Photo courtesy Cincinnati and Hamilton County Public Library
A few weeks ago, I walked through my neighborhood listening to the Library Marketing for Library Marketers podcast. Katie Rothley was interviewing a woman named Sarah Tolle, who manages content for a large Canadian agency. And Sarah said something that literally stopped me in my tracks.
“People take comfort in hearing the same story repeatedly. They like knowing that they know the story and that they understand you. And they anticipate the ending. “
-Sarah Tolle, content director for Black and White Zebra.
I was standing there on the sidewalk, staring at a squirrel gathering nuts from the front yard of an indiscriminate house, and I thought, HOLY SMOKES, this woman is dropping some truth bombs.
Sarah was talking about the value of a consistent message. The timing of this episode could not have been more perfect. In my day job, I’ve been spending a lot of time thinking about how library marketers can get the most bang for their buck.
Many of the libraries I work with are struggling to figure out how to do three big things:
Drive more visitors to their buildings
Get higher attendance at their programs
Get their cardholders to use their cards more often.
They’re working alone or with a small team, with very little money, and very little time. It’s an impossible formula.
Except, as Audrey Hepburn once said, “Nothing is impossible. Even the word itself says, ‘I’m possible.'”
And the secret to success may be found in the form of a marketing axiom that’s nearly 100 years old.
The Marketing Rule of 7
The Marketing Rule of 7 was developed by the movie industry in the 1930s. Studio bosses discovered that a certain amount of advertising and promotion was required to compel someone to see a movie.
It takes time and consistent marketing to make people aware of your library. One message, delivered on one platform, one time, is not going to be enough. We must work to make sure people are familiar with our library.
Now, I know what you are thinking. The Marketing Rule of 7 makes sense. But it’s also in complete contradiction to another marketing fact that is entirely a product of the digital age.
The Reality of Content Shock
Marketing expert Mark Shaffer, author of more than 12 books on marketing, defines Content Shock as “the phenomenon when exponentially increasing amounts of content intersect with our limited human capacity to consume it.”
In other words, there’s too much stuff to read and not enough time to read it. (Are we talking about my inbox or my TBR? Or both?)
So how do we square both marketing truths? And how do we figure out a way forward so we can reach the goals of our library marketing?
First, the number 7 in the Marketing Rule of 7 is an arbitrary number. It could take somebody more than seven times the exposure before they become a loyal library user. Or maybe it will only take five times. Or two times.
Don’t focus so much on the number. Focus on the consistent message.
Because when your audience is overloaded with content, sharing one, consistent message, repeatedly, will break through.
Political candidates know this is true. When they’re trying to get elected or whip up support for a bill, they come up with a main message. They repeat it everywhere: on fliers, social media, in interviews with the press, in speeches, etc. They do this because they know they must repeat the message to make sure their constituents hear and understand it.
How to Create a Consistent Message
Let’s say you work for a high school library and your goal is to get more kids to check out books to read for pleasure (because, let’s be honest, most kids do not find reading Catcher in the Rye all that pleasurable).
First, write a few lines that succinctly encapsulate the message you want to get across.
Read something for once just for fun! The library is filled with books that won’t give you class credit but will take you on an adventure you’ll never forget.
Now, use those two lines across your promotions: on bookmarks, posters, displays, and in morning announcements. Repeat it to kids who wander into the library looking for something to read. Do it all year long. By the end of the year (and probably sooner), the message will have sunk into the kids. That’s consistent messaging.
Next week: I’ll give you a four-step plan for repurposing any piece of content you create across multiple channels without losing your consistent, core message. (Yes, it can be done!)
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Photo courtesy Cincinnati and Hamilton County Public Library
I must be honest. I’ve never seen survey results like this one.
My library marketing friends are ALWAYS trying to figure out which social media platform will give them the best results for their goals.
And if your library is trying to drive circulation, it turns out there is a definitive answer.
TikTok.
The platform now boosts a million posts every two months JUST ABOUT BOOKS. And those posts are having a measurable impact on reading habits.
