Agnieszka Zawada Library promotional process
	Wyższa Szkoła Zarządzania Edukacja we Wrocławiu
	This article was translated thanks to the grant received from the Open Society Institute

Library marketing strategies.

Libraries can be classified as non-profit organisations, with a social agenda. Usually, they are described as priority level public service institutions . The functioning under the tough conditions of prolonged budget deficits and limited government financing forced such institutions into various fundraising activities. These limitations, however, by no means diminished the scope of their work or limited their function - to the contrary: they contributed to their development and increased flexibility. The transition of non-profit institutions into financially self-sufficient organisations changed the society's perception of them. These institutions use earned funds for their constant development - members of boards or staff do not directly benefit from the profits.

The period of the system transformation in Poland called for the application of new principles in these institutions activities. New economy and market competition quickly established the new set of rules of non-profit organisations and the way of their implementation. The search for effective management methods has become the order of the day.

Non-profit organisations, while providing their service to the society, also try to influence consumer behaviours and gain their clients time and money. Therefore, they employ similar mechanisms to those of commercial institutions. The main goal to be reached- a healthy, stable and profitable institution requires long-term planning and wise marketing strategies on the part of the management. The management is responsible for new projects - research and development. While developing a new project the management must keep in mind that a variety of clients needs and requirements should be satisfied, and the projects should possibly complement each other. Non-profit organisations function with a dual objective: they are interested in acquiring new clients and donors, and in social acceptance and acknowledgement of their activities. Consequently, their marketing strategies are identical as those of regular companies they, too, focus primarily on a client.
Non-profit organisations implementing marketing management and focusing on clients profit on many fronts:

• they manage their finances properly and allocate funds wisely,
• they service their community well and work on its steady improvement,
• they create proper image of the organisation,
• they define their clients needs and preferences effectively,
• they work at the improvement of customer relations,
• they conduct social cost analysis,
• they apply the rules of economy to new projects,
• they curtail amateurish and spontaneous ways of approaching new tasks,
• they improve services, innovate.

Libraries, as other institutions trying to successfully compete and maintain their position on the market, should implement marketing strategies. With existing and potential clients, and offered product as determining factors - four marketing strategies can be pointed out:

1. Market research strategy - looking for possibilities of increasing sales of existing product on existing market.
2. Market development strategy - acquiring new markets for existing product.
3. Product development strategy - introducing new, improved product on existing market.
4. Innovation strategy - "most ambitious", introducing new products on new markets.

These strategies can be presented in the following way:

 

	Targets markets	New markets
Existing products	Market research strategy	Market development strategy
New products	Product development strategy	Innovation strategy

If applied to library activities, these strategies can be presented as follows:

1. When applying the market research strategy, libraries try to find ways of increasing the number of active readers, to spark readers interest in cultural events and readership in general. Libraries try to convert drop-ins into regular users and constantly work at increasing the number of clients, as they rely on them for their very existence. The best way to keep the regulars and acquire new readers is through better recognition of their preferences and needs. Also, the readers can be actively encouraged to increase the frequency of borrowing or to make use of the library's other services.
2. Market development strategy can be applied when library wants to gain new readers without changing its profile. To successfully apply this strategy, an exhaustive analysis of the new or extended market is necessary, as well as thorough knowledge of clients preferences and tastes. Example: Students who are in the process of continuing education (colleges, universities) cannot always afford new and costly books, especially manuals. This particular group can be considered as new target market.
3. Development strategy signifies change and modifications, however, the main product remains the same. In the library environment changes are: improvement of services and increasing the efficiency of lending books (e.g.computerisation). This particular strategy is used in order to increase the number of possible choices for library users.
4. Innovation strategy is based on offering new products and improvement of market services. Libraries, apart from lending books, can also lend video cassettes, newspapers, books on tapes. Due to the increasing popularity of TV and computers, many people prefer this form of getting information rather than reading. Therefore, libraries are introducing the use of Internet, as well as copying services. Thanks to enlarging the scope of their service, the libraries attract more users.

Market research in libraries

The observation and assessment of issues occurring during the distribution and consumption of products are the core of marketing activities. It is, first and foremost, gathering information about facts and their analysis. With the use of more specialised research, one can pinpoint society's special interests and aspirations. The research includes gathering information about the degree to which the society's requirements are met.

