Find out what works best for the markets you serve.
This is a trial-and-error process that requires testing and interaction with clients or prospective clients, although reading case studies and interviewing and consulting with libraries that have already had marketing achievements is one way to save time.
For segmenting the consumer market, consider age groups.
In addition, niche markets are an integral part of marketing.
In recent years, libraries of all types have found it necessary to compete for both money and clients as major changes have occurred.
Corporate librarians have realized that they must show management why they are useful and how they contribute to the bottom line.
Ward also explains that academic libraries sometimes create planning documents that are updated periodically. Eric Lease Morgan asserts that, As the perception of worth decreases so do tax dollars or other administrative support.
Because of all of these existing challenges and intensifying changes, it is not surprising that at least a handful of libraries have turned to tried and true business models for improved planning and development, and that they are employing marketing plans as one method for moving forward.
It will most likely be necessary to read marketing and sales books, attend courses or workshops, or hire consultants and specialists to assist you as necessary. Describe your strengths and what you want to emphasize.
Once you identify both direct and indirect competition (for example, the Internet as indirect competition), you can determine how and why your services are special and benefit users in a particular way.