International Conference of Asian Special Libraries (ICoASL-2008)New Delhi, 26-28 November 2008

Dinesh K. Gupta

Associate Professor of Lib. & Inf. Sc.

V M Open University, Kota (Rajasthan)

Blog: www.marketing-mantra-for-librarians.blogspot.com

FUTURE OF LIS MARKETING

MARKETING MATTERS!

Getting to Know Marketing…

Marketing is everything…

LIS Marketing on the March…

LIS Marketing to grow…

DISCUSSION WILL COVER…

There is no single accepted Universal Definition of Marketing…

DEFINING MARKETING…

‘Marketing is the performance of business activities that direct the flow of goods and services from producer to consumers’

-National Association of Marketing Teachers, 1935

DEFINING MARKETING…

‘Marketing consists of individual and organizational activities that facilitate and expedite exchange relationships in a dynamic environment through the creation, servicing, distribution, promotion and pricing of goods, services, and ideas’

-American Marketing Association, 1985

DEFINING MARKETING…

Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”

-American Marketing Association ,2004

‘The strategic business function that creates value by stimulating, facilitating and fulfilling customer demand. It does this by building brands, nurturing innovation, developing relationships, creating good customer service and communicating benefits. By operating customer-centrically, marketing brings positive return on investment, satisfies shareholders and stake-holders from business and the community, and contributes to positive behavioural change and a sustainable business future.’ (2007)

DEFINING MARKETING… Chartered Institute of Marketing (U.K.)

‘Marketing is the management process which identifies, anticipate and supplies customer requirements efficiently and profitably’ (1976)

MARKETING STREAMS…

Not-for-profit Marketing

Real-life Marketing

Relationship Marketing

Internal Marketing

Integrated Marketing

Symbolic Marketing

Direct Marketing Customer Focused

Marketing

Strategic Marketing

Digital Marketing

Guerrilla Marketing

Interactive Marketing

Savvy Marketing

Future-driven marketing

Realistic Marketing

Experience Based Marketing

Permission Marketing

MARKETING IS AS

BIG AS YOU WANT IT TO BE…

MARKETING IS EVERYTHING…

[Renberg, Greta, Marketing library services: how it all began, In Sevard, R., Ed., Adapting Marketing.., K G Saur, 2000]

Renberg traces history of marketing since 1876 and goes till formal marketing starts taking place

He conforms occurrence of term advertising (1896), outreach (1897), extension work (1909)

1913- Bibliography on marketing

1914: A field for special libraries

1915- Rail travel libraries

1916- Special libraries and shoes

1917 Books and Advertiser

1919- Internal publicity as an aid to laboratory

1920 Selling the Special library idea

When we look from Special Libraries Perspective….

1921-Marketing information the basis for successful sales policy

1924-Value of a library to engineer

1927 Exhibits and exhibitions

1927-How can we sell ourselves to our organization

1929- Service always sales

1930- Business idea in libraries

1936- Outside services of special libraries

1937- Contact with our clientele

1943- Publicity for the Special Library

1954- Library Extension Service

1955- What the User Expects from the Library

1964- Public Relations for the Special Library

1969- The Librarian-customer relationship

Philip Kotler Revolutionized the marketing concept with his idea of “Marketing of non-profit organizations”

1969

MARKETING IS EVERYTHING….

Formal Marketing1969…1996

Product development

User fee

Information brokers

User charges

Information economy

Market analysis

Information utilities

Pricing

Mega trend marketing

Segmentation

Marketing planning

Marketing strategy

Online services marketing

information and corporate culture

Fee or free

Fund raising

Lobbying

Environmental Scanning

Global marketing

New technology and marketing Mission statement

Marketing communication

Marketing audit

Information Marketing through physical environment

Fee based services

Satisfying patrons

Developing image

Brand strategies

Changing perceptions, making PR worth for

Consortium marketing

information and corporate culture

Customer Service

MARKETING IS EVERYTHING….

LIS Marketing 1996… Service quality

Customer service

Advocacy

Marketing campaign

Marketing library online

Information marketplace

Part-time public relations

Future-driven marketing

Publicity through web-design Marketing 101

Product designed and testing

Measuring use and value

Electronic information service marketing Branding

Marketing your expertise

Visible librarian

Designing broachers

Shy librarian

Card campaign

Focus Group

@ your library campaign

Virtual reference

Realistic Marketing

Marketing through blogs

Performance measurement within marketing frame

Think like a business act like a library

Develop and market a winning collection

MARKETING IS EVERYTHING…

14 Ideas to Effective Marketing: Signage strategies

Stock management

Inspiring displays

New books strategy

Departmental Policies

Favourites Policy

Entertainment Policy

Customer Care

Retail Strategies

Your refreshment offer

Internal marketing

External marketing

Partnership and Network marketing

Merchandising

www.bobsbooks.com.au/catalog/index.php?cPath=32

INTEREST OF LIS PROFESSIONALS IS ON RISE…

Year LISTA LISA

1970-1975 21 13

1976-1980 36 40

1981-1985 127 95

1986-1990 133 154

1991-1995 146 245

1996-2000 217 237

2001-2005 445 240

2005-current 585 127

Total 1710 1151

Growth of Literature

RESOURCES ON LIS MARKETING

Bibliographies Books Papers Dissertations Reports Free promotional literature Free/ priced training Packages Videos/ Podcasts E –books Newsletters

BLOGS ON LIBRARY MARKETING

ASSOCIATIONS HELP LIBRARIANS TO MARKET

ASSOCIATIONS HELP IN MARKETING…

ASSOCIATIONS HELP IN MARKETING…

ASSOCIATIONS HELP IN MARKETING…

ASSOCIATIONS HELP IN MARKETING…

PUBLISHERS, VENDORS JOIN LIBRARIANS TO MARKETING LIBRARY SERVICES

PUBLISHERS, VENDORS JOIN…

PUBLISHERS, LIBRARIANS JOIN…

LIS MARKETING TO GO…

LIBRARY MARKETING TO GO…

Trends Environmental

Analysis Market Competition Market Research Customers 4 Ps Marketer

Some other Important aspects:

