Transcript Coping with Change:

Coping with Change:
Reaching Your Library’s
Users
Purpose:
provide marketing overview for
health information librarians in
academic hospital and research
institutions
Desired outcomes:
• Become familiar with the
process and materials
• Develop ideas for marketing
campaigns
“Marketing is the human
activity directed at
satisfying human needs
and wants through an
exchange process”
Philip Kotler, Ph.D.
S.C. Johnson & Son Distinguished Professor of International
Marketing, Northwestern University Kellogg Graduate School of
Management, Chicago
Concerns
• Libraries are becoming
marginalized
• Competition increasingly
powerful
• Accessibility of information to
all
Why market your
library?
• Greater use by your customers
• Better decisions about what to
provide at your library
• Better partnerships with faculty
and administrators
Why market your
library?
• Maintenance of central position
of library in the institution
• Adequate funding
• Better informed and more
supportive legislators
• Others?
Countdown to Your
Marketing Plan
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Product
Place
Price
Promotion
Positioning
Politics
5……
Positioning
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Five words or less
Use consumer language
Customer point of view
Branding
4……
The 4-Way Stop
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desirable by customers
distinctive from competition
deliverable by your library
durable over time
3……
• Customers
(physicians, faculty, students,
community)
• Influencers
(administrators, boards, government)
• Catalysts
(allies, donors, media)
2……
Current Needs
Known
Needs
Does current P/S
meet “P’s”?
Do customers
know P/S?
Implied Complaints or
Needs compliments?
Who is not there?
Future Needs
Future P/S match
known needs?
Environmental
shift changespolitics!
1……
Take the First Step!
Your customer is your
starting point
Ways to Learn About
Your Customers
Formal
• focus groups
• yearly surveys for customer
groups
• quick satisfaction
questionnaires
• presentations with Q&A
session
Ways to Learn About
Your Customers
Informal
• spot interviews
• chat room discussions
• suggestion boxes (incentive)
Ways to Reach Your
Customers
Advertising
(paid for by the library and
communicated through mass
media)
• TV or radio spots
• campus or community paper ads
• Web sites
Ways to Reach Your
Customers
Personal Selling
(person to person communication in
which receiver provides immediate
feedback )
• hosts for new students
• lounges, carrels, other busy spots
• department and/or classroom
presentations
Ways to Reach Your
Customers
Sales Promotions
(activities to stimulate
consumer purchasing such as
contests, rebates and discounts)
• demonstration of new features
• recognition event
• loyalty program
Ways to Reach Your
Customers
Public Relations/Publicity
(favorable messages conveyed
through mass media)
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news releases/media alerts
pitch e-mails
“expert” bios
letter to the editor
** First consult with communications
contact in your institution
Media interviews
What if a reporter calls?!
• Know audience/tailor remarks
• Establish 2-3 main message
points and keep to these
• Anticipate questions
• It’s okay not to know! (“Let me
get back to you”)
Excellence Occurs
When you…
• Know your customers (their current
and future needs)
• Have a detailed vision and mission
statement for your library
• Promote your library
• Serve your customers as you have
promised