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Coping with Change:
Reaching Your Library’s Users
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Purpose: provide marketing overview for health information librarians in academic hospital and research institutions
Desired outcomes:• Become familiar with the process
and materials• Develop ideas for marketing
campaigns
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“Marketing is the human activity directed at satisfying human needs and wants through an exchange process”
Philip Kotler, Ph.D. S.C. Johnson & Son Distinguished Professor of International Marketing, Northwestern University Kellogg Graduate School of Management, Chicago
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Concerns
• Libraries are becoming marginalized
• Competition increasingly powerful• Accessibility of information to all
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Why market your library?
• Greater use by your customers• Better decisions about what to
provide at your library• Better partnerships with faculty
and administrators
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Why market your library?
• Maintenance of central position of library in the institution
• Adequate funding• Better informed and more
supportive legislators• Others?
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Countdown to Your Marketing Plan
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6……• Product• Place• Price• Promotion• Positioning• Politics
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5……Positioning
• Five words or less • Use consumer language• Customer point of view• Branding
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4……The 4-Way Stop
• desirable by customers• distinctive from competition• deliverable by your library• durable over time
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3……• Customers
(physicians, faculty, students, community)
• Influencers(administrators, boards, government)
• Catalysts(allies, donors, media)
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2……Current Needs Future Needs
Known Needs
Does current P/S meet “P’s”?Do customers know P/S?
Future P/S match known needs?
Implied Needs
Complaints or compliments?Who is not there?
Environmental shift changes- politics!
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1……
Take the First Step!
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Your customer is your starting point
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Ways to Learn About Your Customers
Formal• focus groups• yearly surveys for customer
groups• quick satisfaction questionnaires• presentations with Q&A session
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Ways to Learn About Your Customers
Informal• spot interviews• chat room discussions• suggestion boxes (incentive)
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Ways to Reach Your Customers
Advertising(paid for by the library and communicated through mass media)
• TV or radio spots• campus or community paper ads• Web sites
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Ways to Reach Your Customers
Personal Selling(person to person communication in which receiver provides immediate feedback )
• hosts for new students• lounges, carrels, other busy spots • department and/or classroom
presentations
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Ways to Reach Your Customers
Sales Promotions(activities to stimulate consumer purchasing such as contests, rebates and discounts)
• demonstration of new features• recognition event • loyalty program
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Ways to Reach Your CustomersPublic Relations/Publicity(favorable messages conveyed through
mass media)
• news releases/media alerts• pitch e-mails• “expert” bios• letter to the editor
** First consult with communications contact in your institution
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Media interviews
What if a reporter calls?!• Know audience/tailor remarks• Establish 2-3 main message points
and keep to these• Anticipate questions• It’s okay not to know! (“Let me get
back to you”)
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Excellence Occurs
When you…• Know your customers (their current and
future needs)• Have a detailed vision and mission
statement for your library• Promote your library• Serve your customers as you have
promised