1 1 marketing ourselves helen darch. 2 2 why market ourselves? 1. costs are rising 2. demands are...
TRANSCRIPT
1 1
Marketing Ourselves
Helen Darch
2 2
Why market ourselves?
1. Costs are rising
2. Demands are rising
3. Budgets aren’t keeping up
3 3
So what do we do?
Think differently about what we do
Step out of our shoes
See ourselves from a client’s perspective
Identify the opportunities
4 4
How do we do this?
1. Collect data
2. Reflect
3. Identify opportunities
4. Plan
5 5
Collect data
Look
At who uses us, how, when, where, why
Listen
What do clients say
Ask
What do clients want
What do they like/not like
What we could do better
6 6
Reflect
On what?
Our strengths
Our weaknesses
Our opportunities
7 7
Definitions
A Library
A place; an organised collection
A Librarian
A person trained in the science of libraries
Marketing
Total process whereby goods and services are put onto the market
The act of buying or selling
8 8
What have you got to sell?
People
Products
Processes
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To which market/s?
Corporate
Higher education
Government
K-12
Geographic
10 10
Corporate examples
Web
Write metadata for web sites
Classify web sites
Review web site usability
Research
Literature search and summary of findings on Communication trends
Training
Information skills
11 11
To which clients?
Target organisations
Target decision maker/s, influencers
who are they
what do they want
what are they like
how do you get to them (what do they read, what organisations do they belong to)
is their organisation ready?
12 12
What do clients want?
Quality service, convenience at a reasonable price
Value!
Value = Benefit – cost
Cost = $ + time + hassle
13 13
How is quality service judged?
Reliability (service is dependable, accurately undertaken)
Tangibles (appearance of physical facilities, equipment, personnel and publications)
Responsiveness (staff willingness to help, service promptness)
Assurance (ability of service provider to convey trust, knowledge and confidence)
Empathy (caring, individualistic service)
Berry and Parasuraman, 1991
14 14
Clients buy benefits
What are yours?
15 15
What is your UCVP?
Features
Services
Benefits
Value
Market position
Channels
Price
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Pricing
What is the real cost to you?
What is the value to the client?
How unique is your product/service?
What are your competitors charging?
Higher price suggests higher quality
Known product/brand name enables higher pricing
17 17
Branding
Promote consistently across all channels
Promote key message internally and externally
Names either:
Indicate the purpose of the product or service;
Are a person’s/organisation’s name; or are
Meaningless – ‘an empty vessel to be filled with positive associations’
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How to reach clients?
Networking!
It’s the most accessible, credible, cost effective marketing available to you
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Networking!
Prepare your story
Use the client’s language
Develop three key messages
Develop three supporting facts for each message
20 20
Networking!
Go where your clients go
Introduce yourself
‘Hi, my name is X. I am in the business of Y and we provide Z (benefit)’.
Be prepared
Have a story of how your business helped someone and gave them that benefit
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Networking!
Your most important networking tools?
1. Your smile
2. Your business card
22 22
Conclusion
Know what you have to sell
Know what its benefit is
Know what its value is to your client
Make sure you can deliver