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Marketing Information Services (by Alana Macmillan)

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ELISA (Edinburgh Libraries and Information Services Agency)
ELISA (Edinburgh Libraries and Information Services Agency)

This document discusses marketing strategies for information services using the "4Ps" framework of marketing - product, price, place, and promotion. It recommends formulating a mission statement, analyzing strengths/weaknesses and opportunities/threats, and setting goals to determine how to market products and services. Specific tips are provided for each of the 4Ps, such as deciding on pricing strategies, delivery methods, and promotional techniques like advertising, word of mouth, and social media.

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Alana Macmillan MA (Hons) MSc MCLIP Customer Services Manager IDOX Information Services Ltd Marketing Information Services
Agenda Why market? Getting Started The 4Ps Further reading Questions
Why Market? Survival! Competition for resources Competition for users Rising expectations Image
Getting Started Formulate a mission Where are we now? - SWOT Where do we want to be? PEST How do we get there? 4Ps Product Price Place Promotion
The 4 Ps - Product May be a product or service USP Unique Selling Proposition Benefits not features Productised services
The 4 Ps - Price Decide on a pricing strategy Skimming (high price for innovation) Matching (similar to competition) Promotion (limited time only) Economies of scale (buy in bulk)
The 4 Ps - Place How convenient is your service/product? How is your product delivered? User comes to you Desktop Home/office
The 4 Ps - Promotion Advertising Personal selling Briefing sessions E-mail reminders Telephone reminders Word of mouth/testimonials/case studies Web 2.0
Further Reading University of Illinois Graduate School of Library and Information Science: Library and Information Services Marketing. http://clips.lis.uiuc.edu/2003_09.html#05 The M Word Marketing Libraries http://themwordblog.blogspot.com/
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Marketing Information Services (by Alana Macmillan)

  • 1. Alana Macmillan MA (Hons) MSc MCLIP Customer Services Manager IDOX Information Services Ltd Marketing Information Services
  • 2. Agenda Why market? Getting Started The 4Ps Further reading Questions
  • 3. Why Market? Survival! Competition for resources Competition for users Rising expectations Image
  • 4. Getting Started Formulate a mission Where are we now? - SWOT Where do we want to be? PEST How do we get there? 4Ps Product Price Place Promotion
  • 5. The 4 Ps - Product May be a product or service USP Unique Selling Proposition Benefits not features Productised services
  • 6. The 4 Ps - Price Decide on a pricing strategy Skimming (high price for innovation) Matching (similar to competition) Promotion (limited time only) Economies of scale (buy in bulk)
  • 7. The 4 Ps - Place How convenient is your service/product? How is your product delivered? User comes to you Desktop Home/office
  • 8. The 4 Ps - Promotion Advertising Personal selling Briefing sessions E-mail reminders Telephone reminders Word of mouth/testimonials/case studies Web 2.0
  • 9. Further Reading University of Illinois Graduate School of Library and Information Science: Library and Information Services Marketing. http://clips.lis.uiuc.edu/2003_09.html#05 The M Word Marketing Libraries http://themwordblog.blogspot.com/