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Marketing Plans: One  SIZE  does not fit all
Marketing Plans:  Outline ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing 101
What is Marketing? ,[object Object],The process through which   Value is exchanged
What is Marketing? ,[object Object],[object Object],-  Product -  Price -  Place -  Promotion -  and #5 - People
Marketing is... ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing is... ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing is... ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing is... ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing is... ,[object Object],[object Object],[object Object],[object Object],[object Object]
What is Marketing? ,[object Object],customers circulation both
What is Marketing? ,[object Object],[object Object],How can you differentiate your  library in the marketplace ?
What is Marketing? ,[object Object],The intentional description of a product or service that creates a meaningful and long-lasting positive impression on the minds of target audiences.
What is Marketing? ,[object Object],[object Object],[object Object],[object Object]
What is Marketing ? ,[object Object],How does product line marketing fit with brand identity? Product line marketing should work in concert with brand management and should never conflict
What is Marketing ? ,[object Object],-  Children’s section -  Adult learning section
What is Marketing ? ,[object Object],Product line marketing for each of your library’s sections may take a different approach One SIZE does not fit all
Market Research
Market Research ,[object Object],-  Quantitative methods Telephone surveys, direct mail surveys -  Qualitative methods Focus groups, personal interviews
Market Research ,[object Object],-  Existing data sources U.S. Census (demographics) Community-based needs assessments
Market Research ,[object Object],-  Identify new customers -  Solidify your current customer base -  Understand customer satisfaction -  Determine new product offerings -  Defines SWOT  (Strengths, Weaknesses, Opportunities, Threats)
Who are your customers? Target audience identification
Target Audiences: ,[object Object],-  Employees -  Publishing companies -  Other libraries
Target Audiences: ,[object Object],-  Library patrons -  Donors
Methods
Marketing Methods ,[object Object],[object Object]
Marketing Methods ,[object Object],[object Object],[object Object],[object Object]
Marketing Methods ,[object Object],[object Object],[object Object],[object Object]
Marketing Methods ,[object Object],[object Object],[object Object],[object Object],[object Object]
Tracking Efficacy
Tracking Efficacy Contrary to popular belief...
Tracking Efficacy … not all methods work with all target audiences!!
Tracking Efficacy Well… DUH?! One SIZE does not fit all!
Tracking Efficacy ,[object Object],[object Object],[object Object]
Tracking Efficacy ,[object Object],[object Object],[object Object],[object Object]
Tracking Efficacy ,[object Object]
Marketing Plans: One  SIZE  does not fit all
Questions?

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