A is for Advocacy...

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Keynote presentation delivered by Antony Brewerton (University of Warwick) at the 2011 BLA conference held in Sheffield from 13-15 Jul

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A is for Advocacy...

  1. 1. A …is for ‘Advocacy’<br />Antony <br />Brewerton<br />BLA Conference 2011<br />Sheffield, 13 July 2011<br />
  2. 2. SCONUL Focus, 35, Summer/Autumn 2005, p.3-4<br />
  3. 3. “...librarians no longer can rely on their stakeholders’ belief in their importance. Rather, they must demonstrate their value.”<br />Association of College and Research Libraries Value of Academic Libraries<br /> 2010, p.4<br />
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  6. 6. A …is for ‘Advocacy’ B …is for ‘Branding’C …is for ‘Communicating your worth’<br />
  7. 7. What is ‘marketing’? <br />
  8. 8. What is ‘marketing’? “Marketing is the management process which identifies, anticipates and supplies customer requirements efficiently and profitably.”<br />The Chartered Institute of Marketing<br />
  9. 9. Why is ‘marketing’ a library issue? “The real value of marketing is to ensure the survival and growth of the libraries and information services, which exist to enhance the communities they serve, adding value to the lives of the people and organizations who are their users, customers and clients.”<br />Eileen Elliot de Saez<br />Marketing concepts for libraries and information services (2nd edition) (2002), p.xiii<br />
  10. 10. The ‘marketing mix’<br />4Ps<br />- after E. Jerome McCarthy<br />Price<br />Place<br />Promotion<br />Product<br />
  11. 11. The ‘marketing mix’<br />7Ps<br />- after Booms and Bitner<br />Price<br />Place<br />Promotion<br />Product<br />Physical evidence<br />Processes<br />Participants<br />
  12. 12. What is ‘marketing’ again?“The marketing model in the digital age focuses on users, clients and customers and on keeping them.”<br />Eileen Elliot de Saez<br />Marketing concepts for libraries and information services (2nd edition) (2002), p.xiii<br />
  13. 13. It’s all about relationships<br />
  14. 14. “Marketing is to establish, maintain, and enhance relationships with customers and other partners, at a profit, so that the objectives of the parties involved are met. This is achieved by a mutual exchange and fulfilment of promises.”<br />Christian Grönroos <br />Service management and marketing: managing the moments of truth <br /> in service competition (1990), p.138<br />“Such relationships are usually but not necessarily always long term. Establishing a relationship, for example with a customer, can be divided into two parts: to attract the customer and to build the relationship with that customer so that the economic goals of that relationship are achieved.”<br />Christian Grönroos <br /> ‘From marketing mix to relationship marketing: towards a paradigm shift in marketing’, Management decision, 32 (2), (1994), p.9<br />
  15. 15. What is <br />‘branding’? <br />
  16. 16. What is ‘branding’?“A set of assets (or liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service.”<br />David A. Aaker <br />Building strong brands (1996) p.7-8<br />
  17. 17. What is ‘branding’?“Simply put, a brand is a promise.”<br />Walter Landor<br />
  18. 18. What is ‘branding’?“A brand is a collection of perceptions in the mind of the consumer.”<br />www.buildingbrands.com<br />
  19. 19. What is branding?<br />
  20. 20. CORE PRODUCT<br />-ie. what it does, what benefit it brings to your target user<br />BASIC PRODUCT<br />-physical product including quality, design, packaging <br />…and brand identity (how it looks) <br />AUGMENTED PRODUCT<br />-value-added elements: after sales services (guarantees, maintenance); and customer support (delivery, installation)<br />PERCEIVED PRODUCT<br />- added benefits …including brand image (what it says about me)<br />branding and the total product<br />
  21. 21. CORE BENEFIT<br />-development of knowledge, skills, character<br />BASIC PRODUCT<br />-teaching and examining<br />AUGMENTED PRODUCT<br />-accommodation, entertainment, development of other skills (eg. English)<br />PERCEIVED PRODUCT<br />- quality degree from English-speaking HEI, improved employability (especially for overseas students in UK)<br />eg. UK university education<br />
  22. 22. “Harley does not sell motorcycles. Starbucks does not sell coffee.<br /> Club Med does not sell vacations.<br /> And Guinness does not sell beer.” Tom Peters<br />
  23. 23. “Purchasing agents don’t buy ¼ inch drills; they buy ¼ inch holes.”<br />Theodore Levitt<br />
  24. 24. “In the factory we make cosmetics; in the drug store we sell hope.”<br />Charles Revson,<br /> Revlon Cosmetics<br />
  25. 25. Save time and improve your marks <br /> – all in one hour!<br />
  26. 26.
  27. 27. “Alternative approaches aren’t a novelty – they are all we’ve got left …stop advertising and start innovating”<br />Seth Godin<br /> Purple cow: transform your business <br /> by being remarkable (2005), p.3<br />“If marketing is about communicating to consumers that you’ve solved their problem, then the first step is, in fact, to solve their problem.”<br />Seth Godin <br /> Free prize inside!: the next big marketing idea (2005), p.8<br />
  28. 28.
