Marketing: realistic tips for planning and implementation in special libraries; market the importance of librarians, the caretakers of librarians adapt to the ever-changing forms of knowledge

Information Outlook, Nov, 2002 by Amelia Kassel

Whereas Hunt encourages a simple marketing plan, Laura Zick developed an extensive plan for her organization, covering many details. (3) The nearly 40-page plan includes the following:

* Executive Summary

* Description of Program Environment

* Tasks

* Task Implementation Timeline

* Financial Considerations of Task Implementation

* Survey and Survey Results

* Appendix One: Focus Group Questions

* Appendix Two: Prototype E-Newsletter

* Appendix Three: Example of a Virtual Reference Center

Zick says that the planning process generated marketing ideas, but the major advantages were that it coalesced staff thinking and got the staff behind the plan. She says, "The work of creating a marketing plan (or just knowing that it's being written) often pushes some staff outside their comfort zones." To cope with the issues that come up, Zick offers the following advice:

* Explain the reason for the plan and emphasize its importance (i.e., it is not an "extra" but a critical piece of work).

* Involve users in the plan. Brainstorm with them to see what marketing techniques have worked for them.

Zick believes that users are often clamoring--or worse, silently wishing--for services and resources that are already available. They just don't know that what they want is available. A lot of a marketing strategy is about communicating to users what already exists.

She also believes that marketing should never stop. Don't decide to prepare and implement a marketing plan without accepting the fact that marketing must be repeated, ad nauseam!

And most important, she says, remember that "Every interaction with a customer is a marketing moment."

When Marketing Doesn't Work

As a librarian for a special library within a public library system, Uri Toch says, "We never had a clear marketing plan, and this hurt us." Although the library is no longer functioning, he cites the basic problem as "no lines of communication" with their patron base and believes that more aggressive marketing to decisionmakers would have been the answer to the problem. Uri's assessment explains it all--a marketing plan and regular and consistent marketing to the right target market, and with the right message, is the answer.

Product Shows

Lisa A. Zwickey, senior research specialist at J.J. Keller and Associates, Research and Technical Library, says her library has gotten an overwhelmingly positive response to its marketing efforts. The library participates in a quarterly in-house trade show featuring new product offerings and showcasing internal capabilities for sales representatives and other employees. Library staff highlight new library materials, library-produced reports, new research tools, and, most recently, a virtual tour on the library intranet. Each staff member takes his or her turn at the booth during the show. They take requests for materials and research and give away books and other prizes.

Conclusion

Whether you're working on a shoestring budget or with sizeable financial and staff resources, dedication to the marketing process and to creating a marketing plan will make a difference. Those in the know agree that this is an investment for a successful future.