ROI of Marketing: Increasing the Value of Library Services Through Promotion #InternetLibrarian @benbizzle

Ben Bizzle

Branding is every connection with your customers.

Two of the biggest challenges: lack of awareness and barriers to entry.
People think libraries are just buildings full of books.
It might take 14 clicks to download an e-book

2008, his director said libraries were at war with the trinity of evil: Google, Wikipedia, and Amazon.

His library’s weapon in the war? A boring web site that probably looked old-fashioned even then.

The world’s judging you by your web site.

Today the web site looks modern, responsive, works on all devices.

Advertising seemed heretical. Would you rather spend $50 for advertising or $5,000 on a service nobody uses? If 10 people were using it, then 20 people are, you’ve doubled the value.

Social media: have a robust promotion on Facebook. People need to see that your page is updated. Facebook advertising has reach, can be targeted. $50 ad reaches about 10,000 people. For example, with Freegle (song-downloading service), you can calculate how much your users saved over pay services. Because of promotion, the library’s cost was about 19 cents a song compared to about $1 users would spend elsewhere.

Genealogy night. T-shirts: who’s your granddaddy? Pull up your genes.

Theme for arts and crafts show. (Called it “vaudevillian,” but it sounds more like a sideshow theme to me: strongman, magic act.)

Regional interest: Elvis week.

Poster: should be cool, make people think.

Wet t-shirt *throwing* contest.

Creative team, not just one person.

Billboards. “Spoiler alert! Dumbledore dies on page 596.” “Cheap date? You get dinner, we’ve got the movie.”

Videos:
https://m.youtube.com/user/publiclibrary1

Speed dating at the library didn’t work out too well.

Controversial: “At least I know my book will be good in bed.”

Diana Nyad quoted Mary Oliver, “Are you doing what you want to do with your wild and precious life?”

Coasters for a bar. Downloadable at http://www.librarymarket.com

Woman found out she was illegally adopted at birth. Librarians helped her find her family she didn’t know she had.

Homeless people were proud to be in a library video.

Advertising isn’t about making you agree. It’s about making you never forget what you just saw.

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