Transcript presentation

Marketing The Library Service
A One-day Skills Course
NHS Education for Scotland
Jane Ross
– Training and Research Officer
– National Dental Train the Trainers Programme
Neil Alan Stevenson
– Training and Research Officer
– Law, Consultancy, HSMC
– S.M.E.s – marketing and launch
What we do….
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Training Techniques
Employment Law
Appraisal
Assessment
Poor Performance
Discrimination
NHS Finance
Staff Management
Negotiation Skills
RITAs
Presenting Skills
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Media Training
IT Training
Research Skills
NHS Management
Recruitment & Selection
Time Management
Managing Meetings
Communication Skills
Legal & Ethical Issues
Breaking bad news
CV & Interview Preparation
YOU !
Background assumptions
• No Common Standard
• Risk-free Environment
• A Flexible Time-table
• Handout – slides & today’s practicals
The aim...
• To introduce the basic concepts of marketing and
branding
• To work with colleagues to identify how best to adapt
these concepts for the library service
• To develop a clear idea of ‘what’ is being marketed to
‘whom’
• To identify best practice in developing promotional
materials and writing copy
• To examine the link between marketing and customer
experience
Pre-course Evaluation
Basic Marketing
Principles?
In pairs:
Read the ‘Quote Card’ you are provided with
and prepare to briefly explain to the rest of the
group the relevance of the Quote to the
marketing of Library Services and the E-Library
Practical 1
1
In the Factory we make cosmetics; in the drugstore
we sell hope.
Charles Revson
2
A recent government publication on the marketing of
cabbages contains, according to one report, 26’941
words. It is noteworthy in this regard that the
Gettysburg Address contain a mere 279 words while
the Lord’s Prayer comprises but 67.
Norman Augustine
3
If you think advertising doesn’t work, consider the
millions of Americans that now think yoghurt tastes good.
Joe Whitely
4
Good advertising does not circulate information. It
penetrates the public mind with desires and belief.
Leo Burnett
5
If you’re trying to persuade people to do something, or
buy something, it seems to me you should use their,
the language in which they think.
David Ogilvy
6
If the circus is coming to town and you paint a sign saying "Circus
Coming to the Fairground Saturday," that's advertising. If you put
the sign on the back of an elephant and walk it into town, that's
promotion. If the elephant walks through the mayor's flower bed,
that's publicity. And if you get the mayor to laugh about it, that's
public relations. If the town's citizens go the circus, you show
them the many entertainment booths, explain how much fun
they'll have spending money at the booths, answer their
questions and ultimately, they spend a lot at the circus, that's
sales.
Unknown
7
People don’t want to be “marketed TO” they want to
be “communicated WITH”.
Flint McGlaughlin
8
I hear and I forget. I see and I remember. I experience
and I understand.
Confucius
9
Nobody counts the number of ads you run; they just
remember the impression you make.
William Bernbach
10
Committees can criticise advertisements, but they
should never be allowed to create them.
David Ogilvy
11
Starbucks never advertise, do no promotional work and
retail at four times the price of their average competitor
– yet their product is a brand leader. Why?
12
The forklift driver may not need have an opinion on
AGaramond semi-bold over Gill Sans condensed
[fonts], but he or she does need to help deliver the
brand promise
Power to the People - 2000
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If I were starting life over again, I am inclined to think
that I would go into the advertising business in
preference to almost any other. The general raising of
standards of modern civilization among all groups of
people during the past half-century would have been
impossible without that spreading of knowledge of
higher standards by means of advertising.
Franklin D. Roosevelt
14
The best ad is a good product.
Alan H. Meyer
The Brand Ladder
Types of Brand
Type
Consumer
Stand alone Coke, Fairy Liquid,
Whiskers
Library
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Endorsing
Kalibur from Guinness, ?
BT Cellnet
Family
Heinz, Bachelors
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Value of a Brand
Virgin Direct - half-million from Virgin and half-billion from
partner. Each party takes 50% share holding
Acquirer
Target
Goodwill (% of price paid)
Nestle
Rowntree
83%
Grand Met
Pilsbury
88%
Cadbury Schweppes
Dr. Pepper
67%
United Biscuits
Verkade
66%
10.
