DEVELOPING AND ENHANCING MARKETING PLANProf. Thelma S. Kim

April 29-May 1. 2009Lyceum of Aparri

INTRODUCTION

Marketing is the process of understanding what your customers want, and then designing and delivering products and services that fit those needs

[Workman, 1999]

DEFINITIONS

Marketing is the process of informing and educating a population about a good product or service in a way that users information known about the targeted population, and determining what products or services would benefit them

[Thomas, as cited by Alman, 2007]

DEFINITION

INTRODUCTION

DEFINITION

Advertising which means merely high pressure attempts to make people buy what they don’t need

[Woodward, 2007]

INTRODUCTION

This paper is anchored on:

A. Poor image of the Library

B. Dwindling library customers

A. Poor Image of the Library

1. Structure and Architecture

a. Location : where is the library?

b. Exterior and façade : Is the library building impressive?

c. Interior : Ambience/Atmosphere : is the library welcoming?

BASIC NEEDS OF CUSTOMERS [WOODWARD, 2007]

Customers need to be informed : this means their first impression of a library must not seem confusing

BASIC NEEDS OF CUSTOMERS [WOODWARD, 2007]

Customers need to be entertained : the library should make customers say “WOW” when they enter the front door

BASIC NEEDS OF CUSTOMERS [WOODWARD, 2007]

Customers need to get a good buy : Customers want to feel satisfied at the discovery of a library materials one is looking for

BASIC NEEDS OF CUSTOMERS [WOODWARD, 2007]

Customers need fast service: There should be no obstacle or irritants to customers like walking “a mile” to a checkout desk, wait or endure other customers pushing in front of them

BASIC NEEDS OF CUSTOMERS [WOODWARD, 2007]

Customers need to feel safe : Customers want the library building to feel solid and permanent

BASIC NEEDS OF CUSTOMERS [WOODWARD, 2007]

Customers need to feel special : Customers want the library to have a space just for them, a niche where they can read without people bumping into them

PERSONNEL: Librarians need to learn how to speak out

[Maxwell, 2006]

The need for the physical library building

The Libraries’ active role in transmitting culture and immortality

The spiritual aspect of librarian’s work to the next generations of librarians

B. Dwindling Library Users

Everybody should fully grasp the essence of service encounter. This relates to the interaction between the librarian or other members of the library staff, and the library users

Types of Service Encounter (Choudhery, et al., 2008]

a. The remote encounter : This is where customers interact with the service but not with staff or premises

b. The indirect personal encounter : This primarily relates to telephone, e-mail, or website queries or even instant messaging where the user is interacting with the staff member but is doing so without any

Types of Service Encounter (Choudhery, et al., 2008]

The direct personal encounter : This relates to a direct encounter with the service via a visit to the library

KEY ISSUES TO CONSIDER

Signage Physical lay out of the service

Atmosphere or ambience of the premises

Attitude and motivation of the staff

ACCOMPLISHING MARKETING REQUIREMENT

[Steauart, 2007]

Determining what customers and potential users want and how they perceive the library as the most appropriate instrument for meeting those needs

Segmenting the population so that specific services can be identified and tailored to the needs of those specific groups

ACCOMPLISHING MARKETING REQUIREMENT

[Steauart, 2007]

Recognizing and enumerating what it will take to provide these services in terms of staff, expertise physical lay out, access, collections, technology, etc.

Developing affordable strategies to satisfy information delivery goals and objectives based on the results of that audit and research

ACCOMPLISHING MARKETING REQUIREMENT

[Steauart, 2007]

Detailing the place/s that is the most convenient location of services from the perspective of the customer

Promoting the results of that effort through identified channels so that users and potential users know what products and services are available

Periodically and routinely evaluating the process

CONCLUSION

Marketing is a valuable tool available to libraries in demonstrating their organizational effectiveness. It is a means of establishing stakeholders and it ensures that libraries are responding effectively to what their public wants and needs.

THANK YOU