Marketing Program of Library

Marketing Program of Library

Writer:

Hendrikus Franz Josef, M.Si

Regional Library and Archive Office of Yogyakarta Special Region

2019

Abstract

The definition of marketing according to Sigit (1976) is all business activities that are Required for the transfer of property and services and for conduct physical distribution. Whereas the target of marketing is the transfer stream both physical and ownership of goods or services ranging from producers to consumers last one. Many like-minded people who are called marketing mean advertising and sales. Actual marketing is not a plan to sell business products as much as possible. More than that marketing is an art in identifying and Accept the needs of consumers / prospective consumers and provide a way out with fulfill / meet these needs. The task of the marketing department is development consumers and become a guide for organizations in developing The right offer for prospective customers who are targeted company / organization. However, other parts of the organization Must make decisions that are oriented towards things that support the part marketing. The first step is the conception of modern marketing from the intended customers or market target. Target markets are members of society who have needs and expectations certain benefits, which are expected to be obtained from the products or services offered by organization. After the organization knows who the target market is, then the organization must have accurate and up-to-date information about needs and expectations of the target market. For college libraries, the target market is clear, namely the academics and other universities as side consumers. Target needs and expectations the market is clear, that is, for students is information needs can support their learning process, and for lecturers is information needs can carry out the implementation of their three services to the community in college. However, parties libraries must look for more accurate and up-to-date information about needs and Specific expectations of the target market. These needs and expectations will continue to change Along with the development of science and technology. Therefore the library must emergency response changes in the needs and expectations of consumers. If the library has understood the needs and expectations of consumers specifically, then the next step is to determine what type of service and information forms that can meet consumer needs. To achieve that, not only part responsible library services, but full cooperation is needed from all parts of the library.

Part I

Marketing Model in Library

First of all, keep in mind that the environment in the marketing system is broad and open with lots of input, output, and feedback. The marketing environment can be divided into five the base layer, namely the first layer is the global system (where countries interact), the second layer is the community system (related to culture, politics and economy), then the third layer is the marketing system (dealing with consumers, competitor, government and so on) fourth layer is the system in an organization (including financial, production, personnel) and the fifth layer is the managerial marketing system (which has subsystems: marketing administration, product functions, development new products, distribution channels, physical distribution, sales force in the field, advertising, sales promotion, publicity and public relations, information and research marketing).

At each layer is a system. The fifth layer is a subsystem from the fourth layer and so on, and the output from the fifth layer is input for the fourth layer and so on. So the system approach helps focus attention on more large problems. The system approach also allows for an orderly and logical analysis of activities

marketing with:

1. Emphasis on marketing chains both inside and outside the organization.

2 Emphasize input and output relations

3 Highlighting changes in the environment

4 Provide an approach to supervision

5 Offer opportunities to innovate

6 Provide facilities for measuring results.

The system approach shows the consumer's view of the organization, a views from outsiders as the other side of the internal view that usually focuses on an operational perspective only. Managers must remember that consumers feel the organization will determine the decision of consumers to choose goods / services offered. The task of the marketing department is to guarantee that the whole marketing system services are going well, and there is a balance between satisfaction consumers with operational tasks to ensure effectiveness, efficiency and cost control.

Another important role of marketing is to monitor customer satisfaction, evaluate competition, as well as identifying market trends and opportunities. Thus part marketing provides feedback to operational managers and resource managers humans to improve the appearance and quality of the organization in the eyes of consumers.

Part II

Library Marketing Tools

Most Library use in Indonesia is not optimum. Besides promoting efforts from the library, it is not been enforced properly. So far a passive library, simply expecting users to return to the library. In other users (especially students) don't recognize what they will get at library so he does not feel the requirement to pay his time stuffed with class schedules and practicum to return to the library. several buildings conjointly occur.

Mst libraries in Indonesia are rarely used. Besides advertising efforts from the library, it has now not been implemented nicely. up to now a passive library, just awaiting users to come to the library. In Different customers (in particular students) do no longer understand what they can get at Library so that he doesn't feel the need to spend his time packed with elegance schedules and practicum to come back to the library. many homes additionally occur The library is not prepared with signs and symptoms or gadgets that may make the consumer /prospective consumer experience informed what's within the constructing, And made them interested in coming into the library constructing. that can be compared With business shops that have showrooms that are positioned in element Front of the store, in order that folks that pass via the shop emerge as interested in entering the shop because see the objects on show in the showroom. so it's really one of the factors Which causes a loss of library users is susceptible advertising and marketing.

To support marketing efforts, promotional tools are needed. Some promotional tools that can be used to introduce college libraries are:

1. Posting Poster and Leaflets in Public Area

The library can promote facilities owned and services held by using posters and leaflets. There is a slight difference in using posters and leaflet. More text can be used in leaflets than posters. Poster useful to attract the attention of the public on a topic. Therefore usually striking colors are used, interesting images, and bombastic words. With thus from afar people are interested in the poster, so that they come to him and read the contents of the poster. This poster can be posted on the faculty, at the campus activity center, or at the student profession association secretariat.

