How to develop a Marketing Plan

By Nicky Hayward-Wright29th November 2005“Charting the Information Future”Health & OPALS Libraries of NSW Forum

What is marketing?

Marketing is not just about selling or advertising, it is about satisfying customers’ needs and wants, by providing the desired product or service.

Strategic Process

Organisation’s strategic and business plans

Mission and vision statementsSWOT analysisStakeholder analysisCustomer surveysClient feedback forms

Planning Activities

Target markets and segmentation Consumer analysisUnderstanding the marketsStakeholder analysisMarketing Mix

Marketing Mix – Product

o Goods o Serviceo Placeo Persono Ideao Product line

Marketing Mix – Priceo Moneyo Time

Marketing Mix – Placeo Locationo Availabilityo Accesso Service levels

Marketing Mix – Promotion

o Publicityo Advertisingo Direct Mailo Interneto Face to face sellingo Open days

Customer needs(solution) Convenience

Cost to customer Communication

Product Place

PromotionPrice

TargetMarket

Customer needs(solution) Convenience

Cost to customer Communication

Product Place

PromotionPrice

TargetMarket

RESEARCH

& ANALYSIS

RESEARCH

& ANALYSIS

RESEARCH

& ANALYSIS

RESEARCH

& ANALY

SIS

© Nicola Hayward-Wright 2005

Marketing MixInteractions

Marketing Strategy Executive Summary Mission and Vision statementBusiness and Product Review

Situation analysis; SWOT, internal/external environment, customer needs analysis, current situation, product and service review

Market ReviewTrends overview, Market segments, Target market

Goals and Objectives Strategies

Positioning, Product , Pricing, Distribution, Communications/Promotion

Action Plan and Implementation Action plans and tasks, Budget , Schedule

Evaluation Review and evaluation systems

Benefits of Planning

Development of right products and service Ensures business growth in a controlled way Resources are identified and allocated Activities are organised and managed Staff are engaged and can take ownership of

the outcomes Performance can be monitored, measured

and rewarded

“There will always, one can assume, be a need for selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product [or service] fits him and sells itself. Ideally marketing should result in a customer who is ready to buy [or receive]. All that should be needed then is to make the product or service available.”

Druker, P. (1973). Management: tasks, responsibilities, practices. Harper & Row: New York, pp. 64-65. In Kotler, P. (2000). Marketing management. 10th ed. Prentince-Hall: London, p 8.

Suggested ResourcesLibrary Marketing : Thinking Outside the Boxhttp://www.librarymarketing.blogspot.com/

Marketing Library Services (MLS)http://www.infotoday.com/mls/

Marketing: Sources for Library and Information Serviceshttp://dis.shef.ac.uk/sheila/marketing/sources.htm

Marketing Your Library (Emerald, Library Link)http://iris.emeraldinsight.com/vl=16780277/cl=22/nw=1/rpsv/librarylink/marketing/marketing.htm

Marketing Your Library – Resources for Marketing Libraries On and Off the Internet.

http://www.librarysupportstaff.com/marketinglibs.html URLs correct as of 30 October 2005

Presentation by

Nicky Hayward-WrightManagerLibrary & Information ServiceAlzheimer’s Australia NSW