Introduction to Marketing within Academic Libraries

Jo Alcock - Evidence Base, Birmingham City University Penny Andrews - University of Sheffield and Leeds Metropolitan University

Learning outcomes

By the end of the workshop, attendees will:

Gain a greater understanding of marketing theory and how it applies to library and information services

Be aware of a number of best practice case studies to learn from and apply the lessons learned in their own service

Be able to plan and evaluate a marketing campaign for their services

Overview

1. What is marketing?

2. Service marketing

3. Development of marketing approaches

4. Organisation orientation

5. Marketing library and information services

6. Case studies

7. Marketing planning

8. Marketing evaluation

9. Good practice sharinghttps://www.flickr.com/photos/benelwell/9009855796

What is marketing?

https://www.flickr.com/photos/alexpgp/3609715516

–UK Chartered Institute of Marketing

“the management process responsible for identifying, anticipating, and satisfying

customer requirements profitably”

“a management process whereby the resources of the organisation are

utilised to satisfy the needs of selected customer groups... first and foremost an attitude of mind rather

than a series of fundamental activities”

–McDonald, 1989, in Wilson and Gilligan, 2005

What is marketing?

Core management process

Assists organisations in improving current products/services, and developing new products/services

Includes:

Staff

Brand perception

Methods of communication

Service marketingHow does it differ "om product marketing?

https://www.flickr.com/photos/flavor32/2384350798

Unique characteristics of services

Intangibility (i.e. lack of physical element)

Variability (i.e. no standard, consistent service)

Simultaneous production and consumption

Perishability (i.e. can't be saved)

Lack of ownership

–Grönroos (2007)

“the management of customer relationships, and of relationships

with suppliers, distributors, and other network partners as well as financial

institutions and other parties”

Activity - the marketing mix

Product

Price

Place

Promotion

People

Process

Physical evidence

Development of marketing approachesShi# to relationship marketing

https://www.flickr.com/photos/blumpy/325853852

Evolution of marketing

1. Marketing is unnecessary

2. Marketing is promotion

3. Marketing is segmentation and marketing research

4. Marketing is positioning

5. Marketing is strategic planning

6. Marketing is enrolment [relationship] management

Kotler and Fox (1995)https://www.flickr.com/photos/pagedooley/3191664147

Organisation orientationWhat is your organisation's focus?

https://www.flickr.com/photos/mdales/6602332085

Organisation orientation

My library's primary focus is...

Developing products and services of the highest quality for our users

Increasing awareness and encouraging use of our products and services

Developing products and services which are most affordable and convenient for our users

Developing products and services based on our research into our users' needs

Organisation orientation

Focus Orientation

Quality Product

Increasing awareness and encouraging use Sales

Affordability and convenience Production

Research into users' needs Market

Adapted from Rowley (2003)

Organisation orientation

Product 14%

Production 14%

Sales 29%

Market 43%

Alcock (2011)

Academic libraries in West Midlands

Marketing library and information servicesOverview and development

https://www.flickr.com/photos/usnationalarchives/393093257

Marketing in libraries - background

Marketing in libraries is a way to understand user needs and improve awareness of services through effective communication

Marketing in libraries is not a new concept, but the term was not used until recently

Marketing is frequently cited as unpopular among library staff (Lindsay, 2004; Singh, 2009; Kumbar, 2004)

– Boden and Davis (2006)

“marketing your library service should not be considered a luxury

but a necessity”

Marketing User behaviour

Marketing in libraries - today

Marketing in libraries seems to be growing in terms of acceptance that it is important

Budgetary, technological and societal changes have raised the importance of marketing and proving the library’s value

Growing number of jobs advertised for librarians with qualification and/or experience in marketing (Dubicki, 2007)

Transition in line with Kotler and Fox’s evolution of marketing model

Evolution of marketing in libraries

1. Marketing is unnecessary

2. Marketing is promotion

3. Marketing is segmentation and marketing research

4. Marketing is positioning

5. Marketing is strategic planning

6. Marketing is enrolment [relationship] management

Kotler and Fox (1995)https://www.flickr.com/photos/pagedooley/3191664147

– Circle and Bierman (2009)

