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Super Library Marketing: Practical Tips and Ideas for Library Promotion

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Is Your Library Struggling With Program Attendance? Here Are 4 Proven Ways To Focus Your Marketing and Boost Your Numbers

Photo courtesy Cincinnati and Hamilton County Public Library

On my first day working in a library, I was handed a calendar of library events. “Here is everything that happens during the library year. You’ll learn what to expect pretty quickly and how to plan to market each of these events as they rotate in the library calendar.” 

My first thought was, “Holy cow, that’s a lot to promote. There are multiple events happening nearly every day of the year.”

And there was one other potential problem that I didn’t dare say aloud.

While I’ve been a voracious user of library collections all my life, I had never attended a library program outside of taking my kids to storytime when they were little. How was I going to convince someone else to go to one??

Programs at any library, whether public, academic, special, or school are considered a core service. Every library strategic plan includes some language pledging to provide programming to fill a gap in the needs of the community.

In my work at NoveList, the amount and variety of programs I’ve seen promoted each year is astounding. There is something for everyone. So…

Why do libraries struggle so much trying to get people to attend these programs?

Here’s what I’ve learned.

The libraries that get a lot of people to attend their programs focus on providing high-quality programs that meet specific community needs at a time and place most convenient for their patrons. They require registration, and they go out of their way to remind registrants to attend.

Many of you are worried about program attendance. For most libraries, it just has not returned to levels seen before the pandemic. In fact, many of you mentioned in the latest Super Library Marketing survey that you particularly struggle to promote adult programming.

So how do we increase program attendance?

I work with a lot of libraries. The ones that are successfully driving program attendance are doing three specific things.

  • Fewer overall programs
  • More quality, community-focused programs
  • More efficient and effective marketing

Your target audiences respond more to your marketing when you are promoting fewer, high-quality programs that meet their needs. And your marketing will be more effective with focus and a little help from friends. It’s truly that simple.

Take these four steps to boost library program attendance.

Ask cardholders what kinds of programs they need.

Conduct a two-question survey to ask your cardholders what they want to do or learn at the library. Resist the urge to ask more questions! You can always conduct a larger survey later.

This survey has a singular focus: to give you a sense of what interests the community.

  • Ask your community members to choose categories of programs that would be valuable and interesting to them.
  • Ask your community members about the format: How long do they want your programs to be? And where do they want it to be?

You may learn that programs at a certain branch would be more convenient for your community. You may discover that the weekdays are inconvenient for your community members. You may learn that your adult community members want you to schedule adult programs at the same time as your children’s programming so they don’t have to get a babysitter.

Research events at related organizations in your community.

Avoid creating programs at your library that compete with other organizations for time and attention.

For instance, if your branch is near a community center that’s already hosting a bunch of knitting and crafting events or groups, then your knitting and crafting programs will be in direct competition.

Instead, create programs that complement what other organizations are doing.

For example, your library might start a knitting or crafting-themed book club where participants read books related to knitting, crafting, or fiber arts. Then you can approach the community center and ask them to help you promote that program to their knitting program attendees!

Gather email addresses and send attendance reminders.

Walk-ins for programs are great. But, requiring registration allows your library to ask for an email address. Then, you can send program reminders like this one from Iredell County Public Library.    

Remind your attendees twice, once one week before the program and once within 24 hours of when the program is going to happen.

Partner to create and market your programming.

My library partnered with a local organization to teach workforce development skills to single parents. We also partnered with a local brewery to do a program on home brewing techniques. Both programs filled up fast (the brewery actually ran out of tables!)

Later, my library created a set of programs with an organization that teaches young girls how to do computer coding. And guess what? Registration was full!

I confess I did a bare minimum amount of marketing for all three programs. The partner organizations did most of the heavy lifting. You’ll get more people to attend (and have less promotional work to do yourself) because your partner organizations can and will share your marketing materials.

Need more help with program attendance?

