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Corporate librarians have realized that they must show management why they are useful and how they contribute to the bottom line.
Public libraries face stiff competition for funding. Additionally, the Internet brings a whole new dimension of competition that public, academic, and corporate libraries are facing daily.
Whereas budget problems have been around for some time, the recent competition from the Internet can translate into fewer users, despite the fact that the Internet is also a crucial tool used by librarians for research and marketing.
She says that both students and faculty are seeing less value in the library infrastructure, and this is creating a need for more proactive strategic planning and marketing to keep libraries from being discounted even more.
Ward also explains that academic libraries sometimes create planning documents that are updated periodically. She contends, however, that not many even do this. See reading list at end.
One approach to library services during the past 15 years has been to develop fee-based information services that are geared toward businesses, local governmental agencies, or other target markets beyond what basic budgets can otherwise support.
Fee-based services in libraries enhance institutional image and prestige, make contributions to the community not possible before, create more opportunities for interaction, and have the potential for making money and diversifying revenue.
A marketing plan consists of several components, each of which is described below. Before writing a marketing plan, it is necessary to define your target market and to understand its needs.
This involves conducting market research, which Eric Lease Morgan describes as using transaction log analysis, circulation records, user surveys, focus group interviews, and information interviews to provide insight on what your customers really expect.
To write a marketing plan, follow the numbered outline below.
Prepare a mission statement. Some examples of mission statements can be found at http: List and describe target or niche markets. In this section, list and describe potential groups of users or clients.
After you create the list, identify various segments of a market. Department heads are another type of market segment. For segmenting the consumer market, consider age groups. In addition, niche markets are an integral part of marketing.
Within a target market of attorneys, for instance, there may be niche groups such as trial or malpractice attorneys. In some instances, targeting by firm size is an important consideration. At the same time, inventory the services you currently offer and identify new services you wish to provide.
Determine what it will take to provide these services in terms of staff, expertise, and costs. Spell out marketing and promotional strategies. Various strategies work better for different target markets and, therefore, several may be required to triumph.
The key for successful marketing is understanding what makes someone want to use or buy services and what type of marketing strategy they respond to. This requires you to learn needs, problems, industry trends, and buzzwords. To get up to speed for a particular business market, read trade journals and attend professional conferences to meet prospective users or buyers in person.
Become active in various groups whenever possible and form strategic alliances. Find out what works best for the markets you serve.Maybe you work for a large corporation and have been tasked with developing next year’s marketing plan, or perhaps you are launching a new start-up and need to craft a plan from scratch.
You might have a great product or an excellent service but your business won't grow unless people know you're out there. That requires marketing -- online, mobile, on Google, Facebook, direct mail.
In recent years, libraries of all types have found it necessary to compete for both money and clients as major changes have occurred. Corporate librarians have realized that they must show management why they are useful and how they contribute to the bottom line.
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Mar 06, · I said, "You give me too much credit! We've only spoken for an hour." He said, "No seriously, just write up your ideas for our marketing plan and send them to me.". Join my office hours GoogleHangouts and get personal help from me, the instructor if you have specific questions. And become a part of my student community Innovative approach: Start with a 2-sentence marketing plan, expand it to a 1-page marketing plan and then to a full and professional plan. The easiest way to develop your marketing plan is to work through each of these sections, referring to the market research you completed when you were writing the previous sections of the business plan.
How to Write a Marketing Plan. The process of creating a marketing plan, executing the activities. it specifies, and measuring the results is key to success in small business. is world-class courseware, tools, templates and other resources available for free or low-cost, built for business problem solving.
A marketing plan is a detailed roadmap that outlines your marketing strategies, tactics, costs and projected results over a period of time. Your marketing plan and budget keeps your entire team focused on specific goals – it’s a .