Marketing @ Your Library™

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Marketing @ your library® is a slide show challenging Nebraska libraries to join the campaign for America's libraries, sponsored by the American Library Association. The slides define library marketing components, describe marketing as a function of planning and service delivery, and include examples of easily customizable signage and marketing activities, with a special focus on merchandising. For more information contact Mary Jo Ryan, mjryan@nlc.state.ne.us.

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Marketing @ Your Library™

  1. 1. Marketing @ your library ® Got Questions? Find Answers @ your library ®
  2. 2. Library Marketing Efforts <ul><li>Introductions… </li></ul><ul><li>Definitions of Marketing Components </li></ul><ul><li>Marketing </li></ul><ul><ul><li>Planning </li></ul></ul><ul><ul><li>Service delivery </li></ul></ul>
  3. 3. Marketing Defined <ul><li>Marketing </li></ul><ul><li>A series of activities beginning with community analysis to determine the needs of the customers and ending with the library’s communication to the community re: products and services that respond to those needs. Except it doesn’t really end there—continuing with using evaluation data to cycle right back into action. </li></ul><ul><li>Promotion </li></ul><ul><li>All the activities used to communicate to current and potential customers that the library has identified community needs and has developed cost-effective products and methods of distribution to respond to those needs. </li></ul><ul><li>Public Relations </li></ul><ul><li>Activities influencing public perception, attitude, and opinion by transmitting positive information about the benefits of using the library’s products and services </li></ul>
  4. 4. <ul><li>Publicity </li></ul><ul><li>A type of public relations, referring to activities that increase news coverage of library activities, products and services. </li></ul><ul><li>Advertising </li></ul><ul><li>Activities calling the library’s products and services to the attention of the public, especially through paid announcements. </li></ul><ul><li>Merchandising </li></ul><ul><li>The systematic process of effectively displaying and presenting library products and services within the library—in the traffic way, point of purchase, or point of use. </li></ul><ul><li>Outreach </li></ul><ul><li>Communication and service delivery activities that take place out of the library, in the community. </li></ul><ul><li>Sales </li></ul><ul><li>Activities that entice potential library customers to desire library services, including one-on-one selling (readers advisory) and sales promotions (coupons, premiums, products)—leading to completing the transaction. </li></ul>
  5. 5. Marketing is <ul><li>A Planning Process </li></ul><ul><ul><li>begins with needs assessment </li></ul></ul><ul><ul><li>moves into outcome evaluation </li></ul></ul><ul><li>Customer-focused </li></ul><ul><ul><li>enabling library staff and supporters to expend their energy on customer service </li></ul></ul><ul><li>Results-driven </li></ul><ul><ul><li>enabling library staff and supporters to: </li></ul></ul><ul><ul><ul><li>evaluate outcomes for the target market </li></ul></ul></ul><ul><ul><ul><li>describe how we make a difference in the lives of our customers </li></ul></ul></ul><ul><ul><ul><li>transform the evaluation information into needs assessment for decision-making and the next round of implementation </li></ul></ul></ul>
  6. 6. Marketing Planning Process Know your community Implement Communicate Know your library Evaluate
  7. 8. Know your community <ul><ul><li>Spotlight/Focus on the customers </li></ul></ul><ul><ul><li>Conduct a community analysis/community profile </li></ul></ul><ul><ul><li>Know your Community </li></ul></ul><ul><ul><li>Select a target group/Market segmentation </li></ul></ul>Know your community Implement Communicate Know your library Evaluate
  8. 9. Profile your community
  9. 10. Know your library <ul><ul><li>Match activity, product, services with target market </li></ul></ul><ul><ul><li>Guided Visualization </li></ul></ul><ul><ul><li>Photo Analysis </li></ul></ul><ul><ul><li>Mystery Customers </li></ul></ul><ul><ul><li>Communications Audit w/ target customers </li></ul></ul><ul><ul><li>SWOT Analysis </li></ul></ul><ul><ul><ul><ul><ul><li>Budget </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Staff </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Condition </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Services </li></ul></ul></ul></ul></ul>Know your community Implement Communicate Know your library Evaluate
  10. 12. Implement <ul><ul><li>Plan/Worksheet </li></ul></ul><ul><ul><li>Deliver Services </li></ul></ul><ul><ul><li>Customer Service = top priority </li></ul></ul><ul><ul><li>Merchandise Materials </li></ul></ul><ul><ul><ul><ul><li>Position </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Present </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Display </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Traffic </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>POP </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>POU </li></ul></ul></ul></ul></ul>Know your community Implement Communicate Know your library Evaluate
