The document provides information about the IFLA BibLibre International Library Marketing Award. The objectives of the award are to reward the best library marketing projects worldwide, encourage marketing in libraries, and allow libraries to share marketing experiences. Any library worldwide that markets its products or services can apply. Applications must be submitted in one of seven IFLA languages and include an original marketing project proposal that answers application questions and describes the benefits, components, targeted customers, marketing strategy, and results of the project. Proposals will be judged on their strategic approach, creativity, potential for visibility and support, effectiveness, and commitment to ongoing marketing activities.

1. IFLA BibLibre International
Library Marketing Award
“What Makes a Great Library
Marketing Initiative?”
OPEN SESSION: Management and Marketing Section
Wednesday 17 August 11:45 – 13:45
C210-212
“True Marketing: Defined”
Dr. Christie Koontz

2. • Objectives of the award are to:
Reward the best library marketing projects worldwide during the previous
calendar year;
Encourage marketing in libraries;
Give libraries the opportunity to share marketing experiences.
• Guidelines
Any library worldwide that markets library products or services is eligible to
receive the award.
Applications must be written in one of seven IFLA languages, but as the working
language of the jury members is English, they may use Google translator for
translating non-English applications. Applicants may also submit an English
translation if they prefer. The version should be electronic.
Applications must be submitted before xx date (including any supporting
materials).
 Proposals must
present an original project of marketing for a library of any kind;
answer each question on the application

3. So What is Marketing?
Marketing is a process that you do over and over again – a
tried and true systematic approach for matching services and
products to a consumer’s wants, needs and desires.
In the U.S., the average person is bombarded with some 1800
marketing messages per day—it seems someone is always
trying to persuade us to buy something.

4. Marketing Is:
• The process of identifying
customers’ needs
• Assessing what you do for
maximum customer
satisfaction.
• Applying common sense
• Selling
• Products/services
• Just promotion or advertising
• About increased profit
• Strictly for businesses
Marketing Is Not:

5. Philip Kotler’s Definition of Marketing
“Marketing is getting the right goods and
services to the right people at the right
place at the right time at the right price
with the right communication and
promotion – marketing is a human activity
directed at satisfying needs and wants
through exchange processes.”
(Marketing for Non-Profit Organizations, 6th
ed)

6. What You Need to Market:
Organizational Mission, Goals, and Objectives
(all marketing projects must be built upon these)

7. The Mission States Who You Are
• expresses the philosophy
• illustrates core values
• provides consensus
• offers education
• creates awareness

8. What do we want to do now that we are not doing?
What do we want to achieve: generally and specifically
Purpose
• GOALS: What you want to achieve in general
• OBJECTIVES: What you want to specifically achieve
Objectives
• Must be measurable, quantified
• Can be process or outcome – do something, that results in something
• Limit to one process or outcome for each objective
• Supported by strategy and action plan
• Keep realistic
Organizational Goals & Objectives

9. The Four Step
Marketing Model

10. The Marketing Model?
Market Research
Identifies Potential & Actual Customers
Market Segmentation
Groups Customers
Marketing Mix
Develops Satisfying Customer Offerings
Marketing Evaluation
Measures Success
Step 3
Marketing
Mix
Step 4
Marketing
Evaluation
Step 1
Market
Research
Step 2
Market
Segmentation

11. Step One:
Marketing Research
(Environments and Markets)

12. Step 1: Market Research
The function that links the information professional to the customers’
wants and needs
• Identifies actual and potential customer data
• Designs the methods of collection
• Manages and implements data collection processes
• Analyzes results
• Communicates findings
• Marketing research is planned and systematic
MARKETING RESEARCH IS:

13. The Environment of Marketing for
Library and Information Services
Organization
Plac
e/Channels of Distrib
ution
Price
Offer
Promotion
Marketing Strategy
Behavior
Dem
ographic Lifesty
le
BenefitsSought
Geographic
Target Market Segments
M
ed
ia
Physical Legal/Regu
latory
Social/Cultural
Competitive Technologi
cal
Political
Environments
D
epartm
ents
Customers
Stakeholders
Suppliers

14. Step Two:
Market Segmentation
(Customer Groups)

15. Market Segmentation
A market segment is a group of potential
users who share similar wants and needs.
Definition of Market Segment:
Market segmentation is grouping
your users (customers) so you can
deliver products and services
efficiently and effectively.

16. Current Markets
Who Are Your Current Customers?
A Market is all the people who participate in the exchange
process for a good or service
E.g., all library, museum, non-profit
users
• A market segment is people who
share similar wants and needs
E.g., online reference users
• Market segmentation is process of grouping
E.g., virtual reference, teen-space, special topics, volume of
use, etc

17. Libraries Practice
Market Segmentation for over 100 Years!
Adult, juvenile
Mystery readers
Internet users
Freshman
Distance student
Faculty
Curricula
Field of study
Department/division

18. Prepare to Implement:
Strategies and Actions

19. Marketing Strategies
are based upon marketing goals and objectives…
which are driven by the organization’s overall
mission and goals and objectives
• Organization Mission Statement
• Organization goals and objective
• Marketing goals and objectives

20. Refine your target market:
 Age
 Gender
 Location
Who are the specific new customers you want to reach?
Based on your research, you can now be specific.
Example: Preliminary Target Market
Older citizens who are unable to visit the library
Target Market:
Male and female residents 60 years or older who are literate, who live at home on
the south side of town, whose income is at or below the poverty level and who have
limited mobility due to age or disability.
 Socioeconomic
status
 Psychographics

21. Step Three:
Marketing Mix Strategy:
Product, Price, Place and Promotion

22. Marketing Mix Strategy
Marketing Mix is the development of
products, price, place and promotion of
materials, services and programs to serve
your identified target market
Every PRODUCT has a PRICE and must be
made available some PLACE that groups find
out about through PROMOTION
How these work together for optimal customer
satisfaction is the marketing mix strategy.
• Product
• Price
• Place
• Promotion

23. Product…
Goods
Books, cd’s, films, journal articles, online databases, videocassettes, educational games, software,
Internet access, toys
Services
Computer or manual aided searches, instruction on the use of the library, virtual reference
Booktalks, story hours, exhibits, demonstrations, document delivery, interlibrary loans
Person
Reference librarian, children’s librarian, subject specialist
Place
The library, the website, the chat room
Idea
VRD is a professional tool for solving problems and getting information quickly
Anything that can be offered to
a market to satisfy a need.

