I’ve been reading a little of everything that can be considered “marketing,” including a few books and articles that discuss branding . In New Jersey The New Jersey Library Association commissioned a survey called Libraries Matter which indicates that in New Jersey, at least, people really love their libraries. We have “a good brand.”
I’ve been wondering, though, if one of the problems that we have with branding and trying to market libraries is that while we all have libraries, everyone has different libraries. I cringe every time I’m watching public television and they say at the end of the program, “You can get these resources at your public library!” because who knows whether those books are actually at the public library or not? Libraries aren’t a franchise. The idea of “library” that I carry in my head from my childhood isn’t the idea of “library” that I have from working where I do, and those two are different from the idea of “library” that I’d have if my library experience was colored by the community where I live.
My point is that people may have had experience with a type of library that didn’t work for them, so they’ll naturally assume that no libraries will work for them. You either like Starbucks or you don’t. You either use libraries or you don’t.
How do we overcome this?
June 5, 2008 at 7:11 pm
I agree that all libraries are different and that people who have a bad experience in one often stop going to libraries altogether.
The biggest problem we’ve found with trying to market our library is that essentially, we’re preaching to the choir. The people that already use the library are the ones that are paying the most attention to our new marketing ideas.
So how do we get the people from outside the library community? We are going to start aiming at children just entering kindergarten, by going through the schools. This way, we get them, and their parents.
I’m not sure there is an easy solution here.
July 16, 2008 at 8:09 pm
I am in the process of writing up a marketing proposal using the elements of branding, general marketing 101 and service (aka product) positioning. We are redeveloping our website and I have high hopes to get our logo rebranded.
I have been a Library user my entire life, so therefore the Library does not need to “sell” to me. People who use the Library LOVE the library.
We need to reach the taxpayers and individuals who do not normally use the Library. They are the key to the future as far as tax benefits and continuing support. They will remember a positive Library experience – even if it’s only once – when faced with a choice to vote for more funding for the Library.
The Library should be treated like a business entity and patrons as “customers”. I really enjoy this blog and have learned a great deal!