Professional Documents
Culture Documents
Marketing 101
• Market Research
• Who are your customers?
• Marketing Methods
• Tracking Efficacy
Marketing 101
What is Marketing?
Product
Consumer products industry
● Marketing plays major role in defining product (ex.,
Crest, Tide)
Libraries
● Marketing plays a different role (ex. BASF - “We don’t make
the products you buy, we make the products you buy, better). Marketing
helps define consumer perceptions of products.
Marketing is...
Price
Consumer products industry
● Marketing determines price of product based on a
number of factors including costs of manufacturing
and “what the market will bear.”
Libraries
● Marketing plays limited role.
Marketing is...
Place
Consumer products industry
● Marketing determines product placement with store
locations and “store shelf” placement in relation to
competitors.
Libraries
● Marketing plays major role in product placement on library
shelves. Where and how are the products placed in relation
to others that create a “point of sale” approach
Marketing is...
Promotion
Consumer products industry
● Marketing determines promotional strategy in line
with business plan and executes same
Libraries
● Marketing determines promotional strategy in tandem
with organizational strategic plan and executes same.
Marketing is...
People
Consumer products industry
● Marketing recruits, trains, and supports and tracks
effectiveness of direct sales force.
Libraries
● Marketing has traditionally not instituted direct sales
approach but rather uses “soft” sales or indirect sales
approach (P.R. events, etc.)
What is Marketing?
Brand/Image Management
• How do you manage your library’s brand
and image in the minds of your consumers?
How can you differentiate your library
in the marketplace ?
What is Marketing?
Positioning
Positioning
Positioning Statements
● Genesys “Intensive Caring”
● Port of Toledo “Your link to world markets”
What is Marketing ?
Primary Research
- Quantitative methods
Telephone surveys, direct mail surveys
- Qualitative methods
Focus groups, personal interviews
Market Research
Secondary Research
- Existing data sources
U.S. Census (demographics)
Community-based needs assessments
Market Research
Internal audiences
- Employees
- Publishing companies
- Other libraries
Target Audiences:
External audiences
- Library patrons
- Donors
Methods
Marketing Methods
Advertising
Television, Radio, Print, Outdoor, Direct mail
Marketing Methods
Advertising
Internal and External Communications
Newsletters, Electronic Media (e-mail)
Relationship marketing
Marketing Methods
Advertising
Internal and External Communications
Public Relations
Community-oriented event & program
sponsorships, partnerships
Marketing Methods
Advertising
Internal and External Communications
Public Relations
Media Relations
“free advertising”
Tracking Efficacy
Tracking Efficacy
Well…DUH?!
One SIZE does not fit all!
Tracking Efficacy