East Midlands ARLG Workshop

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Shaping your own adventures: experimenting with strategic marketing

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  • Kay Grieves, University Library Services University of Sunderland
  • Kay Grieves, University Library Services University of Sunderland
  • This may be a range of service offers eg. bundles of services for researchers or you may be focussed on one eg Live Chat Kay Grieves, University Library Services University of Sunderland
  • THIS IS THE KEY … what is a benefit to me may not be a benefit to you – READ OUT DEFINITIONS Kay Grieves, University Library Services University of Sunderland
  • Kay Grieves, University Library Services University of Sunderland
  • East Midlands ARLG Workshop

    1. 1. The 7 Step ToolkitStep 1. Establish where you want to go – yourstrategic direction and prioritiesStep 2. Identify your overall service offersStep 3. Identify, segment and describe yourcustomersStep 4. Define a targeted service offer for eachcustomer segment (to meet their identifiedneeds)Step 5. Transform your service offer intobenefits for each customer segmentStep 6. Translate these benefits into targetedmessages or conversations for each segmentStep 7. Communicate your key messagesthrough customer conversations
    2. 2. Step 3. Segment yourcustomers and profile them
    3. 3. Tourism Queenslandcustomer segmentsActive ExplorersHolidays...where they can be challenged and feel aliveStylish TravellersHolidays...where they can stand out from the crowd, and appreciate and enjoy the finer things in lifeSelf DiscoverersHolidays...where they can enrich their mind and nourish their bodyUnwindersHolidays...where they can reflect and recharge at their own paceConnectorsHolidays...where they can bond with family and friendsSocial Fun-seekersHolidays...where they can share good times with friends, new and old
    4. 4. ULS Customer Segments• Researchers• Disability• Public• Emeritus Professors• Alumni• Students on campus / off campus / overseasfull time / part timefinal year / dissertation• Staff new academicexisting academicretired
    5. 5. The ActiveExplorerssegmentprofileAccommodation• not bound to a particular type of accommodation• segment most open to staying in backpackerhostels, eco-lodge resorts or camping grounds• may stay with friends and relatives in a luxuryhotel /resort or standard motel• just needs to be clean and comfortableGetting around• likely to drive, but will sometimes take a caravan• may fly, yet prefer to avoid airports• of all segments, most likely to visit multiplelocations during a holiday• unlikely to go on daytripsDining• not looking for quality dining options• prefer accessible food - so local pub and clubfood is fine• venue isnt so important, the chance toexperience different tastes is what it’s all aboutSocial interaction• enjoy meeting and mixing with others• mostly travel with their partners, but travel withfamily is an optionHoliday patterns• more likely than other segments to think limitedholiday time restricts the distance that can betravelled• enjoy weekend breaks• will take the opportunity to build holidays aroundsporting or other eventsWhat theylook for ina perfectholiday
    6. 6. Customer Segment ExampleFinal year dissertation students• search / research skills• familiarity with e-resources• knowledge of using other libraries/ILL• know how to find subject support help• may have left everything until last minute• may be mainly based in work-place or off campus• familiarity with flexible services• familiarity with collections and library services• know about secure saving, printing options• referencing, bibliographical tools e.g. Endnote
    7. 7. The 7 Step ToolkitStep 1. Establish where you want to go – yourstrategic direction and prioritiesStep 2. Identify your overall service offersStep 3. Identify, segment and describe yourcustomersStep 4. Define a targeted service offer foreach customer segment (to meet theiridentified needs)Step 5. Transform your service offer intobenefits for each customer segmentStep 6. Translate these benefits into targetedmessages or conversations for each segmentStep 7. Communicate your key messagesthrough customer conversations
    8. 8. Step 4. Define a targeted serviceoffer for each customer segment(The 4 Ps)Define a targeted service offer based onyour segment’s needs and preferences.Thinking about:•Product? Which services can you offerto meet their needs?•Place? Where and when can thecustomer use those services to bestmeet their needs?•Price? What does the customer haveto give up in order to use your services?•Competition? Who else provides whatthey need?‘To implement the marketing conceptsuccessfully and satisfy customerneeds, different product offeringsmust be made to diverse customergroups.’ Jobber
    9. 9. The 7 Step ToolkitStep 1. Establish where you want to go – yourstrategic direction and prioritiesStep 2. Identify your overall service offersStep 3. Identify, segment and describe yourcustomersStep 4. Define a targeted service offer foreach customer segment (to meet theiridentified needs)Step 5. Transform your service offer intobenefits for each customer segmentStep 6. Translate these benefits into targetedmessages or conversations for each segmentStep 7. Communicate your key messagesthrough customer conversations
    10. 10. Step 5. Transform your serviceoffers into customer benefitsFor each service offer to eachsegment identify the specific benefitof that service offer to them.Define:•The difference the service will make tothem•Why the price is worth it•Why your service is better than thecompetition•The overall benefit of your serviceofferBenefit: ‘An offer of some entity inwhich they get more than they give upas perceived by them and in relationto alternatives including doingnothing.’ Perla
    11. 11. Activity 1Identify and articulate thebenefits of these servicesfor your segment(15mins)
    12. 12. The 7 Step ToolkitStep 1. Establish where you want to go – yourstrategic direction and prioritiesStep 2. Identify your overall service offersStep 3. Identify, segment and describe yourcustomersStep 4. Define a targeted service offer foreach customer segment (to meet theiridentified needs)Step 5. Transform your service offer intobenefits for each customer segmentStep 6. Translate these benefits into targetedmessages or conversations for each segmentStep 7. Communicate your key messagesthrough customer conversations
    13. 13. Activity 2Plot your customersegment journey ontothe timeline(10 mins)
    14. 14. Activity 3Map your benefitbased conversationsonto the timeline(15 mins)
    15. 15. Activity 4Shape yourConversation(15 mins)Think about…•vehicles for delivery•conversational tools•social media•ways to gather and share impact
    16. 16. Share &FeedbackWho is your segment?What was your conversation?When did you hold it?How did you deliver it?
    17. 17. The 7 Step ToolkitStep 1. Establish where you want to go – yourstrategic direction and prioritiesStep 2. Identify your overall service offersStep 3. Identify, segment and describe yourcustomersStep 4. Define a targeted service offer foreach customer segment (to meet theiridentified needs)Step 5. Transform your service offer intobenefits for each customer segmentStep 6. Translate these benefits into targetedmessages or conversations for each segmentStep 7. Communicate your key messagesthrough customer conversations

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