Review & Summary

Module 1: Overview of the marketing process and the need for marketing

Often marketing is about changing perceptions -- ours and theirs! Everyone benefits when we find out what users really want, and when we let our community know everything that a library can do, in the library or on the Web.

Marketing is ongoing and dynamic. Customer needs and library products change. The process of marketing determines the decisions and activities involved in continuing to meet the needs of customers. Marketing let's the community know that libraries continue to be an outstanding source of information in a changing world.

Good marketing plans are the result of a process that includes self-analysis (marketing audit), market research of your customers, establishing goals, using strategies based on your research, and evaluation.

A marketing audit is a systematic self-examination and assessment of the library's activities, including needs and capabilities, and the marketing mix (the 4Ps of product, price, place, and promotion).

Market research focuses on the customer. Before preparing a marketing plan, find out what your customers want and how they decide on which products and services they will use. Use the information you've gathered to develop a plan that targets specific groups or emphasizes a service the research indicates that users want.

For the library as a whole, or for a particular service or department, the marketing plan establishes goals to match a product with customer needs, based on the results of your audit and marketing research. Details of the plan include all steps necessary to meet the goals. Contents of a written plan include:

Brief overview
Description of team
Marketing audit
Market research analysis
Barriers, challenges, and threats
Goals and Objectives
Strategies, 4Ps
Action plan, timeline and tasks
Budget
Methods of evaluation

Summary

Steps of the process to develop a marketing plan include:

1. Begin the marketing process by examining your library's mission or purpose.

2. Assess library capabilities with a marketing audit, an internal assessment.

3. Find out what products (services) your users want, and how they perceive the library, through market research.

4. Develop goals and objectives based on your mission and the results of your internal audit and external research into what customers want.

5. To meet goals, select strategies to promote your products that will work best, be affordable, and reach your customers.

6. Create a plan of action that describes all the steps needed to carry out the strategies for meeting goals. Outline the specific tasks, timelines, and assignment of responsibilities. Consider budget restraints.

7. Evaluate how well you have done.

Quiz