Marketing and promotion Marketing is the management process responsible for identifying, anticipating and satisfying comsumers requirements profitalby Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others

Marketing and promotion Library managers can use marketing techniques to enable them to understand the needs of their users and to plan effectively to meet those needs. The library should also promote its services to the public to ensure that they are kept informed of the services provided to meet their library and information requirements.

Marketing and promotion policy The library should have a written communications, marketing and promotions policy to enable it to undertake a planned promotion of its services to the public. The policy should include a marketing and communication strategy and methods of evaluating promotional programmes.

Marketing and promotion plan • making positive use of print, electronic and communications media • displays and exhibits • effective interior and exterior sign-posting • regular publications and the preparation of resource lists and pamphlets • reading and literacy campaigns • designing campaigns to meet the needs of people with physical and sensory disabilities • book fairs

• links to and from related websites and portals • library websites • links to and from related websites and portals • friends of the library groups • annual library week celebrations and other collective promotional Activities • special years of celebration and anniversaries • library listings in the telephone book and other community directories • fund-raising activities and campaigns • public-speaking activities and liaison with community groups • special library publications, e.g., history of the library, history of the community.

Use the media Newspapers Radio TV Other media

Community support • maintaining a ‘friends of the library’ organization for fund-raising and general support • working with community advocates in support of major initiatives such as new buildings and services • forming liaisons with community groups to enhance parts of the collection or strengthen specific services • working with groups that wish to speak out on behalf of the library service and its development • participation by library staff in activities aimed at increasing awareness of the variety and value of the library service.

Advocacy Working with governing bodies

Participating in community life • presenting book and activity reviews on radio and television • working with adults and children’s literature and cultural groups • writing a newspaper column • supporting literacy organizations and campaigns • participating in the activities of local organizations • assisting with school-based initiatives • participating in local history and genealogy societies • being a member of a service organization, e.g., Rotary • visiting local organizations to promote the library service.

Marketing the library The library gains prestige mainly through the delivery of quality service. However, it could also be more aggressive in promoting its services through strategies. Before preparing a marketing plan, the library must define its target merket, and understand its needs.

Steps in preparing a marketing plan for the library Prepare a mission statement List and describe target or niche markets Describe your services Spell out marketing and promotioner strategis Identify and understand the competition Establish marketing goals that are quantifialbe Monitor results carefully

Hints and tips Concentrate on finding customers who will continue to use the service Create customer profiles Stay focused on target markets Be persistant Be prepared to revise plan as necessary Do not be afraid of failure

Summary Tightening budgets and increasing competition from other information providers means that the library must prepare marketing plans to promote its services and images Strategies must be used in conjunction with an overall marketing plan and alongside a strategic development plan for the library Success depends on careful planning and appropriate response to user needs.