Julia Gammon Head, Acquisitions Dept.

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Julia GammonHead, Acquisitions Dept.

• Marketing Manager
• University of Akron Press

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Bulls-eye Hitting Technical Services Target
Audience
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How to Write a Marketing Plan

• Thinking Beyond the Book

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What is Marketing?

• the process or technique of promoting, selling,
  and distributing a product or service
• Websters

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What is Marketing?

• The application of common sense to the business
  of proving a product or service for your
  customers
• For customers vs. To customers
• Marketing anticipates and meets customer demand

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Writing a Marketing Plan for a Book

• Print Run
• Budget
• Potential Audience
• Authors Fame Interest
• Topic
• Endorsements
• Interviews
• Press release
• Publicity

• Review Copies
• Ads
• Brochures
• Book Signings
• Events
• Conference Exhibits
• Prizes
• Organization sales

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What is a Marketing Plan?

• Road map for what you are going to do.
• Details the actions necessary to achieve
  marketing objectives.
• Can be product or service

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What Marketing Is Not

• Marketing is not selling because you have
  identified a need
• Marketing is not advertisingit can be a method
  used in marketing
• Marketing is not just for Marketing
  Departmentsit is everyones job to help the
  organization adapt to the needs
• Marketing is not about making money (unless you
  want it to)

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Marketing Plan

• Prepare a Mission Statement.
• Conduct Market Analysis.
• Identify Goals Objectives
• Spell out Marketing Promotional Strategies.
• Identify Understand the Competition.
• Establish Marketing Goals that are Quantifiable.
• Monitor your Results Carefully Evaluate.

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Do you have a mission statement?

• Does it communicate the most important thing you
  want people to know?
• Does it convey the unique benefits you offer?
• Does it inspire enthusiasm?
• Simple? Memorable? Would it pass the tee-shirt
  test?
• Does the tone match your image?

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Technical Services Mission Statement

• Information with a Smile!
• Information Before you Need it!
• We put the Service in Tech Services!
• We Aim to Please!

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Linda K. Wallace Libraries, Mission,
Marketing

• Writing Mission Statements that Work. ALA, 2004

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Market Analysis Who are your Potential Customers?

• Market segmentationwhat market are you trying to
  reach
• Critical success factors (CSFs)
• Identifying non-customers is important
• Satisfying your customers needs is not enough
  you must help them solve their problems.

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Goals and Objectives What are they?

• What do you want to accomplish?
• Are there new services you want to add?
• Are there problems that need fixing?
• Do you want more staff or ?
• Do people know what you do?

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Brainstorming Your Plan

• What are aims and objectives?
• Which are you currently meeting and how?
• Assuming you are not meeting them, how do you
  propose to do so?

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Marketing Promotional Strategies

• What will you do?
• How will you do it?
• Action Plan
• Memo?
• Meetings?
• Workshop?
• Ads?
• Newsletter?
• Website?

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The Publicity Message What to Say How to Say
It

• Branding
• Languagedirect, no jargon, everyday vocabulary
• KISS
• Use Power Words
• 15 second test
• What do they do next?
• Try before you fly!

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Power Words

• New
• Professional
• Reliable
• Proven
• Free
• Safe

• Service
• Convenient
• Cost effective
• Special
• Flexible
• Valuable

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Whats the Competition Doing?

• Talk to other libraries
• Check the literature
• Search the web

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Measurement Evaluation Should you do it?

• If you dont someone else will!
• Build in measurements
• Is there an error in your plan?
• Mistakes Corrective action Improvements

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Objections to Planning

• Theres not enough time
• Theres no money
• It might not work
• It might work
• It will only show up our weaknesses
• Were so busy so we must be doing the right
  things

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OhioLINKs Marketing Toolkit6 Reasons to Write
a Plan

• Sets priorities
• Saves time
• Prevents missed opportunities
• Promotes consistency
• Illustrates the big picture
• Makes evaluation easier

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OhioLINK Marketing Toolkit

• http//www.ohiolink.edu/ostaff/marketing/

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Assignments Write a Marketing Plan For
Technical Services

• Three Groups
• Marketing TS to --Public Services
• Marketing TS to -- Director
• Marketing TS to -- Faculty