Teen Marketing Ppp
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Teen Marketing Ppp Teen Marketing Ppp Presentation Transcript

  • Public Libraries and Teen Marketing Research In Action By Gavin Lightfoot School of Library and Information Management Emporia State University
  • Introduction
    • Have wanted to become YA librarian since starting SLIM.
    • Had a rough time as a teen.
    • Want to help young adults avoid what I went through.
    • Passionate about empowering them with information.
    • But, how can they be reached?
  • Problem Scenario
    • Recently started work in a Public Library.
    • Found out they are struggling with teen participation.
    • Lacking submissions for recent YA art contest that includes prizes.
      • https://mclmail.mcl-lib.org/exchange/
      • http://www.mcl-lib.org/ - teen page
    • Many teens living in the area.
    • Why are they not participating.
    • Sounded like a marketing issue.
  • Terms in Teen Marketing
    • Millennials =Children of the baby-boom generation (Zollo, 2004).
    • Teens =12-to-19-year-olds (Ibid).
    • Visual merchandising-Right materials, right formats, right spot.
  • Literature Review
    • Teens lack defined social place in U.S. Culture.
    • Must define selves symbolically.
    • Define with appearance, media preferences, and behavior.
    • Adults see this as antisocial.
    • Library can provide missing social place: social learning, peer/intergenerational friendship, self expression, chances to help others and feel needed, self reflexion, and scholastic achievement (Chelton, 2000).
  • Literature Review
    • Keys for youth success
      • Ability to listen, speak and write effectively.
      • Ability to use technology to locate info.
      • Desire to become lifelong learners.
      • respect for rights and dignity of all people.
      • Confidence to believe they can create better world.
    • Libraries help youth achieve success
      • Provide: instruction on use of different info resources, enriching experiences (booktalks, etc.), and a supportive atmosphere for exploration
      • (Bishop & Bauer, 2002)
  • Literature Review
    • Advertising must have content that appeals specifically to teens (just for them).
    • This applies to all forms: TV, magazines, radio, movie ads, posters, billboards, newspapers, mail, internet, and even word of mouth.
    • Teens need comfort, snacks, and music.
    • Libraries should model bookstores and other teen retailers.
    • Teens turned off by too many rules.
    • (Taney, 2003)
  • Literature Review
    • Teens market-savvy and media-saturated.
    • Have seen 140,000 ad messages by age 12 and 300,000 by age 19.
    • Mail is #1 way teens want to learn of new products: They do not get much, its personalized, addressed to them, makes them feel like they are one of first to know about new product, free offers/discounts tangible (like cash) do not have to be printed.
    • Like to be reached on the go. Advertise where they are: concerts, sports events.
    • Four rules of promotions: Free, fun, instant, easy.
    • (Zollo, 2004).
  • Research Questions
    • What strategies are public libraries using for effective youth marketing?
    • How do industry professionals market to teens and adults?
    • How can libraries use marketing to keep teens interested in lifelong learning and library use?
  • Limitations
    • Only surveying 12-19-year-olds.
    • Interviews confined to Public Libraries.
    • Research only within United States.
  • Population and Setting
    • 12-19-year-olds.
      • Kennewick, WA
    • Public Libraries
      • Denver
      • Los Angeles
      • Charlotte
      • Southeast Massachusetts
    • Marketing officials
      • Peter Zollo
      • Apple
      • Fuse
  • Methodology
    • Confidential teen questionnaire.
      • What is the one most important thing that libraries should have for young people?
      • What one or two things do you like least about the library?
      • If you could choose what things were in the library, what would they be?
    • Interviews with public library and industry marketing leaders.
      • What are your most effective teen marketing strategies?
      • How do you conduct teen research?
      • What do you feel is the most important reason for marketing to teens?
  • Best Practices
    • Loft@imaginon: C:Documents and SettingsGavin LightfootMy Documents810 opic content MySpace_com - The Loft @ ImaginOn - 17 - Male - 300 E_ 7th St_ CHARLOTTE, NORTH CAROLINA - www_myspace_com-libraryloft.mht
    • MyOwnCafe: C:Documents and SettingsGavin LightfootMy Documents810 opic contentMy Own Cafe Home.mht
    • eVolver: http://teens.denverlibrary.org/
    • Teen Web: http:// www.lapl.org/ya/think /
  • Timeline and Budget
    • April-Get LSTA Marketing Implementation Grant.
    • May-Submit Human Subjects form, perform scoping exercises for methodology.
    • June-get consent from interviewees, contact community organizations about teen questionnaire collaboration.
    • June/July-distribute and collect questionniares, conduct interviews.
    • August and September-Analyze results, write up findings.
    • October-Publish results (YALSA, VOYA).
  • References
    • Bishop, K. & Bauer, P. (2002). Attracting young adults to public libraries. Journal of Youth Services in Libraries, 15 (2), 36-44.
    • Chelton, M.K. (2000). Excellence in library services to young adults (3 rd ed.). Chicago: American Library Association.
    • Taney, K.B. (2003). Teen spaces: The step-by-step library makeover. Chicago: American Library Association.
    • Zollo, Peter (2004). Getting wiser to teens: More insights into marketing to teenagers. NY: New Strategist Publications.