By
Yupin Chancharoensin
Center of Academic Resources

Library has a lot of resources /
services but cannot make users
know and use what we have

What is marketing?
“Marketing is a social
and managerial process b
d i l by
which individual and group
obtain what they need and
want through creating,
offering and exchanging
product of value with other”
other
Philip Kotler

Library Marketing
Marketing begins and ends with
awareness of the library’s users: their
values,
values their concerns
the world from their points of views
Pat Wagner
g

Marketing Library Service
How It All Began
“Improved personal relations between
librarians and readers”.
Samuel Swett Green
ALA C f
Conference 1876
1876.

Marketing and Positioning
Library
Marketing is the
g
process of planning and
executing the conception,
pricing, promotion and
distribution of ideas, goods
and ser ices to create
services
exchanges that will satisfy
individual and organizational
goals.

Marketing Objectives
Increase customers
Increase revenue
Increase in use
Increase customers’ satisfaction
Skills developed

Library Marketing Objective
1. Achieve customers’ satisfaction
2.
2 Enhance the perceived value of their
service.
3. Insure the survival of th i respective
3 I th i l f their ti
institute.

Objectives Provide
Sense of direction
Prerequisite for formulating strategies
Credit with management
Intelligent and logical
budgeting

Why Marketing in Library?
Librarians are forced to
look t the libraries
l k at th lib i as th the
enterprises even pricing
the outcome is almost
impossible.
p
Use tools of commercial
world

Positioning
The process of establishing
characteristics th t clearly
h t i ti that l l
differentiate the service on
produced product provider
from competitions.
- Making your library
different from other in some
diff tf th i
way

The Marketing Mix
Product
Product
Prod ct Place
Target
Market
Price Promotion

Products / Services
Products – What does
your library sell?
Product can be a
good, service, idea,
place,
place or even person
person.
Service is the
S i i th most t
challenging aspect.

Product / Service (continued)
Complete, Up to-date, One stop shop
- Online help guide
- Self-service kiosks reduce calls /
questions.
ti
- Offering next
O e g e t
day delivery

Product / Service (continued)
In campus delivery
Training
Orientation
Information Literacy
Interactive Q-A

Product Strategy
Product positioning
Product branding
- Brand name
- Branding is very new for libraries

Brand
American Library Thammasat Univ.
Univ
Association Chiang Mai Univ.
British Library Mahidol Univ
Univ.
IFLA Sasin
National Library
Board

Logo
(international)
(i t ti l)

Logo (Thailand)

Place : Is it convenient?
Physical building where patrons go
to get materials
materials.
Computer terminal – Internet
Hours of Opening ?
Information channels network
Telephone
Days of service

Information Channels Network
Uninet
Thailinet
ThaiLIS
CAR
CUNET
GDLN
Mobile Unit

Outreach
Distribution of facilities and services
extended beyond the library walls to the
actional area needed:
- Cooperation
- Off-site demonstrations workshops
demonstrations, workshops,
training, display
- F
Free trial via i t
t i l i internet t

Price
Price – non-profit organization
Profit or increased fund
resources could be a result, but it is
not a reason to implement
marketing
Price -

Price Strategy
Price is not a reason for implementing
marketing in the library business but result!
Libraries don’t actually sell their products
nor services. They rely on the third party
funding. (University
funding (University, Government)

Promoting
Marketing Communication Concept:
AIDA Model
Awareness: Posters, Banners, Flyers,
, , y ,
e-mail notices
Interest: Displays, E hibiti
I t t Di l Exhibition, W b it
Website
Desire: Success Stories
Action: Set appointment
Attend event

Library Promotion
To promote the Library’s
information resources and
services and encourage the
use t support learning,
to tl i
teaching and research.

Promotion Methods
User education
1. Tour
2 User Guides
2.
Visual Communication
1 Signing + Guiding
1.
2. Poster
3. Display E hibiti
3 Di l + Exhibition
4. Merchandise - Bookmarks, magnets,
bags, pens, mugs.

Special Events / Exhibition

Offering Assistance & Warm
Welcome
Ask Librarian
24/7 Service
Next day
Next-day delivery
etc.

Division
Function
Marketing plan
Creating awareness
Publicity materials
Market research

Target Market
Think like a marketer –
e a ee
segmentation
Make o r librar services
our library ser ices
relevant to each group.
Create services that meet their
needs.
needs
Try to motivate each group in a
different fashion.
diff t f hi

Market Segmentation
Center for 100% of
population – Impossible
“80/20 rule”

Segmentation
Students
Faculty members
Researchers

Students are by for the largest and most
prominent that are need to persuade them
to make more extent use of library service.

Information Literacy
How to access and
interpret information
Where to find it?
Evaluate, manipulate and
synthesize the
h i h
information

Planning
Market research
Customers’ wants and
needs
The Library
SWOT

Customer Study – wants &
needs
Undergraduate Graduated
- Course primary - Course primary
material material
- Course reference - Course reference
material material
- Computers, printers - Internet assistance
, scanners - Full text service
- Basic skills assistance - Ref. and research
- Study rooms assistance

Customer St d (continued)
C t Study ( ti d)
Researchers Faculty
- Simple collections - Helping in codifying
materials
- Dedicated ref
ref.
assistance - Departmental
reference lists
- Databases and s/w - Internet assistance
- Website assistance - Reserve mat. for
- Meeting spaces students
- Lib. research help

Customer Study (continued)
Young users
- outcome - self – discovering
curiosity
joy of discovery
love of l
l f learning
i
multiple ways of learning

Customer Study (continued)
Knowledge for success - adules
- outcome - self – fulfillment
- personal growth
- research and scholarly
- upgrading skills
- professional and career enhancement
p

Customer Study (continued)
Senior citizen
- outcome - self – reliance
- mental stimulation
- social engagement
- productive leisure
- higher technical competency
g p y

Customer Study (continued)
Business and government
- outcome – competitive edge
- enhance competitiveness
- open possibility
- seize opportunity
i t it
- on – time information and intelligence

Ways to Learn About Your
W t L Ab t Y
Customers
Formal Informal
Yearly survey for Short information
customer groups
g p interviews
Focus groups Spot interviews
Quick satisfaction Chat room
questionalies discussions
Observation of
Ob ti f Suggestion boxes
S ti b
interaction Focused survey

Customer Research Topics
Product:
P d t
Do your current and future
products/ services meet the
wants/needs of the
customers.
t
Price:
Is the price affordable?

Customer Research Topics
(continued)
Place:
Are the products/services accessible?
Promotion:
Do your customers know what you have to
o e
offer?
Experience: how do your customers
describe your library to others?

How to Write a Marketing Plan
Define your target
market
Understand its need

Planning process
1. andlying the organization – SWDT
2. andlying
2 andl ing market place – research
3. set objective
4. deciding on strategy – market mix
5. deciding on strategy – promotion
methods

SWOT
Prepare a mission statement
P i i
p
List + describe service/products
The Competitor
The target market
Marketing mix

Librarian Mix
P Proactive
P ti
Professional
Positive
Productive
Lead to Passion ---> 5th P

LUCK
Laborious
Laborio s
Understanding
g
Cooperation
Knowledge
Kno ledge