Marketing DNA: Part 2  Best Fit  for Small and Rural  Libraries
Presented by The Settlement Library Project Promoting an Eclectic Librarianship in Rural Appalachia
<ul><li>“ Your business is people, and if people don’t use the library you will be out of business. Rest assured, people w...
<ul><li>Changing Your Game: </li></ul><ul><li>Aligning to People Through Customer Service  </li></ul>
<ul><li>“ Service is the standard by which libraries are measured.“ </li></ul><ul><li>Joanne P. Roukens </li></ul>
What is Service? <ul><li>The Absolutes </li></ul><ul><li>Customers are the First Priority </li></ul><ul><li>Customers are ...
<ul><li>“ Service must be engineered into the customer experience.” </li></ul><ul><li>Scott McKain </li></ul>
Quiz Yourself <ul><li>Do your services fit the wants and needs of your clientele? </li></ul><ul><li>What do you do to enco...
<ul><li>“ The purpose of any business is to obtain and retain customers profitably.” </li></ul><ul><li>Peter Drucker </li>...
The Transaction <ul><li>Where to Start </li></ul><ul><li>Determine customer preferences </li></ul><ul><li>Concentrate on c...
<ul><li>“ To promote a higher concept of the modern library, perhaps we should promote a higher concept of its public.” </...
Quiz <ul><li>How does your product play to your target audience? </li></ul><ul><li>Do you extend your services to promote ...
<ul><li>“ The purpose of any business is to profitably create emotional connections that are so satisfying to customers an...
Learn Your Customers <ul><li>Identify and Target </li></ul><ul><li>Who are they? </li></ul><ul><li>What type of informatio...
<ul><li>“ The knowledge of the community is paramount in building a collection that serves and mirrors that community.” </...
Quiz <ul><li>What makes your library different from your competition? </li></ul><ul><li>What makes your library better tha...
<ul><li>“ Libraries build communities; however, it is the history and culture of the community which give the library its ...
Get In Touch <ul><li>Emotional Principles </li></ul><ul><li>Connect </li></ul><ul><li>Your community is starving. </li></u...
<ul><li>“ Customers are not captives. They will go elsewhere if not satisfied.” </li></ul><ul><li>H. Baird Tenney </li></ul>
Quiz <ul><li>Does your library “radiate” quality and reliability? </li></ul><ul><li>Do your services fit the unique needs ...
<ul><li>“ You either live in spirit with your audience and enhance their lives, or someone else will.” </li></ul><ul><li>T...
Sharpen Your Skills <ul><li>Audit Your Library </li></ul><ul><li>Find your focus </li></ul><ul><li>Define yourself </li></...
<ul><li>“ There is no safety net in being cheap because we will never be cheap enough. Our safety lies in being essential....
Quiz <ul><li>Can you fulfill your customers expectations and promises? </li></ul><ul><li>Do your customers have an emotion...
<ul><li>“ A library’s strategy is the bridge to the library’s future.” </li></ul>
Public Principles <ul><li>Access – ability: </li></ul><ul><li>The Public needs to have easy access to your library and you...
<ul><li>Approach – ability: </li></ul><ul><li>The Public needs self-esteem. </li></ul><ul><li>The Public needs a friendly,...
<ul><li>Rely - ability: </li></ul><ul><li>The Public needs fulfillment. </li></ul><ul><li>The Public needs to be impacted ...
<ul><li>Customize – ability: </li></ul><ul><li>The Public needs to be social. </li></ul><ul><li>The Public needs assistanc...
<ul><li>Upgrade – ability: </li></ul><ul><li>The Public needs answers to questions. </li></ul><ul><li>The Public needs sol...
<ul><li>Enjoy – ability: </li></ul><ul><li>The Public needs to be surrounded by pleasantness. </li></ul><ul><li>The Public...
<ul><li>Remark – ability: </li></ul><ul><li>The Public needs recognition. </li></ul><ul><li>The Public needs to “feel” app...
Quiz <ul><li>How important are your customers to you individually and organizationally? </li></ul><ul><li>Can your custome...
<ul><li>Do you provide consistent uniformity and quality? </li></ul><ul><li>Do you promote a “feeling” of ownership and pr...
<ul><li>Does your staff promote a sense of satisfaction to your customers? </li></ul><ul><li>Does your staff strive for ex...
<ul><li>“ Loyal employees create loyal customers. When you establish a remarkable connection between the organization and ...
Staff  You  Are the Library <ul><li>Be Alert </li></ul><ul><li>Be Approachable </li></ul><ul><li>Be Attentive </li></ul><u...
<ul><li>“ Your library staff is your added value.” </li></ul><ul><li>Linda A. Christian </li></ul>
Committment <ul><li>Service Strategy: </li></ul><ul><li>Provide Choices </li></ul><ul><li>Create an Inviting Environment <...
<ul><li>“ What you  do  is what counts.” </li></ul><ul><li>Scott McKain </li></ul>
Go Face to Face <ul><li>Your Priorities </li></ul><ul><li>Ask </li></ul><ul><li>Find out what the customer wants </li></ul...
<ul><li>“ There is no greater motivator for customer service than that of competition. Treating the public as potential cu...
<ul><li>Special thanks to Scott McKain for his teachings on how to win customers and keep them for life.  </li></ul><ul><l...
<ul><li>The Settlement Library Project </li></ul><ul><li>http://circuit-out-rider.blogspot.com/ </li></ul>
Upcoming SlideShare
Loading in …5
×

