"The objective of marketing is to create an environment where a sale can occur."
Deanna Medsker Day
A sale does not necessarily require the transfer of money; instead it is about finalizing a transaction of goods or services between a user or customer and the organization that is offering them. This can be a product or service that is exchanged for an agreed upon price. But the price may not be measured in dollars and cents. In a non-profit environment or service organization, this can be a transfer of goods or services, in return for an intangible such as the investment of the patron's time or availability.
For example, in a public library, an objective may be to expand services to children, and a specific initiative might be a weekly story hour. The library may go to a great deal of time and effort to make this new program of interest to children in their local area. Every time a child attends one of these programs, the child (and their chaperone) is making a purchase using their limited time and resources as currency.
The Four Ps
Traditionally, successful marketing hinged on four key components: product, price, place and promotion.
The four Ps are no less significant in a non-profit environment. Let's take a moment to translate the terms for a library environment.
Product: What do we have to offer our patrons in exchange for their time and effort? Books, of course. But, we also offer other reading materials, information, classes, perhaps clubs and opportunities for companionship, computer access and training, and of course the staff to make these things come alive.
Price: In this case, price is seldom measured in dollars and cents. Instead, it is perceived value based on the personal effort or time that a patron must invest. Because, time and resources are finite, what other things of interest must be sacrificed in exchange for the products and services we have to offer? Are our products and services competitive? In other words, will our patrons be willing to exchange their limited resources for the products we have to offer or would they prefer to go to the movie, game arcade, or shopping mall?
Place: Libraries are important to the community because they offer a sense of place. But, if a patron or potential patron can't access the services, the library will not be of value to the user. In this case, we need to consider the accessibility of the services; the ease of visiting the library or a satellite location, services for those who may have visual or physical impairments; the hours of operation and more. Place in this instance is more about availability and usability than where the building is located...although, that is important too!
Promotion: Finally, we come to what everyone thinks about when they think about marketing! Promotion refers to every way you are promoting and communicating your product and service to your community and your patron base. This often includes advertising, public relations, events, and social media.
Marketing isn't just about promotion. It is strategic plan comprising all of the Four Ps to achieve the objectives that library leadership and the user community have mutually agreed upon.
For example, in a public library, an objective may be to expand services to children, and a specific initiative might be a weekly story hour. The library may go to a great deal of time and effort to make this new program of interest to children in their local area. Every time a child attends one of these programs, the child (and their chaperone) is making a purchase using their limited time and resources as currency.
The Four Ps
Traditionally, successful marketing hinged on four key components: product, price, place and promotion.
The four Ps are no less significant in a non-profit environment. Let's take a moment to translate the terms for a library environment.
Product: What do we have to offer our patrons in exchange for their time and effort? Books, of course. But, we also offer other reading materials, information, classes, perhaps clubs and opportunities for companionship, computer access and training, and of course the staff to make these things come alive.
Price: In this case, price is seldom measured in dollars and cents. Instead, it is perceived value based on the personal effort or time that a patron must invest. Because, time and resources are finite, what other things of interest must be sacrificed in exchange for the products and services we have to offer? Are our products and services competitive? In other words, will our patrons be willing to exchange their limited resources for the products we have to offer or would they prefer to go to the movie, game arcade, or shopping mall?
Place: Libraries are important to the community because they offer a sense of place. But, if a patron or potential patron can't access the services, the library will not be of value to the user. In this case, we need to consider the accessibility of the services; the ease of visiting the library or a satellite location, services for those who may have visual or physical impairments; the hours of operation and more. Place in this instance is more about availability and usability than where the building is located...although, that is important too!
Promotion: Finally, we come to what everyone thinks about when they think about marketing! Promotion refers to every way you are promoting and communicating your product and service to your community and your patron base. This often includes advertising, public relations, events, and social media.
Marketing isn't just about promotion. It is strategic plan comprising all of the Four Ps to achieve the objectives that library leadership and the user community have mutually agreed upon.