Just Ask Them: Developing A User-Centered Marketing Approach
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The document discusses a user-centered approach to marketing libraries. It defines marketing as communicating with users to understand their needs and designing services to meet those needs. The document outlines the marketing cycle and emphasizes market segmentation to understand different user groups based on demographics, location, intentions, and benefits sought. It provides examples of potential user segments for academic libraries and suggests techniques for market research like surveys, focus groups, and interviews to understand what users value. The goal is to create effective messaging that appeals to user needs and priorities.
Just Ask Them: Developing A User-Centered Marketing Approach
- 1. Just Ask Them: Developing A User- Centered Marketing Approach Rebecca Metzger MAHSLIN 2012
- 2. Goals • Understand the basics of the marketing cycle • Be familiar with a user-centered approach to marketing • Know various techniques for gathering information about library users • Be able to apply concepts of market segmentation to own libraries
- 3. Marketing Isn’t… • Flyers • Emails • Press releases • Facebook • Table tents • Public relations • Brochures • Advertising
- 4. Marketing Is… • Communicating with your users & potential users to determine their needs • Designing services to meet those needs • Informing users about your services
- 6. Market Segmentation • Demographic—age, occupation, department, status • Location of use—in the library, remote • Intention of use or benefits they hope to derive—Ph.D. research, patient treatment options, understanding own diagnosis, better grades, sources of research funding
- 8. Market Segments @ Lafayette Student user types • Non-library users Staff/Administrative user types • First years • RefWorks users • Deans • First year seminars • Athletes • Career services • Sophomores • Transfer students • Development Office • VAST • Library Ambassadors • Residence life • New major declarers • Dining Services • Juniors Faculty user types • Communications • Seniors • New faculty Department • Honors thesis students • Department heads • Alumni office • Study abroad students • Faculty by division • Admissions office • International students • Faculty by department • Coaches • Resident advisors • Untenured faculty • ATTIC • Ambassadors (campus tour • Tenured faculty • Writing Center guides) • Adjuncts & Visitors • Office of Institutional • Fraternities/Sororities • Faculty committees Research • Student organizations • Advisors • WAs (Writing Associates) • Library users Other target audiences • Peer tutors • Non-library users • Alumni • Library users • RefWorks users • Parents
- 10. Share • Add categories you didn’t initially think of / partners suggest categories • Which groups are you serving well? • Which groups are you currently under-serving, but may offer marketing opportunities? • Have you ever done market segmentation before?
- 11. Market Research Asking/testing one user is better than none
- 12. Market Research • Data • Observation / environmental scanning • Surveys • Focus groups • Interviews
- 13. Messaging: What do your users value?
- 14. Messaging • “The library’s new virtual voice recognition interface permits library users of any age to request reference responses to complex questions involving fact-based databases in the biological and earth sciences.” OR • “I finished my oceanography homework in the bathtub.”
- 15. Words That Work
- 16. SLA Alignment Project •Knowledge sharing •Value-added intelligence •Expert analysis •Save time and money
- 17. Rebecca Metzger library_outreach@yahoo.com http://libraryoutreach.wordpress.com
Editor's Notes
- #16: http://www.pbs.org/wgbh/pages/frontline/video/flv/generic.html?s=frol02p74&continuous=1