Library Products

Introduction to Marketing the Library Module 3

Products in the mix - what does the library offer?

The marketing planning process requires a look at the library marketing mix: the 4Ps of product, place, price, & promotion. The marketing audit examines the library's products, the tangible goods and services such as events, programming, collections, etc. Market research provides information about user demographics (who they are, where they are, ages, interests, etc.) and determines the values and benefits of library products to your users. User demographics are changing, requiring careful examination of the marketing mix. For example, a current Pew Internet & American Life survey indicates that members of Gen Y (age 18-30) are the leading users of libraries for help solving problems and in more general patronage.

The 4 Ps

The marketing audit (introduced in Module 2) analyzes the the 4 Ps of marketing:

Product -- library services available to clients such as interlibrary loan, reference, children's programming, or web access.

Price of Service -- includes direct and indirect costs to produce and deliver the product, or actual fees if any.

Place -- considers delivery and distribution of the products and services, location of services, availability, and accessibility.

Promotion -- how libraries let users know what products are available.

Look at features and benefits of products

The development of an effective marketing strategy requires the specification of the marketing mix. These concepts are utilized in the for-profit sector, but a good library marketing plan will also profit (in the most altruistic sense, of course!) by examining products offered and assessing the value of the products to the users. Market research helps determine what library users are looking for in the way of product features such as variety, quality, and design, and what benefits such as good performance, quality, reliability and durability users demand in services, systems, programs, and resources.

Marketing requires a critical analysis of the marketing mix (the 4Ps: product, place, price, and promotion) to identify the nature, features, benefits, and value of the products to the customer.

What is a product?

Young adults most likely to use libraries

The 4 Ps of marketing: product, place, price, promotion

Results of a Pew Internet & American Life survey: "Compared to their elders, Gen Y members were the most likely to use libraries for problem-solving information and in general patronage for any purpose. Furthermore, it is young adults who are the most likely to say they will use libraries in the future when they encounter problems: 40% of Gen Y said they would do that, compared with 20% of those above age 30 who say they would go to a library." (Report of IMLS-funded project with University of Illinois -Urbana-Champaign and the Pew Internet & American Life, December 2007)

Is the library offering the right products and services?

Is this for you?

Module 3 is for staff who know the basics, understand the marketing process, and want to know more about the products in the library's marketing mix.

Before you start

Read instructions for trainees and for supervisors on the About page.

Sidebar links

Use the links in the right sidebar of each page to visit optional web sites for more examples, articles, or how-to tips.

New concepts

Use suggested glossaries for new terms and concepts and see suggested bibliographies for further reading.