Henrico County Library keynote presentationPresentation Transcript
Merchandising & Marketing Your Library Henrico County Public Library Third Annual Staff Development Day Mickey Coalwell, NEKLS, Lawrence, KS December 7-8, 2010
We provide comprehensive resources, innovative technologies and excellent services to enrich individual and community life.
We deliver excellent customer service through access to a variety of materials, innovative technologies and attractive facilities. We achieve high standards for courtesy, accuracy and timeliness. We anticipate and respond to the needs of a diverse community.
We are a library system that:
Believes public libraries are vital to the community;
Welcomes new ideas;
Fosters continuous learning;
Values leadership and professionalism; and
Plans for the future.
Merchandising Conscious efforts to make contents visible, and to encourage their use.
Marketing & Promotion Getting the word out that you can add value to people’s lives.
Advocacy A process by which those who are in a position to affect the delivery of library services are actively and personally engaged.
What do library users want?
Extended branch operating hours and check-out times
Updated book, audio, and video collections
More computers and service options such as online check-out and wireless Internet options
Cafes or coffee shops in libraries
Source: Wichita Eagle, January 18, 2006
The best of both worlds
Keep the library the library…but incorporate retail merchandising and marketing practices
Realize we are competing for customers, and that customer expectations are high
Become an advocate for the library
Our competitive advantages
Start with the basics
Clean, well-lit and comfortable
Attractive and inviting
Capitalize on your strengths
Library collections and services
Historical or architectural features
Help customers help themselves
Today’s customers want and expect self-service
Design spaces that encourage self-service
Merchandise to facilitate self-service
Focus on convenience and speed
Let there be light!
Adequate for browsing, reading, studying
Natural light if possible
Mix of fluorescent and incandescent
Lamps and adjustable lighting
Too many! Libraries are over-signed
Can you see into your library from the front door?
“ Visual cacophony”
More is NOT better
Signs speak to your library patrons when you are not
Always brand even the smallest sign
Consider an expiration date for temporary signs
Empower ALL staff to remove expired and damaged signs
Big, clear and to the point! Allen County Public Library, Indiana
Information architecture is the view of the library from its users’ vantage point.
Map the “information zones”
Customer receptivity to information
Consistency in style and presentation
The library should have several “zones”
Quiet study and reading spaces
Social spaces for interaction, conversation, and collaboration
Service areas for circulation, copying, computer login, etc.
Zone by activity, not age group.
Use zones to merchandise
Popular formats like DVD, GNs
Wayfinding: a better approach
Wayfinding is the presentation of structured information which allows users to navigate an environment or seek a particular destination without assistance.
Wayfinding Tip #1
Provide convenient parking and accessible walkways adjacent to each public entry. Clearly identify building entry points.
Wayfinding Tip #2
Locate information counters so as to be natural arrival points from entries.
Wayfinding Tip #3
Distinguish public from non-public areas with fixture placement, varied paint colors, finishes, and lighting…but not signs
Wayfinding Tip #4
Provide orientation cues: Different colored walls, ceiling-drop signs, "You Are Here" maps that indicate the principal collection and service areas, exits, restrooms, water fountains, etc.
Wayfinding Tip #5
Establish "shorelines" and "trails" between major collection and service areas using different materials such as tile and carpet.
Misguided attempt at wayfinding?
Eat, drink, and make merry!
Café or snack center if possible
Consider vending machines
Encourage your patrons to bring in drinks with lids, and provide trash cans throughout the library for disposal of cups and wrappers
Vending machines can be sexy…
Merchandising made easy
Display popular topics and items
Showcase a logical grouping of items
Present clear, attractive displays
Design to be easy to maintain
Change displays regularly
A good library display…
Should demonstrate the diversity and breadth of a library's collection
Should represent many sides of an issue, theme or topic
Should make someone think
Should inspire someone to want to know more
Should take advantage of “the long tail”
Make your displays multimedia
Library displays are best when they incorporate a broad theme and draw on books, movies, magazines and music
Successful library displays draw on a range of media, whatever the theme or topic, and appeal to all the senses
The counter belongs to the patron
Give it back to your patrons
Keep it sparkling clean
Fixtures and furniture
Movable gondolas and browsers with wheels or casters
Kid-friendly shelves and counters (low or multi-level)
“ Fun” furniture, rugs and wall coverings that add color and life
Fun and inexpensive
Fun and flexible
Slatwall and display shelves
Shelf labels (not Dewey numbers!)
Merchandising with face-outs
Merchandising a pull-out collection
A quick themed display table – no sign needed!
Creating customer-friendly subject “neighborhoods” or “glades”
Body & Soul is where you’ll find books on religion, philosophy, self-help and health
100s and 200s (Philosophy and Religion)
360s and 600 - 619 (Health and Medicine)
362s and 646s (Self Help)
155s and 649s (Childcare and Parenting).
More customer-friendly groupings
Home has the books on hobbies, crafts, decorating, cooking and gardening.
395s, 640s, 793.1 - 793.2 (Cooking and Entertaining)
688s, 745.1 - 746.9, 748, 749, 769 (Crafts and Collectibles)
643s, 680, 684, 690s (Home Repair and How-to)
747 (Interior Design)
Another customer-friendly neighborhood grouping
Work is all business. Books on finance, accounting, marketing, college admissions, test preparation and the economy are here.
