1. Presented by: Anne K. Abate Library Discount Network (Part Two)

2.  What is Marketing?  What Can be Marketed?  The Marketing Cycle  Mission Statements  Strategic Planning  Environmental Scanning

3.  Review of Homework Assignments  Methods of Selling Your Products  Branding  Project Management Basics  Relationship Marketing  Digital Marketing  Evaluation and Measurement  Corporate Image  Putting it all together!

4.  Develop the assessment for your library, based on the sample provided in the handout  Score your library based on your assessment  Be ready to share what you discovered

5.  How easy was it to build your assessment?

6.  How did you score---where do you need to improve?

7.  How easy was it to build your assessment?  How did you score---where do you need to improve?  Will you expand on this tool?

8.  Develop a classified list of your customers  Provide a brief description of each group and how you can reach out to them

9.  How many classifications did you end up with?

10.  What did you learn about your customers?

11.  How many classifications did you end up with?  What did you learn about your customers?  Will you change anything you are doing based on this new audience?

12.  Use one of the methods to reach out quickly to a group of customers  For your selected group of customers, write a brief list of how you are meeting their needs and any new services or offerings that could be useful to that group of customers

13.  Which method did you select and why?

14.  What did you learn from your customers that you didn’t already know?

15.  Which method did you select and why?  What did you learn from your customers that you didn’t already know?  What new service or offering can you develop?

16.  Create a list of the trends that are impacting your library  Create a list of your competitors  Create a list of the demographic changes and factors that will influence your services in the next five years

17.  What are some of your most important trends?

18.  Did you come up with any surprising competitors?

19.  What are some of your most important trends?  Did you come up with any surprising competitors?  Were there any interesting demographic changes that you are predicting?

20.  What lessons have you learned that you will apply to your marketing efforts in the future?

21.  Maintain a customer focus  Marketing requires making choices  It’s not guesswork—it requires research  Public relations is just one part of it  Libraries serve customers  Remember your existing services (not just new!)  Identify with your users  Respond to the needs of your customers

22.  EVEYRONE must buy into it (ALL staff)  Staff must be active in responding  Focus on the PRODUCT (after you define it)  Remember total cost vs. benefits  Don’t forget your competition  Customer needs will shift and change

23. Self Assessment / Market Definition Product Planning Product Creation Sell

24.  Product  Price  Place  Promotion  People  Physical Evidence  Process

26. Yes No

27.  Plan out the project  Involve everyone in the planning  Create timeline and interdependencies  Create Milestones  Assign Tasks ◦ Create buy-in  Require progress reports  Celebrate success!

28.  Merchandising ◦ Know your customer ◦ Placement of items ◦ Presentation (silent sales) ◦ Space is important  Loyalty Cards  Public Relations (press/workshops/speeches/interviews/events)  Outreach (visits/roadtrips)  Advertising  Direct Mail (also—water bills, stuffers)

29.  How important is brand?  How do you develop a brand?  Can we adopt existing brands?

30.  Customer Loyalty ◦ Good service ◦ Quality product  Promoting the Library as a Leader in the Field ◦ How can you do it?  Political Marketing ◦ Run it like a marketing campaign ◦ Be consistent  Donors and Fund Raising ◦ Special Events ◦ Individual Giving ◦ Corporate Philanthropy

31. #1---Recognizes that the library exists #2---Knows where the library is located #3---Comes to the library #4---Uses library materials #5---Asks for help #6---Regular user #7---Library ADVOCATE (recommends and supports)

32.  Users  Donors  Contracts  Cooperative Agreements  Partnerships  Collection Sharing  Donor Groups  Friends Groups  Granting Agencies  Strategic Alliances Communication is the key

33. Use of technology throughout the process  (changes) Mass marketing-----Mass customization Segmentation-----Communities User as a target-----User as a content partner Supply to the users-----Users demand One to many-----One to one/Many to many Branding-----Two-way communication Monologue-----Dialogue

34.  Get them in the door ◦ Facebook ◦ Twitter  Keep them coming back ◦ Website “stickiness” (adding glue to your website)  Deliver service in new ways ◦ Mobile messages for “holds”  Personalization  Is the library seen as keeping up?  Positioning the library  Make the library disappear????

35.  Closing the Loop ◦ Allow information to flow freely ◦ Listen to feedback (customers/management/staff) ◦ Regularly scheduled status reviews ◦ Make changes to the plan  Continuous Improvement ◦ Quality management ◦ Small improvements in quality and productivity ◦ Integrate it into the culture of the library

36.  Does the library need to concern itself with image?  How do we promote the image of the library?  Do we all have the same image?  Is that necessary?

37. GOODBAD

38.  Background  What is Marketing?  What Can be Marketed?  The Marketing Cycle  Mission Statements  Strategic Planning  Environmental Scanning  Project Management  Methods of Selling  Branding  Relationship Marketing  Digital Marketing  Evaluation & Measurement  Corporate Image

40. Anne K. Abate Library Discount Network anne@librarydiscountnetwork.com

41. Register now! Upcoming Webinars: Tuesday, May 1 st 4:00 pm Linda Bruno - Organizing on the Fly (Part 1) (15 mins) Wednesday, May 2 nd 1:00 pm Robert Mallon - Good to Great (Part 2) (45 mins)