Basic Steps for Marketing Library and Information Services

Libraries and information centers of all types and sizes are faced with the need to market. Librarians and information professionals must learn to effectively market and advertise their services.
Competition for customers - Libraries are part of a highly competitive service industry. Competition comes from mega-bookstores, online book dealers, consultants, the Internet, and individuals who feel they can go it alone. Libraries are no longer the only information show in town. Free web access to information is here to stay and non-library and fee access information providers won't hesitate to market to library customers.
Competition for resources - Libraries of all types have to compete with other organizations or departments for funds. Public libraries have to vie for public monies that provide for their existence. Special libraries find their funding is frequently targeted during parent organisation budget cuts. Marketing library services benefits the bottom line.
Stop being taken for granted - Libraries need to convey what is unique about the access and services they provide. Both customers and librarians cannot assume that libraries will always be available.
Promote an updated image - Librarians are not perceived as well-trained, technologically savvy information experts. Most customers do not see the demanding information management responsibilities of a librarian.
Visibility - Librarians are not on the radar screens of many people who think of themselves as information literate. People who are in positions to employ librarians are not reading much in their professional literature about a librarian's value.