marketing and positioning library
DESCRIPTION
สไลด์บรรยายด้วยอาจารย์ยุพิน จันทร์เจริญสิน เรื่อง Marketing And Positioning Library สถาบันวิทยบริการ จุฬาลงกรณ์มหาวิทยาลัยTRANSCRIPT
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ByBy
Yupin ChancharoensinCenter of Academic Resources
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Library has a lot of resources / services but cannot make users know and use what we have
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What is marketing?What is marketing?
“Marketing is a social d i l band managerial process by
which individual and group obtain what they need and want through creating,want through creating, offering and exchanging product of value with other”product of value with other
Philip Kotler
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Library MarketingLibrary Marketing
Marketing begins and ends withMarketing begins and ends with awareness of the library’s users: their values their concernsvalues, their concerns
the world from their points of views
Pat Wagnerg
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Marketing Library ServiceMarketing Library Service
How It All BeganHow It All Began“Improved personal relations between librarians and readers”.
Samuel Swett GreenALA C f 1876ALA Conference 1876.
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Marketing and PositioningMarketing and PositioningMarketing and Positioning Marketing and Positioning LibraryLibraryLibraryLibrary
Marketing is the gprocess of planning and executing the conception, pricing, promotion and distribution of ideas, goods and ser ices to createand services to create exchanges that will satisfy individual and organizationalindividual and organizational goals.
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Marketing ObjectivesMarketing ObjectivesMarketing ObjectivesMarketing Objectives
Increase customersIncrease revenueIncrease revenueIncrease in useIncrease customers’ satisfactionSkills developedSkills developed
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Library Marketing ObjectiveLibrary Marketing ObjectiveLibrary Marketing ObjectiveLibrary Marketing Objective
1. Achieve customers’ satisfaction2 Enhance the perceived value of their2. Enhance the perceived value of their
service. 3 I th i l f th i ti3. Insure the survival of their respective
institute.
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Objectives ProvideObjectives ProvideObjectives ProvideObjectives Provide
Sense of directionPrerequisite for formulating strategiesPrerequisite for formulating strategies
Credit with managementIntelligent and logical
budgeting
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Why Marketing in Library?Why Marketing in Library?Why Marketing in Library?Why Marketing in Library?
Librarians are forced to l k t th lib i thlook at the libraries as the enterprises even pricing the outcome is almost impossible.p
Use tools of commercial worldworld
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PositioningPositioningPositioning Positioning
The process of establishing h t i ti th t l lcharacteristics that clearly
differentiate the service on produced product provider from competitions.from competitions.
- Making your library diff t f th idifferent from other in some way
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The Marketing MixThe Marketing Mix
ProductProd ct PlaceProduct
TargetMarketMarket
Price PromotionPromotion
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Products / ServicesProducts / Services
Products – What does your library sell?
Product can be aProduct can be a good, service, idea, place or even personplace, or even person.
S i i th tService is the most challenging aspect.
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Product / Service (continued)Product / Service (continued)
Complete, Up to-date, One stop shop- Online help guideOnline help guide- Self-service kiosks reduce calls /
tiquestions.- Offering next O e g e t
day delivery
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Product / Service (continued)Product / Service (continued)
In campus deliveryTrainingOrientationOrientationInformation LiteracyInteractive Q-A
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Product StrategyProduct Strategy
Product positioningProduct branding
Brand name- Brand name- Branding is very new for libraries
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BrandBrandBrandBrand
American Library Thammasat UnivAmerican Library Association
British Library
Thammasat Univ.Chiang Mai Univ.Mahidol UnivBritish Library
IFLANational Library
Mahidol Univ.Sasin
National Library Board
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Logo (i t ti l)(international)
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Logo (Thailand)
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Place : Is it convenient?Place : Is it convenient?
Physical building where patrons go to get materialsto get materials.
Computer terminal – Internet
Hours of Opening ?Information channels network
Telephone
Days of serviceDays of service
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Information Channels NetworkInformation Channels Network
UninetThailinetThailinetThaiLISCARCUNETCUNETGDLNMobile Unit
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OutreachOutreach
Distribution of facilities and servicesextended beyond the library walls to theextended beyond the library walls to theactional area needed:
- Cooperation- Off-site demonstrations workshops- Off-site demonstrations, workshops,
training, displayF t i l i i t t- Free trial via internet
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PricePrice
Price – non-profit organizationProfit or increased fundProfit or increased fund
resources could be a result, but it is not a reason to implementnot a reason to implement marketingPrice -
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Price StrategyPrice Strategy
Price is not a reason for implementing marketing in the library business but result!marketing in the library business but result!
