Promoting Libraries and Librarians: Some Thoughts and Ideas

Robert IannelloApril 2005Banska Bystrica

Introduction – Definition of Marketing

“ Marketing is the wide range of activities involved in making sure that you’re continuing to meet the needs of your customers and getting value in return.

These activities include market research to find out, for example, what groups of potential customers exist, what their needs are, which of those needs you can meet, how you should meet them, etc.

Marketing also includes analyzing the competition, positioning your new product or service (finding your market niche), pricing your products and services, and promoting them through continued advertising, promotions, public relations and sales.”

Introduction – The 4 P’s of Marketing• Product

– A good, service, idea, or person

• Price– The value your customers get from your service

• Place– Location

• Promotion– Promoting the Worth of the Library: what are the unique features of

a modern library that we should be promoting to the community?

– Databases vs the Internet: search engines represent the biggest threat to libraries. How can we promote the value of information services that a library has to offer?

– Marketing the Librarian: promoting ourselves as dynamic information professionals that have unique and marketable skills

Promoting the Worthof the Library

The Modern Library

• The modern library is a proactive, centrally located, attractive, spacious, multifaceted and very busy institution open for long hours, seven days a week. It is the community's cultural, educational and meeting place. It should be:

– accessible by all – safe places – neutral and nonthreatening – Equal, caring and supportive – nonjudgemental and noncompetitive – built around trust and community involvement– client centred

• The modern public library provides: – access to, and lending of, a wide range of up to date books, large print books,

e-books, audio books, magazines, audio and video materials– ready access to the information mediation and expertise of library professionals – access to global print and electronic information resources – web access to its resources – fast access to the resources of other libraries locally, nationally and worldwide

through interlibrary loan – free internet access and training

Promoting your Library: Public Relations

• The role of public relations is to convey in a positive manner what your organisation does and the value of these activities to the community that it serves.

• The most visible elements of public relations are publicity and advertising.

• Publicity is generally conducted to get media coverage.• The major problem with publicity is that you have very

limited control over it. • Advertising allows you to control every single aspect of the message – you pay for it, you own it!

• The problem with advertising is that it is expensive and does not work all the time.

Promoting your Library: Newsletters

• Some tips on creating a successful library newsletter– Will the newsletter be emailed, printed or available via the Internet?

– Spend time on creating an extensive mailing list.

– Decide on the name and frequency of your newsletter. Draw up a table of contents for each issue.

– Allow room for photographs and other visuals.

– Keep articles brief and language simple. If necessary, include a glossary.

– Provide a list of URLs where readers can find out more about the content in the newsletter.

– Promote your library’s "Coming Attractions"

– Encourage readers to send you mail or e-mails.

– Create a contest to attract readers to the newsletter.

Promoting your Library: Newsletters

Promoting your Library: Library Home Page

• Your home page is an important marketing tool!• Key tips for a successful web page:

– Content is critical.

– Don’t make people scroll.

– Keep it simple.

• What can you promote on your library webpage?– Online reference service

– Database of the Month

– Overdue notices by e-mail

– Local content for topics of interest and related internet links

– Calendars

– Opinion polls, feedback, and comment forms

– Newsletters

– Access to online catalogue

Examples of Good Library Home Pages

Databases vs the Internet

Databases vs the Internet

• Libraries are facing fierce competition from search engines like Google, Alta Vista and Yahoo.

• Most information on the internet is not authoratative or accurate – superficial at best.

• Despite this, most people choose Google over the library – search engines offer convenience and ease of use (you don’t need to leave home to use one).

• Your library’s online databases offer a way to compete with search engines – offering quality information to your patrons.

• Promote the quality of your library’s content!

Promoting Your Online Databases

Promoting Your Online Databases

Databases vs the Internet

• Libraries are facing fierce competition from search engines like Google, Alta Vista and Yahoo.

• Most information on the internet is not authoratative or accurate – superficial at best.

• Despite this, most people choose Google over the library – search engines offer convenience and ease of use (you don’t need to leave home to use one).

• Your library’s online databases offer a way to compete with search engines – offering quality information to your patrons.

• Promote the quality of your library’s content!

REMOTE ACCESS!!

Marketing the Librarian

Marketing the Librarian

• The most important part of the library is the librarians that work in it.

• Librarians are gatekeepers of knowledge – they collect, organise, store, distribute and create information.

• Librarians are information professionals – we have the skills to navigate the maze of information – this is how we should be marketing ourselves.

• How can we promote ourselves as information professionals with the same status as a doctor, lawyer, dentist or engineer?

• A potential problem is the stereotype that society and the media in particular, has of librarians.

Images of Librarians – the Past

Images of Librarians – the Future

Images of Librarians – the Future

Thank you!

Questions?robert.iannello@thomson.com

Free Marketing Resources:http://www.gale.com/free_resources/marketing/index.htm