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

Valueis 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?

• PositioningThe 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 MarketingProduct 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 methodsTelephone surveys, direct mail surveys

- Qualitative methodsFocus groups, personal interviews

Market Research

• Secondary Research

- Existing data sourcesU.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?