Embed Size (px)
DESCRIPTION
Ask people in the street what a digital library is and 9 out of 10 will answer ‘Google’. The term digital library has become a synonym for Google. This is a poor result, considering all the energy, projects and money libraries all over the world have been investing in digital services. Coming from the private sector, Irmgard notices that all discussions about digital libraries have one thing in common: they take place within the library community. So it’s time to change this! Irmgard’s presentation is based upon her own experience (dare, care, share) and the marketing theory of the 7 P’s, used in service industries and knowledge-intensive environments. Irmgard holds a plea for using and rejuvenating the 'library' brand as a whole and stop the marketing of 'digital libraries', because only Google will benefit from it. She argues that libraries should use the strengths of the 'library' brand (world-wide reputation, reliability, quality) and 'load' this brand with digital services. Google can be used as a channel to make your products and services available. Thus, in time, the weaknesses of the brand (musty, just books, a physical place) will disappear into the background.
Citation preview
Dare, Care, Share
Strategic Marketing in LibrariesIrmgard Bomers
KB, national library of the NetherlandsHead User Services Division
“It’s not the strongest of species that survive, nor the most intelligent, but the one most responsive to change”
Charles Darwin
Change
Books?
Content / information?
Services?
What business are we in?
Digital library services today
Digital library content today
Branding
Strategic marketing
7 P’s
Product
Place
Price
Promotion
Personnel
Processes
Physical evidence
Customer in control
Interactivity generates traffic
Your competitor is one click away
Product
Partnerships
Shared information network
Product
Multichanneling: be where your customers are
Everything gets an antenna
Shop becomes a showroom
Place
“Free” as a business model
Offer choice
Charge for (quality) services
Price
Push instead of pull
Create fans
Promotion
Create non library functions
Stimulate / create mobility:
• Exchange program
• (Management) Trainee program
• Change management
Personnel
Demand driven
Focus on logistics / fulfillment
Shared services
Processes
Targeting, measuring
Return on Investment / Accountability
Physical evidence
A marketing strategy for libraries
+ =
+ =Compare Apple
Results
