Within the Philippine context
• By
Dr. Eduardo P. Garrovillas
-(March 19, 2010)
From Mgt. Guru
 “People who feel good about
themselves produce good results!”
- One Minute Manager,
Kenneth Blanchard & Spencer Johnson
 “Feel Good” brand association and
emotional connection are valued by
customers!--- Advocacy Marketing
Why librarians must “feel good”
about their profession.
 Librarians are managing the last bulwark of
knowledge!
 Librarians are keeping and nurturing the most
important resource in a Knowledge-Economy!
Go Marketing…Think Big!
“Make no little plans. They have
no magic to stir man’s blood.
Make big plans; aim high in hope
and WORK!”
 D. H. BURNHAM, Writer/Philosopher
What’s the difference among the three
RP Presidents, Cory, Gloria, and Erap?
 Pres. Cory cannot tell a lie.
 Pres. Gloria cannot tell the
truth.
 Pres. Erap cannot tell the
difference between a lie and the
truth.
1. Marketing is too important to be left
alone to marketing people (Peter Drucker).
Librarians and other sectors of the
institution must also do marketing.
2. Every member of the institution must
have a marketing mindset.
• Customer-Satisfaction focused
• Imbued with a high sense of
Social Responsibility
• Conscious of giving Total
Quality Service, Service
Excellence at all times
1.Branding
2.Events & PR
Events & PR - narrowcasting,
the most appropriate (BTL)*
advertising approach for
Library service.
*Below the Line Advertising
• By Jack Trout, co-author
of Al Ries in Marketing Warfare
Branding a Library entails…
 Strategic Brand Analysis
 Customer Analysis
 Competitor Analysis
 Self-Analysis
Brand Identity System
Brand as Product
Brand as Organization
Brand as Person
Brand as Symbol
Trends
Motivation
Unmet Needs
Segmentation
Competitor (Other Providers)
Analysis
 Brand image/identity
 Strengths, strategies*
 Vulnerabilities

*ask for the strengths of other providers
Existing brand image
Brand heritage
Strengths/Capabilities
Organization values
*Sheetwork
Value Proposition
Functional benefits
Emotional benefits
Self-expressive benefits
Credibility
Brand-customer Relationship
Brand Identity Implementation
System
 Brand Position




A Subset of the brand identity and value proposition
Addressed to a target audience
To be actively communicated
Supposed to provide competitive advantage
 Execution*
 Generate alternatives
 Symbols and metaphors
 Testing
 Tracking

*Sheetwork – 1)create a leaflet/flyer with your logo
and tagline/metaphor 2) Making a promotion
matrix for the Library*Library promat.pdf
The most suitable promo approach
for a Branded Library is…
Events & PR
Why go Events & PR…
Findings from “The Fall of Advertising and
The Rise of PR” :
 Put more time and resources into Events &
Public Relations
 Put more time and resources into knowing
your customers
 Put more time and resources into services
improvement
 by Al Ries and Laura Ries
 “In marketing, the channel with the greatest
influence… is neither the traditional media of
television, radio, or print advertising nor the
new medium of World Wide Web but the
‘human channel’ of individual, person-toperson, word-of-mouth communication.”
 And in the phrase “by word-of-mouth”,
what’s important is the mouth and not the
word!
--- From : Buzz Marketing Proponents


The Influencers (Ed Keller and Jon Berry,2005)
Buzz (Marian Salzman, Ira Matathia, and Ann
O’Reilly,2005)
Other compelling reasons for Events
& PR!
 Because the 21st Century is the age of
Events & PR even for traditionally nonmarketing organizations
 Go Events & PR… because this is the only
way to grow the cost-effective way, amidst
the growing keen competition in the global
marketplace; Events & PR is the key to
sustainable development and relevance!
1. Events & PR, defined
 Event is a “happening” (e.g., program, project,
sponsorship, etc.), which could either be in-house
or out-house, sponsored or co-sponsored; PR is
the news or “buzz” about the Event, where the
marketing element is either overt or covert
(subliminal).
 The Event is supposed to draw in, get the interest,
or attract customers, to come and to feel, touch,
smell, taste, and experience the product/service, -- to create dramatic impact. The PR is supposed to
tell the public about how good the company is, and
overtly or subliminally, how good their product is.
Event &PR, in many respect, is like bread and
butter. A good PR cannot stand on a void, its
platform is the Event.
Events & PR, defined…
 Effective form of Below the Line (BTL)
promotion; E&PR is “Narrowcasting”, in
contrast to Above the Line (ATL) which is
“Broadcasting”;
 More focused;
 Collaterals: streamer, flyer, catalog, giveaways, sampling, e.g., taste test, wet test,
celebrity show, Q and A, quiz, contest, etc
(relatively economical compared to tv and
radio ads).
Events & PR, defined…
 Cost-Effective
According to “The Fall of Advertising and the Rise of PR”
by Al Ries and Laura Ries
 PR is “Free,” technically, because it is
straight news. But some companies
engaged in “envelopmental journalism” to
make sure that the editor will release the
PR piece. Beware of AC/DC “journalists”
2. Challenges of Events & PR
 E&PR must have well- defined objective; use
SMART
 Ownership --- the E&PR objectives must be coowned by every sector of the organization
 Champion --- the Event must be championed by
everyone in the organization
 Originality --- creatively unique, unforgettable
tipping point,gladwell.ppt
E&PR Marketing in the Value Chain
(Michael Porter)

VRIN Analysis for E&PR
 Valuable
 Rare
 Inimitable
 Non-substitutable
Note: An excellent example of VRIN is the Aral-Kabuhayan
of Jollibee Group; and company-specific CSR projects.
3. E&PR/IMC Rewards
 Provide opportunity for a meaningful CSR program of the
company; e.g., one that benefits the society at large;
 Enhance the goodwill and image of the company as a good
corporate citizen;
 Indirectly, Increase revenue/sales (cost-effective, positive impact




on margin)
Increase market share (Narrowcasting: customer-focused)
Ease the marketing burden, as many may share the promo load
(e.g., suppliers and sponsors, B2B customers)
Opportunity-seeking, open up market potentials (the Event can be
a data-base gathering opportunity)
Problem-solving opportunity
“Dream, and confidently live your dream!”
 “What the mind can conceive, man can achieve!” –
from an ads.
 “Don’t hope for a miracle, make one!” – from
Extraordinary Measures, starring Brendan Fraser
and Harrison Ford.
 “Aim high, so that even if you miss the target, you’ll
still be up there!”
- from Blaise Pascal
To Librarians/Marketers
 “Treat people as if they were
what they ought to be, and you
help them become what they are
capable of becoming.”
 Goethe,
a famous German writer
To Librarians/Marketers
 “What you leave behind is not what is engraved in
stone monuments but what is woven into the lives
of others!.”
-Pericles (c. 495-429 B.C.), Athenian statesman, leader
of the democratic party, brilliant orator, ruler of Athens,
lover of the arts, e.g., music and drama, (c. 460-429 B.C.);
“Periclean Athens” is the most brilliant age of Greek
history, standing for one of the highest achievements of
civilization.
“There are basically two things
that motivate a person; either he
is driven by --- 1) his desire to be
great, or 2) by his sex urge…”
- from Sigmund Freud,
psychoanalyst