1. Marketing of LIS – a customer-focus approach N K Dash Silicon Institute of Technology dashnk@hotmail.com

2. Concept of Marketing “Marketing is a social and managerial process by which individual groups obtain what they need and want through creating, offering, and exchanging products of value with others” Phillip Kotler

3. A Librarian’s point of view In the last few years, the products and services provided by libraries have changed considerably In the last few years, the products and services provided by libraries have changed considerably The challenges to library services from changes in educational approaches, the impact of technology, new methods for information provision and declining budgets have meant that marketing is now so basic that it cannot be considered a separate function. The challenges to library services from changes in educational approaches, the impact of technology, new methods for information provision and declining budgets have meant that marketing is now so basic that it cannot be considered a separate function. It is the whole business seen from its final results; that is, from customer’s perspective. It is the whole business seen from its final results; that is, from customer’s perspective.

4. The Marketing Process The Basic Steps: Step – 1: Examine the library’s mission or purpose. Step – 2: Assess library capabilities with a marketing audit, an internal assessment. Step – 3: Know your users through market research Step – 4: Develop goals and objectives to market the chosen products (e.g. service, program, or event) or to target a specific user group. Step – 5: To meet your goals, select promotional strategies that will work best, be affordable, and reach your customers. Step – 6: Put goals and promotion strategies together in a detailed, written market plan. Step – 7: Evaluate how well you have done.

5. Step – 1: Examine the library’s mission or purpose. Marketing requires careful planning and begins with understanding the mission of the library. Marketing requires careful planning and begins with understanding the mission of the library. Marketing can help you succeed in your mission, establish a positive image for the library in the community, and determine the best way to provide service to users. Marketing can help you succeed in your mission, establish a positive image for the library in the community, and determine the best way to provide service to users.

6. Step – 2: Assess library capabilities with a marketing audit, an internal assessment. Know what you can do. Know what you can do. What services and resources do you offer? What services and resources do you offer? What are your strengths and weaknesses? (SWOT analysis) What are your strengths and weaknesses? (SWOT analysis) Determine the marketing mix, or 4 P's: product, place, price, and promotion. Determine the marketing mix, or 4 P's: product, place, price, and promotion.

7. The 4 Ps The marketing audit also determines the "marketing mix" -- the "4 Ps" of product, price, place, and promotion. The marketing audit also determines the "marketing mix" -- the "4 Ps" of product, price, place, and promotion. Products - evaluate all library services, programs, events, collections, etc. that are available, e.g. interlibrary loan or reference. Assess the features, benefits, and value of these products to customers. Products - evaluate all library services, programs, events, collections, etc. that are available, e.g. interlibrary loan or reference. Assess the features, benefits, and value of these products to customers. Price of Service - determine direct and indirect costs to produce and deliver the product, actual fees if any, or value to a tax-payer. Price of Service - determine direct and indirect costs to produce and deliver the product, actual fees if any, or value to a tax-payer. Place - what is the method of delivery and distribution of the products and services? Place - what is the method of delivery and distribution of the products and services? Promotion - what methods are available to you for promoting your products? Promotion - what methods are available to you for promoting your products?

8. SWOT Analysis In marketing, SWOT stands for strengths, weaknesses, opportunities, and threats. Know yourself. Know the competition. Begin with self-analysis, look for what you can do best, find out what challenges you will face. For successful marketing, it's critical to get a realistic picture of library capabilities. A marketing audit of strengths and weaknesses can suggest directions in meeting the library's mission or improving library usage and performance. Examine strengths and weaknesses in the following areas: Staffing : Do you have the number of professionals and paraprofessionals you need to provide great service? Are volunteers available? Staffing : Do you have the number of professionals and paraprofessionals you need to provide great service? Are volunteers available? Staff skills : Is there enough coverage for technical and public service needs? Does everyone have the necessary technology skills? Staff skills : Is there enough coverage for technical and public service needs? Does everyone have the necessary technology skills? Motivation : Is everyone dedicated to carrying out the library mission and thrilled with change, or are there a few jaundiced types who will need a little extra coaxing? Motivation : Is everyone dedicated to carrying out the library mission and thrilled with change, or are there a few jaundiced types who will need a little extra coaxing? Budget : Too much money, right? Budget : Too much money, right? Facilities : Old building, new technology, not enough space, facilities needed in other locations? Facilities : Old building, new technology, not enough space, facilities needed in other locations? Local support : Do you have volunteers or a local Friends groups? Local support : Do you have volunteers or a local Friends groups? Collections, special collections : How well do your resources serve the needs of the user community? Collections, special collections : How well do your resources serve the needs of the user community?

