Marketing.gov: Tools for Success

Disclaimer

Joint BRASS and GODORT program
June 18, 2001
San Francisco, California


Boettcher presentation

Jennifer Boettcher
Georgetown University


Marketing.Gov: Tools for Success
Thank you to

  • Standard and Poors
    for beverages and speakers lunch
  • Congressional Information Services
    for breakfast
  • Government Printing Office
    for folders


Joint Program Committee

  • Cindi Wolff and Jennifer Boettcher, Co-Chairs
  • Bobray Bordelon
  • Michael Oppenheim
  • Jim Church
  • Tammy Stewart
  • Vivian Kobayashi
  • Nancy Kohlenbrander
  • Brian Rossmann
  • Carol R. Hunter


Folder Goodies

  • Speaker handouts
  • Glossary
  • Bibliographies
  • Marketing Plan
  • SBDC
  • State Data Centers
  • Evaluation Form
  • Key Business Sources of the U.S. Government
  • Membership Info.


Tools

  • Ourselves
  • Issuing Agencies and Publishers
  • Faculty and Advisors
  • Local Businesses


We are not experts!

  • Authors
  • Volunteer Organizations
  • Market Research Firms
  • Public Relations Firms
  • Yellow Pages and Directories


Business vs. Marketing Plans

  • Business Plans
    • Money
    • Management
  • Marketing Plans
    • People
    • Product
    • Placement
    • Price
    • Promotion


Target Market

  • People
    • B to C
  • Business
    • B to B
  • Seasonal


National vs. Local Data
Keep your perspective

Competitors

  • Business
    • Industry
    • Market share
  • Money
    • Purchasing Power
  • Time
    • Substitutes for your product or service


Franchises

  • Business in a box
    • They have done “all the work” for you
  • Uniform Franchise Offering Circular (UFOC)


Description of Product or Service

  • Find examples in business and marketing plans
  • What’s unique


Marketing Budget

  • Advertising vs. marketing
  • Distribution of media


Location

  • Why here?
    • Demographics!
    • Distribution
  • Geographic Information Systems
    • Don’t be scared, refer to Gov Docs
    • Image is worth a thousand words


Pricing

  • Pricing methods, use an expert
    • Authors
    • Advisors
    • Hired business


General Sources

  • BRASS "Best of the Best" business web pages : Marketing
  • Always have a advertisting dictionary and textbook ready for the client


NAICS



Directories

  • Why an expert?
    • Marketing is not a hobby
    • No regulations to give away information
    • Special vocabulary
    • Hard to measure
    • Sources are too expensive for libraries
    • We can find information, should not interpret it
    • Large part of the expense of a business


Not covered

  • B2B
  • E-Business
  • International marketing
  • Retailing
  • Customer relations


Jennifer Boettcher Business Reference/Bibliographer
Joseph Mark Lauinger Library
Georgetown University
Washington, DC 20057
202 687-7495
boettcher@georgetown.edu
http://www.library.georgetown.edu/bic/

Marketing.Gov



bulletMarketing.gov: Tools for Success
Joint BRASS and GODORT Program, ALA Annual Conference, June 18, 2001



Disclaimer: This publication has been placed on the web for the convenience of BRASS members. Information and links will not be updated. Posted 30 August 2001.