In May of 2023, Casino.org surveyed 10,000 TikTok users between the ages of 18 and 45 (the Gen Z and Millennial generations) who live in the United States and Canada.
Yes, an organization dedicated to gaming did a survey on reading. 🤷
They asked three reading-related questions.
Are you reading more because of the BookTok community?
If the answer is yes, how much more?
Have you ever read a book as a direct result of a BookTok recommendation?
Hang on to your hat, my friends.
48 percent of the survey respondentsin the United States and 53 percent of Canadian respondents said they are actively reading more books because of their exposure to BookTok.
Americans said the platform resulted in a 60 percent increase in their reading activity, with Canadians reporting an increase of 58 percent.
That means that a member of Gen Z or the Millennial generation who previously read 10 books a year is now reading as many as 16 books a year because they watch #BookTok videos.
Holy Kansas.
Casino.org also collected location data and used that to compare the impact that BookTok had on reading by location.
Here’s another stunning result: every state or province reported an uplift in reading among TikTok users.
In the United States, the impact on reading was the most profound in Maine, Nebraska, Idaho, Utah, and Kentucky. Other states where readers reported reading more because of BookTok were California, Nevada, Texas, Pennsylvania, Michigan, and Illinois.
In Canada, Saskatchewan saw the biggest increase in reading due to BookTok. But 57 percent of TikTok users in Ontario, Quebec, and Alberta also stated they are reading more because of BookTok.
If your library is posting on TikTok, you should 100 percent be creating videos that promote books. Here are five tips on how to drive circulation and promote your collection using this specific social media platform.
Ask a question of your staff.
Troy Public Library asked staff members to name a BookTok book that they think is overrated. The video is short, and it’s shot in a way that builds suspense. That’s the perfect way to get people to watch the entire video.
Use trending audio.
Scranton Public Library used this very popular piece of audio from a popular #BookTokker in this video. Chambers County Library System used audio from the Creepy Book Club account on TikTok to share reading recommendations from two of its library staff.
Using popular audio will boost the organic reach of the video by increasing the chances it will show up on a reader’s For You page. And if you’re running low on ideas about what to post on TikTok, just check out the trending pieces of audio as a place to start.
Use humor.
Vaughn Public Libraries used a short snippet of a popular movie soundtrack to create this hilarious clip. At just under 10 seconds, it perfectly introduces the library to a trigger-happy TikTok scroller.
It also subtly promotes the fact that the library’s BookTok recommendations are popular and nudges readers to follow the library account for great book recommendations.
Do something unexpected.
Most people think a library would only promote books with great reviews. But McHenry Public Library turns that notion on its head to highlight a one-star review of a book that most people would consider a classic. And they used a Taylor Swift song, capitalizing on her popularity to boost their organic reach.
Take advantage of staff creativity.
Perhaps it’s no surprise that the script for this hilarious and creative TikTok came from staff at the Los Angeles Public Library. We’d expect nothing less from a city just seven miles from Hollywood.
I bet there is someone at your library who is brimming over with creative ideas for BookTok videos. Put out a call for the best script or concept from staff and fill your content calendar while getting buy-in for the impact of BookTok from your co-workers. They’ll be more likely to share your videos on their personal accounts when they’re personally invested in the process.
For more tips on how to market your library using BookTok, here’s a great article by my co-worker Yaika Sabat. I must give her credit: she called out the impact of BookTok long before Casino.org did!
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Your library’s website is more than a website. It’s actually a digital branch. And it’s an incredibly important way to drive people to your library and to help them find out about your services and items.
I have three big tips for you that you can implement to make your website more discoverable out there on the fast internet. And you do not have to be a fancy website developer to put these tips into practice!
Plus we’ll give kudos to someone doing great work in library marketing.
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here.
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I would like to issue a challenge to my library marketing friends. I have three phrases that I want to hear you say more often: to each other, to your coworkers, and to the world in general.
I’m going to explain why these three phrases are so important to the success of your work in this episode.
