Marketing @ Your Library™

transcript

Marketing @ your library ®

Marketing @ your library®

Got Questions? Find Answers @ your library ®

Library Marketing Efforts

• Introductions…

• Definitions of Marketing Components

• Marketing– Planning– Service delivery

Marketing Defined

MarketingA 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.

Promotion 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.

Public RelationsActivities influencing public perception, attitude, and opinion by

transmitting positive information about the benefits of using the library’s products and services

PublicityA type of public relations, referring to activities that increase news coverage of

library activities, products and services.

AdvertisingActivities calling the library’s products and services to the attention of the

public, especially through paid announcements.

MerchandisingThe 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.

OutreachCommunication and service delivery activities that take place out of the library,

in the community.

SalesActivities 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.

Marketing is

• A Planning Process – begins with needs assessment – moves into outcome evaluation

• Customer-focused– enabling library staff and supporters to expend their energy on

customer service• Results-driven

– enabling library staff and supporters to:• evaluate outcomes for the target market• describe how we make a difference in the lives of our

customers• transform the evaluation information into needs assessment

for decision-making and the next round of implementation

Marketing Planning Process

Know your community

Implement

Communicate Know your library

Evaluate

Know your community

– Spotlight/Focus on the customers

– Conduct a community analysis/community profile

– Know your Community – Select a target

group/Market segmentation

Know your community

Implement

Evaluate

Profile your community

Know your library

Match activity, product, services with target market

– Guided Visualization– Photo Analysis– Mystery Customers– Communications Audit w/

target customers– SWOT Analysis

» Budget» Staff» Condition» Services

Know your community

Implement

CommunicateKnow your library

Evaluate

Implement

– Plan/Worksheet– Deliver Services– Customer Service =

top priority– Merchandise Materials

– Position– Present– Display

» Traffic» POP» POU

Know your community

Implement

Evaluate

Planning and Marketing

Marketing Planning Partnership Worksheet

Target Group

Product Outreach Activities

Partner Possibilities/

Benefit

Contact Person

When Expected Outcome

Merchandising ConsiderationsDecisions

– Housekeeping – Display fixtures – Signage (library—front and inside) – Color scheme – Lighting – Texture – Scale – Placement – Traffic flow – Display types:

• In-Library Feature (Freestanding, Endcap, Wall, Ceiling) • Window • Point of Purchase • Point of Use

Hints for Library Merchandising

• Visual communication—not personal taste or style • Bold graphics with sans serif type • Avoid all caps, acronyms, library jargon, visual clutter,

italics, and too many props

• Imitate bookstore displays and signage • Edit• Use Impulse• Change displays• Cross-merchandise• Use it all—flooring, walls, ceiling

Scavenger Hunt

Work with co-workers/board members to find good examples of:

Signage

Bold graphics

Front outdoor

Inside library

Cross-merchandising

Shop within the shop

Housekeeping

Display fixtures

Color scheme

Texture

Placement

Traffic flow

Displays

In-library feature display

Window display

Point of Purchase display

Point of Use display

Brainstorm changes you can make to improve merchandising

Communicate

– Brand it• Use the market

research that ALA did for us

– Get the word out• Sell it • Tell it• Media mix• Marketing Strategy

Know your community

Implement

Evaluate

Strategy Library Customer

Target

Ideas forOur

Library

Target Date

Person Respon-

Results

Outreach:Speaking engagementsInterview showsSponsorship of community events/activitiesOffsite seminarsOffsite workshopsService club membershipOther club membershipsOffsite delivery of library servicesOffsite demonstrationsOffsite displaysOther

Marketing Strategy Menu

Target

Ideas forOur

Library

Target Date

Person Respon-

Results

Paid AdvertisingRadioTelevisionOutdoor billboardsDirect MailLettersNewslettersSales or product/service/ announcements FlyersPostcards"Special customer" offersBrochuresDirect responseCouponsBill stuffersOther

Target

Ideas forOur

Library

Target Date

Person Respon-

Results

Print:NewspaperMagazines"Shoppers" (free or classified ad magazines)Yellow PagesSpecial directories (regional, seasonal, Chamber) Trade or industry directories (e.g., Thomas' Register) Cooperative ad support from your library vendorsFlyersPostersHandoutsOther

Target

Ideas forOur

Library

Target Date

Person Respon-

Results

Public RelationsNews releasesArticles in magazines, journals, etc.Open houses, coffees, etc.Other

One-On-One SellingPresentation materialsPersonal lettersCustomized proposalsTelemarketingLibrary personnel trainingOther

Target

Ideas forOur

Library

Target Date

Person Respon-

Results

Sales PromotionsDiscountsLoss leadersCoupons"Buy one fine, get one free"Other

Specialty AdvertisingMatchbooks, keychains, other noveltiesCalendarsDatebooksBookmarksOther

Evaluate

How do you know if it worked?

• Measure • Test• Observe• Evaluate• Analyze Cost• Outcome

Information from Customers

Know your community

Implement

Evaluate

For more information:Mary Jo Ryan, Communications Coordinator Nebraska Library Commission, The Atrium, 1200 N St., Suite 120 Lincoln NE 68508-2023, 402-471-3434, FAX 402-471-2083 e-mail: mjryan@nlc.state.ne.us

Online Planning and Marketing Mini-course:www.nlc.state.ne.us/libdev/mini-courses/planning-marketing/index.html

New Pathways to Planning http://skyways.lib.ks.us/pathway/

American Library Association Campaign for America’s Libraries

www.ala.org/@yourlibrary

Marketing @ Your Library™

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