Everything related to the process of product and service transition (from person offering the product to the client) is subject to market research. The analysis is twofold:

• outside phenomena in relation to the processes steered by marketing specialists,
• inside phenomena (processes, factors) created by marketing specialists.

The analysis of outside phenomena contains research of the market. Market analyses, since they probe the very core of marketing processes, are used in similar type of research. Such initial analysis is necessary within the scope of activities of non-profit organisations (libraries). Market observation and research should show the actual structure and size of the market, the expectations of potential users, as well as possibilities of meeting these expectations.

As mentioned before, one of the main principles of marketing process calls for a thorough analysis of market issues and for a program of product and service distribution (according to the clients needs). Libraries services (most of them) are usually organised according to this principle. Any research directly related to the question of services can be called a marketing research. Library environment is carefully studied and all aspects influencing service as such is taken under consideration.

Research conducted outside the library environment leads towards the definition of these outside factors, which may potentially influence the kind, quantity and quality of services. This research calls for the probes of public opinion, studies of people's convictions, stereotypes, myths and behaviours.

Two kinds of environments are usually researched: open and closed (limited). Of those two, the former is more difficult to study. Libraries, however, must rely on the analysis of this particular environment as it produces the so-called reading public (most communicative and outspoken part of the society) which, in turn, influences library activities the most. Proper assessment of the environment and its interaction with the library helps formulate current and future goals.

While investigating the question of the library-environment interaction, it is advisable to look for reasons why some people do not use libraries at all (lack of time, other reasons). During the polls, all major forms of environmental analyses used by large libraries were defined. These are: surveys, interviews with teachers, research conducted at other libraries and other. As presented in the comparison, the basis for the background assessment done by libraries is either a statistical or direct survey.

Another form of library marketing analysis is based on the recognition of sponsors expectations towards libraries, as it is evident how strongly libraries depend on sponsors for financial support. Universities, for example, use the following ways of communicating these expectations:

• university president's directive,
• owner's directive,
• deans directive,
• heads of institutes directives,
• informal suggestions,
• students committees suggestions,
• other (library boards suggestions).

The expectations of sponsors differ very much from the expectations, needs and behaviours of regular library users. Research covering this area explores reasons for using the library, library users behaviours, the degree to which users needs are met and satisfied, and the impact the libraries have on users lives.

No library can function as a public service institution without properly recognising its users need, expectations, opinions and behaviours, or without taking a tally of divergences between clients needs and the actual library offer. Any research on the subject of library activity probes the reasons for using the library first, and then, the users behaviours. Those reasons are usually defined through the structural analysis and analysis of demographic features of the environment (age, sex, educational level). The majority of libraries collect only simple statistical data regarding the mechanics of borrowing books. However, more specialised and professionally conducted research would help ascertain the actual state of library function and the users opinion on the subject. Then, a realistic plan for the definition of future goals, programs and organisational strategies could be worked out.

The idea of library promotion.

Usually, all marketing phenomena and processes are associated with a product market, however, the very same processes apply to the domain of services and cultural market. When it comes to marketing, the bottom line and a fundamental issue is good service and satisfaction of the client. Libraries, as non-commercial institutions, provide service on a massive scale and are free to apply the rules and strategies of marketing in their activities. The differentiation of the library offer and its adaptation to the users needs manifests itself in the emergence of various library networks.

The libraries can be divided according to:

• the profile and users needs:
  • children and youth libraries
  • school libraries
  • public libraries
  • professional libraries
  • central libraries
  • main university libraries
  • specialised libraries
  • pedagogical libraries
  • scientific libraries
  • national libraries
• the subject and formal contents of their collections:
  • libraries with a generalised profile,
  • specialised libraries.
• the region
  • national libraries,
  • regional libraries,
  • local libraries.
• the formal and legal aspects
  • independent libraries.
  • dependent libraries.
• the owner
  • state-owned libraries,
  • libraries run by local government,
  • public libraires,
  • privately owned libraries.
• the lending system
  • non-lending libraries,
  • lending libraries,
  • general access libraries,
  • closed.^[1]

Library users are the readers who use books, periodicals and other reference according to:

• the variety of needs stemming from age, education, profession and interests,
• the variety of the serviced environments,
• the degree of saturation of a given area with libraries of various profiles,
• the need for maintaining balance between filling the needs of general public and those of the elitist groups.