  29. 29. What is <br />a library?<br />
  30. 30. Stock<br />
  31. 31. Perceptions Report – Question 807:“What is the first thing you think of when you think of a library?”<br />Books!<br />books books and books<br />BOOKS!!!!!!!!!!!!!!!!!<br />old books<br />New Books<br />Lovely, lovely books!<br />endless supply of books…..mmmm, boookss…<br />borrowing books for free<br />Books that I have to give back<br />Local building with books and on-line service available (which I don’t use)<br />Books. What else?<br />
  32. 32. Libraries dump 2m volumes<br />THES headline, 16 November 2007<br />
  33. 33. “The railroads did not stop growing because the need for passenger and freight transport declined. That grew. The railroads are in trouble today not because the need was filled by others (cars, trucks, airplanes, even telephones), but because it was not filled by the railroads themselves. They let others take customers away from them because they assumed themselves to be in the railroad business rather than in the transportation business …they were product-oriented instead of customer-oriented.”<br />Theodore Levitt<br />‘Marketing myopia’, Harvard Business Review, 38 (4), (July-August 1960), p.45-56 <br />
  34. 34. Stock<br />Space<br />
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  41. 41. Stock<br />Space<br />Support<br />
  42. 42. Perceptions Report – Question 812b:Negative associations with the library<br />Grumpy librarians. Dead quietness<br />Musty Book Smell A Mean librarian<br />not ‘cool’ to go to the library its for old people<br />
  43. 43. Perceptions Report – Question 812a:Positive associations with the library<br />Being at University allows you membership of a large and well respected library on campus. There are librarians and other staff who can help you if you need advice, whereas searching online you can’t ask anyone for help.<br />
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  51. 51. Library & Information UpdateOctober 2010, p.46-48<br />
  52. 52. “To equate ‘brand’ with such superficial cosmetics [as ‘logo-twiddling’] is the equivalent of saying that people are really only the sum of their name, face and clothes.”<br />Rita Clifton <br /> Brands and branding (2003), p.2<br />
  53. 53. What is ‘branding’?“Branding is the creation of signals that convey what your brand stands for and establishes its difference in people’s minds. A brand is the idea. Branding is the transmission of the idea.”<br />Allen P.Adamson<br />BrandSimple: how the best brands <br /> keep it simple and succeed (2006), p.18<br />
  54. 54. 12 elements of brand manifestation<br />1. Name 7. Sound<br />2. Icon/logo 8. Navigation<br />3. Picture 9. Behaviour<br />4. Colour 10. Service<br />5. Shape 11. Tradition<br />6. Language 12. Rituals/myths<br /> -after Martin Lindstrom<br />Brand sense: how to build powerful brands <br /> through touch, taste, smell, sight and sound (2005)<br />
  55. 55. 1. Name<br />2. Icon/logo <br />3. Picture <br />4. Colour <br />5. Shape <br />6. Language <br />7. Sound <br />8. Navigation<br />9. Behaviour<br />10. Service<br />11. Tradition<br />12. Rituals/myths<br />
  56. 56. 1. Name <br />Names should be:<br />Easy to remember<br />Easy to say<br />Easy to spell<br />Short<br />Easy to Google<br />Not taken by someone else (and able to be protected)<br />Have positive associations …for you and your target users<br />Capable of grab attention (if you want that sort of attention)<br />Not open to misinterpretation (internationally)<br />Not changed unnecessarily <br />
  57. 57. ?<br />?<br />?<br />?<br />The Library<br />?<br />?<br />?<br />?<br />?<br />?<br />
  58. 58. 1. Name <br />2. Icon/logo<br />3. Picture <br />4. Colour <br />5. Shape <br />6. Language <br />7. Sound <br />8. Navigation<br />9. Behaviour<br />10. Service<br />11. Tradition<br />12. Rituals/myths<br />
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  62. 62. 1. Name <br />2. Icon/logo <br />3. Picture<br />4. Colour <br />5. Shape <br />6. Language <br />7. Sound <br />8. Navigation<br />9. Behaviour<br />10. Service<br />11. Tradition<br />12. Rituals/myths<br />
  63. 63. “A library’s image is composed of everything in and about the library that a client encounters.”<br />Christine A. Olson<br /> ‘Test your library’s marketing IQ’, <br />Medical referencing services quarterly, 12 (3), (Fall 1993), p.75-83<br />
  64. 64.
  65. 65. 1. Name <br />2. Icon/logo <br />3. Picture <br />4. Colour<br />5. Shape <br />6. Language <br />7. Sound <br />8. Navigation<br />9. Behaviour<br />10. Service<br />11. Tradition<br />12. Rituals/myths<br />
  66. 66.
  67. 67.