9. Step – 3: Know your users through market research Market Research is … The systematic gathering, recording and analyzing of data with respect to a particular market, where market refers to a specific user group in a specific geographic area.

10. Step – 3: Know your users through market research What do your users want from you? What do your users want from you? Which services or resources do you have but need to promote, which do you need to acquire or create? Which services or resources do you have but need to promote, which do you need to acquire or create? Market research takes many forms (e.g. surveys, focus groups). The result of market research helps … To select a target user group (market segment) and choose a specific product to promote or problem on which to focus. To determine how your users perceive the library, what they expect from the library, and how they decide whether or not to use your products.

11. Step – 4: Develop goals and objectives to market the chosen products (e.g. service, program, or event) or to target a specific user group Define specific, measurable goals. Outline the objectives for the goals. For example, if your goal is to bring in more retirees to an event, an objective might be to state the percentage attending who will be retirees. Define specific, measurable goals. Outline the objectives for the goals. For example, if your goal is to bring in more retirees to an event, an objective might be to state the percentage attending who will be retirees. Whatever the scope of your marketing plan, completing all the steps in the marketing process will allow you to set realistic goals and devise the best plan to achieve them. Whatever the scope of your marketing plan, completing all the steps in the marketing process will allow you to set realistic goals and devise the best plan to achieve them.

12. Step – 5: To meet your goals, select promotional strategies that will work best, be affordable, and reach your customers. Different strategies of promotion work better for specific groups and for specific types of products. Different strategies of promotion work better for specific groups and for specific types of products. Promotion methods are determined through the planning process! Promotion methods are determined through the planning process! What you learn about how your customers make decisions determines the most effective methods of promotion – What you learn about how your customers make decisions determines the most effective methods of promotion – direct marketing, special advertising, public relations, press releases, displays, newsletters, etc. Include the Internet in your plan. Look at what others are doing direct marketing, special advertising, public relations, press releases, displays, newsletters, etc. Include the Internet in your plan. Look at what others are doing

13. Step – 6: Put goals and promotion strategies together in a detailed, written market plan State your target audience and the product/service to be developed or promoted, based on your research of customer needs and your audit of library capabilities and situation. State your target audience and the product/service to be developed or promoted, based on your research of customer needs and your audit of library capabilities and situation. The goals and strategies together are the basis of your market plan, part of which is a detailed action plan of specific tasks necessary to accomplish the goals. The goals and strategies together are the basis of your market plan, part of which is a detailed action plan of specific tasks necessary to accomplish the goals. Be realistic in your expectations, and be specific in outlining the details of managing and accomplishing the project, step by step. Be realistic in your expectations, and be specific in outlining the details of managing and accomplishing the project, step by step. Create a timeline, and consider who will be assigned each task, the costs, and availability of resources. Create a timeline, and consider who will be assigned each task, the costs, and availability of resources.

14. Step – 7: Evaluate how well you have done Setting measurable goals and including specific methods of evaluation in your plan will make it easier to determine if your goals have been met. Setting measurable goals and including specific methods of evaluation in your plan will make it easier to determine if your goals have been met. What worked, what needs improvement? Methods include surveys, focus groups, statistical analysis of usage, polls, etc. Did you meet your goals? Use evaluation results to develop a new or ongoing marketing plan. What worked, what needs improvement? Methods include surveys, focus groups, statistical analysis of usage, polls, etc. Did you meet your goals? Use evaluation results to develop a new or ongoing marketing plan. The result of following the marketing process is the development of a marketing plan of goals and strategies that will promote library products to targeted customers, based on their specific needs. The result of following the marketing process is the development of a marketing plan of goals and strategies that will promote library products to targeted customers, based on their specific needs.