Plus we’ll give kudos to someone doing great work in library marketing.
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here.
Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter youremail address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:
Photo courtesy Cincinnati and Hamilton County Public Library
On a mild night in April 2019, I arrived at a steak restaurant in Schaumburg Township, Illinois to have dinner with a group of people I’d never met.
I had been invited to speak at an event put on by the Illinois Library Association. I was set to meet some of the library marketers who conspired to bring me to their event.
That’s the first time I laid eyes on Sue Wilsey. Sue is the gregarious, dynamic Director of Strategic Communications and Marketing for Helen Plum Library.
Sue is a lot of fun. She has a set of eyeglasses to match every single outfit. And she’s a fierce advocate and supporter of libraries.
At that table, I first heard her talk about her work to help bring a new library building to her community. Now, four years later, the new Helen Plum Library is finally open. I asked Sue and her team to share how they managed the final piece of that journey: the communication surrounding the building’s opening.
Sue works with Marketing Content Coordinator Emily Bradshaw, who volunteered at Champaign Public Library for a short time during her undergrad.
“I will never forget during my orientation tour, a proud library staff member showed me their new automated materials-sorting machine,” remembered Emily. “They had placed a Sorting Hat from Harry Potter on top of the platform where it scanned in the books. I knew I had found my people.”
Kristie Leslie is Marketing Manager for Helen Plum. She and her twin sister met their current adult groups of friends at a library storytime as preschoolers.
The final member of the team is Graphic Designer Steph Koblich, who grew up browsing picture books at the library, and admiring their illustrations, which led her to a career in illustration and design.
“My high school was a few blocks from a library, so I would walk there after school almost daily to read or study,” said Steph.
As for Sue, she’s been an avid library user since she was a pre-teen.
“My local branch library was more than a mile away, but my two younger sisters and I happily clomped through the snow or dripped with sweat carrying arms full of Nancy Drew and Bobbsey Twins books,” recalled Sue. “So, it was natural that decades later while needing to research a new career move, I visited my suburban neighborhood library. There are saw a job opportunity posted for a Marketing Supervisor. I knew I had found the final chapter of my life.”
The Helen Plum Library dates to 1928. The original building was the home of Colonel William and Helen Plum. A new library was constructed and opened in 1963, then renovated in 1978.
But in 1999, a space needs study called for an expansion that would more than double the size of the library building to 79,000 square feet. It took another 17 years for the library to secure the funding and property they needed for the construction and operation of a new facility.
Then the project hit a snag. After several years of negotiation with the library’s neighboring Park District, the two parties were unable to come to a suitable agreement regarding air rights and other construction issues. The Library Board decided to relocate to a new site that would best suit the needs of the community. There was an upside to this approach: the new building could be constructed without interruption to day-to-day operations.
“The key to this story is how we were able to convince a Chicago suburban community to vote in favor of a referendum that would raise their taxes,” said Sue. “I personally spoke to folks in the community at nearly 50 different places. We held meet and greets at local watering holes, met with parents and teachers at their schools and organizations, and went to churches, clubs, and service organizations. We recruited believers to help fundraise for lawn signs and ads. Our supporters received a great amount of guidance from John Chrastka and EveryLibrary.”
And that hard work paid off. The new facility, which opened in April, includes a drive-up window, a maker space, and lots of room for patrons to browse and mingle.
“The access to equipment and all of the possibilities for creating that our Studio 411 maker space provides is what I am personally most excited about,” exclaimed Steph. “From color and fabrics to natural light, every spot in the library is aesthetically pleasing and welcoming.
“I’m personally quite excited for our new fireplace as well as the two outdoor spaces, a children’s garden, and outdoor patio,” said Emily. “Everything will be so beautiful, and I’m really looking forward to taking gorgeous Instagram pics!”
The library created a landing pageto communicate everything involved with the move.
“The inspiration for the ‘dashboard’ approach came from our COVID-era communications,” explained Kristie. “We wanted one place for patrons to be able to see everything at-a-glance during our closure in 2020, with the bonus of also keeping the content updates focused on one spot rather than the headache of having to hunt throughout the site for making changes.
