After having a quick read through if the 7P’s of marketing I decided to focus on product & promotion.
With the product I wanted to think about how Summon would be of value to our key users, students & academic staff. In a recent library users group meeting, I asked colleagues to complete the following sentences, ‘As a student/staff summon will be of value because….’ fold over their response & pass to the next person,
Once completed I read out what people had written which led to a useful discussion on how we describe & promote summon.
Examples include ‘Summon will be of value because’ –
- useful starting point
- provides serendipity & a wider range of sources at their fingertips
- a quick way to keep up to date with subject interests
- It can help students do original research
With regards to promotion I created a table listing various communication routes, ie library website, newsletter, plasma screens etc. I then asked the group to consider from the point of view of either a student, academic staff, researcher or library staff whether the communication route was appropriate, to describe a scenario in how they might encounter this route and consider the tone of language.
I enjoyed the focus of these activities as opposed to a general discussion on marketing and I am more mindful of concentrating on the value summon can provide rather than highlighting some of its limitations. It is clear from the experience of others that summon did not require much marketing as the product speaks for itself & we hope we have a similar experience too.