Promotion model for library and information resources and services of a scientific library


Rykhtorova Anna Evgenevna

Junior Researcher of Scientific Technological Department
State Public Scientific Technological Library of the Siberian Branch of the Russian Academy of Sciences

The creation of library information resources and services and their further usage is directly dependent on the needs of the user, but require a series of measures for their promotion. However, in order for such activities had long-term effect, not only need their single implementation, but the Union system, enabling to organize library in use marketing tools and resources, and comprehensively track their performance, identifying new ways to improve both in the offline and online space. The proposed system is the promotion of library information resources and services can be presented in table form, accompanied by a flowchart showing the sequence of actions undertaken in the framework of subsystems of the marketing policy of the library (marketing research, policy resources and services, sales policy, promotion policy) that is bound to the life cycle of a resource or service. The task of the presented model lies in (i) providing the resource or service that is available to the user, i.e. their use, along with the satisfaction of information needs, does not require increased cognitive or physical effort, which is beneficial to further the promotion process, (ii) the organization of complex of measures on promotion of the resource or services over the full life cycle, including variations of strategies depending on loyalty of users to the library and analogues of the resource or service. In addition, the model reflects the need of finding partners for the implementation of resources and services or events for their promotion, due to the need for greater inclusion of socio-economic activities of the region. Also take into account regular monitoring of resource use or services, which is aimed at highlighting steps to strengthen marketing efforts or, conversely, it is possible to switch those resources to other projects. In this updated information on the target audience allows to qualitatively assess the possible changes (or their absence) in the structure of use of a product or service that complements quantitative monitoring data.