  68. 68. http://www.flickr.com/photos/cilippprg/4080622560/<br />
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  71. 71. 1. Name <br />2. Icon/logo <br />3. Picture <br />4. Colour <br />5. Shape<br />6. Language <br />7. Sound <br />8. Navigation<br />9. Behaviour<br />10. Service<br />11. Tradition<br />12. Rituals/myths<br />
  72. 72. 1. Name <br />2. Icon/logo <br />3. Picture <br />4. Colour <br />5. Shape <br />6. Language<br />7. Sound <br />8. Navigation<br />9. Behaviour<br />10. Service<br />11. Tradition<br />12. Rituals/myths<br />
  73. 73.
  74. 74.
  75. 75. 1. Name <br />2. Icon/logo <br />3. Picture <br />4. Colour <br />5. Shape <br />6. Language <br />7. Sound<br />8. Navigation<br />9. Behaviour<br />10. Service<br />11. Tradition<br />12. Rituals/myths<br />
  76. 76. 1. Name <br />2. Icon/logo <br />3. Picture <br />4. Colour <br />5. Shape <br />6. Language <br />7. Sound <br />8. Navigation<br />9. Behaviour<br />10. Service<br />11. Tradition<br />12. Rituals/myths<br />
  77. 77.
  78. 78. 1. Name <br />2. Icon/logo <br />3. Picture <br />4. Colour <br />5. Shape <br />6. Language <br />7. Sound <br />8. Navigation<br />9. Behaviour<br />10. Service<br />11. Tradition<br />12. Rituals/myths<br />
  79. 79.
  80. 80.
  81. 81.
  82. 82. 1. Name <br />2. Icon/logo <br />3. Picture <br />4. Colour <br />5. Shape <br />6. Language <br />7. Sound <br />8. Navigation<br />9. Behaviour<br />10. Service<br />11. Tradition<br />12. Rituals/myths<br />
  83. 83. 1. Name <br />2. Icon/logo <br />3. Picture <br />4. Colour <br />5. Shape <br />6. Language <br />7. Sound <br />8. Navigation<br />9. Behaviour<br />10. Service<br />11. Tradition<br />12. Rituals/myths<br />
  84. 84. 1. Name <br />2. Icon/logo <br />3. Picture <br />4. Colour <br />5. Shape <br />6. Language <br />7. Sound <br />8. Navigation<br />9. Behaviour<br />10. Service<br />11. Tradition<br />12. Rituals/myths<br />
  85. 85. What is ‘branding’?“A brand is a relationship.”<br />David McNally & Karl D. Speak<br />Be your own brand (2003), p.2<br />
  86. 86. ladder of loyalty<br /> partner<br /> champion<br /> advocate<br /> client<br /> customer<br />potential customer<br />- after Christopher et al<br />
  87. 87. did you know?...<br />…last year we had 1,368,188 entrances<br />
  88. 88. did you know?...<br />…last year we issued 1,424,073 items<br />
  89. 89. “If marketing is about communicating to consumers that you’ve solved their problem, then the first step is, in fact, to solve their problem.”<br />Seth Godin <br /> Free prize inside!: the next big marketing idea (2005), p.8<br />
  90. 90. CORE PRODUCT<br />-ie. what it does, what benefit it brings to your target user<br />BASIC PRODUCT<br />-physical product including quality, design, packaging <br />…and brand identity (how it looks) <br />AUGMENTED PRODUCT<br />-value-added elements: after sales services (guarantees, maintenance); and customer support (delivery, installation)<br />PERCEIVED PRODUCT<br />- added benefits …including brand image (what it says about me)<br />branding and the total product<br />
  91. 91. To make Warwick an undisputed world leader in research and scholarship<br />To ensure a high-quality and distinctive Warwick student experience<br />
  92. 92.
  93. 93.
  94. 94. ladder of loyalty<br /> partner<br /> champion<br /> advocate<br /> client<br /> customer<br />potential customer<br />- after Christopher et al<br />
  95. 95. Warwick University Library Library News (Spring 2009), p.5<br />
  96. 96.
  97. 97. ladder of loyalty<br /> partner<br /> champion<br /> advocate<br /> client<br /> customer<br />potential customer<br />- after Christopher et al<br />
  98. 98.
  99. 99. Antony Brewerton<br />antony.brewerton@warwick.ac.uk<br /> go.warwick.ac.uk/library<br />
  100. 100. Useful readings<br />Antony Brewerton (ed.)<br />Marketing library services: a SCONUL Working Paper. London: SCONUL, 2008<br /> - contact SCONUL via www.sconul.ac.uk<br />Cathy De Rosa et al<br />Perceptions of libraries and information resources: a report to the OCLC membership. Dublin, Ohio: OCLC, 2005<br /> - available via www.oclc.org/reports/2005perceptions.htm<br />James Michalko, Constance Malpas and Arnold Arcolio<br />Research libraries, risk and systemic change. Dublin, Ohio: OCLC, 2010<br /> - available via www.oclc.org/research/publications/library/2010/2010-03.pdf<br />Association of College and Research Libraries Value of academic libraries: a comprehensive research review and report. Researched by Megan Oakleaf. Chicago: ACRL, 2010<br /> - available via www.acrl.ala.org/value<br />

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