Marketing And Positioning Library

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สไลด์บรรยายด้วยอาจารย์ยุพิน จันทร์เจริญสิน เรื่อง Marketing And Positioning Library สถาบันวิทยบริการ จุฬาลงกรณ์มหาวิทยาลัย

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Marketing And Positioning Library

  1. 1. By Yupin Chancharoensin Center of Academic Resources
  2. 2. Library has a lot of resources / services but cannot make users know and use what we have
  3. 3. 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
  4. 4. 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
  5. 5. Marketing Library Service How It All Began “Improved personal relations between librarians and readers”. Samuel Swett Green ALA C f Conference 1876 1876.
  6. 6. 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.
  7. 7. Marketing Objectives Increase customers Increase revenue Increase in use Increase customers’ satisfaction Skills developed
  8. 8. 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.
  9. 9. Objectives Provide Sense of direction Prerequisite for formulating strategies Credit with management Intelligent and logical budgeting
  10. 10. 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
  11. 11. 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
  12. 12. The Marketing Mix Product Product Prod ct Place Target Market Price Promotion
  13. 13. 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.
  14. 14. 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
  15. 15. Product / Service (continued) In campus delivery Training Orientation Information Literacy Interactive Q-A
  16. 16. Product Strategy Product positioning Product branding - Brand name - Branding is very new for libraries
  17. 17. Brand American Library Thammasat Univ. Univ Association Chiang Mai Univ. British Library Mahidol Univ Univ. IFLA Sasin National Library Board
  18. 18. Logo (international) (i t ti l)
  19. 19. Logo (Thailand)
  20. 20. 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
  21. 21. Information Channels Network Uninet Thailinet ThaiLIS CAR CUNET GDLN Mobile Unit
  22. 22. 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
  23. 23. Price Price – non-profit organization Profit or increased fund resources could be a result, but it is not a reason to implement marketing Price -
  24. 24. 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)
  25. 25. 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
  26. 26. Library Promotion To promote the Library’s information resources and services and encourage the use t support learning, to tl i teaching and research.
  27. 27. 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.
  28. 28. Special Events / Exhibition
  29. 29. Offering Assistance & Warm Welcome Ask Librarian 24/7 Service Next day Next-day delivery etc.
  30. 30. Division Function Marketing plan Creating awareness Publicity materials Market research
  31. 31. 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
  32. 32. Market Segmentation Center for 100% of population – Impossible “80/20 rule”
  33. 33. Segmentation Students Faculty members Researchers
  34. 34. Students are by for the largest and most prominent that are need to persuade them to make more extent use of library service.
  35. 35. Information Literacy How to access and interpret information Where to find it? Evaluate, manipulate and synthesize the h i h information
  36. 36. Planning Market research Customers’ wants and needs The Library SWOT
  37. 37. 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
  38. 38. 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
  39. 39. Customer Study (continued) Young users - outcome - self – discovering curiosity joy of discovery love of l l f learning i multiple ways of learning
  40. 40. Customer Study (continued) Knowledge for success - adules - outcome - self – fulfillment - personal growth - research and scholarly - upgrading skills - professional and career enhancement p
  41. 41. Customer Study (continued) Senior citizen - outcome - self – reliance - mental stimulation - social engagement - productive leisure - higher technical competency g p y
  42. 42. Customer Study (continued) Business and government - outcome – competitive edge - enhance competitiveness - open possibility - seize opportunity i t it - on – time information and intelligence
  43. 43. 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
  44. 44. 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?
  45. 45. 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?
  46. 46. How to Write a Marketing Plan Define your target market Understand its need
  47. 47. 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
  48. 48. SWOT Prepare a mission statement P i i p List + describe service/products The Competitor The target market Marketing mix
  49. 49. Librarian Mix P Proactive P ti Professional Positive Productive Lead to Passion ---> 5th P
  50. 50. LUCK Laborious Laborio s Understanding g Cooperation Knowledge Kno ledge

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