15. Customer – the main target, should come first always The obvious customers of any library are the staff and students of the institution / organization to which it is attached. The customers can be segmented in various ways level of study level of study field of study field of study special need special need prime activity etc.. prime activity etc..

16. Customer – the main target, should come first always The customers of a library can be A person. relating to teaching relating to teaching relating to learning relating to learning relating to research relating to research administrative work administrative worketc…

17. Customer – the main target, should come first always A Librarian must always remember that: Customers are the most important people to be served in LICs. Customers are the most important people to be served in LICs. They are not dependent on the library rather the library depends on them They are not dependent on the library rather the library depends on them They are not just tiresome outsiders but part of the library. They are not just tiresome outsiders but part of the library. They are not just statistics, but also they are human being. They are not just statistics, but also they are human being. They are the people who bring their wants and needs and we are there to meet such needs exceedingly. They are the people who bring their wants and needs and we are there to meet such needs exceedingly.

18. Customers’ expectation Today’s library customers’ expectations are not static, they are ever changing. they expect fast access to desired information, speedy retrieval and immediate response to the query Today’s library customers’ expectations are not static, they are ever changing. they expect fast access to desired information, speedy retrieval and immediate response to the query The advancement in the technologies has phenomenally increased the self-help and do-it-yourself activities in libraries. The advancement in the technologies has phenomenally increased the self-help and do-it-yourself activities in libraries. Today’s library professionals should strive hard to gain a vision of who their customers are, what they want, what are their social character, values, desires, aspirations, etc. The primary objective of the library is to serve customer or user better to satisfy his/her needs. Today’s library professionals should strive hard to gain a vision of who their customers are, what they want, what are their social character, values, desires, aspirations, etc. The primary objective of the library is to serve customer or user better to satisfy his/her needs. Keeping in view the customers’ expectation from the library, the librarian should initiate the process of marketing his / her library before the customers. Keeping in view the customers’ expectation from the library, the librarian should initiate the process of marketing his / her library before the customers.

19. Customer-focus approach Satisfying the customer is the primary concern in the marketing process. Satisfying the customer is the primary concern in the marketing process. Users will only come back for more service if they are satisfied; if they are not, they will find a different resource. Thus, the ethos of the organization should value satisfying the customer, and everyone should have a role to play in rendering maximum satisfaction. Users will only come back for more service if they are satisfied; if they are not, they will find a different resource. Thus, the ethos of the organization should value satisfying the customer, and everyone should have a role to play in rendering maximum satisfaction. The customer-driven approach has an important place in LIS marketing. The customer-driven approach has an important place in LIS marketing. A library has to have sufficient understanding of existing and potential users to create superior value for them. A library has to have sufficient understanding of existing and potential users to create superior value for them.

20. Customer-focus approach One way to have customer focus approach is customer orientation, which requires that the library understand value to the customer as it is today and as it will evolve over time. This makes marketing more than just finding customers for the available information sources, services, and technologies. It makes marketing a partnership with the user, who becomes a central part of the total service efforts. One way to have customer focus approach is customer orientation, which requires that the library understand value to the customer as it is today and as it will evolve over time. This makes marketing more than just finding customers for the available information sources, services, and technologies. It makes marketing a partnership with the user, who becomes a central part of the total service efforts. The goals of the customer-focus approach are attraction, satisfaction and retention of customers. A library can attract customers by having an appealing facility with an easy access that is organized properly. The goals of the customer-focus approach are attraction, satisfaction and retention of customers. A library can attract customers by having an appealing facility with an easy access that is organized properly.