“We started with everything we thought necessary and considered it a living document. “If we received a question that we consider other patrons likely to have, we would add it to the page.”
And there were lots of other communication channels to consider as the project progressed.
“Our communications plan included myriad facets, from regularly updated videos of the ongoing construction posted on our website and linked in our social media, to print mailers to the community,” said Sue. “We also held a series of virtual ‘Community Conversations’ for the public with our architects and administrators. Recordings of those meetings are available online.”
“Before and during the move, we made information available at services desks as well as in our email newsletter and social media channels detailing which services would and would not be available during the closure,” explained Emily. “We encouraged patrons to sign up for reciprocal borrowing at nearby libraries and promoted our digital materials and resources heavily.”
As you can imagine, there were lots of challenges for the marketing staff at Helen Plum, starting with the uncertainty of the construction schedule. Supply chain issues and other construction glitches caused delays. But the team decided to be open and transparent about the process with the community to help combat concerns and complaints.
“What has gone smoothly is the abundance of community support we have received and the resilience of our staff members,” said Sue. “The flexibility and pivoting that was learned during the pandemic has been valuable in this process.”
As the move-in day approached, the marketing team began prepping for the grand opening celebration.
“We sent a printed invitation to the residents of Lombard and posted Grand Opening information on our website, social media, and email newsletters,” explained Emily. “We also sent out press releases and got coverage from several local newspapers. We partnered with local restaurants to provide small bites throughout the Grand Opening weekend, and several of those restaurants posted about us on social media, as well as some other local businesses whom we didn’t partner with but who were so excited to see us open!”
“One of the most fun collaborations was with two local breweries who created special library-themed brews for the occasion,” continued Emily. “We took some photos and videos with them and made custom coasters which we included in gift bags at the Grand Opening and at their breweries.”
Emily also helped produce a video in which prominent community members pass the library’s copy of Mo Willem’s Waiting is Not Easy from the old library to the new library.
“It made many of our followers emotional,” shared Emily.
The library’s grand opening weekend drew a whopping 5,508 attendees, far more than the marketing team expected! Guests received a swag bag, participated in a scavenger hunt, and munched on local snacks.
“It was amazing to see the place come alive with patrons who were so thrilled to finally step inside their new library,” remembered Emily. “We were overwhelmed by the amount of joy and support we received that weekend. I think everyone was a bit shocked – in the best way!”
The library recently sent an extra-large version of their summer newsletter featuring building photos to all residents, to make sure everyone who couldn’t attend the grand opening understands the value this new building brings to the community.
Now, as the library staff settles into the building, the marketing staff of Helen Plum is planning for a new, busier normal. There are still areas of the library undergoing construction, so they’ll continue to provide updates on building developments as the space comes to life.
“For example, since opening, we’ve added a fire table to our outdoor patio space, bike racks, a coffee machine, and some beautiful wallpaper murals,” explained Emily. “Our maker space, Studio 411, is still adding new equipment, and we hope to launch programs in that space in the fall. We are also kicking off our 2023 Summer Reading Program on June 1, and we’re looking forward to using that as an opportunity to welcome patrons who haven’t gotten a chance to stop by yet.”
“As we all get the hang of things in the new space, we plan to dip our toes into exhibits and library-wide events that can bring the whole community in and give us village-wide exposure,” planned Kristie. “I’m so excited to have seen such a huge uptick in new cardholders—from April 22 to May 22, we registered 1,133 new cardholders, an over 600 percent increase from the previous year.”
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Here is a bonkers idea: what if your library fully and completely committed to promoting JUST ONE THING for a concerted amount of time? What would be the advantages? Would it be risky?
I’ll explain why it’s a good idea (and how I know it works because you’re already doing it!!) in this episode.
Plus we give away kudos. Watch the video to find out which library or group of libraries is being recognized.
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments.
Thanks for watching!