Brand Loyalty
9.
Brand Preference
8.
Brand Positions
7.
Brand Image
6.
Brand Personality
5.
Brand Identity
4.
Brand Attitude
3.
Brand Familiarity
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Brand Associations
1.
Brand Awareness
The Brand
Ladder
1. Brand Awareness
Recognition
Weaker – identifying a logo upon request, answering
survey question ‘have you heard of…?’
Recall
Stronger – recalls product when asked general product
question – ‘Who provides access to information in the
NHS…?’
2. Brand Associations
What associations and connotations
spring to peoples mind when the brand is
mentioned.
Examples:
Gordons vs. Bombay
Evian vs. Volvic
3. Brand Familiarity
Associations are focussed and
managed:
Rolls-Royce vs. Nissan
4. Brand Attitude
Find consumers attitudes towards using a
service – first choice, if nothing else works, if
free, if faster, etc.
• Why do your existing customers use the service?
• What do potential customers want?
• Why have former customers not come back?
5. Brand Identity
The physical aspects – shape
of bottle or format of home
page
Is there consistency and
cohesion in the presentation
6. Brand Personality
The feel of the product –
authoritative, interactive, ease of
access, comprehensiveness, a
starting point
7. Brand Image
The reconciliation of ‘identity’,
‘personality’.
Bookshops wanted to become a place to
‘browse’ - to reconcile personality and
identity they have had to work on redesign
of their stores.
8. Brand Positions
Market leader?
Cheapest?
Fastest?
Most comprehensive?
Most fashionable?
Luxury?
9. Brand Preferences
Consumers now select this product
– however, this is a short term state
usually related to promotions,
special offers, etc. It now needs to
be sustained
10. Brand Loyalty
Top of consideration set
Loyalty must be two-way
What are we marketing?
What are we marketing…
1. Understanding your product
2. Presenting your product
SWOT Analysis…
Strengths
Weaknesses
Opportunities
T hreats
Practical 2
What are we marketing…
What is the product/service?
What is the ‘identity’?
What is the ‘personality’?
What is the ‘position’?
Practical 3
Marketing Targets
Targets & Threats
Users
Financiers
Competitors
Doctors (consultants to PRHO)
Dentists (Community, Surgical, etc.)
Nurses (Grades and Shifts)
PAMs
Management (as individuals)
Management (as decision makers)
Technical staff
Researchers
Public
Scottish Executive
Organisations/Groups
Targets
Competitors
University systems
Traditional Libraries/E-library
Private Subscriptions
Update services
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Conflicts
• Professional Status
• Allegiances
• Actual requirements
• Vocabulary
• Draws
Considerations
Underlying Usage
• What are their current patterns of usage?
• Do they use analogous services?
• Can they access your service?
Marketing Issues
• What do they read?
• Where do they go/look?
• Tailor made or Global?
Ways of promoting…
Methods of promoting…
Work on your own to list as many ways
as possible of promoting a new product
or service in the library.
PRIZE FOR THE MOST ANSWERS
Practical 5
Knowing your targets &
what they want…
Knowing your targets…
Who is the service aimed at?
What do they want?
What would attract them to use it?
Who is currently using it?
What has attracted them?
Why are non-users not interested?
Practical 4
Messages and Mediums?
Consider the examples in
front of you…
What makes a good flyer?
What makes a good poster?
What makes a good advert?
What makes a good promotional item?
Practical 6
Copy Writing
Copy Writing…
Short
Rhythm / Rhyme / Alliteration
Active language
Enticing / Exciting / Button Pushing
Key themes (help, easy, cheap, etc.)
Every word counts…
In your groups…
Look at your responses to practicals ‘3’
and ‘4’. Use these to develop SIX
statements about the Library Service
which you think will have an impact.
These will then be voted and the best
group will receive a prize.
Practical 7
Handout Examples
Planning the campaign!
Planning stage…
• Critical Success Factors
• Marketing Objectives
• Timescale
• ‘Sales’ Forecasting
• Actual outcomes
The Customer
You now have got your users
in the door. What next…
How do you keep them coming back?
How do you involve them/build a relationship?
How do you encourage them to spread the word?
What skills do your staff need?
Closing Session
Post-course Evaluation