Mar plan


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Mar plan

  1. 1. Marketing Plans: One SIZE does not fit all
  2. 2. Marketing Plans: Outline <ul><li>Marketing 101 </li></ul><ul><li>Market Research </li></ul><ul><li>Who are your customers? </li></ul><ul><li>Marketing Methods </li></ul><ul><li>Tracking Efficacy </li></ul>
  3. 3. Marketing 101
  4. 4. What is Marketing? <ul><li>Marketing at its very core is… </li></ul>The process through which Value is exchanged
  5. 5. What is Marketing? <ul><li>Managing the demand for goods and services </li></ul><ul><li>The Four P’s </li></ul>- Product - Price - Place - Promotion - and #5 - People
  6. 6. Marketing is... <ul><li>Product </li></ul><ul><ul><li>Consumer products industry </li></ul></ul><ul><ul><ul><li>Marketing plays major role in defining product (ex., Crest, Tide) </li></ul></ul></ul><ul><ul><li>Libraries </li></ul></ul><ul><ul><ul><li>Marketing plays a different role (ex. BASF - “We don’t make the products you buy, we make the products you buy, better). Marketing helps define consumer perceptions of products. </li></ul></ul></ul>
  7. 7. Marketing is... <ul><li>Price </li></ul><ul><ul><li>Consumer products industry </li></ul></ul><ul><ul><ul><li>Marketing determines price of product based on a number of factors including costs of manufacturing and “what the market will bear.” </li></ul></ul></ul><ul><ul><li>Libraries </li></ul></ul><ul><ul><ul><li>Marketing plays limited role. </li></ul></ul></ul>
  8. 8. Marketing is... <ul><li>Place </li></ul><ul><ul><li>Consumer products industry </li></ul></ul><ul><ul><ul><li>Marketing determines product placement with store locations and “store shelf” placement in relation to competitors. </li></ul></ul></ul><ul><ul><li>Libraries </li></ul></ul><ul><ul><ul><li>Marketing plays major role in product placement on library shelves. Where and how are the products placed in relation to others that create a “point of sale” approach </li></ul></ul></ul>
  9. 9. Marketing is... <ul><li>Promotion </li></ul><ul><ul><li>Consumer products industry </li></ul></ul><ul><ul><ul><li>Marketing determines promotional strategy in line with business plan and executes same </li></ul></ul></ul><ul><ul><li>Libraries </li></ul></ul><ul><ul><ul><li>Marketing determines promotional strategy in tandem with organizational strategic plan and executes same. </li></ul></ul></ul>
  10. 10. Marketing is... <ul><li>People </li></ul><ul><ul><li>Consumer products industry </li></ul></ul><ul><ul><ul><li>Marketing recruits, trains, and supports and tracks effectiveness of direct sales force. </li></ul></ul></ul><ul><ul><li>Libraries </li></ul></ul><ul><ul><ul><li>Marketing has traditionally not instituted direct sales approach but rather uses “soft” sales or indirect sales approach (P.R. events, etc.) </li></ul></ul></ul>
  11. 11. What is Marketing? <ul><li>The marketing plan must be linked to the overall goals and objectives of your organization…..your business plan </li></ul>customers circulation both
  12. 12. What is Marketing? <ul><li>Brand/Image Management </li></ul><ul><li>How do you manage your library’s brand and image in the minds of your consumers? </li></ul>How can you differentiate your library in the marketplace ?
  13. 13. What is Marketing? <ul><li>Positioning </li></ul>The intentional description of a product or service that creates a meaningful and long-lasting positive impression on the minds of target audiences.
  14. 14. What is Marketing? <ul><li>Positioning </li></ul><ul><ul><li>Positioning Statements </li></ul></ul><ul><ul><ul><li>Genesys “Intensive Caring” </li></ul></ul></ul><ul><ul><ul><li>Port of Toledo “Your link to world markets” </li></ul></ul></ul>
  15. 15. What is Marketing ? <ul><li>Product Line Marketing </li></ul>How does product line marketing fit with brand identity? Product line marketing should work in concert with brand management and should never conflict
  16. 16. What is Marketing ? <ul><li>Libraries have product lines </li></ul>- Children’s section - Adult learning section
  17. 17. What is Marketing ? <ul><li>Product Line Marketing </li></ul>Product line marketing for each of your library’s sections may take a different approach One SIZE does not fit all
  18. 18. Market Research
  19. 19. Market Research <ul><li>Primary Research </li></ul>- Quantitative methods Telephone surveys, direct mail surveys - Qualitative methods Focus groups, personal interviews
  20. 20. Market Research <ul><li>Secondary Research </li></ul>- Existing data sources U.S. Census (demographics) Community-based needs assessments
  21. 21. Market Research <ul><li>Market research can help you… </li></ul>- Identify new customers - Solidify your current customer base - Understand customer satisfaction - Determine new product offerings - Defines SWOT (Strengths, Weaknesses, Opportunities, Threats)
  22. 22. Who are your customers? Target audience identification
  23. 23. Target Audiences: <ul><li>Internal audiences </li></ul>- Employees - Publishing companies - Other libraries
  24. 24. Target Audiences: <ul><li>External audiences </li></ul>- Library patrons - Donors
  25. 25. Methods
  26. 26. Marketing Methods <ul><li>Advertising </li></ul><ul><ul><li>Television, Radio, Print, Outdoor, Direct mail </li></ul></ul>
  27. 27. Marketing Methods <ul><li>Advertising </li></ul><ul><li>Internal and External Communications </li></ul><ul><ul><li>Newsletters, Electronic Media (e-mail) </li></ul></ul><ul><ul><li>Relationship marketing </li></ul></ul>
  28. 28. Marketing Methods <ul><li>Advertising </li></ul><ul><li>Internal and External Communications </li></ul><ul><li>Public Relations </li></ul><ul><ul><li>Community-oriented event & program sponsorships, partnerships </li></ul></ul>
  29. 29. Marketing Methods <ul><li>Advertising </li></ul><ul><li>Internal and External Communications </li></ul><ul><li>Public Relations </li></ul><ul><li>Media Relations </li></ul><ul><ul><li>“ free advertising” </li></ul></ul>
  30. 30. Tracking Efficacy
  31. 31. Tracking Efficacy Contrary to popular belief...
  32. 32. Tracking Efficacy … not all methods work with all target audiences!!
  33. 33. Tracking Efficacy Well… DUH?! One SIZE does not fit all!
  34. 34. Tracking Efficacy <ul><li>You may find that print advertising works best for one product line </li></ul><ul><li>Or that media relations works best for another product line </li></ul><ul><li>To learn what works best…use a “call to action” </li></ul>
  35. 35. Tracking Efficacy <ul><li>All marketing methods should have a “call to action” </li></ul><ul><ul><li>Gives you and your audience an opportunity to “exchange value” </li></ul></ul><ul><ul><li>Could be a simple statement…”for more information call…” </li></ul></ul><ul><ul><li>Could be a business-reply postcard to receive the next issue of your newsletter </li></ul></ul>
  36. 36. Tracking Efficacy <ul><li>The purpose of a “call to action” is to test what works best. </li></ul>
  37. 37. Marketing Plans: One SIZE does not fit all
  38. 38. Questions?