Libraries don’t actually sell their productsnor services. They rely on the third partyfunding (University Government)funding. (University, Government)
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PromotingPromoting
Marketing Communication Concept:AIDA ModelAwareness: Posters, Banners, Flyers,, , y ,
e-mail noticesI t t Di l E hibiti W b itInterest: Displays, Exhibition, WebsiteDesire: Success StoriesAction: Set appointment
Attend eventAttend event
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Library PromotionLibrary Promotion
To promote the Library’s information resources andinformation resources and services and encourage the
t t l iuse to support learning, teaching and research.
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Promotion Methods
User education1. Tour2 User Guides2. User GuidesVisual Communication1 Signing + Guiding1. Signing + Guiding2. Poster3 Di l + E hibiti3. Display + Exhibition4. Merchandise - Bookmarks, magnets,
bbags, pens, mugs.
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Special Events / ExhibitionSpecial Events / Exhibition
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Offering Assistance & Warm Welcome
Ask Librarian24/7 ServiceNext-day deliveryNext day deliveryetc.
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DivisionDivision
FunctionMarketing planMarketing planCreating awarenessPublicity materialsMarket researchMarket research
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Target MarketTarget MarketThink like a marketer –e a a e esegmentation Make o r librar ser icesMake our library services relevant to each group. Create services that meet their needsneeds.Try to motivate each group in a diff t f hidifferent fashion.
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Market SegmentationMarket Segmentation
Center for 100% ofCenter for 100% of population – Impossible“80/20 rule”
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SegmentationSegmentation
StudentsFaculty membersResearchersResearchers
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Students are by for the largest and mostStudents are by for the largest and mostprominent that are need to persuade themto make more extent use of library service.
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Information LiteracyInformation Literacy
How to access and interpret informationWhere to find it?Where to find it?Evaluate, manipulate and
h i hsynthesize the information
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Planning
Market researchCustomers’ wants and needsneedsThe LibrarySWOT
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Customer Study – wants & needs
Undergraduate- Course primary
Graduated- Course primary
material- Course reference
material- Course reference
material- Computers, printers
material- Internet assistance
, scanners- Basic skills assistance
- Full text service- Ref. and research Basic skills assistance
- Study rooms assistance
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C t St d ( ti d)Customer Study (continued)
Researchers Faculty- Simple collections- Dedicated ref
- Helping in codifying materialsDedicated ref.
assistanceDatabases and s/w
- Departmental reference lists
- Databases and s/w- Website assistance
- Internet assistance- Reserve mat. for
- Meeting spaces students- Lib. research help
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Customer Study (continued)Young users
- outcome - self – discoveringcuriositycuriosityjoy of discoveryl f l ilove of learningmultiple ways of learning
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Customer Study (continued)
Knowledge for success - adules- outcome - self – fulfillment- personal growth- personal growth- research and scholarly- upgrading skills- professional and career enhancementp
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Customer Study (continued)
Senior citizen - outcome - self – reliance- mental stimulation- mental stimulation- social engagement- productive leisure- higher technical competencyg p y
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Customer Study (continued)
Business and government- outcome – competitive edge - enhance competitivenessenhance competitiveness - open possibility
i t it- seize opportunity- on – time information and intelligence
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W t L Ab t YWays to Learn About Your Customers
Formal InformalYearly survey for customer groups
Short information interviewsg p
Focus groupsQuick satisfaction
Spot interviewsChat roomQuick satisfaction
questionaliesOb ti f
Chat room discussionsS ti bObservation of
interactionSuggestion boxesFocused survey
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Customer Research TopicsCustomer Research Topics
P d tProduct: Do your current and future products/ services meet the wants/needs of the
tcustomers.
Price:Price:Is the price affordable?
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Customer Research TopicsCustomer Research Topics (continued)
Place: Are the products/services accessible?Are the products/services accessible?
Promotion:Do your customers know what you have to offer?o e
Experience: how do your customers describe your library to others?describe your library to others?
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How to Write a Marketing PlanHow to Write a Marketing Plan
Define your target market
Understand its needUnderstand its need
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Planning processPlanning process
1. andlying the organization – SWDT2 andl ing market place research2. andlying market place – research3. set objective 4. deciding on strategy – market mix5. deciding on strategy – promotion5. deciding on strategy promotion
methods
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SWOTSWOT
P i iPrepare a mission statementList + describe service/productspThe CompetitorThe target marketMarketing mixMarketing mix
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Librarian MixLibrarian Mix
P P tiP ProactiveProfessionalProfessionalPositiveProductiveLead to Passion ---> 5th PLead to Passion 5th P
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LUCKLUCKLaborio sLaboriousUnderstandinggCooperationKno ledgeKnowledge