320s, 340s (Government and Law)
331, 650.14 (Careers and Testing)
370s (Schools and Education)
330s, 650s, 651, 657 - 659 (Business and Management)
Before slatwall endcaps…
Just after slatwall installed…
… that’s much better!
Children’s slatwall display
More DVD merchandising
Ceiling hanger signage
Merchandising Board Books
Children’s magazine displays
Play to your strengths: What’s Free?
FREE internet access!
FREE DVD and movie rental!
FREE help with taxes!
FREE FREE FREE FREE!
Play to your strengths: What’s Fast?
FAST library card registration!
FAST checkout and return!
FAST trip information!
FAST answers to questions!
FAST FAST FAST FAST!
Play to your strengths: What’s New?
NEW services (wireless, laptop checkout)
NEW formats (Playaways, eBooks, videogames)
NEW NEW NEW NEW!
Above and beyond the retail model…
Keep our customers happy – stay competitive and play to our strengths
Provide unparalleled service
Do what the bookstores and other retailers can’t – or won’t – do
Partnering with local businesses
Antique stores – display furniture
Book shelves, book cases, book and media storage cases on display and for sale
Paper, stationery, stamps, envelopes for sale
More good ideas
Soft seating, variety of chair heights
Electrical outlets and power strips
Community book drops for convenient returns
Enhanced library catalog
Seven Vital Principles of Marketing Your Library
MARKETING is about putting good ideas in front of the right people.
MARKETING is about answering everyday questions and concerns.
MARKETING is about making it personal.
MARKETING is about making lifelong connections.
MARKETING is about asking as well as telling.
MARKETING is a 24/7 activity.
MARKETING is everyone ’ s #1 job.
Marketing your library …
… is about putting good ideas in front of the right people.
Discretionary to Indispensable
Fairfax (VA) County Executive Anthony H. Griffin has asked..the public library system to propose 15 percent reductions for fiscal 2011, on top of cuts of 15 percent or more this fiscal year…Griffin said, “Parks and libraries are essentially discretionary programs.”
“ Fiscal outlook grim for two Fairfax agencies,” by Derek Kravitz, Washington Post , November 15, 2009. Quoted in Transforming Our Image: No Explanation Needed, a webinar by Valerie J. Gross, presented by the Public Library Association, November 15, 2010.
How to move from “discretionary” to indispensable?
Change the equation:
LIBRARIES = EDUCATION
“ Generic to Evian”
Storytime Children’s class (children’s classroom)
Program Class, seminar, workshop, event, initiative, project
Information Education, research
From Transforming Our Image: No Explanation Needed , a webinar by Valerie J. Gross, presented by the Public Library Association, November 15, 2010.
Valerie J. Gross’s ‘Three Pillars’
Here’s how the library earns its keep.
Here are some specific areas where we help our community.
Here’s something only the library can do.
Here’s how much people like us.
Here’s how many people use our services.
Here’s why we need your continued support.
Donors and funders
Here’s how we use the money you give us.
Here’s what your money gets you.
Here’s how much we appreciate your giving us money.
Users and community members
Here is something we can do to make your life easier.
Here is a way to get something for free.
Here are things you can do with your time.
Here are people that care about your needs.
Children and parents
Here is a place where you can interact with others.
Here is a clean, secure and hospitable space.
Here’s how you can do better in school.
Here are ways to have fun and enjoy yourself.
Marketing is everybody’s #1 job
Marketing your library should include training and support for ALL STAFF at your library. Everyone who visits, phones, or connects online should receive friendly, helpful service. Every library employee, from the janitor to the Head of Reference, is equally responsible for providing an optimum library experience.
Marketing the VALUE of your library is a responsibility that shouldn’t be delegated to a specific job title or person. It's the responsibility of EVERYONE who works at the library to further its mission to serve the community.
Joan Frye Williams (a very smart person)
So, what are people telling us?* *according to Joan Frye Williams
“ My time is more valuable than ever.”
“ There’s information all around me.”
“ I can do it myself.”
“ I want to choose my own tools.”
“ I want it now – wherever I am.”
“ I learn more when it’s fun.”
Building a Library Community
Collecting and disseminating the right kind of data and statistics.
Connecting with the right decisions makers in the community.
Leveraging public opinion.
Segmenting and targeting services to specific user populations.
Providing ubiquitous access to library services.
Integrating with the community.
Grateful acknowledgment to…
The South Jersey Regional Library Cooperative, Mount Laurel Library, and Dave Genesy, Redwood City Library
Visit the TRADING SPACES resource page on the web at http://www.sjrlc.org/tradingspaces/
Waldo Community Branch, Kansas City Public Library; Darien Library, Connecticut
Joan Frye Williams, Information Technology Consultant
Valerie J. Gross, President & CEO, Howard County Library, MD
Hill, Christie. Inside, Outside and Online . Chicago: ALA, 2009.
Siess, Judith A. The Visible Librarian: Asserting Your Value with Marketing and Advocacy . Chicago: ALA, 2003.
Underhill, Paco. Why We Buy: The Science of Shopping . New York: Simon & Schuster, 1999.
Underhill, Paco. The Call of the Mall . New York: Simon & Schuster, 2004.
Underhill, Paco. What Women Want : The Global Marketplace Turns Female Friendly. New York: Simon & Schuster, 2010.
Merchandising & Marketing Your Library Mickey Coalwell Northeast Kansas Library System [email_address]