Target Marketing A Practical Strategy for Libraries Building Your Base: 2007-2008.

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Target Marketing

A Practical Strategy for Libraries

What is Targeted Marketing?

• Focusing marketing decisions on a very specific group of people an organization wants to reach.

• Identifying and developing products/ services for a specific market.

Example: Sport Enthusiasts

Who are they?

Sport Enthusiasts Do:

• Archery • Boating• Biking

• Baseball• Basketball• Bowling• Canoeing• Football• Golf

• Hiking • Hunting• Martial Arts• Pistol Shooting• Rock Climbing• Running• Skiing • Swimming• Weight Lifting

Why is targeting worthwhile for my library?

A man who chases two rabbits catches none

- Confucius

Why Target?

1. You’ll be able to identify a group of people, or “target market”, to focus your efforts on more easily and measure your success more precisely.

Why Target?

2. You’ll be able to persuade your target market more easily.

“Although it is appealing to try and convince “everyone.” Everyone is a tricky fellow. He’s tough to pin down. If you can identify “someone” you are better able to utilize the power of persuasion to influence them.”

Why Target?

3. Your creating a framework for reaching new parts of your community.

Once you have successfully applied a targeted marketing approach to one group, you can easily tweak it and apply it to others.

Why Target?

4. Marketing research has shown that targeted marketing is one of the most effective ways to reach new customers in today’s info saturated culture.

Why Target?

5. As the climate for funding becomes more competitive, your library must continually broaden its base of support in order to gain influence within the community.

What might a targeted marketing approach look like

for my library?

Proactive

Customizable

Involves 3 LevelsBu

3 Levels of Targeting

Level 1: Outreach

Level 2: Services

Level 3: Events

Can you give me more details?

Let’s take our original group

Baseball BuffsB

Let’s try our 3 Step Approach with them.

Step 1: Outreach

• Water or soft drink giveaway at several local baseball games.

• Include a Connection Card that lets people know the drink is from their local library.– Here’s a small gift to quench your thirst from your

local library (insert library name). Let us know if we can be of more assistance. Include library website, contact information, and hours.

Step 2: Service

• Ask members of this group how you might help them!

• Some ideas:– Offer to put local baseball

events/announcements on your website . – Arrange to sell discount tickets or a trip to

minor league baseball events through the library

• Tri-City Valley Cats• Hudson Valley Renegades

Step 3: Events

• Organizing a baseball clinic through your library. – This could be done in partnership with the town

recreation department.

• Help community baseball teams hold a fundraiser for the season.

• Organize a trip to a minor or major league baseball game through your library.

• Arrange a baseball signing with a player.

Let’s try our 3 Step Approach with another group: Gardeners

Step 1: Outreach

• Organize a flower seed packet giveaway outside a local home & garden store. – Include a “Connection Card” that lets

people know the packet is a gift from their local library and include your contact information.

Step 2: Service

• Ask members of this group how you might help them!

• Some ideas:– Offer gardening tips on library’s website or

in newsletter . – Promote gardening books & magazines

available through the library. Place promo pieces at places where people buy gardening supplies.

Step 3: Events

• Host a program on gardening.

How to Get Started…

Brainstorm some groups to target

1. Be creative. – Consider leisure and entertainment

activities. – Talk to people who are pretty familiar with

the community to get ideas. – Pull from your file of “things I want to try”

sometime.– Repackage some things you already do.

2. Be specific . Once you decide on a group, be as precise as possible in narrowing the

group down.

For example, “young retirees; ages 51-59” versus “Seniors”

3. Determine what you can do for this group?

Ask Them

Find Out

• Their needs and interests.

• What information they look for and where they get it.

• What things they like to read.

• Where they shop and what they buy.

MHLS can help you with this investigative

Let’s try a practice group using the 3 Step Approach

Category: Food Enthusiasts

What topics fall under the category of food?

What activities are individuals who love food interested in?

Food Enthusiasts

• Wine

• Beer

• Tea

• Chocolate Lovers• Cooking and Recipes

• Restaurants

• Desserts

• Dining Out

• Cutlery• Entertaining• Healthy Eating• Recipes• Cake Decorating• Sushi • Brunch

What outreach might be done for

Chocolate Lovers

Outreach: Chocolate Lovers

• Hand out free chocolates to people at the library or during a community event.

What Programs or Services Might You Provide?

Program Ideas

• Chocolate Social at the library: sample different kinds of chocolates at the library. Could be a coffee & chocolate social.

• Arrange a chocolate Meetup: http://chocolate.meetup.com/

How will you get chocolate lovers to attend?

Marketing Methods

• Coordinate through a group like Chocolate Lovers of Dutchess County.

• Advertise through your local chocolate shops, coffee shops, restaurants, dessert shops and through your library PR avenues.

Be Not Afraid

There are Many Resources to Help YouB

Use the Targeting Strategy Worksheet

Additional Resources

• MHLS Project Coordinator

• The EZ Library Program Directory

• The MHLS Adult Programming Web page

• BYB Web page

• Books in the catalog & Professional Collection

Target Marketing A Practical Strategy for Libraries Building Your Base: 2007-2008.

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