The readers (much like other clients of other markets) can be classified according to marketing criteria. The following groups can be listed:

• children and youth,
• students,
• university and scientific institute staff,
• pedagogues, psychologists, educators, counsellors,
• specialists,
• employees of the ministry of culture,
• state and local administration staff,
• pensioners.

Along with the emergence of the library (as a market product) comes the need to communicate its presence and the range of services it offers to the potential user (reader). Then, a promotional action usually may follow. There are three basic promotional functions: information, convincing and reminders. A set of promotional tools, the so-called, promotional mix is used for these purposes:

1. Advertising.
2. Sales promotion.
3. Public relations.
4. Individual sales.

Some members of the library community are of the opinion that libraries should not trouble themselves with advertising their services to the public, as their social usefulness is obvious. However, such a passive approach is difficult to accept and justify. Nowadays, any kind of supply is associated with all kinds of persuasive actions. The idea of promotion plays an important role in the marketing strategy. Therefore, while adapting marketing ideas to the field of non-commercial services, the promotion cannot be excluded.

Any kind of service (library activity included) requires recommendation. In case of libraries, it is the promotion of their collections and their profile. It is important that such recommendation reach not only the library community (users and staff), but also non-users. The first step of a library promotion is to notify the potential clientele of the library offer (contents and localisation). The second step is to convince the potential clientele of the benefits of the library use, and to efficiently organise the supply and distribution. Library recommendation needs to deliver the message about other informational media than print (computers, videos, etc.), as well as other library purposes apart from the educational ones informational, counselling, artistic, intellectual and entertaining.

In theory, the register of library promotional variants is not very different than the one of general service promotion:

1. Posting of notices of recommendation inside or outside of a library.
2. Media and press advertisements.
3. Exhibitions, shows and promotional meetings.
4. Agendas.
5. Informational leaflets and library catalogues.
6. Direct activities, i.e. auctions.

Forms of library promotion

Promotional (recommendation) notices and library offers should be direct and inform potential clients in the most straightforward manner about the goal, purpose and conditions of the offer. It is advisable to formulate the offer in such a way as to attract the biggest possible number of clients. Promotional notices, adapted and shaped to the potential clients needs and wishes should be posted where it is easiest to spot them. Naturally, the first place to be considered is the library building itself, however, the libraries targeting particular clientele should post their notices on the premises of the sponsoring institutions. For example: pedagogical and school libraries should advertise in schools - university libraries in universities. The notices should be clearly displayed. The libraries with generalised profile should advertise their services in places frequented by the local population, i.e. malls, shopping centres, administrational buildings, as well as in all educational institutions. Also, inter-library co-operation and mutual assistance should be seriously considered.

The employment of media and press for the purposes of library promotion proves to be very complex as costs are considerably higher. As well, advertisements, due to the fleeting character of media messaging, may not reach the potential clientele properly. Promotional media notices should include extensive information about a localisation of library, hours of operation and conditions of use, as well as library's profile and offered services. Unfortunately, national (central) press and media usually deliver but a cursory information about the condition of library business in general. Local media (radio, regional TV programming) offer similarly ineffective solutions, with the exclusion of the current events coverage. An ongoing and systematic co-operation with local media, with the use of regular advertising TV spots or even longer promotional programs might be successful, unfortunately, due to inadequate funding and high cost, this is not a viable option. Polish TV or radio stations are not (yet) required to provide free services for social of cultural purposes. The help of local press proves to be much more effective in library promotion. Newspapers published locally function according to new rules and are fairly independent, not to mention the significantly increased number of titles in general.

One of the forms of promotion entirely produced by libraries are exhibitions presenting, according to a chosen profile, different segments of library collections. The profile of such exposition is usually geared at the needs of the most active users. Another form of library promotion is printing of library guides and informative booklets. They usually contain info about the structure of a given library, its services and contents, as well as the address, hours of operation and conditions of use. Such material is fairly easy to distribute, and if nicely edited and graphically attractive, proves to be a very effective promotional tool.

