Steps of the Marketing Process

Marketing can be messy!

Just follow the yellow brick road...

The process of marketing is not always linear (do step 1, do step 2, etc.). For example:

• The process starts with the mission, but sometimes knowing the customer better may lead you to reconsider the library's mission.

• Assessing internal capabilities helps create a focus for market research into customer needs, but the research results may show a need to go back and change what the library is capable of delivering.

• The marketing plan may need to be adjusted after each step.

Whatever the results, following the steps of the process will result in a stronger marketing plan.

What are the steps?

1. Begin the marketing process by examining your library's mission or purpose. (Module 2)

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 marketing research.  (Module 3)

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 (Module 4). Include the Internet in your plan (Module 5). Look at what others are doing (Module 6).

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. Evaluation may indicate that some goals can't be reached or can't be measured, some methods of promotion don't work as expected, or what's really needed is an entirely new plan!

Learn more about the marketing process in Module 2.

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

Read the library's mission or statement of purpose.

• Describe how reference, children's programs, a special collection, and the latest library event contribute to the library mission.

• Can you think of a one new service that would significantly contribute to the library mission?

The market audit