Will Anyone Come to Library Programs Ever Again? Eight Ideas for Reimagining Programming in the Age of “The Next Normal”

P.S. You might also find this helpful

Passport to Success: How One Intrepid Library Marketer Hatched a Plan To Bring People Back to the Library

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Promoting Library Programs on Social Media: How Far in Advance Should You Start Posting?

Watch the Video Now

The Library Marketing​​​​​​​​ Show, Episode 146: In this episode, we’ll answer a question from a viewer.

They want to know how far in advance to start promoting their library programs on social media. I’ll share some tips to help you find the “sweet spot” for your library audience.

Kudos in this episode go to the Ann Arbor Public Library. Watch the video to see why they’re 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. And subscribe to this series to get a new video tip for libraries each week.

Thanks for watching!

Subscribe to this blog and you’ll receive an email every time I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page.

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Facebook Events Isn’t Working For Us! How the Heck Do We Get People to Come to Our Library Programs?

Watch Now

The Library Marketing​​​​​​​​ Show, Episode 129

In this episode, I’ll answer a question from Dianne at the Pottsboro Area Public Library. She has been trying to drive attendance to her library events using Facebook events. It’s not working. So she wondered what else she can do?

Kudos in this episode go to the Nashua Public Library. Watch the video to find out why they’re 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. And subscribe to this series to get a new video tip for libraries each week.

Thanks for watching!

Subscribe to this blog and you’ll receive an email every time I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page.

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How To Write Great Program Descriptions To Drive Attendance for Your Library!

Watch Now

The Library Marketing​​​​​​​​ Show, Episode 119

In this episode, I’ll answer a question from Leica who works at the Romeo District Library in Michigan. She said, “Would love some further suggestions for varying program descriptions, including making them more lively!” Thank you for the question, Lieca.

You can ask a question or nominate a library for kudos here.

Kudos in this episode goes to the Webster Parish Libraries. Watch the episode to find out why they’re being recognized.

Subscribe to this series to get a new video tip for libraries each week. Thanks for watching!

Subscribe to this blog and you’ll receive an email every time I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page.

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Will Anyone Come to Library Programs Ever Again? Eight Ideas for Reimagining Programming in the Age of “The Next Normal”

This week, I learned a new term used to describe the way the world is transforming in the wake of the pandemic.

“The Next Normal” was coined by workplace consulting firm McKinsey & Company. It describes the changes which continue to emerge in every industry in the post-viral era.

A return to normal after an event like the pandemic is extremely challenging. It calls for libraries to reimagine and reform the work they do to meet their community’s needs in new ways.

Libraries seem to have the most angst about this change with regards to programming.

I have talked with many library staff members who truly enjoy creating and presenting programs. The process brings them fulfillment and purpose. And the idea that the pandemic may have permanently changed the way the public engages with library programming makes them sad and nervous.

I’ve been thinking about this a lot lately.

Change is scary and uncomfortable. But it also gives us an opportunity to approach library programs in a way that is more strategic. We have the chance to make sure our programming is creating deep relationships with our community.

Here are eight things to keep in mind as you begin to re-create your library programs in the age of The Next Normal.

Be realistic about the hurdles

Before the pandemic, libraries got a lot of program and event traffic from people who walked in to check out a book or browse the collection. They noticed an event or program happening in the library and joined in.

Because of the pandemic, libraries have implemented convenience services, like curbside pickup and book bundles. The community needs those services. But they also impact the number of physical visits to your library and in turn, the number of people who come across a program impulsively.  

There is also a significant portion of the community who is not comfortable (yet) with going back to a public indoor space. Others discovered virtual programming during the lockdown and now prefer it.

We must acknowledge that the pandemic may have changed the way people interact with library programming. When you give yourself and your library permission to accept that premise, you can begin to rebuild and reimagine the way your library creates and promotes programs.

Plan fewer, but more quality programs

The Next Normal is a great time for libraries to re-evaluate the programs they offer.  

I propose that libraries reduce the number of programs that they do. Instead, spend more money and more time planning quality programs that are unique to your community.