Yet another variety of library promotion is to directly introduce new users to library services. Potential users are individually guided through and introduced to library contents the introduction is done during joint sessions, expositions and seminars. University and school libraries usually organise such activities for their students. Celebrities can also contribute to promoting libraries by participating in meetings, presentations, discussion groups and other forms of individual promotion. Undoubtedly, successful promotional activity of libraries requires good and effective strategy.

All events taking place in libraries, e.g art and book auctions, conferences, indirectly promote library activity. Libraries in various countries organise yearly auctions during which they sell off some parts of their contents at discount prices.

The success of promotion greatly depends on the image libraries create when they engage in their (non-profit) activities. As social service institutions, libraries should be mindful of public opinion, therefore, try to encourage people to benefit from their services. The society should perceive libraries as efficient, productive, modern, popular and, most of all, indispensable institutions.

At the same time, all potential sponsors should be made aware of the importance of libraries, and a climate of sensitivity to libraries most urgent needs should be created within the sponsoring environment. The library community should be informed about its future goals, tasks, obligations, and society's expectations towards library services and libraries as social institutions.

Careful creation of a proper image is very important to libraries. The right image conveys the right message to the users one of libraries significance, their usefulness and reactivity as service providers. There is also need for cultivating good relations with media and press, as well as with leaders of communities and public opinion. Other, more practical factors play an important role in the creation of a favourable opinion, too: convenient location, deferring to clients with the hours of operation, accessibility of the staff, efficiency and good organisation within the library.

Distribution strategy in libraries

Any library is a typical service institution and a place where demand meets the supply without the presence of a commercial factor. Libraries originated in XIII century at monasteries, and in the houses and palaces of kings and princes. The very first Polish library is Jagiellonian University Library, founded in 1364. The objective of library staff's work is similar to that of salespeople's to initiate and carry out the exchange of goods or provide a service.

Libraries classification according to their localisation is as follows: village, community, city, public, school, pedagogical and university libraries. Such a placement is focused on and planned according to readers needs. There have been changes in libraries that used to only lend books and allow clients to use their contents on their premises. Nowadays, clients can help themselves to a photocopier, DVDs, videotapes and, more often than before, ask for librarians assistance. Unfortunatety, with the increased use of home videos, TV, DVDs, the attendance in libraries shrinks. Therefore, the process of the modernisation of libraries has gained in significance it is important that readers return and start appreciating reading again.

Due to the fact that libraries are public service institutions, it is the readers who decide the course of all library processes. Readers justify the very existence of libraries, define the profile of their contents and services and actively inspire the library activities by using these services, making suggestions and verbalising their needs. In some instances, clients know and are certain of what they want, however, sometimes they become aware of their requirements after having discussed their options with the staff.

Marketing processes and tools are supposed to make the client realise what they want or to inspire them in that respect. Good distribution and organisation (two important factors pertinent to client's satisfaction) contribute to good service:

Market analysis.
Target: to learn about actual and potential requirements regarding the supply, and the neccessity of establishing readers, sponsors expectations:

• analysis of library use justification,
• analysis of reasons for discontinuation of library use,
• analysis with elements of psychological profiling,
• presence of competition e.g. in the form of video stores.

Planning the schedule of expected and potentially beneficial activities
Target: to profit from: library services, individual work with books, the shaping of moral behaviours, development of individual interests, library therapy, methodology workshops for teachers:

• optimisation of the library-reader co-operation,
• updating of library resources,
• computerisation program.

Distribution:

• library network (school, scientific libraries),
• specialised agendas destined for particular groups of users,
• functional structure.

Sales implementation:

• good reader-staff relations,
• newspaper columns, book reviews in periodicals, publishing houses ads and bookstore promotions,
• TV book promotions (special programming),
• lectures for school students combined with book catalogue presentations,
• distribution of booklets, leaflets, pamphlets through mail,
• individual promotional actions.

Image creation:

• meetings with the public, institutions, companies
• staff's professionalism during contacts with the clients
• sponsors which library existence depends on.

Evaluation:
Library activity is subject to evaluation according to its effectiveness and economy. Every library should have its own profit targeting distribution strategy, planning activities, good organisation and product placement supervision. The ever-decreasing number of active readers causes library closures. Here is an example of the strategy which could possibly alter this unfavourable situation.

