A good ol' SWOT analysis is a great starting point for your marketing planning. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. The analysis part, well, that's where the fun comes in. This is where you start putting the SWOT puzzle pieces together to form a strategy.
There are lots of sites out there to help you with SWOTting, but one in particular I like is from QuickMBA.com, which (quickly) explains how to analyze your SWOT by comparing different components of it. Pair off the 4 areas of your SWOT to find out what you can do best and what you should fix or avoid, like so:
Strengths + Opportunities = Go for it!
Weaknesses + Threats = Things you need worry about
Weaknesses + Opportunities = Fix those weaknesses to seize those opportunities
Strengths + Threats = Can you use your strengths to eliminate your threats?
The New Pathways to Planning site I've mentioned before has a SWOT worksheet you can use. They also link to The National Arts Marketing Project, which offers SWOT guidelines.
Tomorrow, I'll work backwards and mention PEST, a close relative of SWOT (can't have enough acronyms, can we?). :)
Wednesday, July 13, 2005
SWOTting: it's not just for flies
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Libraries are more than just collections of books and other materials. Libraries are dynamic forces in their communities with the power to improve lives. Modern marketing demands that librarians look beyond their traditional roles ("outside the book") to find new ways to connect with people and further their success.
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