Marketing Information Services (by Alana Macmillan)

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This presentation was part of the ELISA Open Forum held in May 2007. Alana Macmillan from the information service IDOX plc uses her company's experience in marketing information services to offer some pointers to library and information professionals.

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Marketing Information Services (by Alana Macmillan)

  1. 1. Alana Macmillan MA (Hons) MSc MCLIP Customer Services Manager IDOX Information Services Ltd Marketing Information Services
  2. 2. Agenda <ul><li>Why market? </li></ul><ul><li>Getting Started </li></ul><ul><li>The 4Ps </li></ul><ul><li>Further reading </li></ul><ul><li>Questions </li></ul>
  3. 3. Why Market? <ul><li>Survival! </li></ul><ul><li>Competition for resources </li></ul><ul><li>Competition for users </li></ul><ul><li>Rising expectations </li></ul><ul><li>Image </li></ul>
  4. 4. Getting Started <ul><li>Formulate a mission </li></ul><ul><li>Where are we now? - SWOT </li></ul><ul><li>Where do we want to be? – PEST </li></ul><ul><li>How do we get there? – 4Ps </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Place </li></ul></ul><ul><ul><li>Promotion </li></ul></ul>
  5. 5. The 4 Ps - Product <ul><li>May be a product or service </li></ul><ul><li>USP – Unique Selling Proposition </li></ul><ul><li>Benefits not features </li></ul><ul><li>Productised services </li></ul>
  6. 6. The 4 Ps - Price <ul><li>Decide on a pricing strategy </li></ul><ul><li>Skimming (high price for innovation) </li></ul><ul><li>Matching (similar to competition) </li></ul><ul><li>Promotion (limited time only) </li></ul><ul><li>Economies of scale (buy in bulk) </li></ul>
  7. 7. The 4 Ps - Place <ul><li>How convenient is your service/product? </li></ul><ul><li>How is your product delivered? </li></ul><ul><ul><li>User comes to you </li></ul></ul><ul><ul><li>Desktop </li></ul></ul><ul><ul><li>Home/office </li></ul></ul>
  8. 8. The 4 Ps - Promotion <ul><li>Advertising </li></ul><ul><li>Personal selling </li></ul><ul><li>Briefing sessions </li></ul><ul><li>E-mail reminders </li></ul><ul><li>Telephone reminders </li></ul><ul><li>Word of mouth/testimonials/case studies </li></ul><ul><li>Web 2.0 </li></ul>
  9. 9. Further Reading <ul><li>University of Illinois Graduate School of Library and Information Science: Library and Information Services Marketing. </li></ul><ul><li>http://clips.lis.uiuc.edu/2003_09.html#05 </li></ul><ul><li>The “M” Word – Marketing Libraries </li></ul><ul><li>http://themwordblog.blogspot.com/ </li></ul>
  10. 10. Questions? [email_address]

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