Distribution strategy is based mainly on the choice of proper distribution channel. Initially, however, a few factors related to library use need to be determined. These are:

• client profile,
• the number and educational level of neighbouring schools,
• the number of inhabitants of the city (village, town),
• the presence, or lack of another library,
• the actual condition of books,
• the presence or absence of old prints, or original translations of classics and bestsellers.

Such strategising is of an exceptional importance since library users represents a variety of needs, tastes, ages, educational levels, etc.

There are two main channels in distribution strategy: direct and indirect. The direct channel of distribution functions at two levels: the producer's and the purchaser's and in the case of libraries the library's and the reader s. (It is the member of the library staff who, being in direct contact with the reader, gives him direction and guidance). An indirect channel involves manufacturers, middle-men and purchasers. It is more difficult to point out that channel in the library environment, as lending books, e.g. vial mail is not practised, therefore the third party is not involved. However, a very dynamic development of the Internet may soon radically alter this situation. While at the issue of the Internet the access to it at a library is very important. A library with its own web page, exhaustive listings of authors, books and other library resources is a very valuable source of information.

Nowadays, with a rapidly changing market, six major types of factors can be observed:

• social,
• economic,
• technological,
• political,
• cultural,
• environmental.

A well-conducted SWOT analysis of the library should provide the answer to basic questions:

• What makes a given library's services better of worse in comparison to other library, or when compared with other channels of gathering information?
• What important state, social and political factors create new posibilities and threats to libraries?

SWOT analysis for the library market:

Strengths (S)	Weaknesses (W)
modern library network, easy access, competitiveness (free access), impressive library collection.	limited choice of services, lack of support on the part of the community, weak financial status, inadequate supply of newly published material.
Opportunities (O)	Threats (T)
acquiring new sponsors (investors), improving quality of the supply, increasing rate of inflation, computerisation.	low bookstore prices, other preferences than books (TV, video), shrinking market (demographic low).

SWOT - STRENGHTS, WEAKNESSES, OPPORTUNITIES, THREATS.

In Poland, as in other European countries, the life span of population increases. New lifestyles are preferred and cultivated, shaped on those of well-developed and economically thriving countries. Many people choose to remain children-free and to concentrate on the improvement of their economical status and quality of life. This, in turn, puts increasing demands on their time and adds to the level of stress. TV and video seem to be the preferred way of entertainment rather than reading or frequenting the movies and theatres. According to TNS OBOP ( Osrodek Badania Opinii Publicznej - TNS OBOP Marketing Information Agency), the readership took a nose-dive in recent years. Internet seems to be assuming the role of libraries as the mother of all sources of information. The accessibility of videos with film versions of great Polish literary works made the latter, or their book version, redundant.

Marketing concepts applied in everyday library activities, have lot in common with the so-called active librarianship. Due to the fact that rules of new marketing impose changes of behaviours and attitudes, these ideas have to focus on employing the most productive methods in library programs. Instead of concentrating solely on increasing profit, client satisfaction and creating more demand seems to be more important. New market ideas regarding the sphere of services are identical to those related to products. This approach is fully applicable to library products and services. Serving the clients exclusively (lending the books), is no longer sufficient. The society needs to be encouraged to use libraries and the whole range of services they can provide. In the field of services, a great influence on the public (both positive and negative) is attributed to staff-customer relations. It is evident that library personnel's bahaviours, attitudes, opinions, powers of persuasion have the potential to influence the reader, as the library is more of a service institution rather than a place where the product is sold.

A major difference between commercial and non-commercial services (including library services) is the absence of the profit factor. Of course, non-commercial services are not entirely free of charge either, but they are subject to general economical rules and regulations. Servicing the public effectively can justify the existence of such costly resources as book collections and library personnel. Other marketing solutions, besides competitiveness and profit, apply to the function of libraries. Active function, focus on users and properly adjusted environment have been applied in the library community for a long time, therefore, it is clear that use and application of marketing strategies, when used in libraries, can be very productive.

Footnotes

[1]. J. Ratajewski: Rodzaje bibliotek i ich charakterystyczne zadania [In:] Bibliotekarstwo. Ed. by Z. Żmigrodzki. Warszawa 1998, s. 17.

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Translated by Dorota Jaglarz