Follow-up


Just another comment…of the 26 individuals who registered to use downloadable audiobooks from April – July 2008 who stopped using the service, 24 of them (92%) were active, in-person library users during the same period. WOW.

Of the 12 patrons who are registered for downloadable books and who are either active users or who have registered within the last 30 days,  10 or them (83%) are active users. I can’t determine the status of two others because their names don’t match what’s in our files.

So what does this mean? It seems trying or using downloadable books is an extension of the services already used by our active user base. The service doesn’t seem to be connecting with the theoretical “people who want to use their library a different way.” And while most of our marketing has been pitched to people who come in to the library (Electronic bulletin board slides and postcards handed out to advertise June’s classes) there’s also a notice on our home page, so it is accessible to people who never set foot in here.

Interesting.

Numbers are in for July downloadable audiobook usage…holding steady in the mid 130s, which is what we bumped up to after our late Spring advertising campaign and classes.

Time to delve into this a little further. We have two downloadable subscriptions, one of which registers patrons like a regular library. We had 47 registrations for that service from April 1 – July 31. Of those 47, 19 (or 40%) were staffmembers, test accounts for the classes we offered, or are people who are actively using the service.

I’m going to contact the other 60% by email and ask them why they haven’t used the service much or at all since they signed up. I did this a couple of years ago and found that most people dropped off when they realized you couldn’t use the service with an iPod. Unfortunately that hasn’t changed much, although Overdrive is finally taking baby steps toward the iPod crowd. Unfortunately, with iPod marketshare estimated around 70% (that low? see here) what we really need are giant leaps.

Keep an eye on this space for results.

In looking at our NextReads subscriber reports, I discovered something that surprised the heck out of me: no one unsubscribes.

Well, okay, not no one. Since January 2007, two people have unsubscribed, and we lost about five more to too many bounces.

Now, we don’t have as many subscribers as we’d like, and as I mentioned a few posts back, we’re actively engaged in a campaign to sign people up for our library events newsletter. Also, I have to figure out how to do some serious analysis to try to see how many people actually look at the newsletters – it doesn’t do us much good to have them deleted as soon as they land in mailboxes. Still, the fact that people are signing up and sticking with them has made me put this on the list of things that we need to figure out how to use in our marketing efforts.

An article in June 2nd’s Advertising Age says that in a promotional campaign for Welch’s, 70% remembered seeing the ad if they licked a Peel ‘n Taste flavor strip for the drink (hmmm), and 62% “took some action,” which ranged from mentioning the ad to others or actually purchasing the grape juice.

The salesman for one of our database vendors told me his company likes to develop promotional materials that make the user interact with the material (like leaving space for notes on bookmarks and instructions) because they’ve found the customer was more likely to keep the material if they had “made it their own” by writing on it.

I’d like to figure out how to use this to our advantage. How can we get our services out there and get people to interact? It’s not like we can give away coupons for a free book or dvd <g>.