Week 15 - Prompt Response

 

Name 3 Ways To Market Your Library and Its Collection

Create alert/notification e-mails for new titles

While speaking with library patrons, Hursh (n.d.) discovered that patrons have purchased new items from favorite authors, rather than checking them out from their library, because they were unaware that the library was going to carry the titles; "Most people don't even think about turning to the library when their favorite author releases a new book. A concentrated collection marketing effort will change that" (Create FOMO with email section, para. 2). 

Creating alert/notification e-mails, focused on new titles being added to the collection, with an additional focus on allowing those who opt-in to these e-mails first dibs on placing holds on these titles, would be a great way to promote new collection items. Hursh (n.d.) continues, stating "Holds are a promotional opportunity. And the Fear Of Missing Out (FOMO) is a real and tangible driver of promotional success" (Create FOMO with email section, para. 3). Patrons who are avid readers, and may not have the budget to purchase all the newly-released titles they would like to read, should jump at the chance to both learn about what new titles will be added to their library, as well as being able to get first dibs on placing a hold on those items.

"Upsell" the Collection

"Upselling is a sales term in which customers are encouraged to buy a more expensive version of a product than they originally intended. Libraries can upsell too" (Hursh, n.d., Strategically "upsell" your collection section, para. 1-2). The library version of upselling would be to (successfully!) encourage patrons to check out more items than they had originally intended during their visit. By being aware of your library's collection, and what patrons are checking out/are interested in, you can upsell to patrons, creating a win-win scenario - more collection items get circulated, and patrons become aware of items they might not have otherwise!

For example, if a patron has selected regency-era books to check out, you would suggest similarly-themed movies, audiobooks, or soundtracks from the collection; if a patron has selected a video game(s) which you know have spin-off books/graphic novels (or vice versa), you would suggest those items for the patron to check out, too.

Displays & Signage

Both displays and creative signage can be fun and effective ways to grab patrons' attention and market a library's collection. Grover (2021) states, displays are "primarily...to give books that are usually overlooked some limelight...Other reasons...might be for monthly observances, themes that might be popular or focused on...or trends in pop culture or social media" (Why create book displays? section, para. 1). Going one step further with displays, they also need to be dynamic, relevant, and eye-catching - just separating out some books from the main collection and putting them on a different shelf, or in a different area, won't cut it - in order to be effective, displays must have creative thought and effort behind them, otherwise they won't be effective at doing the job they were created for. 

Signage is another great way to market a library's collection; by grabbing patrons' attention and relating important information, signs are just as vital as displays. Like displays, signs also need to be dynamic and eye-catching, but care must also be taken when creating signs - keeping in mind what information is to be conveyed, but also the best way to present that information to patrons. Hursh (n.d.) provides the following tips to consider when making signs for your library:

• Less Is More - "Too many signs...can create clutter and can actually cause confusion...[it can also] annoy your cardholders, particularly if most of your signs are bombarding them with marketing messages" (para. 5)

• Match Signage Display to Users of the Space - "...in your children's area, the signs...[should be] lowered to be a child's level...Create larger signs for the section that holds your large print items. Place teen signs where the teens hang out..." (para. 6). By matching signs to the users of each library space, they become more dynamic, with a better chance of not being monotonous or becoming annoying.

• Library Materials as Displays/Signs - Consider how and why book stores display their items (usually front-facing focused), and how libraries can also benefit from these types of displays. "Book covers are a visual cue and publishers spend thousands of dollars creating beautiful and eye-catching covers. Use these designs to create a visually pleasing display instead of a sign" (para. 7). 

• Use Patron-Friendly, Positive Language -  "Cardholders prefer conversational language...Some examples are: replace self-check or circulation with checkout...reference with information...periodicals with magazines...and juvenile with children's and teens," and positive language also goes a long way; "Don't tell [patrons] what they can't do. Rather, tell them what they can do or how they can enjoy a particular space or item in the collection" (para. 8). 

While properly-implemented displays and signage are important tools to market a library's collection, Hursh (n.d.) concludes by reminding us not to rely on these tools to relate everything we wish to tell patrons; "Hire staff who are willing to speak with [patrons] and show [them] where items are located with patience and kindness. And set a schedule for re-evaluating and refreshing your signage once a year, if [possible]" (para. 10).

References

Grover, R. (2021, November 1). The art of creating book displays (part 2). Knowledge Quest. https://knowledgequest.aasl.org/the-art-of-creating-book-displays-part-2/

Hope, D. (2022, March 6). Big data is an important part of library marketing strategies. Smart Data Collective. https://www.smartdatacollective.com/big-data-is-an-important-part-of-library-marketing-strategies/

Hursh, A. (n.d.). Beginner's guide to promoting your collection: How to get started and drive circulation at your library. Super Library Marketing. https://superlibrarymarketing.com/2021/10/25/beginnercollectionpromotion/

Hursh, A. (n.d.). Five excellent ways to improve every sign in your library. Super Library Marketing. https://superlibrarymarketing.com/2018/02/26/five-excellent-ways-to-improve-every-sign-in-your-library/