Marketing Matters!The theory and reality of marketing

Presenters:

Pat Cavill

Wendy NewmanOLA, Feb 5, 2005

What is Public Relations?What is Public Relations?

Getting the library’s message across...

This is who we are and what we do, this is when and where we do it and for whom...

What is Marketing? What is Marketing?

finding out what the customer needs...

who are you, and what do you need, how, where and when can we best deliver it to you [and what are you willing to pay?]

What is Marketing?What is Marketing?

The social and managerial process by which individuals and groups obtain what they need through creating and exchanging products and value with others.Peter Drucker

Finding out what the customer (client, patron, user) wants and needs and changing when necessary to meet those needs.

Pat Cavill

What is Marketing?What is Marketing?

What is Advocacy? What is Advocacy?

marketing an issue... support and awareness are built incrementally and sustained over time... your agenda will be greatly assisted by what we have to offer...

Key Behavioural ChangeKey Behavioural Change

Key Behavioural ChangeKey Behavioural Change

Mi-mi-m

i-mi

Ewe,ewe,ewe,ewe

Library users tell us of:Library users tell us of:

the need for the librarian as a gateway and navigator to the increasingly overwhelming world of information and knowledge.

the need for the library as a public place for browsing and for intellectual discourse.

the need for the electronic delivery of full text information and graphics to the user’s desktop - yesterday!

Research resultsResearch results

Research in public libraries tells us that users are consistently more supportive of libraries, librarians and library funding than decision makers.

PositioningPositioning

Positioning is defined as “the battle for the mind”.

positioning starts with a product: a piece of merchandise, a service, a company, an institution…

then you position the product/service in the mind of the “consumer”

PositioningPositioning

Do not create something new and different, but change someone’s perception based on what’s already in their mind; re-make the connections that are already there.

PositioningPositioning

Ries, Al and Jack Trout Positioning: The battle for your mind. Warner

Books, 1986.…how to be seen and heard in the

overcrowded marketplace.

Brief Marketing HistoryBrief Marketing History

Industrial Revolution Production

orientation Selling orientation Modern marketing

Common Misconceptions about Marketing

Common Misconceptions about Marketing

That we are “above” selling.

That it is too expensive. That it is an invasion of

privacy. That it is manipulative.

Common Misconceptions about Marketing

Common Misconceptions about Marketing

That marketing is synonymous with promotion, advertising, public relations and advocacy

That marketing is a verb: “need to market the library better”

In fact, what the library needs to do is “position itself better in its marketplace”

A common truth about marketing and libraries:

Some of this takes me out of my comfort zone!

Product

Price

Place

Promotion People

•Politicians

•Public Policy

The Marketing MixThe Marketing Mix

Product/ServiceProduct/Service

the right one for the target always more than a physical entity

(benefit package) product life cycle

• introduction• growth • maturity• decline

PricePrice

getting it right competition customer

reaction psychic cost

PlacePlace

reaching the target through a channel of distribution

getting the product to the consumer

PromotionPromotion

telling the customer

• promotional materials

• personal “selling”

• media mix

PeoplePeoplePeople

Your most important target group is often the smallest in number and thus potentially the easiest to reach.

largest

smallest

The Essence of MarketingThe Essence of Marketing

The customer (client, user, patron) first, last and always!

form/function time place ease of possession

What customers most valueWhat customers most value

Benefits of MarketingBenefits of Marketing

Measuring and satisfying

customer needs = greater level

of customer satisfaction

Benefits of Marketing Benefits of Marketing

The library will attract a variety of resources, traditional and non-traditional.

Benefits of MarketingBenefits of Marketing

Libraries will:• be more knowledgeable

about their users’ needs• develop their own market

niche• drop services which no

longer have a competitive advantage

Benefits of MarketingBenefits of Marketing

Libraries will:• develop new services in

response to community need• become better at service delivery• more creative in funding their

activities• be perceived as critical to the

future in the Information Age.

People do things for their reasons, not

yours.

People pay attention to the things that they

love and value.

Tell people what they need to know, not what you want them to hear...

Spend your time on something that works, not your money on something

that doesn’t…in other words, plan!