The Settlement Library Project Presents Part 2 of Marketing DNA: Best Fit for Small and Rural Libraries

651 views

Published on

Part (2)

What drives your community?
What skills does your library possess?
What is your best industry?
What is your passion?
It’s not a marathon, it’s a journey.
So find what best fits your library and make it real.

Here is how to articulate success creating that emotional connection by filling the community’s needs.

Published in: Business, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
651
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The Settlement Library Project Presents Part 2 of Marketing DNA: Best Fit for Small and Rural Libraries

  1. 1. Marketing DNA: Part 2 Best Fit for Small and Rural Libraries
  2. 2. Presented by The Settlement Library Project Promoting an Eclectic Librarianship in Rural Appalachia
  3. 3. <ul><li>“ Your business is people, and if people don’t use the library you will be out of business. Rest assured, people will be moving into the information age with or without libraries.” </li></ul><ul><li>Fred Goodman </li></ul>
  4. 4. <ul><li>Changing Your Game: </li></ul><ul><li>Aligning to People Through Customer Service </li></ul>
  5. 5. <ul><li>“ Service is the standard by which libraries are measured.“ </li></ul><ul><li>Joanne P. Roukens </li></ul>
  6. 6. What is Service? <ul><li>The Absolutes </li></ul><ul><li>Customers are the First Priority </li></ul><ul><li>Customers are Essential </li></ul><ul><li>Quality is the Standard </li></ul><ul><li>Service is Powerful </li></ul><ul><li>Service creates Loyalty </li></ul>
  7. 7. <ul><li>“ Service must be engineered into the customer experience.” </li></ul><ul><li>Scott McKain </li></ul>
  8. 8. Quiz Yourself <ul><li>Do your services fit the wants and needs of your clientele? </li></ul><ul><li>What do you do to encourage your customers to repeat the experience of doing business in your library? </li></ul><ul><li>Are you capable of upgrading your service style? </li></ul>
  9. 9. <ul><li>“ The purpose of any business is to obtain and retain customers profitably.” </li></ul><ul><li>Peter Drucker </li></ul>
  10. 10. The Transaction <ul><li>Where to Start </li></ul><ul><li>Determine customer preferences </li></ul><ul><li>Concentrate on customer needs </li></ul><ul><li>Satisfy customer expectations </li></ul><ul><li>Create customer value and innovations </li></ul>
  11. 11. <ul><li>“ To promote a higher concept of the modern library, perhaps we should promote a higher concept of its public.” </li></ul><ul><li>Linda A. Christian </li></ul>
  12. 12. Quiz <ul><li>How does your product play to your target audience? </li></ul><ul><li>Do you extend your services to promote repeat patronage? </li></ul><ul><li>Have you taken your current services and upgraded them to a higher level? </li></ul><ul><li>Do you entice your customers? ow </li></ul>
  13. 13. <ul><li>“ The purpose of any business is to profitably create emotional connections that are so satisfying to customers and employees that loyalty is assured.” </li></ul><ul><li>Scott McKain </li></ul>
  14. 14. Learn Your Customers <ul><li>Identify and Target </li></ul><ul><li>Who are they? </li></ul><ul><li>What type of information do they want? </li></ul><ul><li>Do they need education? </li></ul><ul><li>Do they need assistance? </li></ul><ul><li>Do they need an experience? </li></ul>
  15. 15. <ul><li>“ The knowledge of the community is paramount in building a collection that serves and mirrors that community.” </li></ul><ul><li>Anne Gervasi </li></ul>
