INMAS

Out of the Box Ideas for Marketing of Electronic Information Resources: Experiences at INMAS Library Dr Rajeev Vij & Navin K Soni Institute of Nuclear Medicine and Allied Sciences (INMAS), DRDO, Delhi INMAS

Hitting Bulls Eye

Unskilled staff, Usually unhelpful ! Old books & Delayed journal delivery ! Not aware of library products and services ! No information Services for users ! Insufficient lighting ACs not working ! No Internet No E-journals ! Journals available in library not of their choice ! Result of Users Survey & Feedback Result of Users Survey & Feedback INMAS

Unskilled staff, Usually unhelpful ! SOLVED Old books & Delayed journal delivery ! SOLVED Not aware of library products and services ! SOLVED No information Services for users ! SOLVED Insufficient Lighting ACs not working ! SOLVED No Internet No E-journals ! SOLVED Journals available in library Not of their choice ! SOLVED Result of Users Survey & Feedback Result of Users Survey & Feedback INMAS

Growth is the Key Mantra

INMAS Magicians have no Solutions

The marketing mix is the organization’s overall offer, or value, to the customer, Nicknamed 4Ps STAFF CONSUMER PRICE PROMOTION PRODUCT PLACE INMAS The Marketing Mix

INMAS Communication is the key

INMAS

Increase usage of information Income generation Recognition by the parent organization Combination of all INMAS Purpose of Marketing

Increased users participation in document selection process Increased library awareness among users via Intranet/Internet Regularly conducting three in-house book exhibitions yearly Organised users visits to Delhi Book Fair and World Book Fairs Successfully conducted weeding out of old/damaged books Introduced Zero-based journal selection & subscription process INMAS Effective Collection Development

To ensure access to timely, accurate and reliable information resources To counteract the speed at which information becomes obsolete To create awareness of the availability of resources To promote an updated image of the library To meet the rising expectations of information users needs INMAS E-Resources Marketing: Purpose

Established Internet search facility in our library Organised free online search facility from 7 publishers Initiated Users orientation programmes Initiated highly-focused & Interactive half-day users training INMAS Making Library User-frie ndly Increased resource sharing among biomedical libraries Continuous Training of Library Staff

INMAS Using for Marketing

To distribute information to wide range of customers Targeted customers and potential clients are sent s The cost is relatively low The delivery time for an message is short marketing is paper-free. Hence, it is eco-friendly messages are easy to track. An advertiser can track users via auto responders, web bugs, bounce messages, unsubscribe requests, read receipts, click-through, etc. messages are easy to track. An advertiser can track users via auto responders, web bugs, bounce messages, unsubscribe requests, read receipts, click-through, etc. INMAS Benefits of Marketing

INMAS From Print to Electronic

Established Internet search facility in library for the esteem users Organised free full text online search facility from 7 publishers for users Became first Delhi-based DRDO library to get 33 online journals free Increased library awareness among users through Intranet and Internet Became first Delhi-based DRDO library to subscribe to 26 e-Journals Regularly organised user awareness and training programmes INMAS How We Introduced E-Journals at INMAS? Regular feedback from users Introduced Open Access ("Free to Read") journal sites

Achievements: Successfully Negotiated rate cuts Access through user name password INMAS Providing Global Access to Information: ScienceDirect & Ovid Databases Providing Global Access to Information: ScienceDirect & Ovid Databases Resulted in multiple user access enhanced user satisfaction increased functionality and better productivity in R&D

Create a library ‘logo’ Banners, posters, brochures, bookmarks, etc Write ups published in in-house magazines Organising vendor sponsored interesting competitions Organising training sessions & workshops INMAS Promoting E Products & Services Promotion through the web/Intranet Organisation an e-resource themed morning or afternoon tea

INMAS ? ? ? Guiding Users

INMAS Training of Library Users and Staff

INMAS Training of Library Users and Staff

Make sure that new staff is introduced and trained Invite current staff to attend refresher training Encourage staff to use the e-resources for their own study Create mailing lists Create Really Simple Syndication (RSS) feeds INMAS Training of Library Users and Staff

Interpersonal connections make the difference Training is a key component Never underestimate importance of a librarian Interactive promotions are effective Repetition is most important Employ a positive attitude to user feedback INMAS Conclusions

INMAS Importance of Feedback

INMAS Thanks