[TBLC-Workshops] Why businesses, non-profits and libraries must change how they deliver service totheir markets (A Free Webinar)

[Beth Farmer]

Takin’ It to the Street: Why businesses, non-profits and libraries must change how they deliver service to their markets (A Free Webinar)

Wednesday, September 30, 2009, from 2:00 - 3:00 p.m. Eastern

Register here <http://www.libraryjournal.com/webcastsDetail/2140440170.html> 

 

(Note: If this time doesn’t fit your schedule, you can find this and other programs in the Library Journal archive at http://www.libraryjournal.com/webcasts.)  


Sponsored By: Serials Solutions

“I know that half my advertising works; I just don't know which half.” 

This might have been acceptable to department store tycoon John Wanamaker, but businesses and libraries in today’s economy need a focused approach to marketing, one that starts with understanding the markets being served. 

For years Fortune 100 companies have used sophisticated geographic information system (GIS) mapping tools and advanced database technologies to segment their markets and deliver products and services to meet specific market needs.  These same powerful analytic tools that provide a detailed look at neighborhoods street-by-street are now available through libraries.

Public libraries use these tools to help small businesses and non-profit agencies find and target their markets, as well as to support the library’s own strategic, marketing, and facilities planning.  Academic libraries support students, faculty, and staff working on marketing and urban planning projects or PEST (Political, Economic, Social and Technological) and SWOT (Strengths, Weaknesses, Opportunities and Threats) analyses.

Join this panel of experts to learn how market segmentation can help with the three most important elements of business success: 1) finding new customers; 2) retaining current customers; and 3) locating a business.

The program will explore:

*	What is market segmentation and what is the data behind it? 
*	How is market segmentation used by small businesses and non-profits to create compelling value?
*	Why and how does the use of market segmentation create compelling business decisions?

 

Panelists:

Gina Millsap, Executive Director, Topeka & Shawnee County (KS) Public Library 

Alice Kavanagh, Market Segmentation Specialist, ESRI 

 

Moderator:

Marc Futterman, President and CEO, CIVICTechnologies 

 

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