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Photo courtesy Cincinnati and Hamilton County Public Library
When I was a kid, I always wanted a robot.
I blame The Jetsons. They made robots look fun and practical. I imagined my robot would do my chores for me and leave me more time to read.
It’s not exactly the same thing, but I must admit I am having some fun playing with ChatGPT. It can’t clean my house or weed my flower bed. But it does make the work of library promotion easier, as you saw in last week’s post.
How to use ChatGPT
ChatGPT isn’t going to do all the work for you. And it’s not perfect. But it can save you time. It can also help when you just aren’t feeling very creative.
Here are some basic tips that I gained from playing around with the tool.
Be as clear and specific as possible about what you want it to generate. For example, if you want the text to be a certain length, tell the tool.
Use conversational language like how you would speak or write.
Before giving it a prompt, ask the tool to take on a specific role. “Act like a social media specialist.”
If you have examples of the type of content you want ChatGPT to generate, provide them as part of your prompt.
If you aren’t satisfied with what the tool generates, you can ask it to try again. If it appears to get stuck, you can type in “Keep going” and it will continue. You can train it to generate more accurate responses by providing feedback.
ChatGPT for Library Promotions Spreadsheet
Libraries love to share resources with each other. And I love that about libraries.
So, as I was writing this series, I thought it would be a good idea to start a spreadsheet where any library using ChatGPT could record their prompts. Then, if you ever want to use ChatGPT but don’t know what to ask it, you can refer to this shared spreadsheet!
I’ve divided the spreadsheet into categories: social media, website, blog posts, videos, emails, print materials, ads, annual reports, and other promotions.
I asked a group of library marketers to share how they’re using ChatGPT. When they didn’t provide a direct example, I tested the application to see what results I would get for each task. As you’ll see, the results were varied.
To write letters and blog posts
The director of the Bibliotech Library used ChatGPT to write a letter to her patrons. She called the results “…a little generic—but also shocking and a little creepy.”
To improve video scripts
To test this, I took the transcript of my intro from the May 10th episode of The Library Marketing Show and asked ChatGPT to make it “more interesting and succinct.” Here are the results:
Are you making a big mistake with your library’s email marketing? It’s not too late to fix it! In this episode of The Library Marketing Show, we’ll explore a tweet from marketing expert Jay Acunzo, who suggests that we focus more on making our email content valuable rather than just growing our subscriber list. Let’s take a closer look at how we can ensure that the emails we send are truly worth sending.
I’m curious about which intro is more interesting to you! Let me know in the comments.
Social media posts
One library staffer said, “It gives me a starting place, and then I make it my own. I view it as a beginner writer and then I’m the final content creator and editor.”
I did my own experiment, asking ChatGPT to write a LinkedIn post promoting a webinar on the fantasy genre of books. Here’s what it came up with.
This post ended up getting the least number of impressions, likes, and comments of any of my LinkedIn posts in the past two weeks. I think that’s because it didn’t sound like me. Also, I’ve noticed ChatGPT is a little obsessed with emojis. I love emojis, but it likes to insert them in every sentence.
Ideas for blog posts
I asked ChatGPT to give me an idea for a blog post that would convince someone to donate to the library. It gave me a title and an entire outline!
Title: “Why Your Donation to Our Library Matters: Supporting the Heart of Our Community”
Introduction: Our library is a cornerstone of our community, providing access to books, educational resources, and community events. However, like many libraries, we rely on donations from our patrons and supporters to continue offering these vital services. In this blog post, we’ll explore why your donation to our library matters, and how it can help support the heart of our community.
Body:
1. Supporting literacy and education – Donating to our library means supporting literacy and education in our community. Your donation helps us to purchase new books, e-books, and audiobooks that educate and inspire people of all ages. Additionally, your donation can help us offer programs that support early literacy, such as storytimes, summer reading programs, and after-school homework help.