“the days when marketing was thought to be posters and fliers is

over”

Case studiesExamples of library marketing approaches

https://www.flickr.com/photos/manc/1427691715

Case study 1Situation

The library has recently subscribed to a new resource discovery service

Marketing options

Leaflets, posters, displays in library

Inductions and training sessions

Fresher’s Fair for new students

Roadshow for academics and those who don’t visit library

Social media

Focus - ease of use, breadth of resources, or “better than Google”?

Case study 1

Situation

The library has recently subscribed to a new resource discovery service

Marketing approaches chosen

Training and handouts for library staff

Inductions and fliers within the library

Roadshow for academics outside the library

Focus initially on breadth of resources but changed to ease of use

Hints and tips

Remember to include library staff as a key audience

Consider marketing activities outside the library as potential users may not visit the library

Look at goals and audience carefully - social media hadn’t worked for this institution in previous marketing efforts

Focusing on academics can be more beneficial than students - the former influence the latter

Case study 2

Situation

We've just subscribed to a new online resource with teaching materials for trainee teachers thanks to a student recommendation. We'd like to raise awareness with other students.

Marketing options

Email to Education academics

Promotion during information literacy session with trainee teachers

Highlighted on 'Resources for teaching' blog for trainee teachers

Announcement on Education VLE

Fliers in library with information about resource

Posters in 'Teaching Practice Collection' resource area

Case study 2

Situation

We've just subscribed to a new online resource with teaching materials for trainee teachers thanks to a student recommendation. We'd like to raise awareness with other students.

Marketing approaches chosen

Highlighted on 'Resources for teaching' blog for trainee teachers

Posters in 'Teaching Practice Collection' resource area

Hints and tips

When promoting to specific user group, target communication to them in particular

Case study 3Situation

We're running a drop-in information literacy session in the library this lunchtime on effective search techniques.

Marketing options

Email to all students

Announcement in VLE

Tannoy announcements throughout the morning in library

Signs and fliers at library enquiry desks

Library social media accounts

Case study 3Situation

We're running a drop-in information literacy session in the library this lunchtime on effective search techniques.

Marketing approaches chosen

Tannoy announcements throughout the morning in library

Signs and fliers at library enquiry desks

Hints and tips

Consider the context of the service you are marketing - is it specific to a time and/or place?

Case study 4

Situation

We’re refurbishing the first floor of the library and need to let users know

Marketing options

Posters, display, leaflets in library

Social media

Focus - information about disruption, information about new floor and study spaces, or visuals of new floor?

Case study 4Situation

We’re refurbishing the first floor of the library and need to let users know

Marketing approaches chosen

Display

Social media

Minimal focus on disruption, mainly visual focus

Hints and tips

Reuse existing materials where appropriate - display reused model used by estates for library staff

Visual progress photos on social media can gain interest, and encourage users to take their own photos once refurbishment is complete

Marketing planningTools and techniques to help plan future marketing activities

https://www.flickr.com/photos/john/2307446365

–Example marketing message

“Our library has 3.4 million resources to support your studies”

–Example marketing message

“Our library can help you get your degree without stress"

Benefits, not features

Users are more likely to be interested in how the library can help them that what the library has

How are your services going to make your users happy?

https://www.flickr.com/photos/timefortea3/3858337588

Consider user segments

Will a first year undergraduate student have the same needs as a post-doc researcher?

Adapt message considering core users and benefits for them

https://www.flickr.com/photos/simpologist/42391997

Personalised approach

Services can be personalised

Each user will have unique perspective and needs

Consider how services can be adapted to support their specific needs

https://www.flickr.com/photos/csb13/57564217

Not just promotion

Remember marketing encompasses more than just promotional activities

Ensure all library staff are involved or at least aware of any new services

https://www.flickr.com/photos/the_justified_sinner/2498066986

Help at the point of need

Think about the situations users may find themselves in need of help, and consider how you can get to them, e.g.