  16. 16. Quiz <ul><li>What makes your library different from your competition? </li></ul><ul><li>What makes your library better than your competition? </li></ul><ul><li>What makes your library unique? </li></ul><ul><li>What are your strengths? </li></ul>
  17. 17. <ul><li>“ Libraries build communities; however, it is the history and culture of the community which give the library its soul and its character.” </li></ul><ul><li>Linda A. Christian </li></ul>
  18. 18. Get In Touch <ul><li>Emotional Principles </li></ul><ul><li>Connect </li></ul><ul><li>Your community is starving. </li></ul><ul><li>Satisfy </li></ul><ul><li>Engage your public. </li></ul><ul><li>Gratify </li></ul><ul><li>Build loyalty. </li></ul>
  19. 19. <ul><li>“ Customers are not captives. They will go elsewhere if not satisfied.” </li></ul><ul><li>H. Baird Tenney </li></ul>
  20. 20. Quiz <ul><li>Does your library “radiate” quality and reliability? </li></ul><ul><li>Do your services fit the unique needs and desires of your customers? </li></ul><ul><li>Do you engineer enjoyment into the services you provide? </li></ul>
  21. 21. <ul><li>“ You either live in spirit with your audience and enhance their lives, or someone else will.” </li></ul><ul><li>Tom Asacker </li></ul>
  22. 22. Sharpen Your Skills <ul><li>Audit Your Library </li></ul><ul><li>Find your focus </li></ul><ul><li>Define yourself </li></ul><ul><li>Raise the standard </li></ul><ul><li>Deliver your promises </li></ul><ul><li>Create an emotional bond </li></ul><ul><li>Be willing to change </li></ul>
  23. 23. <ul><li>“ There is no safety net in being cheap because we will never be cheap enough. Our safety lies in being essential.” </li></ul><ul><li>Herbert White </li></ul>
  24. 24. Quiz <ul><li>Can you fulfill your customers expectations and promises? </li></ul><ul><li>Do your customers have an emotional connection with your library? </li></ul><ul><li>At what point do your customers “experience” your library? </li></ul><ul><li>Do you reward your customers? </li></ul>
  25. 25. <ul><li>“ A library’s strategy is the bridge to the library’s future.” </li></ul>
  26. 26. Public Principles <ul><li>Access – ability: </li></ul><ul><li>The Public needs to have easy access to your library and your services. </li></ul><ul><li>Serving the Public is everyone’s job. </li></ul><ul><li>Have enough staff to serve your Public. </li></ul><ul><li>Answer the phone. </li></ul>
  27. 27. <ul><li>Approach – ability: </li></ul><ul><li>The Public needs self-esteem. </li></ul><ul><li>The Public needs a friendly, interested, helpful staff. </li></ul><ul><li>The Public needs services that are easy to use. </li></ul><ul><li>The Public needs goodwill. </li></ul>
  28. 28. <ul><li>Rely - ability: </li></ul><ul><li>The Public needs fulfillment. </li></ul><ul><li>The Public needs to be impacted by customer service efforts. </li></ul><ul><li>The Public needs uniformity and quality. </li></ul><ul><li>The Public needs consistency. </li></ul>
  29. 29. <ul><li>Customize – ability: </li></ul><ul><li>The Public needs to be social. </li></ul><ul><li>The Public needs assistance to locate information and seek out knowledge. </li></ul><ul><li>The Public needs to “feel” a sense of ownership and pride. </li></ul><ul><li>The Public needs to be connnected. </li></ul>