21. Customer-focus approach Amenities such as automation, specialized tangible services can aid in providing a higher level of satisfaction. If customers find the physical surroundings pleasant, and helping hands from staff they will be more inclined to return. Amenities such as automation, specialized tangible services can aid in providing a higher level of satisfaction. If customers find the physical surroundings pleasant, and helping hands from staff they will be more inclined to return. The customer-oriented marketing approach in libraries and information services aimed at coordinating and planning the total effort of the organization towards customers. The customer-oriented marketing approach in libraries and information services aimed at coordinating and planning the total effort of the organization towards customers. The main purpose of such approach is to ensure that the efforts of different functions of the library, such as acquisition, organization, analysis, dissemination, and utilization are directed towards customers’ requirements and those activities which have most closely to do with customers, such as users services, references, stacking work, etc., are working closely together with the facilities and resources of the library. The main purpose of such approach is to ensure that the efforts of different functions of the library, such as acquisition, organization, analysis, dissemination, and utilization are directed towards customers’ requirements and those activities which have most closely to do with customers, such as users services, references, stacking work, etc., are working closely together with the facilities and resources of the library.

22. Making a library customer focused Learning from the service strategies of the commercial organizations, many LICs are now concentrating and developing customer orientation. Their focus is on distinctive competencies, value delivery, customer defined quality, relationship management, continuous improvement and a customer-focused organizational culture. Learning from the service strategies of the commercial organizations, many LICs are now concentrating and developing customer orientation. Their focus is on distinctive competencies, value delivery, customer defined quality, relationship management, continuous improvement and a customer-focused organizational culture.

23. Standards of Library customer service knowing, understanding and correctly implementing library policies knowing, understanding and correctly implementing library policies exhibiting respect for all customers exhibiting respect for all customers helping create a welcoming atmosphere in the library helping create a welcoming atmosphere in the library making each customer’s call or visit to the library a high quality experience making each customer’s call or visit to the library a high quality experience correctly meeting the needs of customers and co-workers (both informational needs and the need to physically access materials) correctly meeting the needs of customers and co-workers (both informational needs and the need to physically access materials) Verify with the customers that their needs have been met. Verify with the customers that their needs have been met. Avoid communicating personal value judgments when interacting with customers or co-workers Avoid communicating personal value judgments when interacting with customers or co-workers

24. Skills for 21st Century Librarian ability to embrace change ability to embrace change comfort in the online medium comfort in the online medium ability to troubleshoot new technologies ability to troubleshoot new technologies ability to easily learn new technologies ability to easily learn new technologies ability to keep up with new ideas in technology and librarianship (enthusiasm for learning) ability to keep up with new ideas in technology and librarianship (enthusiasm for learning) ability to question and evaluate library services ability to question and evaluate library services ability to evaluate the needs of all stakeholders ability to evaluate the needs of all stakeholders vision to translate traditional library services into the online medium vision to translate traditional library services into the online medium critical of technologies and ability to compare technologies. critical of technologies and ability to compare technologies. Ability to sell ideas / library services. Ability to sell ideas / library services.

25. Conclusion Marketing is directly linked to the clients perceptions of the services the library offers and library’s interpretation of the clients needs. Marketing is directly linked to the clients perceptions of the services the library offers and library’s interpretation of the clients needs. In developing and maintaining relationships, it is essential that all clients are identified and their needs understood. In developing and maintaining relationships, it is essential that all clients are identified and their needs understood. Marketing has become an essential tool in ensuring required funds are secured and that services provided meet the needs identified. Marketing has become an essential tool in ensuring required funds are secured and that services provided meet the needs identified. Using various market research techniques including surveys, focus groups and analysis of suggestions, libraries can understand the needs and design appropriate services and facilities. Using various market research techniques including surveys, focus groups and analysis of suggestions, libraries can understand the needs and design appropriate services and facilities. The reasons for adopting marketing in library services are many. At this juncture, there is a need for consensus among information services professionals on marketing as a way of doing business and an approach that will help us manage better. The reasons for adopting marketing in library services are many. At this juncture, there is a need for consensus among information services professionals on marketing as a way of doing business and an approach that will help us manage better.