No results found after searching for resources

Lost in the library

Week before first assignment https://www.flickr.com/photos/evaekeblad/2326577823

Marketing communications plan

Service to be marketed

Audience to market to

Message to market

Communication channel to use

People responsible

Timescale

Marketing communications plan

Service Audience Message Channel Responsible Dates

Ebooks Part-time students

Resources available whenever and wherever Library website Jo 02/10/2014

Ebooks Distance learning students

All your research resources accessible wherever you are VLE Penny 14/10/2014

Using a spreadsheet with shared access for all staff can be useful to keep all information in one place, then can use this data to populate specific plans based on service, audience or channel.

Marketing planning resources

Planning and organising projects

Rachel Smith, University of Durham

7 step marketing toolkit

Kay Grieves, University of Sunderland

Marketing evaluationAssessing the outcome and learning for future marketing activities

https://www.flickr.com/photos/katerha/4330199412

When to evaluate

Evaluation is a continuous process, not just for the end of the campaign.

Evaluate after every phase of your plan.

Evaluate every message and every channel.

Evaluate your plan itself. Listen, and be prepared to change your plan.

How to evaluate

How will you know if your goals were met?

How can you monitor performance?

How will you collect feedback?

How will you respond to feedback?

Remember to go beyond the numbers.

Why did it succeed?

You can’t repeat success without understanding it.

Were all your goals SMART?

What were your success criteria?

Why did you choose them?https://www.flickr.com/photos/cnhender/14511985102

Failure is OK

Taking risks is important.

Not everything works the first time.

Why did it fail?

What can you learn from the failure?

What was good about it?https://www.flickr.com/photos/86530412@N02/8226451812

The importance of the right plan

The numbers say the campaign was successful...

Did you reach all the people you were trying to reach?

Were your goals compromised by budget, resistance from colleagues or a reluctance to rock the boat?

“The operation was successful, but the patient died” https://www.flickr.com/photos/decipher-reflections/4764825971

Good practice sharingWhat examples do you have to share?

References

Alcock, J. (2011) Strategic marketing in academic libraries [online]. MScEcon. Aberystwyth University.

Boden, D. and Davis, L. (2006) Developing a marketing mindset. Library & Information Update, 5(5), pp.38-39.

Circle, A. and Biernan, K. (2009) The house brand. Library Journal, 134(11), pp.32-35.

Dubicki, E. (2007) Basic marketing and promotion concepts. The Serials Librarian, 53(3), pp.5-15.

Grieves, K. (2012) The 7 Step Marketing Toolkit [online]. Available at: http://7steptoolkit.wordpress.com

Grönroos, C. (2007) Service management and marketing: customer management in service competition. 3rd ed. Chichester: John Wiley.

Kotler, P. and Fox, K.F.A. (1995) Strategic marketing for educational institutions. 2nd ed. Englewood Cliffs, NJ: Prentice-Hall.

ReferencesKumbar, R.D. (2004) The importance of marketing and total quality management in libraries. Electronic Journal of Academic and Special Librarianship [online], 5(2-3).

Lindsay, A.R. (2004) Marketing and public relations practices in college libraries. Chicago: American Library Association.

Rowley, J. (2003) Information marketing: seven questions. Library Management, 24(1-2), pp.13-19.

Singh, R. (2009) Does your library have an attitude problem towards ‘marketing’? Revealing inter-relationship between marketing attitudes and behaviour. The Journal of Academic Librarianship, 35(1), pp.25-32.

Smith, R. (2013) Planning and organising projects [online]. Available at: http://missrachelsmith.wordpress.com/2013/02/02/planning-and-organising-projects/

Wilson, R.M.S. and Gilligan, C. (2005) Strategic marketing management: planning, implementation and control. 3rd ed. Oxford: Elsevier Butterworth-Heinemann.