Marketing and

Promotion for Libraries:

Big and Small
PAARLs Summer National Conference on the Role
of Libraries and Library Professionals in ELearning: Issues and Concerns
Isla Parilla Resort, Alabel, Sarangani Province,
April 19-21, 2004

Rainera Carrillo-Boholst
Chief Librarian, Cebu Institute of Technology

Objectives
To explore the process in Marketing

Library
To understand the 4 Ps in marketing mix
and how they are used.
To appreciate some promotional
methods in libraries.

Marketing
The analysis, planning, implementation

and control of carefully formulated

programs designed to bring about
voluntary exchanges of values with
target markets for the purpose of
achieving organizational objective.
(Weingard, 1999: 4)

Steps Involved in the

Marketing Process
Internal assessments
Market research
Setting specific goals
Selecting promotion strategies
Creating a plan of action
Implementation
Evaluation

Putting Marketing into Action

Product
Price
Place
Promotion

Product
product = the services that

the library provides to its

customers.
Services, Ideas, people
Reference Information Service

Lending of toys, tools, art prints, etc.

Collections of materials: bestsellers, video,
films, books, magazines, etc.
Access via cable television or computer
Online Catalog

Telephone Information Service

CD-ROM database access

Interlibrary loan

Use of audio visual equipment/computers

SDI

Books by mail

Story hours
Programs: puppet shows, film series, tax
assistance, etc.
Learners adviser service
Information and referral
Circulation of materials

Bookmobile service
Study carrels
Meeting rooms
Reserve materials

Price
What is the cost to provide each product

including direct and indirect costs?

Are actual fees being charged and, if so,
how are they determined?
Are there potential fee-based products to
be considered as part of the product
determination?

Place

It refers to the point at which the customer obtains

access to the product.

Examine existing distribution channels and potential
administrative channels.
Changing societal needs

Distribution Decision Factors

Time,
Convenience,
Resources

Quality of
Service

Format &
Technology

Priorities and
Planning
Distribution

Innovation &
Change

Decision Factors
Intermediaries
Positioning
Number
& Location of
Outlets

Finite Life Cycle

Promotion
The means of communicating with

customers and potential customers using

various media, conveying the best
images and texts that best describes
how you can meet your their needs.

Suggested Methods of
Communicating with Customers
Public Relations

News Releases
Photo Releases
Public Service
Announcements
Exhibitions, roadshow,
seminars
Library Publications
Desktop Publishing
WebPage Publishing

Incentives, designed to

focus customer attention

on a new product and to
create goodwill, such as:

free online search,

a sample SDI packet
of materials expertly
targeted to the users
interests,
a book mark or button
describing a new
service,
a free demonstration
and so forth.

Advertising
Objectives:

to raise awareness
To provide
information
Establish or maintain
your brand image
Market position
Launch new service
Remind customers
what you do

Your Ad has to be:

Seen
Scanned
Read
Understood
Remembered
Easy to respond

Direct Mail
Direct mail works because it
helps customers
understand your
messages in ways that
other marketing tools
cannot, because it is:
Personal
Highly focused
Easy to control and
measure
Economical

Potential Problems:

Junk mail
Lack of time
maintaining list
Lack of time in
mailing out

Exhibitions
Displays of items

increase librarys
visibility and
inform library
users about
librarys collection
and services.

Things to remember in

planning an exhibit:

Ask details of attendance of

the previous exhibits done.

Who will be attending?

How will the organizer attract

visitors to the exhibition?
Is the time of year
appropriate for visitors?
Do the dates clash with other
events?
Is it easy to reach, especially
by public transport?

Library Publications
Newsletters.

Define the purpose of

Brochures
Flyers
Posters
Bookmarks

the publication
Adopt an editorial
policy
Establish a budget
Establish distribution
mechanism
Establish a general
layout for the
publication

Marketing Plan

Marketing Audit
A comprehensive

INFORMATION
AGENCYs :

Determined:

systematic

Total Environment

Problem Areas

Independent

Objectives

Periodic examination

Strategies
Activities
Resources

Opportunities
Recommend Plan of
Action

Marketing Plan
Situation (environmental) Analysis,
-Summary of the information
from your audit about the librarys
capabilities (Internal Strength
and Weaknesses)
- External Opportunities and
Threats ( information about the
community and political situation,
and your competition.)

Market Research
Summarizes the results of your direct

research with customers.

Identify the individual or groups who are
essential to the achieving of your
objective/s.
Market segmentation. The breaking
down of the list of customers into smaller
groups with shared characteristics to
provide services closely tailored to fit
their needs and expectations. (Hart,
1999:25)

Goals and Objectives

Desired Outcomes: Specify what you

expects your result to be.

Make your objectives SMART.

Specific
Measurable
Action oriented
Responsibilities stated
Timed

Marketing Strategies
Target Market Selection: specific target

selection, or specific product

Marketing Mix: Description of the
product, its features, Price , Promotion
activities, Place

Action Plan.
An outline of specific step or task that

will need to be done to accomplish once

goal.
Specify person responsible, timeline,

budget.

Implementation and Evaluation

Refers to measures of performance,

such a statistics, methods of

measurement that you will use.
Monitoring and evaluating performance

CONCLUSION:
Marketing positions your library in the

minds of the community as a go to

source for information and helps users
understands what you have to offer
them. It is one way of building good
customer relations, and help build up a
positive image that will encourage
customers to visit the library more often
and support its activities and projects.

Marketing requires careful

planning and begin with
understanding the mission
of the library.
Marketing can help you
succeed in your mission,
establish a positive image
for the library in the
community, and the best
way to provide service to

 The availability of resources in the internet

changes the way users access information.

Libraries may have better than web resources
and personalized assistance, but does your
community know? Are you reaching everyone
who could use your resources? Your services?,
whats the best way to find out? What resources
and services do users in your community
actually want? If the answers are no, then its
high time for you to look back and review your
marketing plan?

References:
Hart, Keith. Putting Marketing Ideas Into
Action. London: LA, 1999.
Kotler, Philip. Marketing for non-profit
organizations, N.J.: Prentice Hall, 1975
Weingand, Darlene E. Marketing/Planning
Library and Information Services.
Colorado: Libraries Unlimited, 1999.

Marketing
Audit
Determine the
Organizational
Role (Mission)

Monitor/
Evaluate
(Progress
Towards
Goals)

Establishing Goals
Future Screen
Set Measurable
Objectives