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Super Library Marketing: Practical Tips and Ideas for Library Promotion

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

Photo courtesy Cincinnati and Hamilton County Public Library

There’s nothing wrong with tooting your own horn.

A few months ago, I received an email from a library marketer nominating her library system for recognition in the “Kudos” segment on The Library Marketing Show. This particular project was so good, that it deserves an entire post.

Rebecca Kilde is the communication and marketing coordinator for IFLS Library System in western Wisconsin. She’s been with the system for five years and has a background in graphic design.

IFLS Library System covers ten counties with 53 libraries, mostly small, rural libraries. The libraries she served were facing a problem.

“My librarians were telling me that their visits weren’t bouncing back up to pre-pandemic levels,” recalled Rebecca. “There was some general confusion about whether libraries were even open.”

Rebecca Kilde, IFLS Library System

“Our libraries were open during almost all the last two and a half years and were important resources for some people in our communities. We didn’t want anyone to miss out on getting support from the library. We wanted our funding bodies to get that message as well.”

In the fall of 2021, Rebecca and her colleagues decided to explore a passport program system-wide. This program’s goal was to get people back into the library after the pandemic as well as educate people about the scope of their consortium services and benefits. 

The idea was simple. All the libraries in the system had to have passports and entry forms available and a staff person to stamp passports and collect entry forms.

Setting a goal for any type of promotion is incredibly important to success. Rebecca had three things she wanted to accomplish.

First, Rebecca wanted patrons to experience the benefits of a library card firsthand. “We wanted to show how easy it is to check out and return items throughout our system,” she said. “We also wanted to send a clear message: Libraries are open, and libraries are fun!”

“Our app is new and includes navigation to all our locations in one handy spot, so this was a good opportunity to promote that. For our libraries, we wanted to increase circulation and engagement. A significant factor in support for library funding is having interacted with a librarian, so we built that in. We wanted people to engage with one of our wonderful librarians.”

Rebecca put her background in graphic design to work, creating a logo, a public-facing landing page on the system website, the passport, and marketing collateral.

“We printed enough for each library to get 25 passports,” explained Rebecca. “(We) sent them through courier as a kit that included a little rubber stamp, a stamp pad, signage, and a master sheet to make entry forms.”

Rebecca worked diligently to provide direction, content, and encouragement to her libraries. Each month, she emailed a marketing toolkit to all the participating libraries. The toolkit contained everything the libraries needed: a focused message; four social media posts with suggested messaging; updated posters; ideas from libraries, and comments from participants.

Some of the libraries took the passport program idea and ran with it. “Ellsworth handed out a water bottle with a bag of fun things that included a goat-milk soap sample from a local producer,” said Rebecca. “Clear Lake created prizes and a drawing of their own for their cardholders; Somerset ran out of their fun swag bags. Lots of libraries created great displays.”

The program was an outstanding success. Rebecca told me that over the course of the program, which ran from April 4 to July 15, participating libraries handed out more than 1500 passports and recorded more than 2800 stamps. Each of those stamps counts as one visit to the library. Nine people visited all 52 libraries!

Participating libraries saw robust circulation of travel-related items featured in library displays. Most libraries invited passport visitors to participate in other activities, like a scavenger hunt for kids in River Falls or library bingo in Menomonie. And they were able to identify some library super fans, who may become influencers in a future campaign.

Rebecca credits several factors for the success of the program, including timing and collaboration. “People were ready to go out and explore,” she explained. “And this was NOT a top-down promotion. It was library-driven the whole way.”

Rebecca has one final piece of advice for libraries looking to put together a successful program. Simplicity is key, she said. “We’re looking for ways to expand what the program offers without requiring a lot of extra work.”

You May Also Want to Read These Posts

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

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

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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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