‘More than just pretty pictures’ - FIL@BL 2017 ... 07, 2013 · customer and to build the...

‘More than just

pretty pictures’

- marketing & branding

your library

with

Antony Brewerton University of Warwick

www.flickr.com/photos/earthfromtheground/367365316/

What is ‘marketing’?

What is ‘marketing’?

“Marketing is the management process

which identifies, anticipates and

supplies customer requirements

efficiently and profitably.”

The Chartered Institute of Marketing

Why is ‘marketing’

a library issue?

“The real value of marketing is to ensure the

survival and growth of the libraries and

information services, which exist to enhance

the communities they serve, adding value to

the lives of the people and organizations who

are their users, customers and clients.”

Eileen Elliot de Saez

Marketing concepts for libraries and information

services (2nd edition) (2002), p.xiii

The ‘marketing mix’

4Ps - after E. Jerome McCarthy

• Price

• Place

• Promotion

• Product


7Ps - after Booms and Bitner

• Price

• Place

• Promotion

• Product

• Physical

evidence

• Processes

• Participants

What is ‘marketing’ again?

“The marketing model in the digital age

focuses on users, clients and customers

and on keeping them.”

Eileen Elliot de Saez

Marketing concepts for libraries and information

services (2nd edition) (2002), p.xiii

It’s all about

relationships

“Marketing is to establish, maintain, and enhance

relationships with customers and other partners, at a

profit, so that the objectives of the parties involved are

met. This is achieved by a mutual exchange and

fulfilment of promises.”

Christian Grönroos (1990, p.138)

“Such relationships are usually but not necessarily always

long term. Establishing a relationship, for example with

a customer, can be divided into two parts: to attract the

customer and to build the relationship with that customer

so that the economic goals of that relationship are

achieved.”

Christian Grönroos (1994, p.9)

ladder of loyalty

partner

champion

advocate

client

customer

potential customer

- after Christopher et al

What is

‘branding’?

What is ‘branding’? 1

“2.v.t. Stamp (mark, object, skin), with b.,

impress indelibly (is branded on my

memory).”

Pocket Oxford Dictionary of

Current English (1934)


“A set of assets (or liabilities) linked to a

brand’s name and symbol that adds to (or

subtracts from) the value provided by a

product or service.”

David Aaker,

Building strong brands (1996)


“Simply put, a brand is a promise.”

Walter Landor


“A brand is a collection of perceptions

in the mind of the consumer.”

www.buildingbrands.com


“At its core... I consider a brand quite simply to be what people feel when they think about an institution (or a company, organisation, person or product). That impression, in turn, is shaped by the sum total of people’s experiences with or exposure to, that institution.”

Todd Gibby

in Brands’ central station, Times Higher Education, 7 March 2013, p.20-26, (p.24)


Names,

logos,

symbols,

etc

Product

& services

A concept

A promise

A benefit

Brand

CORE PRODUCT

-ie. what it does, what

benefit it brings to your

target user

AUGMENTED PRODUCT

-value-added elements: after

sales services (guarantees,

maintenance); and customer

support (delivery, installation)

BASIC PRODUCT

-physical product including quality,

design, packaging

…and brand identity (how it looks)

PERCEIVED PRODUCT

- added benefits …including

brand image (what it says about

me)

branding and the total product

CORE BENEFIT

-development of

knowledge, skills,

character

AUGMENTED PRODUCT

-accommodation, entertainment,

development of other skills (eg.

English)

BASIC

PRODUCT

-teaching and

examining

PERCEIVED PRODUCT

- quality degree from English-

speaking HEI, improved

employability (especially for

overseas students in UK)

eg. UK university education

“Harley does not sell motorcycles.

Starbucks does not sell coffee.

Club Med does not sell vacations.

And Guinness does not sell beer.”

Tom Peters

“Purchasing agents don’t buy ¼ inch drills;

they buy ¼ inch holes.”

Theodore Levitt

“In the factory we make cosmetics;

in the drug store we sell hope.”

Charles Revson,

Revlon Cosmetics

Save time and

improve your marks

– all in one hour!

“If marketing is about communicating to

consumers that you’ve solved their

problem, then the first step is, in fact,

to solve their problem.”

Seth Godin, Free prize inside (p.8)

Names,

logos,

symbols,

etc

Product

& services

A concept

A promise

A benefit

Brand

What is

a library?

What is

a library?

stock

Perceptions Report – Question 807:

“What is the first thing you think of

when you think of a library?”

• Books!

• books books and books

• BOOKS!!!!!!!!!!!!!!!!!

• old books

• New Books

• Lovely, lovely books!

• endless supply of books…..mmmm, boookss…

• borrowing books for free

• Books that I have to give back

• Local building with books and on-line service available (which I don’t use)

• Books. What else?

Libraries dump 2m volumes THES headline, 16 November 2007

“The railroads did not stop growing because the

need for passenger and freight transport

declined. That grew. The railroads are in trouble

today not because the need was filled by others

(cars, trucks, airplanes, even telephones), but

because it was not filled by the railroads

themselves. They let others take customers

away from them because they assumed

themselves to be in the railroad business rather

than in the transportation business …they were

product-oriented instead of customer-oriented.”

Theodore Levitt (1960)

“Warwick is to be commended….”

Simon Midgley,

Quiet revolution,

Libraries unleashed, Education Guardian,

22 April 2008, p.3

What is

a library?

space

What is

a library?

support

Perceptions Report – Question 812b:

Negative associations

with the library

• Grumpy librarians. Dead quietness

• Musty Book Smell A Mean librarian

• not ‘cool’ to go to the library its for old people

Perceptions Report – Question 812a:

Positive associations

with the library

• Being at University allows you

membership of a large and well respected

library on campus. There are librarians

and other staff who can help you if you

need advice, whereas searching online

you can’t ask anyone for help.

Names,

logos,

symbols,

etc

Product

& services

A concept

A promise

A benefit

Brand

“To equate ‘brand’ with such superficial

cosmetics [as ‘logo-twiddling’] is the

equivalent of saying that people are really

only the sum of their name, face and

clothes.”

Rita Clifton


“Branding is the creation of signals that convey what your brand stands for and establishes its difference in people’s minds. A brand is the idea. Branding is the transmission of the idea.”

Allen P. Adamson

BrandSimple (p.18)

12 elements of brand manifestation

1. Name 7. Sound

2. Icon/logo 8. Navigation

3. Picture 9. Behaviour

4. Colour 10. Service

5. Shape 11. Tradition

6. Language 12. Rituals/myths

-after Martin Lindstrom

Top

10 elements of brand manifestation

1. Name 7. Sound

2. Icon/logo 8. Navigation

3. Picture 9. Behaviour

4. Colour 10. Service

5. Shape

6. Language

-after Martin Lindstrom