Marketing The Library

ServiceA One-day Skills Course

NHS Education for Scotland

Jane Ross– Training and Research Officer– National Dental Train the Trainers Programme

Neil Alan Stevenson – Training and Research Officer – Law, Consultancy, HSMC– S.M.E.s – marketing and launch

What we do….

• Training Techniques• Employment Law• Appraisal• Assessment • Poor Performance• Discrimination• NHS Finance• Staff Management• Negotiation Skills• RITAs• Presenting Skills

• Media Training• IT Training • Research Skills• NHS Management• Recruitment & Selection• Time Management• Managing Meetings• Communication Skills• Legal & Ethical Issues• Breaking bad news• CV & Interview Preparation

YOU !

Background assumptions• No Common Standard

• Risk-free Environment

• A Flexible Time-table

• Handout – slides & today’s practicals

The aim...

• To introduce the basic concepts of marketing and branding

• To work with colleagues to identify how best to adapt these concepts for the library service

• To develop a clear idea of ‘what’ is being marketed to ‘whom’

• To identify best practice in developing promotional materials and writing copy

• To examine the link between marketing and customer experience

Pre-course Evaluation

Basic Marketing Principles?

In pairs:

Read the ‘Quote Card’ you are provided with

and prepare to briefly explain to the rest of the

group the relevance of the Quote to the

marketing of Library Services and the E-Library

Practical 1

In the Factory we make cosmetics; in the

drugstore we sell hope.

Charles Revson

1

A recent government publication on the

marketing of cabbages contains, according to

one report, 26’941 words. It is noteworthy in

this regard that the Gettysburg Address contain

a mere 279 words while the Lord’s Prayer

comprises but 67.

Norman Augustine

2

If you think advertising doesn’t work, consider the

millions of Americans that now think yoghurt

tastes good.

Joe Whitely

3

Good advertising does not circulate information.

It penetrates the public mind with desires and

belief.

Leo Burnett

4

If you’re trying to persuade people to do

something, or buy something, it seems to me

you should use their, the language in which

they think.

David Ogilvy

5

If the circus is coming to town and you paint a sign

saying "Circus Coming to the Fairground Saturday,"

that's advertising. If you put the sign on the back of an

elephant and walk it into town, that's promotion. If the

elephant walks through the mayor's flower bed, that's

publicity. And if you get the mayor to laugh about it,

that's public relations. If the town's citizens go the circus,

you show them the many entertainment booths, explain

how much fun they'll have spending money at the

booths, answer their questions and ultimately, they

spend a lot at the circus, that's sales. Unknown

6

People don’t want to be “marketed TO” they

want to be “communicated WITH”.

Flint McGlaughlin

7

I hear and I forget. I see and I remember. I

experience and I understand.

Confucius

8

Nobody counts the number of ads you run; they

just remember the impression you make.

William Bernbach

9

Committees can criticise advertisements, but

they should never be allowed to create them.

David Ogilvy

10

Starbucks never advertise, do no promotional

work and retail at four times the price of their

average competitor – yet their product is a brand

leader. Why?

11

The forklift driver may not need have an opinion

on AGaramond semi-bold over Gill Sans

condensed [fonts], but he or she does need to

help deliver the brand promise

12

Power to the People - 2000

If I were starting life over again, I am inclined to

think that I would go into the advertising

business in preference to almost any other. The

general raising of standards of modern

civilization among all groups of people during the

past half-century would have been impossible

without that spreading of knowledge of higher

standards by means of advertising.

13

Franklin D. Roosevelt

The best ad is a good product.

14

Alan H. Meyer

The Brand Ladder

Type Consumer Library

Stand alone

Coke, Fairy Liquid, Whiskers

?

Endorsing Kalibur from Guinness, BT Cellnet

?

Family Heinz, Bachelors ?

