Dare, Care, Share Strategic Marketing in Libraries Irmgard Bomers KB, national library of the Netherlands Head User Services Division

“ It’s not the strongest of species that survive, nor the most intelligent, but the one most responsive to change” Charles Darwin Change

Books? Content / information? Services? What business are we in?

Digital library services today

Digital library content today

Branding

Strategic marketing 7 P’s Product Place Price Promotion Personnel Processes Physical evidence

Customer in control Interactivity generates traffic Your competitor is one click away Product

Partnerships Shared information network Product

Multichanneling: be where your customers are Everything gets an antenna Shop becomes a showroom Place

“ Free” as a business model Offer choice Charge for (quality) services Price

Push instead of pull Create fans Promotion

Create non library functions Stimulate / create mobility: Exchange program (Management) Trainee program Change management Personnel

Create non library functions

Stimulate / create mobility:

Exchange program

(Management) Trainee program

Change management

Demand driven Focus on logistics / fulfillment Shared services Processes

Targeting, measuring Return on Investment / Accountability Physical evidence

A marketing strategy for libraries

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