1 1 Marketing Ourselves Helen Darch

2 2 Why market ourselves? 1. Costs are rising 2. Demands are rising 3. Budgets aren’t keeping up

3 3 So what do we do? Think differently about what we do Step out of our shoes See ourselves from a client’s perspective Identify the opportunities

4 4 How do we do this? 1. Collect data 2. Reflect 3. Identify opportunities 4. Plan

5 5 Collect data Look At who uses us, how, when, where, why Listen What do clients say Ask What do clients want What do they like/not like What we could do better

6 6 Reflect On what? Our strengths Our weaknesses Our opportunities

7 7 Definitions A Library A place; an organised collection A Librarian A person trained in the science of libraries Marketing Total process whereby goods and services are put onto the market The act of buying or selling

8 8 What have you got to sell? People Products Processes

9 9 To which market/s? Corporate Higher education Government K-12 Geographic

10 Corporate examples Web Write metadata for web sites Classify web sites Review web site usability Research Literature search and summary of findings on Communication trends Training Information skills

11 To which clients? Target organisations Target decision maker/s, influencers who are they what do they want what are they like how do you get to them (what do they read, what organisations do they belong to) is their organisation ready?

12 What do clients want? Quality service, convenience at a reasonable price Value! Value = Benefit – cost Cost = $ + time + hassle

13 How is quality service judged? Reliability (service is dependable, accurately undertaken) Tangibles (appearance of physical facilities, equipment, personnel and publications) Responsiveness (staff willingness to help, service promptness) Assurance (ability of service provider to convey trust, knowledge and confidence) Empathy (caring, individualistic service) Berry and Parasuraman, 1991

14 Clients buy benefits What are yours?

15 What is your UCVP? Features Services Benefits Value Market position Channels Price

16 Pricing What is the real cost to you? What is the value to the client? How unique is your product/service? What are your competitors charging? Higher price suggests higher quality Known product/brand name enables higher pricing

17 Branding Promote consistently across all channels Promote key message internally and externally Names either: Indicate the purpose of the product or service; Are a person’s/organisation’s name; or are Meaningless – ‘an empty vessel to be filled with positive associations ’

18 How to reach clients? Networking! It’s the most accessible, credible, cost effective marketing available to you

19 Networking! Prepare your story Use the client’s language Develop three key messages Develop three supporting facts for each message

20 Networking! Go where your clients go Introduce yourself ‘Hi, my name is X. I am in the business of Y and we provide Z (benefit)’. Be prepared Have a story of how your business helped someone and gave them that benefit

21 Networking! Your most important networking tools? 1. Your smile 2. Your business card

22 Conclusion Know what you have to sell Know what its benefit is Know what its value is to your client Make sure you can deliver