PR Hint of the Week - June 2003 - More on Marketing

Hello all,

Since this hint fits in nicely with Jim's marketing hint sent earlier today, I will send this out today. My apologies for not getting it out last week as it should have been.

Marketing here, marketing there, marketing everywhere.

You may have the best library in the world, but it's not going to mean anything unless people know about you. Marketing of library services is essential--in any type of library. Accordingly, here are a few tips on marketing that I hope prove valuable to all Montana libraries.

Go to library users:
An audience must be reached wherever they may be. Flyers and display racks are great, for those people who actually come into the library. If the graphics in your library's flyers are good, post a PDF version on your Website; make sure to link it from the homepage with a catchy headline. Beyond using the library Website to market the library and its programs, find out where users spend time and make the library's presence known. Don't expect users to take the initiative to find the library. Placemats in a cafeteria helped advertise the newest programs at Bennett D. Katz Library at the University of Maine at Augusta. A "welcome wagon" type program targeted new faculty at the Texas Tech University Law Library.

Look at pop culture for inspiration:
At last May's "Boot Camp for Teachers of Electronic Research" in Atlanta, participants mentioned that they adopted the TV show "Survivor" for their classes. They reported that their audiences were attracted to the programs by the catchy titles and were engaged by the teaching formats adopted from the show. Last November, Montana Legislative Services hosted an orientation program for legislators entitled "Who Wants To Be Ethical," based on the game show "Who Wants to be a Millionaire." Judging from the evaluation forms, this program was a big hit.

Use audiovisual tools for added impact:
If you have the capabilities, use a digital video on your Website or produce an "infomercial" to be broadcast on your local TV or radio stations.

Use nontraditional handouts and flyers:
For example, make a business card magnet for the library. Adhesive-backed magnets can be bought in bulk for reasonable prices--e.g. 50 adhesive-backed business card magnets can be purchased for $9.95 plus shipping at http://shopping.yahoo.com. Or, if your library has a brown bag lunch series, how about this? The U.S. Court of Appeals 8th Circuit Library markets its brown bag lunch series with brown bags around the building with event details posted on them. The brown bags are an unmistakable sign that a speaker will be appearing. Some users have even suggested potential topics and speakers for the series.

Take a cue from retailers:
To remind users about library rules in an interesting "non-scolding" way, why not initiate a scandal sheet like the National Enquirer, using big headlines and bold colors? I can see the headline: "Spontaneous Combustion or Aliens Among Us?--Books Vanish From Library Shelves."

Get ideas from other libraries or associations:
For a sample @ your library brochure, which you can customize to fit your library, go to MLA's Website at http://www.mtlib.org/advocacy.html
The American Library Association's Public Information Office (http://www.ala.org/Content/NavigationMenu/Our_Association/Offices/Public_Information/Public_Information.htm) coordinates the association's public relations and marketing efforts, including National Library Week. In addition, the office administers PR Talk, a listserv for discussion of public relations ideas and issues. To join, go to http://www.ala.org/Content/ContentGroups/Advocacy/Listservs.htm.

So Montana librarians, go forth and market!

On behalf of your friendly MLA PR and Marketing Committee,
Lisa