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Julia GammonHead, Acquisitions Dept.
Marketing ManagerUniversity of Akron Press
Bull’s-eye: Hitting Technical Services’ Target Audience
How to Write a Marketing Plan
Thinking Beyond the Book
What is Marketing?
• “the process or technique of promoting, selling, and distributing a product or service”
• Webster’s
What is Marketing?
• The application of common sense to the business of proving a product or service for your customers
• “For” customers vs. “To” customers
• Marketing anticipates and meets customer demand
Writing a Marketing Plan for a Book
• Print Run• Budget• Potential Audience• Author’s Fame & Interest• Topic• Endorsements• Interviews• Press release• Publicity
• Review Copies• Ads• Brochures• Book Signings• Events• Conference Exhibits• Prizes• Organization sales
What is a Marketing Plan?
• Road map for what you are going to do.
• Details the actions necessary to achieve marketing objectives.
• Can be product or service
What Marketing Is Not
• Marketing is not selling because you have identified a need
• Marketing is not advertising—it can be a method used in marketing
• Marketing is not just for Marketing Departments—it is everyone’s job to help the organization adapt to the needs
• Marketing is not about making money (unless you want it to)
Marketing Plan
• Prepare a Mission Statement.• Conduct Market Analysis.• Identify Goals & Objectives• Spell out Marketing & Promotional Strategies.• Identify & Understand the Competition.• Establish Marketing Goals that are Quantifiable.• Monitor your Results Carefully & Evaluate.
Do you have a mission statement?
• Does it communicate the most important thing you want people to know?
• Does it convey the unique benefits you offer?
• Does it inspire enthusiasm?
• Simple? Memorable? Would it pass the tee-shirt test?
• Does the tone match your image?
Technical Services Mission Statement
• Information with a Smile!
• Information Before you Need it!
• We put the “Service” in Tech Services!
• We Aim to Please!
Linda K. Wallace “Libraries, Mission, & Marketing:
Writing Mission Statements that Work”. ALA, 2004
Market Analysis: Who are your Potential Customers?
• Market segmentation—what market are you trying to reach
• Critical success factors (CSFs)
• Identifying non-customers is important
• Satisfying your customer’s needs is not enough: you must help them solve their problems.
Goals and Objectives: What are they?
• What do you want to accomplish?
• Are there new services you want to add?
• Are there problems that need fixing?
• Do you want more staff or $$$?
• Do people know what you do?
Brainstorming Your Plan
• What are aims and objectives?
• Which are you currently meeting and how?
• Assuming you are not meeting them, how do you propose to do so?
Marketing & Promotional Strategies
• What will you do?• How will you do it?• Action Plan• Memo?• Meetings?• Workshop?• Ads?• Newsletter?• Website?
The Publicity Message: What to Say & How to Say It
• Branding• Language—direct, no jargon, everyday
vocabulary• KISS• Use Power Words• 15 second test• What do they do next?• Try before you fly!
Power Words
• New• Professional• Reliable• Proven • Free• Safe
• Service• Convenient• Cost effective • Special• Flexible• Valuable
What’s the Competition Doing?
• Talk to other libraries
• Check the literature
• Search the web
Measurement & Evaluation: Should you do it?
• If you don’t someone else will!• Build in measurements• Is there an error in your plan?• Mistakes = Corrective action = Improvements
Objections to Planning
• “There’s not enough time”
• “There’s no money”
• “It might not work”
• “It might work”
• “It will only show up our weaknesses”
• “We’re so busy so we must be doing the right things”
OhioLINK’s Marketing Toolkit6 Reasons to Write a Plan
• Sets priorities• Saves time• Prevents missed
opportunities• Promotes consistency• Illustrates the big
picture• Makes evaluation
easier
OhioLINK Marketing Toolkit
http://www.ohiolink.edu/ostaff/marketing/
Assignments; Write a Marketing Plan For Technical Services
• Three Groups:
– Marketing TS to --Public Services – Marketing TS to -- Director– Marketing TS to -- Faculty