Marketing is one of the most difficult aspects of library management. Community support depends on it. Programs need it. And libraries are constantly needing to reassert their relevance. If it’s so important, why is it often performed badly? Most marketing begins first with a how and not with a what. Too often, there are talk of newspapers, fliers, service announcements long before anyone thinks of what exactly they want the public to know.
So the best way to market libraries (or anything for that matter) is to refine, refine, refine an idea until it is so solid that all choices and directions can be compared to that concept. Here’s how to break that process down:
1) Focus on what patrons want or need
Do not think first about what libraries have or should have or can offer. The goal here is to think of what the community may need to succeed at whatever they want. For students it’s often finishing a paper. For community members it may be something simple like preparing for a dinner party or getting the blue book value for their car or, of course, finding an entertaining book. The focus though in on the patron what we can do for them. Do not focus on the library for library’s sake. It’s true that many patrons care about libraries, but those people are already coming in, but marketing is about reaching patrons that do not necessarily come to the library regularly.
I think this talk always puts it into perspective for me. This should be required viewing for anyone beginning a marketing campaign:
2) Decide how we can uniquely fill that need
Competition is hard. It requires resources, time, staff, things that libraries often do not have in abundance. Instead, focus on the niche, the unique. The things we offer that no one else has or can. For you book lovers out there, I recommend Blue Ocean Strategy. It’s geared for businesses with more flexibility, but in the end, it is a mindset. The library can choose to present itself however it wants. It has many strengths which can be highlighted in many ways. The question is what can we do that is amazing and unique.
I’ll go ahead and state the obvious: Everything is free. Think beyond that. There are more to libraries than free.
3) Refine the need and our ability to fulfill to a basic principle
I’m a big fan of simplicity. The shorter an idea, the more concrete, the easier it is to remember, the more likely it will be implemented and succeed. A basic principle should be one sentence or less.
My favorite example of simplicity in an organization is Southwest airlines. Their strategy is absurdly simple: Southwest will be THE low-fare airline.
That is refinement.
However, there is a caveat to this approach. Once an idea has been refined, it must be the cornerstone of future decisions. Begin meetings by talking about it. Refer to the idea before implementing a project. Make it the lodestone for the library. It does no good if it is ignored.
4) Now, choose tools and methods
Remember, tools are there to achieve a goal. They are not a goal in themselves. So, instead of trying different tools wily-nily. It’s best focus. Here are a few good rules to remember:
1) Use no more than two or three tools, but use aggressively
Greenpeace is a national force for environmental causes. At one time, they were probably the most vocal and influential voice among grass-roots activists. How did they reach this point? Under the guidance a San Francisco firm, Greenpeace began a direct mail campaign that netted millions of dollars. So much money came into the San Francisco office, that it created a rift in the organization. The point is not that direct mail is good, or that Greenpeace is an example of supreme marketing. The point is that small carefully chosen strategies can yield big results.
2) Experiment, but assess
Be ruthless in trying out new ideas, but find ones that work. The social media bubble is soon to pass. It’s a great idea, but when used incorrectly, it yields nothing fruitful. So far the most successful experiment with Twitter in Libraries is through the Nebraska Library Commission they have over 400 followers. And the vast majority are libraries and librarians from other states. Always ask, who are we really reaching?
3) Most importantly, refer back regularly to the basic principle
Is this strategy working? Are we constantly promoting our basic principle? If not, start over. The most important thing is consistency and focus. It’s harder to hit a moving target than a stable one, and it is even harder to hit one that can’t be seen.
These are all simple steps. But I am amazed at how often they are ignored. All libraries are in different situations and all have different groups they are trying to reach. The key is to decided who and how and then proceed with focus.
Photo Credits:
Sony: http://www.flickr.com/photos/pinkponk/517248803/
Arrow: http://www.flickr.com/photos/denial_land/349094199/