Unleash Your Inner Marketer

1
Unleash Your Inner Marketer

• Ontario Library Association
• Super Conference
• January 31, 2008
• Toronto, Ontario

Jill S. Stover Undergraduate Services
Coordinator Virginia Commonwealth University
2
Q Whats Marketing?

• A The idea that an organization should aim all
  its efforts at satisfying its customers
• at a profit.
• Perreault McCarthy, Basic Marketing, 15th ed.

3
4 Ps A Marketers Toolkit
Price What you exchange
Product What you do
Who you do it all for
TM
Place How you get it to them
Promotion What you say how you say it
4
White Spaces are Not Empty
Opportunities are here!
5
Q How Do You Group Patrons?
6
What About This?
7
Segmenting by Job

• Job
• Patrons (Employers)
• Social, Functional, and Emotional Dimensions of
  Job
• New or Improved Services

8
Awesome Example of Segmentation
9
Your Turn!

• Tips 1. Observe 2. Ask

10
Homework

• Find the road less traveled
• Who are the organizations and people related to
  the job?
• Make a list Talk to as many as possible.
• Write a story about the job
• Include descriptions of the people who would hire
  the service to get the job done.
• Example Best Buy

11
Creative Process
1
2
3
Divergent Thinking
Incubation
Convergent Thinking
Kahn (2001) Product Planning Essentials, Sage
12
LAMSTAIH
Play, Inc.
13
Journal It!

• Bug lists
• Pictures
• Articles
• Inspirations
• Drawings / Sketches
• Brainstorms / Mind maps

14
Homework

• Buy a journal.
• Strategically seek novelty.
• Write minimum of 2 entries per week.

15
Trends
16
Awesome Example of Trends in Action
17
Mega Trends
18
Adapting Trends

• I.D. core benefits.
• Consider whats new whats old.
• Determine if benefits could solve your patrons
  problems.
• Tailor trend to patrons needs.

19
Homework

• Find 2 other mega trends of interest.
• Brainstorm on how trend could be applied to each
  P in marketing mix.
• Share trend information and ideas with colleagues.

20
In a Nutshell

• Problems are opportunities.
• Your inner marketer LOVES problems.
• No two inner marketers are alike.
• Be different by being you.
• Practice makes perfect.

21
Want More?

• Visit the Library Marketing Wiki
• Find resources and discussion questions
• Invite key ola08
• Contact Jill
• Library Marketing - Thinking Outside the Book

Thanks for attending!