The document outlines a 7-step marketing toolkit. Step 1 involves establishing strategic priorities. Step 2 identifies overall service offers. Step 3 segments and profiles customers. Step 4 defines targeted service offers for each segment. Step 5 transforms offers into benefits for each segment. Step 6 translates benefits into targeted messages. Step 7 communicates messages through conversations. The toolkit is demonstrated through activities defining segments, offers, and benefits for different customer groups like students or library users.

2. What is marketing?
‘A dialogue over time with a specific group
of customers whose needs you understand in
depth, and for whom you develop a specific
offer with an advantage over the offers of
your competitors’
McDonald

3. What can a marketing
plan do for us?
• Ensure we know who our customers are and what they need
• Plan services that fulfil our customers’ needs
• Effectively communicate the benefits of our services
• Ensure customers are motivated to use our services
• Ensure customers make most
of our services
• Demonstrate the difference
we make and the impact
we have

4. Today’s workshop
1.Introduce the 7 steps
2.3 group activities to try out key techniques
3.Share & feedback

5. The 7 Step Toolkit
Step 1. Establish where you want to go – your
strategic direction and priorities
Step 2. Identify your overall service offers
Step 3. Identify, segment and describe your
customers
Step 4. Define a targeted service offer for each
customer segment (to meet their identified
needs)
Step 5. Transform your service offer into
benefits for each customer segment
Step 6. Translate these benefits into targeted
messages or conversations for each segment
Step 7. Communicate your key messages
through customer conversations

6. Step 1. Establish where you–
your strategic direction &
priorities
Internal
• Mission statement
• Values / culture
• Vision / strategy
External
Vision / outlook of:
• Wider organisation
• Sector
• Nationally

7. Step 2. Identify your
service offers
SWOT
• Strengths
• Weaknesses
• Opportunities
• Threats
See Step 2 page 9
List your offers/products today and those
you may be planning for the future

8. Step 3. Identify, segment and
profile your customers
Why segment?
•Everyone is different
•One-size does not fit all
•Bespoke is often not possible
•It makes it manageable
How?
•Use what you already know
•Have conversations with them
•Group those with similar needs, wants, motivations
and characteristics
•Profile them so that you know all about them
•Make sure everyone involved knows who they are
‘The identification of individuals
with similar characteristics and
wants ’Jobber
Why?
Need to know who your customers are and what
they need before you can begin to provide it.
You need to know them so that you know how
best to have conversations and build a
relationship with them.
See Step 3 page 12

9. Tourism Queensland
customer segments
Active Explorers
Holidays...where they can be challenged and feel alive
Stylish Travellers
Holidays...where they can stand out from the crowd, and appreciate and enjoy the finer things in life
Self Discoverers
Holidays...where they can enrich their mind and nourish their body
Unwinders
Holidays...where they can reflect and recharge at their own pace
Connectors
Holidays...where they can bond with family and friends
Social Fun-seekers
Holidays...where they can share good times with friends, new and old

10. ULS Customer Segments
• Researchers
• Disability
• Public
• Emeritus Professors
• Alumni
• Students on campus / off campus / overseas
full time / part time
final year / dissertation
• Staff new academic
existing academic
retired

11. The Active
Explorers
segment
profile
Accommodation
• not bound to a particular type of
accommodation
• segment most open to staying in backpacker
hostels, eco-lodge resorts or camping grounds
• may stay with friends and relatives in a luxury
hotel /resort or standard motel
• just needs to be clean and comfortable
Getting around
• likely to drive, but will sometimes take a
caravan
• may fly, yet prefer to avoid airports
• of all segments, most likely to visit multiple
locations during a holiday
• unlikely to go on daytrips
Dining
• not looking for quality dining options
• prefer accessible food - so local pub and club
food is fine
• venue isn't so important, the chance to
experience different tastes is what it’s all about
Social interaction
• enjoy meeting and mixing with others
• mostly travel with their partners, but travel with
family is an option
Holiday patterns
• more likely than other segments to think
limited holiday time restricts the distance that
can be travelled
• enjoy weekend breaks
• will take the opportunity to build holidays
around sporting or other events
What they
look for in
a perfect
holiday

12. Customer Segment Example
Final year Dissertation students
• search / research skills
• familiarity with e-resources
• knowledge of using other libraries/ILL
• know how to find subject support help
• may have left everything until last minute
• may be mainly based in work-place or off campus
• familiarity with flexible services
• familiarity with collections and library services
• know about secure saving, printing options
• referencing, bibliographical tools e.g. Endnote

13. Profile your segment:
-needs
-preferences
-aspirations
-challenges
Activity 1

14. The 7 Step Toolkit
Step 1. Establish where you want to go – your
strategic direction and priorities
Step 2. Identify your overall service offers
Step 3. Identify, segment and describe your
customers
Step 4. Define a targeted service offer for each
customer segment (to meet their identified
needs)
Step 5. Transform your service offer into
benefits for each customer segment
Step 6. Translate these benefits into targeted
messages or conversations for each segment
Step 7. Communicate your key messages
through customer conversations

15. Step 4. Define a targeted service
offer for each customer segment
(The 4 Ps)
Define a targeted service offer based on
your segment’s needs and preferences.
Thinking about:
•Product? Which services can you offer
to meet their needs?
•Place? Where and when can the
customer use those services to best
meet their needs?
•Price? What does the customer have
to give up in order to use your services?
•Competition? Who else provides what
they need?
See Step 4 page 18
‘To implement the marketing concept
successfully and satisfy customer
needs, different product offerings
must be made to diverse customer
groups.’ Jobber

16. Activity 2
Define your service
offers to meet your
segment’s needs

17. The 7 Step Toolkit
Step 1. Establish where you want to go – your
strategic direction and priorities
Step 2. Identify your overall service offers
Step 3. Identify, segment and describe your
customers
Step 4. Define a targeted service offer for each
customer segment (to meet their identified
needs)
Step 5. Transform your service offer into
benefits for each customer segment
Step 6. Translate these benefits into targeted
messages or conversations for each segment
Step 7. Communicate your key messages
through customer conversations

18. Step 5. Transform your service
offers into customer benefits
For each service offer to each
segment identify the specific benefit
of that service offer to them.
Define:
•The difference the service will make to
them
•Why the price is worth it
•Why your service is better than the
competition
•The overall benefit of your service
offer
Benefit: ‘An offer of some entity in
which they get more than they give up
as perceived by them and in relation
to alternatives including doing
nothing.’ Perla

21. Activity 3
Transform your service
offers into benefits &
differences for your
segment

22. The 7 Step Toolkit
Step 1. Establish where you want to go – your
strategic direction and priorities
Step 2. Identify your overall service offers
Step 3. Identify, segment and describe your
customers
Step 4. Define a targeted service offer for each
customer segment (to meet their identified
needs)
Step 5. Transform your service offer into
benefits for each customer segment
Step 6. Translate these benefits into targeted
messages or conversations for each segment
Step 7. Communicate your key messages
through customer conversations

23. Share &
Feedback

24. The 7 Step Toolkit
Step 1. Establish where you want to go – your
strategic direction and priorities
Step 2. Identify your overall service offers
Step 3. Identify, segment and describe your
customers
Step 4. Define a targeted service offer for
each customer segment (to meet their
identified needs)
Step 5. Transform your service offer into
benefits for each customer segment
Step 6. Translate these benefits into targeted
messages or conversations for each segment
Step 7. Communicate your key messages
through customer conversations