Marketing Your Library Service


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Marketing Your Library Service

  1. 1. Marketing your Library Service and yourself! Andy Priestner Judge Business School
  2. 2. Marketing ‘ The management process responsible for identifying, anticipating and satisfying customer requirements profitably.’ (Chartered Institute of Marketing) Definition
  3. 3. Why do we need to market ourselves? The ‘Google Effect’ Foot-fall/Remote Use Image problem still persists ‘ For every person coming through the turnstile of our library, there are 1.8 users for the e-library’ (Philip Payne). But is that number rising? Poor research due to low levels of patience prompted by almost exclusive use of Google. Not so much about changing the ‘bun and glasses’ image, but redressing the well-worn – and largely inaccurate – stereotype of frosty unhelpfulness. Do we really need librarians anymore?
  4. 4. How do you find out about the databases that are available for your research? Question to 1 st and 2 nd year PhD students N.B. After the session 95% said they had learnt something that was directly relevant to their ongoing research and that they would therefore think about asking librarians if not first, then at least second! Don’t ask anyone (try to find out by myself): 40% Ask a fellow student: 30% Ask academic staff: 20% Ask a librarian: 10%
  5. 5. McCarthy’s Four Ps (The Marketing Mix)
  6. 6. Or the Six Ps?…
  7. 7. Market Segmentation <ul><li>Very limited time </li></ul><ul><li>Chiefly remote use </li></ul><ul><li>Like their vanity to be massaged </li></ul><ul><li>Only interested in resources in their research area </li></ul><ul><li>Don’t want to know the detail </li></ul>
  8. 8. Market Segmentation <ul><li>More time on their hands </li></ul><ul><li>Mix of visits to the library and remote use </li></ul><ul><li>Worried about whether going to the library is uncool </li></ul><ul><li>Don’t always know what information they want </li></ul><ul><li>Think everything they need is on Google </li></ul>
  9. 11. THE 7 HABITS OF HIGHLY EFFECTIVE LIBRARIANS 0 copies sold, but author hopeful!
  10. 12. <ul><li>Establish the value of your service </li></ul><ul><li>If not deemed relevant – find out why </li></ul><ul><li>Ensure statistical proof is available </li></ul><ul><li>Create a Praise folder and share it </li></ul><ul><li>Annual Survey </li></ul><ul><li>Identify opportunities to market this relevance – demos, documents </li></ul><ul><li>… and specifically its unique components </li></ul><ul><li>Don’t forget that people don’t generally understand what it is we do </li></ul>1. Relevance
  11. 13. <ul><li>Make sure you are seen and known </li></ul><ul><li>Volunteer for internal committees </li></ul><ul><li>Walk the beat </li></ul><ul><li>Make a noise about success stories </li></ul><ul><li>Train/work outside the library </li></ul><ul><li>Publish – professional articles, book reviews, present at conferences </li></ul><ul><li>Hold meetings in public places </li></ul><ul><li>Regular reminders that you exist </li></ul>2. Visibility
  12. 14. <ul><li>Institute regular communication with your user groups </li></ul><ul><ul><li>Newsletter </li></ul></ul><ul><ul><li>Email updates </li></ul></ul><ul><ul><li>Formal meetings </li></ul></ul><ul><ul><li>Posters </li></ul></ul><ul><li>Poster Campaigns (not just in library) </li></ul><ul><li>Displays </li></ul><ul><li>Identify ‘library champions’ ( & use them) </li></ul><ul><li>Different comm. for diff. users </li></ul><ul><li>Surveys and Annual Report </li></ul><ul><li>Make benefits as obvious as possible </li></ul>(tailored if possible) 3. Communication
  13. 15. (making the most of what you’ve got) <ul><li>Identify your personal strengths and promote (and develop) them </li></ul><ul><li>Identify service strengths and promote them </li></ul><ul><li>Subject expertise </li></ul><ul><li>Knowledge of e-resources </li></ul><ul><li>Sourcing materials </li></ul><ul><li>Training/Teaching skills </li></ul>4. Asset Management
  14. 16. <ul><li>Get into the classroom </li></ul><ul><li>If done well… </li></ul><ul><li>Information Skills, Databases, Plagiarism </li></ul><ul><li>Proves relevance </li></ul><ul><li>Changes perception </li></ul><ul><li>Increases visibility </li></ul><ul><li>If done badly… </li></ul><ul><li>Proves irrelevance </li></ul><ul><li>Cements perception </li></ul><ul><li>Damages reputation </li></ul><ul><li>Curriculum integration (the ‘Holy Grail’) </li></ul>5. Teaching/Training
  15. 17. <ul><li>If you are British… </li></ul><ul><li>The more you try new approaches, the easier they become </li></ul><ul><li>No pain, no gain </li></ul><ul><li>Challenge perceptions </li></ul><ul><li>Challenge yourself </li></ul>6. Step out of your comfort zone
  16. 18. <ul><li>Can’t change perceptions overnight </li></ul><ul><li>You will have bad days </li></ul><ul><li>If you don’t get the answer you want, try someone else or another route </li></ul><ul><li>Keep up the momentum – show you mean business </li></ul><ul><li>Keep the pay-offs in mind </li></ul>7. Persistence
  17. 20. 2007-08 marketing campaign
  18. 21. Plasma screen adverts Faculty consultation exercise Key Databases guide
  19. 22. Termly newsletters
  20. 23. Where I meet my users…
  21. 24. 2008-09 marketing campaign Have you gone into ORBIT yet?