Set your promotional boundaries and stick to them

Library marketers are often expected to promote every program at a library, months in advance. The Next Normal is a great time to set down some ground rules for which programs get promoted and how those promotions will be carried out.

As you are determining the boundaries that will work best for your library, you may have to experiment with how far in advance you promote programs and on what channels.

Remember that your community’s schedule and expectations have changed in the wake of the pandemic. The promotions you did before the pandemic may not work in The Next Normal.

Track the results of your promotions so you can identify those changes and create new ground rules for your promotional work. Once you set those rules, stick to them.

You may be pressured to make exceptions. And there may be co-workers who don’t appreciate the effort you are making to do the best job of marketing for your library. That’s okay.

If you create a plan that puts the interest of your community and your library at its core, you will be successful.

Make promotions part of your program planning

As you begin to put your program together, make it a habit to think about the marketing piece. Ask yourself:

  • Who will be your target audience?
  • What is the best way to reach them?
  • How much time will it take you (or your co-workers who help with marketing) to create the pieces you’ll need to promote your event properly?   
  • What will your event hashtag be?

If there are other library staff who will be involved in promotions, make sure you give them a heads up in plenty of time. For example, if your library has a social media manager, try meeting with them once a month to let them know about the programs you’re putting together.

Choose your promotional platforms carefully.

Community members may ignore promotions because they are overwhelmed by the sheer number of marketing messages they receive. Libraries tend to want to promote everything on all channels. Let’s be more intentional.

If your community actively engages with your Facebook posts, use that to your advantage. Create events on Facebook for your programs so that potential attendees get a reminder as the day of your program draws near. You can also buy Facebook ads or boost your posts to target specific demographics, even if you have a small budget.

If your community prefers interaction on another social media platform, like Instagram, spend your time and energy promoting your events there. Instagram Stories are a great way to build excitement.

Perhaps your library has a receptive and engaged email list. Add a program suggestion to your reading recommendation emails. Or send an email with a program announcement to a targeted audience.

Leverage your presenters

The Next Normal is the time to get as much promotion out of your speakers, presenters, and sponsors as possible. They likely have a ready-made audience that may like to attend your event. Ideally, this kind of collaborative promotion should be a part of your agreement with each participant.

You can make it easy on presenters by sending them a pre-written social media post or blurb for their email newsletter promoting their appearance. Supply them with copy, images, video, print assets, and anything else they need to help you spread the word.

Create some FOMO (fear of missing out)

FOMO is a powerful tool for getting more attendance at your programs. Your registered patrons and past program attendees can provide social proof that your event is going to be amazing.  Let them help you build hype.

About a week before the event, send an email reminder or a social media message to everyone who has registered or shown interest in your program. Encourage them to brag that they’ll be attending. Include a pre-written social media message to make it easy to share.

Remember your real goal

At the end of the day, programs should help your library create a relationship with those cardholders. We want them to come to us for all their problems, and all their questions, and all their needs.  

This is a more holistic approach than merely counting attendance numbers. Creating that engaged community will make your work worth all the effort.  

More Marketing and Promotional Help

Your Library Can Reach Teens With Programming and Marketing! A Look Inside the Lives and Minds of the Elusive Generation Z

Library Programming and Promotions SHOULD Be BFFs! Here’s Why They Must Work Together.

Angela’s Latest Book Review

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The Secret to Forge Library Loyalty: Stop Holding Programs and Start Creating Experiences

Photo courtesy Public Library of Cincinnati and Hamilton County

Anytime I hear anyone talk a new marketing trend, I must consciously remind myself not to roll my eyes. Marketing trends tend to be nonsense created by agencies hoping to generate buzz.

So, when I first learned about a trend called experiential marketing a few years ago at a conference, I listened politely, and filed it away in the back of my mind, along with my skepticism about whether this truly existed.

It’s clear to me now that experiential marketing isn’t just a buzzword. It’s a legit marketing option for libraries everywhere. And it could be the trend that permanently cements the bond between your library and the community it serves.

