Marketing Strategies for the Use of R4L Resources

Overview

• Discussion of the concept of marketing

• Strategies for the implementation of a marketing plan

• Development of a R4L resources marketing plan for your institution

note: this module includes material from the Publicizing e-Resources at Institutions presentation of ITOCA (http:www.itoca.org)

Why market R4L resources?

• Many information options for customers on the Internet; want R4L resources to be key options; can be specific, several or all programs – depending on users

• To educate users about full potential of this resource - to enrich curricula, research and, for HINARI, clinical practice

• To increase the use and justify the support by the publishers (currently committed through 2019)

Definition of Marketing in Libraries

“A planned process to identify, attract, satisfy and gain support in a way that furthers the goals of the library and the parent institution.”

Sterngold, A. Marketing for special libraries and information centres: the position process. Special Libraries: 1982:17(4)254

“Marketing is a way of thinking which has to pervade the whole approach of the library staff. It has to do with predicting and providing services that people need and with providing services of the best quality.”

Wakeham M Marketing and health libraries Health Information and Libraries Journal: December 2004:21(4)237-46

Marketing R4L Resources is

• a whole process centered around the needs of the institution’s users

• to identify what users want and communicate with them (or)

• supply R4L related resources to the various user groups

• teach users skills to be self-sufficient• encourage the use of these resources over a

long period of time • a strategic tool of management

Five variables of marketing

• product

• price

• place

• promotion

• evaluation

Product

The library or information organization provides services:

• an information resource• place to work, meet or study• place to read, browse• Internet and email outlet• place to photocopy or for other activities• other

For this module, we are focusing on R4L (HINARI, AGORA, OARE and ARDI) resources

Marketing segments

• ‘Marketing segments’ is another phrase for ‘client groups’ – to identify and differentiate

• Common groupings for health libraries include geographical, occupational, employer or status

• Groupings also can be by information needs and/or skills

• Senior management is a marketing group – support is essential

• All these groups will have information needs that can be fulfilled by R4L e-resources

Role of staff• All staff promotes service when they interact with

users

• Staff creates relationships with users based on the quality of service

• Regarding R4L resources, the role of staff is to:– identify potential users and their information

needs– customize and package services for identified

groups– train users to be self-sufficient

Exercise 1

• List your library’s or organization’s client groups

• For these groups, identify what information needs R4L resources can supply

• Outline two or three ideas for promoting the use of R4L resources to some of these groups

PlaceThe ‘place’ should be

• welcoming and tidy • modern, well designed and centrally located• contain sufficient hardware and bandwidth for

R4L and other e-resourcesRegarding R4L resources

• the ‘place’ is a ‘digital library’ - the website and the various links

• the access should be distributed throughout the institution

Exercise 2

Describe your library or organization’s:

• physical environment – strengths and weaknesses

• manpower

• resources for Internet access

• needs – physical and virtual (electronic)

Price• Libraries do not promote themselves in terms

of price • Pricing options include:

– free (hidden additional costs)– visible (a reasonable option)– full (users probably can’t afford) – make a profit (not realistic)

• Regarding R4L resources, the ‘price’ is ‘free’ but there are many ‘hidden costs’

Promotion

Promotion or ‘marketing communication’ • is the key element to marketing

• must be clear and state what is being promoted, why and to whom and what the effect is

• is not synonymous with marketing in which significant data gathering and analysis are done

• is a tool of the overall strategy

• is campaign to communicate with a specific group of users about a specific service/resource (R4L resources)

Promotion includes

• Institutional or Library websites

• Training workshops, seminars or meetings

• Direct mailing – targets limited audience and personalized

• Advertisements, banners and posters – attempts to reach a wide audience but with a simple message

Promotion includes (2)

• Leaflets and newsletters – reaches a wide audience, can convey considerable information; limit to one topic

• Events – reaches a wide audience; can convey considerable information and allows interaction between staff and users

• Word of mouth – referrals by teachers or colleagues and library staff particularly with users

Evaluation• notes if the library or health information

center has been successful in achieving the objectives of marketing – the promotion and use of R4L resources

• confirms if the users’ needs have been correctly identified and met

• measures performance objectives:

• data on institution’s use of various R4L programs’ resources

• instructional assignments using these resources

Marketing on Website

Exercise 3

• What promotion tools would you use to market R4L e-resources?

• What would be the role of your unit’s staff?

• How would you evaluate your potential marketing plan?

Successful marketing• May include active bidding for funds from institutional

and outside sources • Can take up considerable staff time and staff may need

training • Will involve tools

– surveys – attendance at meetings – becoming involved in projects from other parts of the

organization– talks with visitors to the library– focus groups

Surveys

For marketing, a survey can be defined as

‘a detailed inspection or investigation that includes a gathering of a sample of data or opinions considered to be representative of a whole.’

The Free Dictionary: http://www.thefreedictionary.com/survey

Keys to surveys

• Write a good introduction• Ask questions that provide the information you

need• Ask important questions first, then demographic

ones• Organize the questions in logical groups• Use easy-to-understand language• Avoid technical terms, jargon and acronyms

Keys to surveys (2)

• Use even number responses (a,b,c,d) so that the respondent cannot use a neutral answer

• Be sensitive to the feelings of your respondents• Thank the respondents• Keep survey short, simple and to the point

Questionnaires and survey designs – a free tutorial http://www.statpac.com/surveys/

Exercise 4

• List 7-10 questions you would want to include in a survey of R4L resources users.

• How would you distribute this survey?

• How would you use this information to increase the use of R4L resources?

Summary of marketing strategy

• Clear and to the point

• Avoid using technical jargon

• Keep it Simple (KISS)

• Packaged appropriately to suit audience

Ongoing strategy• Create ‘listening posts’ for feedback

– word-of-mouth, help desk, suggestion box, surveys

• Periodically– analyze effectiveness of communication strategy;

continue to evaluate– write report and present findings

• According to findings– fine tune communication strategy to meet user needs– there is always a better way to do things

• Marketing of R4L resources is an ongoing activity! Updated 2014 06

Appendix 1

Marketing Strategy completed by:

National University of Samoa – Nursing Lecturers, December 2013