Ticer Share Care Dare V4
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Transcript of Ticer Share Care Dare V4
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Dare, Care, Share
Strategic Marketing in LibrariesIrmgard Bomers
KB, national library of the NetherlandsHead User Services Division
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“It’s not the strongest of species that survive, nor the most intelligent, but the one most responsive to change”
Charles Darwin
Change
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Books?
Content / information?
Services?
What business are we in?
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Digital library services today
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Digital library content today
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Branding
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Strategic marketing
7 P’s
Product
Place
Price
Promotion
Personnel
Processes
Physical evidence
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Customer in control
Interactivity generates traffic
Your competitor is one click away
Product
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Partnerships
Shared information network
Product
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Multichanneling: be where your customers are
Everything gets an antenna
Shop becomes a showroom
Place
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“Free” as a business model
Offer choice
Charge for (quality) services
Price
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Push instead of pull
Create fans
Promotion
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Create non library functions
Stimulate / create mobility:
• Exchange program
• (Management) Trainee program
• Change management
Personnel
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Demand driven
Focus on logistics / fulfillment
Shared services
Processes
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Targeting, measuring
Return on Investment / Accountability
Physical evidence
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A marketing strategy for libraries
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