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Tejas Patel
Tejas Patel

This document discusses marketing plans and strategies for libraries. It emphasizes that a one-size-fits-all approach does not work for marketing, as different target audiences, product lines, and goals require customized approaches. The document covers topics like marketing methods, market research, tracking effectiveness, and developing positioning statements tailored to each library's unique identity and patrons.

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Marketing Plans: One SIZE does not fit all
Marketing Plans: Outline ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing 101
What is Marketing? ,[object Object],The process through which Value is exchanged
What is Marketing? ,[object Object],[object Object],- Product - Price - Place - Promotion - and #5 - People
Marketing is... ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing is... ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing is... ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing is... ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing is... ,[object Object],[object Object],[object Object],[object Object],[object Object]
What is Marketing? ,[object Object],customers circulation both
What is Marketing? ,[object Object],[object Object],How can you differentiate your library in the marketplace ?
What is Marketing? ,[object Object],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? ,[object Object],[object Object],[object Object],[object Object]
What is Marketing ? ,[object Object],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 ? ,[object Object],- Children’s section - Adult learning section
What is Marketing ? ,[object Object],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 ,[object Object],- Quantitative methods Telephone surveys, direct mail surveys - Qualitative methods Focus groups, personal interviews
Market Research ,[object Object],- Existing data sources U.S. Census (demographics) Community-based needs assessments
Market Research ,[object Object],- 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: ,[object Object],- Employees - Publishing companies - Other libraries
Target Audiences: ,[object Object],- Library patrons - Donors
Methods
Marketing Methods ,[object Object],[object Object]
Marketing Methods ,[object Object],[object Object],[object Object],[object Object]
Marketing Methods ,[object Object],[object Object],[object Object],[object Object]
Marketing Methods ,[object Object],[object Object],[object Object],[object Object],[object Object]
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 ,[object Object],[object Object],[object Object]
Tracking Efficacy ,[object Object],[object Object],[object Object],[object Object]
Tracking Efficacy ,[object Object]
Marketing Plans: One SIZE does not fit all
Questions?

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