Branding Image Value Funding Quality Technology

Users

Support

staff

Professionals

AdministrationTe

chno

logi

sts

Access

NetworkPr

ogra

mm

es

Services

Pric

ing

Decisions

En

viro

nmen

t Ana

lysi

s

Geo

grap

hic

Occ

upat

iona

l

Gender

Age

Target Group

Lang

uage

Environments

Soc

ial

Cul

tura

l

Political

Technological

Eco

nom

ic

Phy

sica

l

Employment

Context, not the content will win…

Content (knowledge, Substance)

Context (Environment, Environment of transactions)

Infrastructure (Delivery or Backbone)

Context (Environment, Environment of transactions)

Content (Knowledge, Substance)

Infrastructure (Delivery or Backbone)

Value Proposition to Customer

Value Proposition to Customer

Market Place Market Space

Source: Rayport and Sviokla, Managing in the Market space, World Executive Digest, Sept. 97, p.18-20

MARKETING, NOT TECHNOLOGY IS THE CHALLENGE….DigitizationWi-fiGoogleWeb 2.0

Technology comes first, the

marketing follows.

Technology embodied

adaptability, programmabilit

y, customisability and marketing that delivers on those qualities

FOCUSING IN CUSTOMERS, NOT COMPETITORS..

http://headrush.typepad.com/creating_passionate_users/

You never know who your Competitors are?

Copying competitors is a race to the bottom

NEW GENERATION OF INFORMATION USERS…

Gen Y Gen X Google

Generation

-Well Informed -More demanding

-Do not Want to wait-Loyalty Shifts

Faster-Share their opinion

freely

INFORMATION LIFE CYCLECreation

Application

Acquisition

Organisation

Storage

Retrieval

Access, LendingDissemination

Use

Sharing

Information Management

Information Use

Every Product is Service and a Product

Product life–time reduces drastically

[Wilson (2005): Extended life-cycle of Information]

WHAT COMMUNITY THINKS ABOUT US..

1. Helpful 2. Bookish3. Friendly4. Orderly5. Boring6. Polite7. Quite8. Kind

9. Conservatively dressed

10. Pleasant11. Efficient12. Wearing glasses13. Reserved14. Uncreative15. Intelligent16. Uninteresting

Source: Image problem even haunts hi-tech libraries, ASLIB Information, 60 (3), 2008, p.229-241

LIBRARIANS ON THE CATWALK…

http://cache.gawker.com/assets/images/39/2008/04/medium_librarian040708.jpg

Google looks at us this way……

BRANDING EXPERIENCE…

Evaluation and suggestion forms

Exhibit display panel Facility map Fax sheet Flyers Information handouts Interlibrary loan slips Lanyards Discussion list

messages Master letterhead Mouse pad News letterhead

A Checklist for Branding Award cards and envelops Bookmarks Bookshelf panels Brochures Bulletin boards Business cards Cited reference search

letters Document delivery cover

sheets E-mail signatures Entrance, lobby, and

elevator signs

Notepads Online training forms Pens, pencils, mugs, T-

shirts Portfolios Postcards Posters PowerPoint shells Search results cover

sheets Sticky notes Telephone recordings Tent cards Training manual covers Web site

[Clerk, Cindy, Revitalizing a brand, Information Outlook, 10(11), November 2006, 17-23]

WHICH WAY DO YOU WANT TO SERVE YOUR CUSTOMERS…

http://www.sla.org/content/Shop/Information/infoonline/2002/jul02/gupta.cfm

• Miserable Customer Service

• Careless customer service

• Anticipated customer service

• Competent Customer service

• Exceptional Customer Service

COMMUNICATION: MONOLOGUE TO DIALOGUE….

BroadcastTelecastWebcastPodcast+ moreSMSPhone calls

GOOGLE HITS…

[I know many of us are faced with the challenge of explaining why librarians are needed in the age of Google. I thought maybe Shakespeare might help, so I adapted some of his advice.]

To use the library or not to use the library, that is the question:

Whether 'tis easier to find a needle in a haystack in Google

Or to take arms and use library databases designed with students in mind.

What dreams may come from using library resources

Of devoutly to be wish'd for good citations, easily found (and emailed to ourselves) before we sleep

For who would bear the thousands of useless search engine hits,

The insolence of unreliable data,

To grunt and sweat under a weary life of Internet use,

When good grades, more time, and better friends come from using the library website.

(with apologies to fans of William Shakespeare)

http://urifrommissouri.blogspot.com/

To use a librarian or not to use..

GETTING TO KNOW MARKETING…FROM AWARENESS TO FUNDING

The public’s awareness of libraries is based on yesterday.

Residents are not aware that their public libraries are under financial stress.

Today’s support comes from those who believe libraries transform lives.

Library funding support is an attitude, not a demographic.

Awakening and reinforcing the transformational value of the library is the most important factor in increasing library funding support.

As library funding faces increasing economic strains, Probable Supporters and Super Supporters must be reached, motivated and mobilized to support library funding.

www.oclc.org

MARKETERS WITHIN YOUNo one else will do it for you.You know your library better than anyone else. You know—or should know—your organization and customers best.

No one has more to gain from marketing or more to lose if you don’t market.

CONCLUSION… FUTURE…LIS MARKETING WILL BE-FASTER-MORE DYNAMIC AND FLEXIBLE-MORE SOCIALLY RESPONSIBLE

THANKS!