Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Promotion Vs Marketing: how to ensure you're talking with, not talking at your users.

123 views

Published on

A presentation delivered at the CILIP Academic & Research Libraries Group Southern Library Assistant Study Day on 9th July at Chichester College. The session set up the day by introducing some marketing concepts and theories, discussing the role of social media in this and looking how to start developing a marketing strategy.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Promotion Vs Marketing: how to ensure you're talking with, not talking at your users.

  1. 1. Promotion Vs Marketing How to ensure you’re talking with, not talking at your users. MIKE JONES, UNIVERSITY OF WINCHESTER @ThatLibraryMan
  2. 2. WHY PROMOTE?
  3. 3. “It is not enough just to be good at what you do anymore. You also have to be adept at communicating the good and what it means to your customers.” Kenneway (2007)
  4. 4. 1. Meghan Markle 2. iPhone 8 3. Hurricane Irma 4. Fidget spinner 5. Manchester bombing 6. Grenfell Tower 7. 13 Reasons Why 8. Tara Palmer Tomkinson 9. Shannon Matthews 10.iPhone X
  5. 5. TUITION FEES BUDGET
  6. 6. E-resource use Book borrowing Student attainment University of Huddersfield (2013)
  7. 7. PROMOTION Vs MARKETING
  8. 8. Product Price Promotion Place McCarthy (1960)
  9. 9. Product Price Promotion Place People Processes Physical evidence Booms & Bitner (1981)
  10. 10. USERS ARE CENTRAL
  11. 11. THE WORLD (WIDE WEB) IS NOT ENOUGH
  12. 12. 5% 14% Of current potential audience following Twitter feeds FE HE
  13. 13. 2% 6% Of potential audience adjusted for time active following Twitter feeds FE HE
  14. 14. 3% 14% 17%
  15. 15. 64% 48% 16% 7% SM TOOLS USED IN FE LIBRARIES
  16. 16. 95% 73% 63% 63% SM TOOLS USED BY STUDENTS
  17. 17. 47% Concerned about blurring social/academic boundaries, privacy or being spammed
  18. 18. 86% 40% 39% 36% 27%
  19. 19. DEVELOPING A MARKETING STRATEGY
  20. 20. Who are your users?
  21. 21. What do they want?
  22. 22. What sets the library apart?
  23. 23. Segment your audience
  24. 24. Have a desired outcome aim
  25. 25. Make your outcomes measurable
  26. 26. Where are your users found?
  27. 27. Different messages for different tools
  28. 28. Repeat your message
  29. 29. Repeat your message
  30. 30. Repeat your message
  31. 31. Repeat your message
  32. 32. Market benefits, not products
  33. 33. Connect different platforms through branding
  34. 34. Market through intermediaries
  35. 35. Gather and use testimonials
  36. 36. BIBLIOGRAPHY Bitner M. J. and Booms B. H. (1981). ‘Marketing Strategies and Organization Structure for Service Firms’ in Donnelly JH, George WR. (Eds), Marketing of Services, Conference Proceedings: American Marketing Association, Chicago, IL, pp. 47- 52. Gustafson, J. C., Sharrow, Z. and Short, G. (2017) ‘Library marketing on a small liberal arts campus: assessing communication preferences’, Journal of Library Administration, 57, pp.420-435. Jones, M. and Harvey, M. (2016) "Library 2.0: The effectiveness of social media as a marketing tool for libraries in educational institutions", Journal of Librarianship and Information Science. doi: 10.1177/0961000616668959. Kenneway, M (2007) ‘Marketing the library: using technology to increase visability, impact and reader engagement’, Serials: The Journal for the Serials Community, 20 (2), pp. 92-97. McCarthy, E. J. (1960) Basic marketing: a managerial approach, Homewood, Ill: R. D. Irwin. Potter, N. (2012) ‘Marketing Your Library’, American Libraries Managzine, November/December, pp.50-52. Stone, B. and Ramsden, B. (2013) ‘Library impact data project: looking for the link between library usage and student attainment’, College & Research Libraries, November, pp.546-559.
  37. 37. FURTHER READING & INSPIRATION Ned Potter’s blog 5 minute librarian Ad/Lib blog CILIP Publicity & Public Relations Group

×