2. Creating a community hub – Our library is more than just a place to check out books. It’s a community hub that offers a range of services and resources, from free Wi-Fi and computer access to community events and meeting spaces. Your donation helps us to maintain and improve these services, ensuring that our library remains a welcoming and inclusive space for everyone.
3. Fostering lifelong learning – Our library is a place where people of all ages can learn new skills and discover new interests. From book clubs and writing workshops to coding classes and maker spaces, your donation helps us offer a wide variety of programs that foster lifelong learning and personal growth.
Conclusion: Donating to our library isn’t just about supporting a building or an institution. It’s about supporting the heart of our community – a place that provides access to knowledge, resources, and community events that bring us all together. Your donation helps us to continue offering these vital services, ensuring that our library remains a vibrant and vital part of our community for generations to come. Thank you for your support!
I found this answer to be pretty great. The only thing it’s missing is a patron-as-hero story, which would give the reader the chance a real-world example and build empathy. But this answer would be very helpful as a starting point.
Tag lines for book displays
I asked ChatGPT to create a tagline for a book display about the coronation of King Charles. Here are the results:
1. “The dawn of a new era: Explore the history of King Charles’ coronation.”
2. “Long live the king: Discover the story behind Charles’ ascension to the throne.”
3. “A royal affair: Step back in time to witness the coronation of King Charles.”
4. “From ceremony to history: Uncover the significance of King Charles’ coronation.”
5. “Crowning glory: Explore the pomp and circumstance of King Charles’ coronation ceremony.“
This is a good example of the time limitations of ChatGPT. Because its data feed only extends to 2021, it assumed I was referring to King Charles I or King Charles II.
Training announcements
A library staffer told me that she asked ChatGPT to give her an announcement like the Star Wars opening scrawl. Here is the result:
Subject lines for email
I asked ChatGPT to write a subject line for an email about how to use ChatGPT for library promotions. Here is the result:
Revolutionize Your Library Promotion Efforts with ChatGPT: Here’s How.
I ran this subject line through Sharethrough’s Headline Analyzer. It got an average score. But it would be a good starting point if you were looking for ideas.
Data analysis
I entered this prompt into ChatGPT: “I sent an email to 2,516 people. It had a 56% open rate and a 13% click rate. 10 people checked out books they saw in the email and 14 signed up for programs. Is that good?” The application said:
Based on the information provided, it looks like your email campaign had a successful engagement rate.
– The 56% open rate indicates that more than half of the people who received your email were interested enough to open it and see what it contained.
– The 13% click rate means that of those who opened the email, a good portion clicked on a link within the email to learn more or take some sort of action.
– With 10 people checking out books and 14 signing up for programs, it appears that your email had a direct impact on some people’s engagement with your library.
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Photo courtesy Cincinnati and Hamilton County Public Library
My husband is an optimist.
In April 2020, about a month into the pandemic, we learned that our planned family cruise was canceled.
“No problem,” said my darling spouse. “We’ll rebook for August. Certainly, this will all be over by August.”
You know the rest of the story.
Our cruise was rebooked a total of FIVE times over the course of the next 18 months. We finally set foot on a ship this year. And despite what you may have heard about the state of the cruise industry, our latest trip was wonderful. That’s due in part to the customer service on the ship.
And what I realized, as I was sailing through blue waters with a drink in hand, was that the marketing on the ship enhanced the customer experience.
So, I started writing down what I was learning to share with you. Here are the five big marketing lessons I learned while sailing.
Make it easy for your community to find the information they need.
It was easy to book on the company’s website. The cruise line walked us through each step of the pre-boarding process, with multiple touchpoints including videos, emails, and fliers mailed to our home. Any time we had a question, we could find the answer by heading to the cruise line website.
Your library’s website is as important a marketing tool as the sign on the outside of your physical location. In fact, I would argue that your library’s website is another branch of your library. Make certain your community can find what they need, when they need it, on your website.
If you have trouble figuring out how to organize your website, ask your front-line staff to make a list of the questions your community asks. Track questions for one week to one month, depending on the size of your library. Then arrange your website so your community can find the answers to the most asked questions on your website.