  11. 13. Planning and Marketing Marketing Planning Partnership Worksheet               Expected Outcome When Contact Person Partner Possibilities/Benefit Outreach Activities Product Target Group
  12. 20. Merchandising Considerations <ul><li>Decisions </li></ul><ul><ul><li>Housekeeping </li></ul></ul><ul><ul><li>Display fixtures </li></ul></ul><ul><ul><li>Signage (library—front and inside) </li></ul></ul><ul><ul><li>Color scheme </li></ul></ul><ul><ul><li>Lighting </li></ul></ul><ul><ul><li>Texture </li></ul></ul><ul><ul><li>Scale </li></ul></ul><ul><ul><li>Placement </li></ul></ul><ul><ul><li>Traffic flow </li></ul></ul><ul><ul><li>Display types: </li></ul></ul><ul><ul><ul><li>In-Library Feature (Freestanding, Endcap, Wall, Ceiling) </li></ul></ul></ul><ul><ul><ul><li>Window </li></ul></ul></ul><ul><ul><ul><li>Point of Purchase </li></ul></ul></ul><ul><ul><ul><li>Point of Use </li></ul></ul></ul>
  13. 21. Hints for Library Merchandising <ul><li>Visual communication—not personal taste or style </li></ul><ul><li>Bold graphics with sans serif type </li></ul><ul><li>Avoid all caps, acronyms, library jargon, visual clutter, italics, and too many props </li></ul><ul><li>Imitate bookstore displays and signage </li></ul><ul><li>Edit </li></ul><ul><li>Use Impulse </li></ul><ul><li>Change displays </li></ul><ul><li>Cross-merchandise </li></ul><ul><li>Use it all—flooring, walls, ceiling </li></ul>
  14. 28. Scavenger Hunt <ul><li>Work with co-workers/board members to find good examples of: </li></ul><ul><li>Signage </li></ul><ul><li>Bold graphics </li></ul><ul><li>Front outdoor </li></ul><ul><li>Inside library </li></ul><ul><li>Cross-merchandising </li></ul><ul><li>Shop within the shop </li></ul><ul><li>Housekeeping </li></ul><ul><li>Display fixtures </li></ul>
  15. 29. <ul><li>Color scheme </li></ul><ul><li>Texture </li></ul><ul><li>Scale </li></ul><ul><li>Placement </li></ul><ul><li>Traffic flow </li></ul><ul><li>Displays </li></ul><ul><li>In-library feature display </li></ul><ul><li>Window display </li></ul><ul><li>Point of Purchase display </li></ul><ul><li>Point of Use display </li></ul><ul><li>Brainstorm changes you can make to improve merchandising </li></ul>
  16. 30. Communicate <ul><ul><li>Brand it </li></ul></ul><ul><ul><ul><li>Use the market research that ALA did for us </li></ul></ul></ul><ul><ul><li>Get the word out </li></ul></ul><ul><ul><ul><li>Sell it </li></ul></ul></ul><ul><ul><ul><li>Tell it </li></ul></ul></ul><ul><ul><ul><li>Media mix </li></ul></ul></ul><ul><ul><ul><li>Marketing Strategy Menu </li></ul></ul></ul>Know your community Implement Communicate Know your library Evaluate
  17. 48. Outreach: Speaking engagements Interview shows Sponsorship of community       events/activities Offsite seminars Offsite workshops Service club membership Other club memberships Offsite delivery of library       services Offsite demonstrations Offsite displays Other Marketing Strategy Menu Results Person Respon-sible Target Date Ideas for Our Library Library Customer Target Strategy
  18. 49. Paid Advertising Radio Television Outdoor billboards Direct Mail Letters Newsletters Sales or product/service/ announcements Flyers Postcards &quot;Special customer&quot; offers Brochures Direct response Coupons Bill stuffers Other Results Person Respon-sible Target Date Ideas for Our Library Library Customer Target Strategy
  19. 50. Print: Newspaper Magazines &quot;Shoppers&quot;  (free or classified ad magazines) Yellow Pages Special directories (regional, seasonal, Chamber)  Trade or industry directories   (e.g., Thomas' Register ) Cooperative ad support from your library vendors Flyers Posters Handouts Other Results Person Respon-sible Target Date Ideas for Our Library Library Customer Target Strategy
  20. 51. Results Person Respon-sible Target Date Ideas for Our Library Library Customer Target Strategy One-On-One Selling Presentation materials Personal letters Customized proposals Telemarketing Library personnel training Other Public Relations News releases Articles in magazines,       journals, etc. Open houses, coffees, etc. Other
  21. 52. Results Person Respon-sible Target Date Ideas for Our Library Library Customer Target Strategy Specialty Advertising Matchbooks, keychains, other novelties Calendars Datebooks Bookmarks Other Sales Promotions Discounts Loss leaders Coupons &quot;Buy one fine, get one free&quot; Other
  22. 53. Evaluate <ul><ul><li>How do you know if it worked? </li></ul></ul><ul><ul><ul><li>Measure </li></ul></ul></ul><ul><ul><ul><li>Test </li></ul></ul></ul><ul><ul><ul><li>Observe </li></ul></ul></ul><ul><ul><ul><li>Evaluate </li></ul></ul></ul><ul><ul><ul><li>Analyze Cost </li></ul></ul></ul><ul><ul><ul><li>Outcome Information from Customers </li></ul></ul></ul>Know your community Implement Communicate Know your library Evaluate
  23. 54. For more information: <ul><li>Mary Jo Ryan, Communications Coordinator Nebraska Library Commission, The Atrium, 1200 N St., Suite 120 Lincoln NE 68508-2023, </li></ul><ul><li>402-471-3434, FAX 402-471-2083 </li></ul><ul><li>e-mail: [email_address] </li></ul><ul><li>Online Planning and Marketing Mini-course: </li></ul><ul><li>www.nlc.state.ne.us/libdev/mini-courses/planning-marketing/index.html </li></ul><ul><li>New Pathways to Planning </li></ul><ul><li>http://skyways.lib.ks.us/pathway/ </li></ul><ul><li>American Library Association Campaign for America’s Libraries </li></ul><ul><li>www.ala.org/@yourlibrary </li></ul>

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