Alana Macmillan MA (Hons) MSc MCLIP Customer Services Manager IDOX Information Services Ltd Marketing Information Services

Agenda Why market? Getting Started The 4Ps Further reading Questions

Why market?

Getting Started

The 4Ps

Further reading

Questions

Why Market? Survival! Competition for resources Competition for users Rising expectations Image

Survival!

Competition for resources

Competition for users

Rising expectations

Image

Getting Started Formulate a mission Where are we now? - SWOT Where do we want to be? – PEST How do we get there? – 4Ps Product Price Place Promotion

Formulate a mission

Where are we now? - SWOT

Where do we want to be? – PEST

How do we get there? – 4Ps

Product

Price

Place

Promotion

The 4 Ps - Product May be a product or service USP – Unique Selling Proposition Benefits not features Productised services

May be a product or service

USP – Unique Selling Proposition

Benefits not features

Productised services

The 4 Ps - Price Decide on a pricing strategy Skimming (high price for innovation) Matching (similar to competition) Promotion (limited time only) Economies of scale (buy in bulk)

Decide on a pricing strategy

Skimming (high price for innovation)

Matching (similar to competition)

Promotion (limited time only)

Economies of scale (buy in bulk)

The 4 Ps - Place How convenient is your service/product? How is your product delivered? User comes to you Desktop Home/office

How convenient is your service/product?

How is your product delivered?

User comes to you

Desktop

Home/office

The 4 Ps - Promotion Advertising Personal selling Briefing sessions E-mail reminders Telephone reminders Word of mouth/testimonials/case studies Web 2.0

Advertising

Personal selling

Briefing sessions

E-mail reminders

Telephone reminders

Word of mouth/testimonials/case studies

Web 2.0

Further Reading University of Illinois Graduate School of Library and Information Science: Library and Information Services Marketing. http://clips.lis.uiuc.edu/2003_09.html#05 The “M” Word – Marketing Libraries http://themwordblog.blogspot.com/

University of Illinois Graduate School of Library and Information Science: Library and Information Services Marketing.

http://clips.lis.uiuc.edu/2003_09.html#05

The “M” Word – Marketing Libraries

http://themwordblog.blogspot.com/

Questions? [email_address]