24. Price
(Customer Costs)
Nickels and Time!
…price can mean the trouble of acquiring
something, not just a monetary charge
• Travel time
• Wait time
• Inquiry time
• Speed of assistance by librarian

25. Place
PLACE is how your organization makes its products and
services available and accessible to its markets
• Facilities
• Bookmobiles
• Units or division deposits
• Hours of Access
• Remote Access to On-Line
Catalogs, Databases
• E-mail reference
• Home delivery

26. Cyberspace and or ‘place?’
‘Walk-in’ registered borrowers affected by geographic
location of library
Hours of access affect place
Type of browser affects place
Interior layout of the library affects delivery of
services

27. Promotion
Promotion is getting the word out on your products or
services through the use of :
•Advertising – paid or public service-electronic media, print media,
outdoor, transit
•Media/Publicity– news releases, community events/announcements
•Sales Promotion– flyers, posters, handbills
•Point of Purchase – displays
•Interpersonal – word of mouth
•Internet communications – banners, pop-ups,
•Intranets and websites
•Special Events – fairs, exhibits, openings (online or on site)

28. Marketing Mix Strategy
Product, price, place and
promotion work together to
provide optimal customer
satisfaction.
To implement the strategy--the
library must be willing to tweak
the 4P’s, as well as not put the
burden on the customers.

29. MARKET STRATEGIES:
Based on your research, describe the strategies you will use to
achieve each objective
GOAL: Increase services to older residents who cannot come to
the library
OBJECTIVE: To design and implement a home visit program that
reaches 50 homebound elders in the southeastern part of the city
next year
TARGET MARKET: Male and female residents in the southside of
town who are 60 . . .

30. The Action Plan
 You have identified internal and external influences -
 You have identified customer markets and targeted -
Research You know what you want to do –
Goals You know specifically what you want to achieve –
Objectives You’ve decided how you want to approach things –
Strategies Now all you need to identify the Who/What/When of tasks
Action Plan

31. Step Four
Marketing
Evaluation

32. Evaluation
Did You Accomplish What You Wanted?
Your evaluation should…
 Measure whether the OBJECTIVE was achieved
 Be designed before the project is implemented
 Measure outcome or completion of process
 Be realistic – something within your means to assess
 Incorporate performance measures
 Include a feedback loop, a method for revising your approach

33. Example
1. Number of eligible
participants identified
2. Number of requests to
participate
3. Number of repeat users
4. Customer satisfaction based
on survey
1. To identify at least 100
eligible participants
2. To provide books to at least
90 percent of all requestors
3. To serve at least 50 repeat
individuals during the year
4. To achieve at least an 80
percent rating of good or
excellent customer
satisfaction
Evaluation Criteria
BRAINSTORM!
Performance Measure
Objectives

34. True Marketing Incorporates
all Four Steps
Market Research
Identifies Potential & Actual Customers
Market Segmentation
Groups Customers
Marketing Mix
Develops Satisfying Customer Offerings
Marketing Evaluation
Measures Success
Step 3
Marketing
Mix
Step 4
Marketing
Evaluation
Step 1
Market
Research
Step 2
Market
Segmentation

35. Criteria
Applicants will be judged on the following:
Strategic approach to marketing, indicated in the
research and planning stages of a submitted project;
Creativity and innovation as demonstrated by the
originality of solutions to the marketing challenges;
Potential for generating widespread public visibility and
support for libraries, irrespective of the kind or amount
of resources employed;
Effectiveness illustrated by measurable objectives and
subsequent evaluation methods;
Commitment to ongoing marketing activities.

36. Proposals must
 present an original project of marketing for a library of any kind;
 answer each question on the application;
 give an explanation about the benefits of the project from a local
perspective;
 describe the components of the project as outlined in the
application;
 express the identified needs of the targeted customer(s) involved;
 give a full description of the marketing strategy;
 summarize the marketing project and its results.
 All proposals must reflect the above. Libraries and institutions are
encouraged to describe the imaginative and inventive aspects of the
projects.

37. Share your True Marketing!
IFLA - BIBLIBRE INTERNATIONAL LIBRARY MARKETING
AWARD / Prix international IFLA - BIBLIBRE de
Marketing dans les bibliothèques / PREMIO
INTERNACIONAL IFLA - BIBLIBRE DE MARKETING DE
BIBLIOTECAS / Internationale Auszeichnung für
Marketing in Bibliotheken / 届 IFLA 国际市场营销奖
爱墨瑞得 / ‫تتتتتتتت‬ ‫تت‬ ‫تتتتتتت‬ ‫تتتتتتت‬ ‫تتتتتتت‬
/ МЕЖДУНАРОДНАЯ ПРЕМИЯ ИФЛА в области
МАРКЕТИНГА

38. For more information contact:
Dr. Christine M. Koontz
ckoontz@fsu.edu