Walking the Talk

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Walking the Talk

• Market Orientation in Academic Libraries
• A Case Study of
• Queensland University of Technology Library,
  Australia

Barbara Ewers Community Services Librarian, QUT
Library
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Strategic Marketing Management

• enables an organization to achieve long term
  success by matching organizational objectives and
  management processes with the needs and wants of
  consumers
• the conception and development of the product,
  pricing, distribution and promotional strategies
  to create meaningful exchanges

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• Actions
• Speak Louder than Words

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Market Orientation

• The customer is the focal point of all
  organisational goals and activities
• Continuous market research
• Satisfy your clients wants and needs
• Integrated activities all functions share
  client focus
• Client relationship management

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Market Orientation

• Isnt
• Isnt advertising or publicity or promotion
• a program or department
• Is
• A framework that integrates and focuses
  organisational goals, management, structure and
  operations

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7 Ps of Service Marketing
4 Cs of Services Marketing

• Product
• Price and Processes
• Place and Physical Evidence
• People
• Promotion
• Internal Focus

• Client
• Cost
• Convenience
• Communication
• External Focus

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Product

• Segment
• Target
• Position
• Market Research
• Product Line

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Segment

• by type - academic staff as teachers and as
  researchers, community members students general
  staff
• by level of study - U/G vs P/G
• New or continuing
• information seeking behaviours (coursework vs
  research)
• attendance full-time vs part-time
• age under 24 over 25 and under 34

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Target

• Numerically largest segment politically
  important segment niche market segment
• Aim of university business
• to produce job ready graduates with skills and
  abilities for life long learning for career and
  professional growth

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QUT Library Clients

• 77 - undergraduate
• 17 - coursework postgraduate
• 63 of u/g - full-time
• 51 of p/g coursework - part-time
• 58 - under 24 years old (Y generation born
  after 1977)
• 26 - aged 25 34 (Generation X born between
  1964 and 1976)

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Market Research

• Client Satisfaction Surveys
• Staff feedback
• Complaints
• Informal polling
• Focus groups
• Library performance statistics
• Literature reviews
• University statistics

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Target Undergraduates

• Influences on target segment
• education job
• 33 are working part-time time poor value
  convenience and control
• paying for their education (fee or HECS)
• technology the connected generation and the
  techno- savy

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Position

• Defines the bundle of attributes you offer in
  relation to customer and in relation to
  competitors

• Why?
• easier for consumers to identify and remember a
  particular company
• to strengthen the association with attributes of
  quality
• to create a distinction

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QUT Library Search Our Web

• Positions with the convenience of the Web
• Positions with the quality of our resources
• Positions with virtual and face-to-face
  relationships (High tech high touch)

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Product Line

• Library Oriented
• Acquisitions
• Cataloguing
• Web site development
• Collection selection
• Document delivery
• Reference services
• Information literacy
• Systems infrastructure

• Market Oriented
• Access
• Relevant quality resources
• Learning - high tech/high touch

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Price Processes

• Time
• 24/7 access
• Relevant resources print electronic
• One stop shop catalogue
• Intercampus loans borrowing periods
• Self service options

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Price Processes

• Experience ease of use
• Web simplifies complex environment site
  structure navigation
• Telephone help 6am 1pm
• Ask a Librarian email Chat
• Information literacy programs curriculum based
  classes
• Integrated processes fast track cataloguing
  turnaround times CMD
• Index to help Help Yourself or Ask Us!
• Client focused outcome of policies

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Place Physical Evidence

• Place
• 24/7 access web delivery
• Physical location opening hours
• Out of library presence
• Curriculum based information literacy

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Place Physical Evidence

• Physical Evidence
• Buildings furnishings
• Publications displays
• Staff uniform or appearance
• Signage
• Service points visible and well located
• Space usage new learning areas information
  commons group work areas with PC access cafes
  lounge areas

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People

• In services industries, the staff are part of the
  production and delivery of the product (service
  interaction)
• Moments of truth assistance when needed
  sympathy not indifference resolution of problem,
  not excuses extra effort individualized
  solution seamless assistance

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People

• Staff training front of house customer service
• Skills training professional and personal
  development (PPr process)
• Recruitment and selection procedures
• Direct Client Contact
• Reward recognition section Library
  Division University
• Culture and values

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Promotion - Integrated Marketing Communication

• Know what benefits your customers want
• Know the communication channels your target
  customer uses
• Know what you want you want your communication to
  achieve AIDA (Awareness Interest Desire
  Action)

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Promotion - Integrated Marketing Communication

• To build an awareness of what the library offers
  (position communication)
• To reduce the perceived and actual barriers to
  use of the library (information communication)
• To influence behaviour become information
  provider of choice (benefits communication)

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Promotion - Integrated Marketing Communication

• Advertising
• Publicity
• News newsletter web news
• Web Page help content clear and current
• Publications
• Personal selling
• Email lists self subscribing targeted groups
• Promotional material posters fliers
  merchandise
• Out of home not in the library

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QUT Library Search our Web IMC Action Plan

• Advertising Utopia Services booklet
• Publications Part time? No Time? Save Time!
• Web page graphic advertisement linked to a
  what have we got that the internet doesnt
• Promotional event in swat vac Kit Kats Give
  yourself a break search our web
• Personal selling staff demonstrating use of
  self service functions roving librarian in labs
• Library classes Search our web Beyond
  Google
• Merchandise Card wallet Search our web
  business card insert
• Out of Home posters refec faculty notice
  boards student union buildings
• Tailored emails at assignment times, email
  reminders

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Summary

• Identify your client market (segment target)
• Understand your client (market research)
• Know the product your clients want and where they
  want to use it (product place)
• Develop effective and efficient procedures
  systems that facilitate outcomes for clients
  (price processes)
• Employ and train staff in both work skills and
  client relationship marketing (people)
• Communicate the benefits and advantages of your
  product over competitors (IMC)