Public Libraries and Teen Marketing Research In Action By Gavin Lightfoot School of Library and Information Management Emporia State University
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?
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.
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.
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).
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)
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.
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.
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?
Only surveying 12-19-year-olds.
Interviews confined to Public Libraries.
Research only within United States.
Population and Setting
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?
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
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).
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.