If you distribute products to other companies or suppliers and those distribution efforts will impact your overall marketing plans, lay out your Distribution Strategy.
The key is to show you understand your market and you understand how you will reach your market.
This involves conducting market research, which Eric Lease Morgan describes as using transaction log analysis, circulation records, user surveys, focus group interviews, and information interviews to provide insight on what your customers really expect. The mission statement clearly and succinctly describes the nature of the business, services offered, and markets servedusually in a few sentences.
To write a marketing plan, follow the numbered outline below. Sometimes for larger companies its combined with a vision statement that can be two to three paragraphs in length. In this section, list and describe potential groups of users or clients.
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.
Indeed, Suzanne Ward believes that as time goes on [libraries] must think in this way to achieve goals.While you don't need to include samples, taking the time to create actual marketing materials might help you better understand and communicate your marketing plans and objectives.In recent years, libraries of all types have found it necessary to compete for both money and clients as major changes have occurred.A marketing plan consists of several components, each of which is described below.Before writing a marketing plan, it is necessary to define your target market and to understand its needs.Just like in the Market Opportunity section, you may want to include a few more categories.For example, if your business involves a commission-compensated sales force, describe your Sales Programs and incentives.In an interview for this article, Suzanne Ward (author of Starting and Managing Fee-Based Services in Academic Libraries, JAI Press, Inc., 1997) told me that students are no longer a captive audience because many do their own research using PCs (and at the beach at that! She says that both students and faculty are seeing less value in the library infrastructure, and this is creating a need for more proactive strategic planning and marketing to keep libraries from being discounted even more.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.Additionally, the Internet brings a whole new dimension of competition that public, academic, and corporate libraries are facing daily.Whereas budget problems have been around for some time, the recent competition from the Internet can translate into fewer users, despite the fact that the Internet is also a crucial tool used by librarians for research and marketing.