Demographic Marketing

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Presentation by Wyong Library at Library Innovations, SLNSW, 28 November 2008

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Demographic Marketing

  1. 1. Adam Holland Branch Manager, Tuggerah Public Library, Wyong Shire
  2. 3. Cowboys fan base and profitability <ul><li>#1 in revenue ratings </li></ul><ul><li>All home games sold out for 22 years </li></ul><ul><li>Highest TV ratings for games </li></ul><ul><li>Team valued at $1.8 billion; $300 milllion profit in 2007 </li></ul><ul><li>#1 in merchandise sales </li></ul>
  3. 4. Demographic Marketing <ul><li>Business executives </li></ul><ul><li>Construction workers </li></ul><ul><li>Women in their 20s and 30s </li></ul><ul><li>People who are interested in sports cars </li></ul><ul><li>College students </li></ul>
  4. 5. Relevance and Desire
  5. 6. 2008 Programs <ul><li>Autism </li></ul><ul><li>Vegetable Gardening </li></ul><ul><li>Solar Electricity </li></ul><ul><li>Mystery Fiction </li></ul><ul><li>Inspiring Biographies </li></ul><ul><li>Mind, Body, Spirit </li></ul><ul><li>Gay, Lesbian, Bi-sexual and Transgender </li></ul>
  6. 7. Apples and Oranges?
  7. 8. 2008 Successes <ul><li>Regular event attendees – ‘Library Groupies’ </li></ul><ul><li>Circulation statistics significantly up </li></ul><ul><li>New memberships up </li></ul><ul><li>Key areas of the collection better utilised </li></ul><ul><li>Positive evaluation feedback </li></ul><ul><li>Intangibles of renewed interest and ‘being on peoples radar’ </li></ul>
  8. 9. Effective targeted programming builds ongoing passion for libraries
  9. 10. Some questions <ul><li>Does targeting specific groups of the community in any way betray the inherent openness of a public library? </li></ul><ul><li>What marketing and implementation tools are valuable and worthwhile to investigate from the for-profit business world? </li></ul>

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