Marketing Plans:

One SIZE does

not fit all
 Marketing Plans: Outline

• Marketing 101
• Market Research
• Who are your customers?
• Marketing Methods
• Tracking Efficacy
Marketing 101
 What is Marketing?

• Marketing at its very core is…

The process through which

Value
is exchanged
 What is Marketing?

• Managing the demand for goods and

services
• The Four P’s
- Product
- Price
- Place
- Promotion
- and #5 - People
 Marketing is...

• 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?

• The marketing plan must be linked to the

overall goals and objectives of your
organization…..your business plan

customers circulation both

 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
The intentional description of a product or
service that creates a meaningful and long-
lasting positive impression on the minds of
target audiences.
 What is Marketing?

• Positioning
– Positioning Statements
• Genesys “Intensive Caring”
• Port of Toledo “Your link to world markets”
 What is Marketing ?

• Product Line Marketing

How does product line marketing fit with
brand identity?

Product line marketing should work in

concert with brand management and should
never conflict
 What is Marketing ?

• Libraries have product lines

- Children’s section
- Adult learning section
 What is Marketing ?

• Product Line Marketing

Product line marketing for each of your
library’s sections may take a different
approach
One SIZE does not fit all
Market Research
 Market Research

• 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

• Market research can help you…

- Identify new customers
- Solidify your current customer base
- Understand customer satisfaction
- Determine new product offerings
- Defines SWOT (Strengths, Weaknesses, Opportunities, Threats)
Who are your customers?

Target audience identification

 Target Audiences:

• 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

Contrary to popular belief...

 Tracking Efficacy

…not all methods work

with all target audiences!!
 Tracking Efficacy

Well…DUH?!
One SIZE does not fit all!
 Tracking Efficacy

• You may find that print advertising works

best for one product line
• Or that media relations works best for
another product line
• To learn what works best…use a “call to
action”
 Tracking Efficacy
• All marketing methods should have a “call
to action”
– Gives you and your audience an opportunity to
“exchange value”
– Could be a simple statement…”for more
information call…”
– Could be a business-reply postcard to receive
the next issue of your newsletter
 Tracking Efficacy

• The purpose of a “call to action” is to test

what works best.
 Marketing Plans:

One SIZE does

not fit all
Questions?