Get out of your office and practice in-your-face marketing

Information Outlook, Feb, 2005 by Jim Harrington

I'm a bad librarian. I must be. I read the articles discussing how other libraries market their services, and say to myself, "I don't do any of those things." I don't have a brochure. I don't hold open houses, or send out surveys. I don't publish a library newsletter. I stopped participating in new hire orientation when hiring slowed to a trickle.

Yet, I still have a job--so far--in an industry that has been ravaged by this last economic downturn. Most of my peers are either retired or working in other types of libraries. So why is my library still open? Good marketing helps. What might be referred to as in-your-face marketing.

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At one time, I used many of the same marketing techniques I read about. I had a brochure that I gave out at new hire orientation. I placed copies in the cafeteria and elsewhere on campus. I mailed copies to branch offices. I sent out surveys, but the response was often too small to compile any reliable data on library services.

I held a Christmas raffle two years in a row. The main purpose of this event was to provide an incentive for employees to return overdue materials. Bring something back and get one entry in a raffle for every item returned. The prizes ranged from books to mugs, or gift certificates. The second year I added a quiz on searching the library catalog as another way to enter the drawing. Then one day I sat down, thought about what I was doing, and realized that the ROI for these activities was minimal. That's when I decided to try a different approach.

Get Out of the Library

This has been written about before. I include it because I feel strongly about this approach. You are your library's best marketing tool. Take advantage of it every chance you get.

A brochure can be stuffed in a drawer for reading later. Even if it's read, how long is the material remembered; and how many people read it more than once? A newsletter gets lost under a mountain of paperwork that needs immediate attention. Your clients need constant reminding. It may be easy to set aside a brochure or newsletter, but someone standing in your cubicle requires at least a polite notice. Deliver that book, article, or research report. Ask your question in person.

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And remember you are influencing more than just the person receiving the special delivery. You meet others in the hall on your way. A head pops up from a neighboring workspace with a request. It's not uncommon for me to return to the library with a new task. If I have the time, I'll poke my head in a few cubicles just to say hi. The effort is appreciated and provides an excellent reminder that I'm available to help them with their research needs.

You're a solo librarian? So am I. You still need to get out and market yourself.

Attend In-House Events

Department meetings, brown bag lunches, birthday parties and other events provide outstanding networking opportunities. Brown bag lunches, in particular, offer a means to learn more about what's happening in your company. In my case, these events offer opportunities to learn about other departments or new technologies. I admit that I don't always understand the more detailed presentations, but I do learn new terminology that I can use in other marketing efforts. I'll explain later.

Group E-Mails

I'm fortunate in that I inherited the task of preparing and distributing a weekly newsletter containing industry news. Every Monday morning, 200 employees worldwide, including my company's entire senior staff, receive an e-mail from me. The only mention of the library appears in my signature, but it's still a weekly reminder that the library provides such a service. Often I receive replies with requests for additional information.

I prepare and send a bi-monthly marketing department newsletter that provides updates to our sales force. Again, my e-mail signature appears at the bottom. Finally, I manage a website that provides links to a variety of information.

Perhaps the most important is market research. This is another opportunity to market what the library has to offer. Every Friday afternoon, I send an e-mail containing a list of new research added during the current week. The original purpose of the e-mail was an attempt to increase the usage of this material. Statistics show this did happen. An additional benefit is the weekly contact with a small, influential group of employees, including my company's CEO and COO.

Set Up Group Meetings

I don't have a library committee, but I do involve others when making certain decisions. People like to have a say in what's going on. Give them the opportunity, and it gives you a chance to show your awareness of their needs.

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Participate in Outside Events

My company participates in a number of community activities. I've made many new acquaintances while participating in a Special Olympics charity event. Some of them have come into the library for the first time afterwards. After a special accomplishment during this year's event, an article about me appeared in the company newsletter. Free marketing for the library! I'm sure you can find similar opportunities to take advantage of at your place of employment.