PR Hint for Oct 2008 - Managing the Evidence

PR Hint for October 2008 - Managing the Evidence

If we sold products, one could grasp, feel, and pick up the product. Although our patrons can pick up information in a variety of formats, libraries are primarily an information service. A service is not a tangible item; so how do we “grasp, feel, and pick up” a service? And how do we market this intangible item to our current and new patrons?

One way to do this is by managing the evidence.

"Managing the evidence" refers to the act of informing customers that the service encounter has been performed successfully. It is best done in subtle ways like providing examples or descriptions of good and poor service that can be used as a basis of comparison. The underlying rationale is that a customer might not appreciate the full worth of the service if they do not have a good benchmark for comparisons.[1]

When marketing your services, select your patron population(s) and target them with specific communication of concrete examples on how you can serve their needs. Compare your methods with other ways potential patrons receive information. Also compare your methods with how other information venues provide information. How can your library surpass patrons’ expectations regarding their current methods of retrieving information?

One typical scenario of a library service is providing wireless access. What services can we provide differently from a wireless access point in a coffee shop? What would make these patrons excited to embrace all the library has to offer? Stereotypically, libraries generally aren’t known for good pastries. However, libraries have a lot more to offer than coffee shops. What are those services? How do they compare between the two venues? Why would the patron want to go to the library instead of the coffee shop?

Try not to stipulate your needs, but rather, place the focus and emphasis on their needs. When and why do they seek information? How do they want to receive their information? Although it’s easier said than done, sometimes libraries may not pay close attention to the up and coming future patrons’ preference for information formats. While many libraries have embraced the rage about some of the 2.0 technologies, for many of our potential patrons, this is already old news. Old news often equates with unused service. Pay special attention to statistics because it will tell you if the service you’re providing is worthwhile. Even if you love providing this service; if it’s not being used, it’s not being used. Scrap it to learn another approach that would be indubitably used by your patrons.

Manage the evidence and take advantage of the gaps in services they are currently experiencing from other information venues. Speaking in their language with concrete examples may just be the ticket to getting your age-old message across.


[1] Services Marketing - http://en.wikipedia.org/wiki/Services_marketing


Heidi Sue Adams, MS, AHIP
KRMC Medical Librarian