What is experiential marketing?

Experiential marketing is sometimes also called event marketing. It can be a pop-up library or program. It can take the form of a special day long library event, an immersion experience, a conference, a workshop—there are limitless possibilities.

But this isn’t just an ordinary event. An experiential marketing event is a program that includes a way to create an experience, to engage the attendee’s senses, and to create a personal and memorable interaction with your library.

It’s about sparking positive emotions in the people who attend. Those emotions become imprinted in the minds of the attendees. They associate that positive emotion with your library.

See why it sounded a little hokey to me the first time I heard it?

But here’s the thing. While most marketing interrupts and forces itself on the community, the experiential experience is voluntary. Your community or cardholders are choosing to interact with your library. Those experiences create beautiful memories. Those beautiful memories become a part of the overall library experience for your community. A loyalty is formed.

Libraries tend to think about their programs and events in simple terms. The program is a way to offer something to the community that is in line with the library’s overall strategic plan. It may also help to fill a community need like literacy or workforce development. These reasons are all valid and valuable.

But there is a clear marketing value in expanding our understanding of what a program or experience can be for our community–and what it can do for our libraries.

And we need to do so because our younger cardholders are at stake. Experiential marketing appeals to younger people. A study by Harris Group found that 72 percent of millennials would rather pay for an experience than for material objects.

This can be a differentiating factor for libraries. We should jump at the chance.

Why experiential marketing is so appealing

It all comes down to the fear of missing out, or FOMO. We see our friends and family posting on social media as they engage in exciting events. We feel anxious because we are missing out on these amazing experiences. And we feel compelled to resolve that anxiety by attending.

Think FOMO isn’t real? Check out the Twitter feed anytime the ALA or PLA conference is in full swing. The number of librarians who lament about missing the conference is pretty astounding.

What are the benefits of creating library experiences?

Experiential marketing forges a personal connection with your library. As younger generations increasingly value experience over tangible items, they’ll patronize and visit libraries that have taken the time to get to know them and offer them experiences that they can learn and grow from in a deep and meaningful way.

  • 85% of consumers say they were likely to purchase after participating in events or experiences.
  • 91% of consumers say they had more positive feelings about brands after attending events or experiences.

Examples of experiential library marketing programs

Challenge yourself to go beyond the normal crafting groups, story times, and passive programs. Instead, push your library to nurture the relationship between the library brand and your community.

You can create all kinds of innovative programs that foster a love and joy of reading. Try a TED talk style book talk. Invite readers to give a compelling talk under a time limit,  say 60 seconds, to convince people to read one of their favorite books. Or schedule book dates, where readers talk one-on-one with under a limited time deadline about their favorite books.

At the Edge 2020 conference in Edinburgh last week, the head of Library and Information Services at East Renfrewshire Libraries in Scotland talked about programs they hold called “Come Complete Your Bucket List at the Library.” Visitors use virtual reality sets to visit places and have experiences they’ve only dreamed about. That is an amazing example of experiential library marketing.

Other great experiences for library customers include:

  • Escape rooms
  • Interactive STEM programs for adults and kids
  • Interactive activities between patrons and in-residence programs featuring authors, entrepreneurs, makers, and artists
  • Interactive programs in your MakerSpace
  • A conference connecting readers and authors interacting in sessions, workshops, and one-on-one experiences
  • Interactive and immersive library exhibits
  • Interactive activities at outreach events
  • Library sleepovers

Experiential experiences are any kind of program that creates a lasting, emotional experience that will bond your community to your library. This is not a one-off kind of event. This is something memorable.

You’ll notice the word “interactive” is used frequently to describe these events. Experiential marketing events require that attendees to do more than sit, listen, and absorb. If they are playing a part in the activities, they’ll remember them.

Experiential marketing is not a quiet kind of marketing. It’s often noisy, literally and figuratively. It might be messy. It might take more planning. These events are not what people think of when they think about what libraries look like.

And that’s the whole point, isn’t it?

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