Quantum² : Quantum² Framework : Marketing

Marketing

While it is true that "if professional relationships are managed well, marketing takes care of itself" [ Ulla de Stricker, conference presentation ], and that every interaction with clients and potential clients is an opportunity to market the library's services by building a positive impression, it is helpful to have a firm grasp of basic marketing concepts. All activities in the library should be guided by the fundamental marketing principle of bringing "buyers" and "sellers" together for mutual benefit, and all staff should be thoroughly versed in the art of communicating in support of that benefit. The information center's services should be packaged to reinforce a clear identity and to build awareness of the services being provided.

Key Questions:

• Is tracking of the organization's expenditures in place to measure and report on specific results?
• Does the information center have a clearly established identity that is reflected in all services delivered?
• Are there a variety of communications processes in place to inform targeted users about services available?

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