marketing messages.
  • Example from Twitter of comment at Edge 2011 conference for public sector senior execs on info managementSame poster also made the point – throw out the (library) completely – start thinking in term of value and outcomes – then redesign the services to suit and meet those needs – then you re-imagining. Ask – “what arepeople trying to do? What is the question? Don't start with the answer: a library”
  • Everyone thinks of TV or press adverts when you start to talk about marketingHowever communicating the message is the FINAL STEP of the marketing processIgnoring the preceding steps and ‘writing an ad’ (or poster, or email, or leaflet) at the outset will undoubtedly lead to an unsatisfactory campaign and disappointing results
  • There are a number of steps to creating a Marketing PlanHere are some things to spend a bit of time considering / brainstorming in your team / canvassing user (and potential / non-user) opinion about first
  • Something else to bear in mind is the Need vs Desire issue.This chap clearly needs a diet and an exercise machine!How successful would someone be telling him that fact?This relates to :http://blog.libraryjournal.com/tennantdigitallibraries/2011/03/08/libraries-and-milkshake-marketing/ A blog about ‘milkshake marketing’ – do we really understand what users underlying motivations and needs are? Morning customers were commuters who needed energy-rich drink in one hand to keep them full to lunchtime“Do we know what jobs people expect to be performed by our services? And even if we do, have we provided them with the right clues as to where they should go and what they should do to have those needs met”“(evening customers were fathersbuying rewards to kids)- So just knowing how one group was using the product wasn’t enough. You need to study usage for different times, different segments”
  • And how successful are the people willing to provide him with what he WANTS instead?In an RM setting, the NEEDs of staff might be for an EDRMS with classification, retention schedule, etc.But what people WANT is quick painless access to their information, while keeping much of it to themselves (for safety, for protection, to make themselves the only ‘font of knowledge’ on that topic).What do you think people need, and what do they actually want (and why, what for?), in your organisation?
  • Take 5 minutes and talk to the person next to you about who, in your organisation, you / the RM service needs to be marketing to – who are the influences – who are the decision makers – who could be advocates for you – who do you need to work with – who could sabotage your efforts?

Transcript

  • 1. Marketing Your RecordsService
    IRMS Conference
    Brighton 2011
    Twitter: @NicolaFranklin
  • 2. Why bother will Marketing?
    @RedjotterLauren Currie
    "if services don't change and continue to move they will loose their relevance" #servicedesign#edge2011
    1 hour ago via TweetDeck
    FavoriteRetweetReply
  • 3. What is Marketing?
    Marketing = Getting a message across
    Advertising, Communications
    BUT...
    That is only the Last Step!
  • 4. Some Things To Think About...
    What are you advertising?
    Why?
    Who needs it?
    Do they realise they need it?
    Where are they?
    What are the watching/listening to?
  • 5. Meet Your Client’s Needs
    Information Overload
    ...and you will be successful (?)
  • 6. ...but what about their demands?
    Information Overload
  • 7. Who should you be marketing to?
    Exercise
  • 8. Marketing Plan
    ANALYSIS
    OBJECTIVES
    STRATEGIES
    TACTICS
    CONTROLS
  • 9. See below:
    Marketing Analysis
    http://www.jiscinfonet.ac.uk/records-management/measuring-impact/impact-calculator/index_html
  • 10. Porter’s generic strategies are:
    Cost leadership
    Differentiation
    Focus
    Marketing Strategies
  • 11. Marketing Tactics
    Core Product = key benefit received
    Actual Product = Service delivered
    Augmented Product = Added value (or after-sales) parts of the service
  • 12. Marketing Communications
  • 13. Marketing Communications
    Ways of communicating your message
  • 14. Visibility
    James LaRue, Library Journal.com, 15 Nov 2010 http://bit.ly/9D9LHC
  • 15. How to convince your CEO
    Exercise
  • 16. Summary
    Marketing is more than just the communications at the end
    You have various stakeholders – define your segments – and their needs/wants
    Analyse the environment – internal and external
    Base your marketing strategy on that analysis
    Discover what your value proposition is to each segment
    Plan your marketing tactics
    Craft your messages to suit each segment
  • 17. Nicola Franklin
    Nicola.franklin@fabricrecruitment.com
    Questions?