  30. 30. <ul><li>Upgrade – ability: </li></ul><ul><li>The Public needs answers to questions. </li></ul><ul><li>The Public needs solutions to problems. </li></ul><ul><li>The Public needs to experience the maximum benefit. </li></ul><ul><li>The Public needs to be up-to-date. </li></ul>
  31. 31. <ul><li>Enjoy – ability: </li></ul><ul><li>The Public needs to be surrounded by pleasantness. </li></ul><ul><li>The Public needs a clean, attractive and useful environment. </li></ul><ul><li>The Public needs to experience a positive and social factor. </li></ul>
  32. 32. <ul><li>Remark – ability: </li></ul><ul><li>The Public needs recognition. </li></ul><ul><li>The Public needs to “feel” appreciated and important. </li></ul><ul><li>The Public needs to experience your uniqueness. </li></ul><ul><li>The Public needs to “trust” you. </li></ul>
  33. 33. Quiz <ul><li>How important are your customers to you individually and organizationally? </li></ul><ul><li>Can your customers easily gain access to your services? </li></ul><ul><li>Are your services and your staff approachable? </li></ul>
  34. 34. <ul><li>Do you provide consistent uniformity and quality? </li></ul><ul><li>Do you promote a “feeling” of ownership and pride in your customers toward your library? </li></ul><ul><li>Are you keeping pace with changes in technology or other advances? </li></ul>
  35. 35. <ul><li>Does your staff promote a sense of satisfaction to your customers? </li></ul><ul><li>Does your staff strive for excellence in customer service? </li></ul><ul><li>Does your staff make it a point to learn the names of your customers? </li></ul>
  36. 36. <ul><li>“ Loyal employees create loyal customers. When you establish a remarkable connection between the organization and the employees, they create amazing emotional connections with customers.” </li></ul><ul><li>Scott McKain </li></ul>
  37. 37. Staff You Are the Library <ul><li>Be Alert </li></ul><ul><li>Be Approachable </li></ul><ul><li>Be Attentive </li></ul><ul><li>Be Helpful </li></ul><ul><li>Be Considerate </li></ul><ul><li>Be Respectful </li></ul><ul><li>Be Patient </li></ul>
  38. 38. <ul><li>“ Your library staff is your added value.” </li></ul><ul><li>Linda A. Christian </li></ul>
  39. 39. Committment <ul><li>Service Strategy: </li></ul><ul><li>Provide Choices </li></ul><ul><li>Create an Inviting Environment </li></ul><ul><li>Be Polite and Motivated </li></ul><ul><li>Sell the Relationship </li></ul><ul><li>Empower Staff </li></ul><ul><li>Teamwork </li></ul>
  40. 40. <ul><li>“ What you do is what counts.” </li></ul><ul><li>Scott McKain </li></ul>
  41. 41. Go Face to Face <ul><li>Your Priorities </li></ul><ul><li>Ask </li></ul><ul><li>Find out what the customer wants </li></ul><ul><li>Respond </li></ul><ul><li>Fulfill the request </li></ul><ul><li>Satisfy </li></ul><ul><li>Make the customer happy </li></ul>
  42. 42. <ul><li>“ There is no greater motivator for customer service than that of competition. Treating the public as potential customers forces library services into the outer limits of customer satisfaction, customer focused service, marketing, publicity, and public relations.” </li></ul><ul><li>Linda A. Christian </li></ul>
  43. 43. <ul><li>Special thanks to Scott McKain for his teachings on how to win customers and keep them for life. </li></ul><ul><li>“ All Business is Show Business: Strategies for Earning Standing Ovations from your Customers and Employees.” </li></ul><ul><li>Rutledge Hill Press </li></ul>
  44. 44. <ul><li>The Settlement Library Project </li></ul><ul><li>http://circuit-out-rider.blogspot.com/ </li></ul>

×