"Place" in the Mix

More than physical location

Where and when

The selection of "place" for a library product (service or program) should reflect the results of the internal analysis and market research of the planning process. Place can be physical location, or it can be discussed in terms of accessibility and availability. For instance, "availability and accessibility" to users could mean how far they have to travel to get a book or how long they have to wait for a new book that has been placed on hold.

Place is also important for users who have no Internet access, except at the library. If Internet sessions are limited to 30 minutes, and the user needs a few hours, what is the value of the product to the user!

Sometimes the value of a library product to a user depends on circumstances beyond our control -- what's the value of the collection (and the importance of "place") to a user when parking is always hard to find!  We can't always change circumstances such as parking or limited computer use, but we can consider these issues in our marketing and look for ways to help users understand the difficulties.

Physical location

Where is the library in the community? Is it easy to access? If you are offering a new service, program, or event in your marketing plan, consider how easy it will be for your users to get there -- select the place and time convenient for the targeted group. Within the library building, make it easy to locate various departments with signage that is adequate, friendly, and as helpful as the local bookstore!

Online access

Considerations of "place" for online access revolve around how much a user can do online versus what can be done at the library. Ask these questions: Are the same services offered to online users as those offered to in-house users? Are there services on your Web site such as email reference, Ask a Librarian, database access, topical links, descriptions of library activities and programs, eBooks, blogs, wikis, podcasts, RSS feeds to library news? Does your library offer online services only in the library or can licensed databases be accessed via the Web?  Is your library's access to the local and state networks easy to navigate, from home and from the library computers? Do you have an adequate number of public Internet computers for users who come in?

Consider alternatives.

When establishing the goals, objectives, and strategies for your plan, carefully consider place. For example, if your market audit and research identifies a need for Internet skills classes for retirees, plan to offer the program in a place (or at a time) most convenient for the majority of them. That may not be the library.

Perhaps some programs can be held off-site, or services delivered to other locations (e.g. a bookmobile or storefront library branch). For example, Massillon Public Library markets two outreach services: the Homebound service for individuals and the Reachout service for groups or facilities.

Look at new Library 2.0 technology opportunities such as blogs, podcasts, or wikis that make it easier to offer interactive services to users, wherever they are!

For libraries "Place" is not limited to physical location. It includes accessibility of information resources in the building, in a library system, through networks, on the Internet, at offsite locations, or delivered -- and the convenience of the times that our services are available.

In your library marketing plan from Module 2, consideration should be given to Place.

• Describe where your new (or improved) service will be offered.
• How does this choice reflect your internal analysis and market research results?

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