Who works for getting the right steps in the whole complex conveyancing process?

Promotion is the most visible element of marketing and covers all the activities undertaken by the library to communicate, promote its resources and services, and sell their benefits to the target user group. This aspect of marketing is often ignored: it refers to customer retention and long-term customer relationships. It shifts the emphasis from short-term results which are mostly transactional (increased numbers of enquiries, loans, visits etc) towards a continuous interactive relationship. It is not only important to attract new customers, it is just as important to keep existing customers.


A loyal customer base is your best defence against budget cuts and also the platform for expanding services. Ideally this should be a clear and succinct description of your aims and objectives i.e. what the ILS is trying to do and become together with a clear view of its distinctive contribution. However many mission statements are so general that they are meaningless or too long and clumsy. Your best promotional tool is the high quality of the service you provide. This means that every member of your staff is involved in marketing.

Promotion should inform and persuade; too much library promotion only gives basic information about the service and fails sell the benefits. Your accurate property valuation services customers do not care that you have access to hundreds of databases they are only interested in the information they need being delivered at the right time, in the right way. To put it another way all cars have four wheels and an engine look at how advertisers sell the benefits of their particular model.

This could simply be by the increase in enquiries, or increase in walk-in customers and, in the long-term, whether these increases are maintained. The importance of networking cannot be emphasised too highly get out of the library, get to know your organisation and ensure that they know about you. Library and information staff are expert in identifying and evaluating publications. There is no single list of all available in print publications which could be made available to all units.