mar plan
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TRANSCRIPT
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Marketing Plans:
One SIZE does not fit all
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Marketing Plans: Outline
• Marketing 101
• Market Research
• Who are your customers?
• Marketing Methods
• Tracking Efficacy
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Marketing 101
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What is Marketing?
• Marketing at its very core is…
The process through which
Valueis exchanged
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What is Marketing?
• Managing the demand for goods and services
• The Four P’s- Product- Price- Place- Promotion- and #5 - People
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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.
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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.
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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
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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.
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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.)
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What is Marketing?
• The marketing plan must be linked to the overall goals and objectives of your organization…..your business plan
customers circulation both
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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 ?
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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.
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What is Marketing?
• Positioning– Positioning Statements
• Genesys “Intensive Caring”
• Port of Toledo “Your link to world markets”
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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
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What is Marketing ?
• Libraries have product lines
- Children’s section
- Adult learning section
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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
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Market Research
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Market Research
• Primary Research
- Quantitative methodsTelephone surveys, direct mail surveys
- Qualitative methodsFocus groups, personal interviews
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Market Research
• Secondary Research
- Existing data sourcesU.S. Census (demographics)
Community-based needs assessments
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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)
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Who are your customers?
Target audience identification
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Target Audiences:
• Internal audiences
- Employees
- Publishing companies
- Other libraries
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Target Audiences:
• External audiences
- Library patrons
- Donors
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Methods
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Marketing Methods
• Advertising– Television, Radio, Print, Outdoor, Direct mail
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Marketing Methods
• Advertising
• Internal and External Communications– Newsletters, Electronic Media (e-mail)– Relationship marketing
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Marketing Methods
• Advertising
• Internal and External Communications
• Public Relations– Community-oriented event & program
sponsorships, partnerships
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Marketing Methods
• Advertising
• Internal and External Communications
• Public Relations
• Media Relations– “free advertising”
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Tracking Efficacy
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Tracking Efficacy
Contrary to popular belief...
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Tracking Efficacy
…not all methods work with all target audiences!!
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Tracking Efficacy
Well…DUH?!
One SIZE does not fit all!
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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”
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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
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Tracking Efficacy
• The purpose of a “call to action” is to test what works best.
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Marketing Plans:
One SIZE does not fit all
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Questions?