Handholding makes the experience smoother.
Once we booked our cruise, the company we sailed with began sending us a series of email onboarding messages. They walked us through the process of finishing our paperwork, reminded us to get our passports and vaccinations, relayed important safety information, and gave us advice on packing and navigating the port on embarkation day.
Mind you, this was not our first cruise. But this onboarding made our vacation run more smoothly. We didn’t have to think about anything! We knew the company would give us the information when we needed it.
Show your community your library cares about the customer service experience of your organization by using onboarding email messages. Send new cardholders a series of emails designed to introduce them to services that your library has to offer.
And send current cardholders an onboarding series too! Once a year, re-introduce them to your select services. If they sign up for a program, send reminder emails in the days leading up to the event. For summer reading or other big initiatives, send periodic emails to encourage participation and remind them of incentives they can earn.
Repeating messages stick.
Remember the Marketing Rule of 7? The average person needs to hear a message seven times before it really sinks in.
On the ship, important announcements were repeated over the loudspeaker, on digital signs, in the daily calendar, and in automatic notifications from the cruise line app. Even on vacation, when I didn’t have 1000 things at work and home competing for my attention, I needed to hear messages more than once to absorb them.
Repeating marketing messages result in something called the mere-exposure effect. This phenomenon finds that people show an increased preference for a stimulus as a consequence of repeated exposure to that stimulus.
In other words, the more you repeat your library marketing messages, the more likely people are to remember them and do the thing you want them to do! You may notice that I often repeat advice on this blog. Why? Because of the mere-exposure effect!
This doesn’t have to involve a lot of work for you, the library marketer. When you’re creating your next promotion, focus first on what you will say. That’s your base message. Try to use as few words as possible. Write as if you were in conversation with your community member.
Example: Our Summer at the Library celebration begins May 31! Win prizes by completing reading goals and fun activities. Get ready by signing up for our digital tracker. Have any questions? Email us at mylibrary@mylibrary.org.
That language is short and direct. It can be repeated on social media platforms, email, digital signs, and posters. It won’t overwhelm readers. And it clearly tells community members how to participate.
One note: for some promotions, you won’t need to repeat your message on ALL channels. Think first about your target audience and where they are most likely to want to interact with your messaging.
For some programs, like summer reading, with a huge target audience, you may want to market on all channels. But for other, more niche promotions, you can focus on target platforms. This approach saves you time too!
People read signage when it’s done well.
The cruise ship’s wayfaring signage was placed in key public areas and was simple and direct. And that was the only kind of signage! We knew when we saw a sign, it meant something.
If your library puts too many signs in too many places, you’ll make it confusing for community members, who eventually tune out all that visual overload. Choose your sign placement carefully and strategically, and when in doubt, minimize. If you’re worried that people will get lost, then remember the next lesson…
Staff members are your secret weapon.
Every staff member on the ship was apparently trained to answer any question, from how to find the bar, to how to reserve seats at the nightly show. If we needed any help, all we had to do was ask. What a treat!
This easy, comfortable staff interaction made the day so much better. We knew if we had any problems, the staff would have our backs.
With all the digital tools at our fingertips, it turns out that front-line library staff are the key communicators and customer service ambassadors. Train staff to understand that customer service is everyone’s job. They should be able to answer any question (or find the answer to any question) about any service, program, or department, even if they have never worked there.
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The #LibraryMarketing Show, Episode 186: One of my viewers is facing a conundrum.
They have been tracking data on posts on one social media platform. The data tells them that viewers are NOT responding to posts about events. They want to drive attendance at events. So, they want to switch tactics. But…
Their boss said “No.”
So, now what do they do?
I’ve been in this situation before. I’ll share my tips in this episode.
Plus we give away kudos! Watch the video to find out which library is being recognized.
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments.
Thanks for watching!
Subscribe to this blog and you’ll receive an email whenever I post. To do that, enteryour email addressand click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:
Super Library Marketing: Practical Tips and Ideas for Library Promotion 