Types of Brand

Acquirer Target Goodwill (% of price paid)

Nestle Rowntree 83%

Grand Met Pilsbury 88%

Cadbury Schweppes

Dr. Pepper 67%

United Biscuits Verkade 66%

Value of a Brand

Virgin Direct - half-million from Virgin and half-billion from partner. Each party takes 50% share holding

10. Brand Loyalty

9. Brand Preference

10. Brand Positions

11. Brand Image

12. Brand Personality

13. Brand Identity

14. Brand Attitude

15. Brand Familiarity

16. Brand Associations

1. Brand Awareness

The Brand Ladder

1. Brand Awareness

RecognitionWeaker – identifying a logo upon request, answering survey question ‘have you heard of…?’

Recall Stronger – recalls product when asked general product question – ‘Who provides access to information in the NHS…?’

2. Brand Associations

What associations and connotations spring to peoples mind when the brand is mentioned.

Examples:

Gordons vs. BombayEvian vs. Volvic

3. Brand Familiarity

Associations are focussed and managed:

Rolls-Royce vs. Nissan

4. Brand Attitude

Find consumers attitudes towards using a service – first choice, if nothing else works, if free, if faster, etc.

• Why do your existing customers use the service?• What do potential customers want?• Why have former customers not come back?

5. Brand Identity

The physical aspects – shape of bottle or format of home page

Is there consistency and cohesion in the presentation

6. Brand Personality

The feel of the product – authoritative, interactive, ease of access, comprehensiveness, a starting point

7. Brand Image

The reconciliation of ‘identity’, ‘personality’.

Bookshops wanted to become a place to ‘browse’ - to reconcile personality and identity they have had to work on redesign of their stores.

8. Brand Positions

Market leader?Cheapest?Fastest?Most comprehensive?Most fashionable?Luxury?

9. Brand Preferences

Consumers now select this product – however, this is a short term state usually related to promotions, special offers, etc. It now needs to be sustained

10. Brand Loyalty

Top of consideration set

Loyalty must be two-way

What are we marketing?

What are we marketing…

1. Understanding your product

2. Presenting your product

SWOT Analysis…

SWOT

trengths eaknesses pportunities hreats

Practical 2

What are we marketing…

What is the product/service?

What is the ‘identity’?

What is the ‘personality’?

What is the ‘position’?

Practical 3

Marketing Targets

Targets & Threats

Users Financiers

Competitors

Doctors (consultants to PRHO)

Dentists (Community, Surgical, etc.)

Nurses (Grades and Shifts)

PAMs

Management (as individuals)

Management (as decision makers)

Technical staff

Researchers

Public

Scottish Executive

Organisations/Groups

Targets

University systems

Traditional Libraries/E-library

Private Subscriptions

Update services

?

?

?

Competitors

Conflicts

• Professional Status

• Allegiances

• Actual requirements

• Vocabulary

• Draws

Considerations

Underlying Usage• What are their current patterns of usage?• Do they use analogous services?• Can they access your service?

Marketing Issues• What do they read?• Where do they go/look?• Tailor made or Global?

Ways of promoting…

Methods of promoting…

Work on your own to list as many ways as possible of promoting a new product or service in the library.

PRIZE FOR THE MOST ANSWERS

Practical 5

Knowing your

targets & what they

want…

Knowing your targets…

Who is the service aimed at?

What do they want?

What would attract them to use it?

Who is currently using it?

What has attracted them?

Why are non-users not interested?

Practical 4

Messages and Mediums?

Consider the examples in front of you…

What makes a good flyer?

What makes a good poster?

What makes a good advert?

What makes a good promotional item?

Practical 6

Copy Writing

Copy Writing…

ShortRhythm / Rhyme / Alliteration Active language Enticing / Exciting / Button PushingKey themes (help, easy, cheap, etc.)

Every word counts…

In your groups…

Look at your responses to practicals ‘3’ and ‘4’. Use these to develop SIX statements about the Library Service which you think will have an impact.

These will then be voted and the best group will receive a prize.

Practical 7Handout Examples

Planning the campaign!

Planning stage…

• Critical Success Factors

• Marketing Objectives

• Timescale

• ‘Sales’ Forecasting

• Actual outcomes

The Customer

You now have got your users in the door. What next…

How do you keep them coming back?

How do you involve them/build a relationship?

How do you encourage them to spread the word?

What skills do your staff need?

Closing Session

Post-course Evaluation