A presentation delivered at the CILIP Academic & Research Libraries Group Southern Library Assistant Study Day on 9th July at Chichester College. The session set up the day by introducing some marketing concepts and theories, discussing the role of social media in this and looking how to start developing a marketing strategy.

1. Promotion Vs Marketing
How to ensure you’re talking with, not talking at
your users.
MIKE JONES, UNIVERSITY OF WINCHESTER
@ThatLibraryMan

2. WHY PROMOTE?

3. “It is not enough just to be good at
what you do anymore. You also
have to be adept at communicating
the good and what it means to your
customers.”
Kenneway (2007)

4. 1. Meghan Markle
2. iPhone 8
3. Hurricane Irma
4. Fidget spinner
5. Manchester bombing
6. Grenfell Tower
7. 13 Reasons Why
8. Tara Palmer Tomkinson
9. Shannon Matthews
10.iPhone X

5. TUITION
FEES
BUDGET

6. E-resource use
Book borrowing
Student
attainment
University of Huddersfield (2013)

7. PROMOTION
Vs
MARKETING

8. Product
Price
Promotion
Place
McCarthy (1960)

9. Product
Price
Promotion
Place
People
Processes
Physical evidence
Booms & Bitner (1981)

10. USERS
ARE
CENTRAL

11. THE WORLD (WIDE
WEB) IS NOT
ENOUGH

12. 5% 14%
Of current potential audience following
Twitter feeds
FE HE

13. 2% 6%
Of potential audience adjusted for time
active following Twitter feeds
FE HE

14. 3% 14% 17%

15. 64% 48% 16% 7%
SM TOOLS USED IN FE LIBRARIES

16. 95% 73% 63% 63%
SM TOOLS USED BY STUDENTS

17. 47%
Concerned about blurring social/academic
boundaries, privacy or being spammed

18. 86% 40% 39% 36% 27%

19. DEVELOPING A
MARKETING
STRATEGY

20. Who are your
users?

21. What do they
want?

22. What sets the
library apart?

23. Segment your
audience

24. Have a desired
outcome aim

25. Make your
outcomes
measurable

26. Where are your
users found?

27. Different
messages for
different tools

28. Repeat your
message

29. Repeat your
message

30. Repeat your
message

31. Repeat your
message

32. Market benefits,
not products

33. Connect different
platforms through
branding

34. Market through
intermediaries

35. Gather and use
testimonials

36. BIBLIOGRAPHY
Bitner M. J. and Booms B. H. (1981). ‘Marketing Strategies and Organization Structure for Service Firms’ in Donnelly JH,
George WR. (Eds), Marketing of Services, Conference Proceedings: American Marketing Association, Chicago, IL, pp. 47- 52.
Gustafson, J. C., Sharrow, Z. and Short, G. (2017) ‘Library marketing on a small liberal arts campus: assessing
communication preferences’, Journal of Library Administration, 57, pp.420-435.
Jones, M. and Harvey, M. (2016) "Library 2.0: The effectiveness of social media as a marketing tool for libraries in
educational institutions", Journal of Librarianship and Information Science. doi: 10.1177/0961000616668959.
Kenneway, M (2007) ‘Marketing the library: using technology to increase visability, impact and reader engagement’,
Serials: The Journal for the Serials Community, 20 (2), pp. 92-97.
McCarthy, E. J. (1960) Basic marketing: a managerial approach, Homewood, Ill: R. D. Irwin.
Potter, N. (2012) ‘Marketing Your Library’, American Libraries Managzine, November/December, pp.50-52.
Stone, B. and Ramsden, B. (2013) ‘Library impact data project: looking for the link between library usage and student
attainment’, College & Research Libraries, November, pp.546-559.

37. FURTHER READING & INSPIRATION
Ned Potter’s blog
5 minute librarian
Ad/Lib blog
CILIP Publicity & Public Relations Group