Marketing is an important tool for libraries, just like it is for
a business, and staff need to make thoughtful decisions. While the
marketing doesn't need to be flashy it does need to be eye catching and
appropriate. Personally I think that marketing should be done cohesively
and when possible link a book display with a library program(s). If possible, this could all fall under one main library marketing plan for the year. While this isn't
always appropriate or feasible, thought certainly needs to go into a plan.
Creating a general plan for the year will help with cohesiveness and allows
staff to see which months might have heavy marketing events and/or displays and which months are
lacking. It also allows staff to plan for national marketing, such as
Black History Month, Banned Book Week or International Games Week. This promotion should when possible link to the libraries online presence, connecting with patrons that are heavy online and e-book users.
Using
sources such as ALA's events and celebration week staff can plan accordingly
for marketing, http://www.ala.org/conferencesevents/celebrationweeks.
Knowing that marketing materials will be produced nationally can save staff
time on creating marketing materials and can help new patrons to find some
cohesiveness across libraries.
A few ideas for marketing a libraries fiction collection would be:
1) An active wall display of "What the Librarians
Read". Staff would be encouraged to read a broad spectrum of the
fiction collection and as they finish a book post a copy of the book cover
along with what made that book enjoyable to them at that time. For
example a Debbie Mcomber book could be shared with a comment such as, "I
was looking for an easy read to relax with in the evening." The idea
would be that patrons could see that librarians read those genres that
are perceived as something to be embarrassed by. To promote readers'
advisory general signs that are cohesive with the libraries marketing plan with
logo etc could say something such as, "Not sure what to read, ask us or
fill out our readers' advisory form to get book selections recommended to your
reading preferences." I think offering readers' advisory in person and via a paper or online form help reach a wider audience. If online readers' advisory forms are available I would include with a virtual display that is similar with "What Librarians Read" so that patrons that prefer the online readers' advisory or those that access the library virtually through e-books see a rotation of what staff are reading.
2) Rotating displays that are used for seasonal or
celebration promotional displays. The displays should also include a
"If you liked ABC then try one of these." Promoted books should
have a brief annotation and a link to why the reader might like them.
Such as "character-driven", "intricate plot" or
"fast paced" etc. By doing a general plan for the year staff
will see the months that might have display gaps and can also make sure that if
cozy mysteries are highlighted then next time the display might need to be a science
fiction centered display, this allows you to see if there are genres or
collections that are not getting highlighted during the year.
3) Another ongoing promotion could be bookmarkers.
These can focus on a genre and be displayed with that genre if they are on the
featured display mentioned above. They can also be included throughout
the library. If your library has end caps that could hold a few books for
display this is a great way to have a small spotlight on a couple of genres and
bookmarks with read alikes.
4) As mentioned at the beginning I believe that any marketing
that can be done multi-dimensionally is ideal. Perhaps a book display
aligns with the featured book for book club, a bookmark as well as an
educational program. For example a Cozy Mystery display with read alike
mystery books bookmark. The featured book for book club might be a Diane
Mott Davidson book. In the same month adult educational programming could
include a cooking class, food safety, or even small business management.
5) My list could go on and on but a few other ideas would include
a "Quick Pick" Cart, a crossword puzzle of books, and a Go Fishing
bowl The "Quick Pick" Cart would have books displayed
spine out and cover out. On a set rotation different staff members would
be charged with filling the cart each week or biweekly. This would be
placed close to the entrance and circulation desk, making it a quick stop for
patrons. The crossword puzzle would include a partially completed crossword with
book ideas but the clues would lead them to other books that would fill in the
crossword. This could encourage reading across the spectrum of fiction
and conclude with other programming in the library with a small prize for the
first crosswords completed. The Go Fishing bowl would have slips of paper
that patrons can take to find a new book. Slips would have a variety of
suggestions or prompts such as read an author with the last name that starts
with BL, pick a book from the "What the Librarians Read" wall
etc.
Some ideas adapted from:
Jennifer, I really like the idea of having a general marketing plan for the year. Our library does not do this and sometimes we have a hard time deciding what displays to do. This approach would be helpful so as not to have the struggle of what to promote. It would also be useful as librarians come across books throughout the year. If they know it would fit with a future marketing display, they can take note and be able to include it when the time comes. The only fear I have is that libraries would have to recognize the need to be flexible in the case that a new idea comes to mind after the initial planning or if a topic is needed in the community that planners didn't foresee. Most librarians are pretty flexible in general so I wouldn't think this would be a problem, just something to note when planning!
ReplyDeleteI also liked your idea about displaying what the librarians are reading. A classmate in another course once suggested that librarians post their Goodreads account for this very reason and I think letting readers know what their librarian are reading is a great way to build trust in their recommendations and connections with the staff. Great ideas!
I really think marketing plans are the way to go. Maybe you can introduce it as an idea just for displays each month. I think library staff sometimes forgets that they need to market to their community. Most are funded by the local tax base and they need to market to those people.
DeleteI really enjoy your idea of a display to highlight what the staff are reading. I like that it encourages patrons to read books that might be seen as guilty pleasures or embarrassing to read. This would definitely reassure patrons that others are reading those titles so it's okay if they do too. I also like the Go Fish idea. Sometimes you're at a loss of what to read and traditional readers' advisory doesn't help.
ReplyDeleteThanks! Yes I think it is good for them to see the guilty pleasures being read. Sometimes there is is misconception that librarians read only literary works of art.
DeleteJennifer-- All those ideas sound great! The display that's based on "if you liked this, try these picks" sounds like a good way to increase circulation because you give patrons a story reference point to the display's contents.
ReplyDeleteI also want to the crossword puzzle of books in action! Have you seen this done before?
I haven't- just a wild idea I had. I think it could be done with some effort. Fill in a few of the books for patrons so they can see how the clues line up to the book. They read the listed ones and then figure and read the ones with clues and win a prize.
DeleteI also used the ALA list of Celebration to use as a template for when and what to display and used the same reasoning that you did. Your idea of a general marketing plan is a good one and was very surprised Shelby's library doesn't have one. My library also has a small pamphlet of what our librarians are currently reading or what they have read and liked.
ReplyDeleteDo they update the pamphlet often?
ReplyDeleteIt is easy to miss big and little marketing ideas/celebrations if we don't use tools like the ALA list.
I believe they update the pamphlet every 2-3 months. A bulletin board would probably be more effective as it can be updated faster.
DeleteThey do send out a weekly newsletter of all the updates (both physical and electronic) to their various collections that week. But you have to be signed up to their email list to receive this. I know I look forward to this every Saturday morning; I've found so many books and movies this way.
Brilliant ideas! Your "What the Librarian Read" reminds of me of something similar that we do at my library. It is called "Shelf Talkers" and we do what you described but instead of putting them on a wall we have them in bookmarks in the books themselves.
ReplyDeleteSo many great ideas, I don't know where to start! I love the "go fishing idea," which I've never seen done before. The quick pick idea works great with children's picture books. Patrons are always so thankful for the suggestions, so I think this could be really effective with adults, as well. Great idea to see where you could pick up display resources from the ALA. And, of course, thank goodness for Google, and all the special days, week, and month designations we can draw on, when we're stuck for ideas!
ReplyDeleteGreat idea with the staff reads display! I've seen that done in book stores too and it seems to be really popular!
ReplyDeleteLots of great comments on this post!! Full points!
ReplyDelete