Leaflets can provide more information about library activities and facilities owned. Even with this leaflet, it can disseminate technical information, like how to use catalogs to get certain books in collections and so on. Pictures can be added to enhance the appearance of leaflets, but related to the problem contained in the leaflet. The distribution of this leaflet must be arranged so that it can reach potential users. Making these posters and leaflets does not have to use expensive materials. The important one is interesting and can be read by target users well.

2. Lectures and Announcements

The lecture referred to here is as part of "users education". This lecture can be delivered on several occasions. Lecturers do not have to be librarians, but can also be conveyed by scientists who have benefited from using information from books or scientific magazines, even more important if the information is obtained from using a library. Promotion this is important considering student reading interest is still low. By listening to figures who have this experience, it is hoped that students will arouse interest in using the library and reading existing literature.

New students need to be introduced to the facilities and services that they can get in the college library. Most likely they are not used to using libraries to support their learning process. Therefore it is very good if librarians can give lectures during the orientation period of new students.

Lectures can be given by filling in several meetings in certain subjects, such as "Scientific writing methods" and so on. If the time given is very limited, it may be sufficient to convey how to search for information complete scientific writing material. It is very good if there is a specific subject matter regarding the library, with only one semester credit system for example. But it must be remembered that the material is maintained as a provision for students to use the library optimally, not to make students as librarians.

3. Library Exhibition

The exhibition is one of the means to promote the library. The exhibition material was adjusted to the theme of the exhibition and the environment in which the exhibition was held. For example The exhibition is an environmental problem, so the exhibition material is literature that discusses the environment and various other information about the environment. At seminar events can be accompanied by an exhibition tailored to the theme of the seminar. In college, the anniversary program from the college is the right time to hold exhibition.

People who will attend the exhibition need to be considered. If there are a lot of visitors from the exhibition, it is certainly not a problem if the material is exhibited with high scientific weights. But if visitors to the exhibition are estimated a lot from ordinary people, so the material is not too scientific. Maybe publication from Community Service Institution, in the form of translating research results into lay language publications, more suitable for exhibition material.

4. Promoting by Video in Youtube

Video package that promotes libraries is an attractive tool, especially considering the reading culture is still respected. The package can be in the form of videos, slides equipped with sounds, and so on. At this time the cost for making audio visual packages is indeed still quite expensive. It is different with libraries in developed countries, video packages in youtube about libraries have been made.

The majority of customers now use social media more to access library information sources. For this reason, libraries need to optimize social media to establish information connections with their users and improve library services. In addition to building information connections with customers, libraries can use social media to listen, respond to users quickly, provide flexible services (mobile services), and expand the reach of information access to the public.

In other words, social media has an effective potential to build relationships that are closer to its customers and build communication between libraries. Communication between libraries through social media can be done by interacting between librarians to learn from each other about how to access library resources. At present the use of social media in libraries is generally still ad hoc and experimental, but in the future social media is considered a medium and an effective way to promote broader library services to users.

5. Library Race

Organizing competitions in the form of paper writing and posters can be used as a means of promoting the library. This competition was held for students and themed problems in the library. It is expected that race participants will learn things regarding the library when they will write a paper or make a poster. There is a saying that says: "If you don't know, then you don't love". After they took part in the competition they became dear to the library.

A library that has a very good collection, and the collection has been processed and arranged properly, is considered less successful if it turns out it has not been used optimally. Therefore a library does not only need to carry out technical work of the library, but needs to promote its library. In the commercial world even many producers dare to use up to 50% of their budget to promote their products. For librarians in Indonesia where the need will be using the library has not been felt, then the promotion effort needs to be done even harder.

Conclusion

Marketing is not the same as advertising and sales. Marketing is the art of identifying and understanding the needs of consumers / prospective consumers and providing a way out by fulfilling / satisfying these needs. In conception modern marketing the first step is to determine the intended consumer or target market. After that, there needs to be accurate and up-to-date information about the needs and expectations of the target market. Based on the information designed products and services that will be offered toprospective consumers.

To support marketing, there are a number of tools that can be used to promote high education libraries, such as: posters and leaflets, lectures, exhibitions, audio-visual packages, and competitions. The library must look for unique and memorable differences rather than what competitors have. If competitors such as bookstores or internet cafes provide paid services, then the excellence of the library is to provide free services. But the library must not stop there, because bookstores like Gramedia or Togamas provide books that are diverse, high-quality and up to date, then design their buildings and rooms as attractive as possible, pamper visitors' ears with music, and hospitality and smiles of employees and security so, the library must also pay attention to the competitor's superiority, if not able to exceed at least the same as them.

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