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Henrico County Library keynote presentation


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Henrico County Library keynote presentation

  1. 1. Merchandising & Marketing Your Library Henrico County Public Library Third Annual Staff Development Day Mickey Coalwell, NEKLS, Lawrence, KS December 7-8, 2010
  2. 2. <ul><li>Vision Statement </li></ul><ul><li>We provide comprehensive resources, innovative technologies and excellent services to enrich individual and community life. </li></ul><ul><li>Mission Statement </li></ul><ul><li>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. </li></ul><ul><li>We are a library system that: </li></ul><ul><li>Believes public libraries are vital to the community; </li></ul><ul><li>Welcomes new ideas; </li></ul><ul><li>Fosters continuous learning; </li></ul><ul><li>Encourages teamwork; </li></ul><ul><li>Values leadership and professionalism; and </li></ul><ul><li>Plans for the future. </li></ul>
  3. 3. Merchandising Conscious efforts to make contents visible, and to encourage their use.
  4. 4. Marketing & Promotion Getting the word out that you can add value to people’s lives.
  5. 5. Advocacy A process by which those who are in a position to affect the delivery of library services are actively and personally engaged.
  6. 6. What do library users want? <ul><li>Extended branch operating hours and check-out times </li></ul><ul><li>Updated book, audio, and video collections </li></ul><ul><li>More computers and service options such as online check-out and wireless Internet options </li></ul><ul><li>Cafes or coffee shops in libraries </li></ul><ul><li>Source: Wichita Eagle, January 18, 2006 </li></ul>
  7. 7. The best of both worlds <ul><li>Keep the library the library…but incorporate retail merchandising and marketing practices </li></ul><ul><li>Realize we are competing for customers, and that customer expectations are high </li></ul><ul><li>Become an advocate for the library </li></ul>
  8. 8. Our competitive advantages <ul><li>Free </li></ul><ul><li>Authoritative </li></ul><ul><li>Service oriented </li></ul><ul><li>Ubiquitous </li></ul>
  9. 9. Start with the basics <ul><li>Convenient </li></ul><ul><li>Welcoming </li></ul><ul><li>Clean, well-lit and comfortable </li></ul><ul><li>Attractive and inviting </li></ul>
  10. 10. Capitalize on your strengths <ul><li>Library collections and services </li></ul><ul><li>Historical or architectural features </li></ul><ul><li>Location </li></ul><ul><li>Customer service </li></ul><ul><li>Technology </li></ul>
  11. 11. Help customers help themselves <ul><li>Today’s customers want and expect self-service </li></ul><ul><li>Design spaces that encourage self-service </li></ul><ul><li>Merchandise to facilitate self-service </li></ul><ul><li>Focus on convenience and speed </li></ul>
  12. 12. Let there be light! <ul><li>Adequate for browsing, reading, studying </li></ul><ul><li>Natural light if possible </li></ul><ul><li>Mix of fluorescent and incandescent </li></ul><ul><li>Lamps and adjustable lighting </li></ul>
  13. 13. Information overload <ul><li>Too many! Libraries are over-signed </li></ul><ul><li>Can you see into your library from the front door? </li></ul><ul><li>“ Visual cacophony” </li></ul><ul><li>More is NOT better </li></ul>
  14. 14. Signs <ul><li>Signs speak to your library patrons when you are not </li></ul><ul><li>Always brand even the smallest sign </li></ul><ul><li>Consider an expiration date for temporary signs </li></ul><ul><li>Empower ALL staff to remove expired and damaged signs </li></ul>
  15. 15. Big, clear and to the point! Allen County Public Library, Indiana
  16. 16. North Park
  17. 17. Glen Allen
  18. 18. Information architecture <ul><li>Information architecture is the view of the library from its users’ vantage point. </li></ul><ul><li>Map the “information zones” </li></ul><ul><li>Customer receptivity to information </li></ul><ul><li>Consistency in style and presentation </li></ul>
  19. 19. The library should have several “zones” <ul><li>Quiet study and reading spaces </li></ul><ul><li>Social spaces for interaction, conversation, and collaboration </li></ul><ul><li>Service areas for circulation, copying, computer login, etc. </li></ul><ul><li>Zone by activity, not age group. </li></ul>
  20. 20. Use zones to merchandise <ul><li>New Books </li></ul><ul><li>Lifestyle Topics </li></ul><ul><ul><li>Holiday </li></ul></ul><ul><ul><li>Parenting </li></ul></ul><ul><ul><li>College/Careers </li></ul></ul><ul><ul><li>Pregnancy </li></ul></ul><ul><li>Popular formats like DVD, GNs </li></ul>
  21. 21. Wayfinding: a better approach <ul><li>Wayfinding is the presentation of structured information which allows users to navigate an environment or seek a particular destination without assistance. </li></ul>
  22. 22. Wayfinding Tip #1 <ul><li>Provide convenient parking and accessible walkways adjacent to each public entry. Clearly identify building entry points. </li></ul>
  23. 23. Wayfinding Tip #2 <ul><li>Locate information counters so as to be natural arrival points from entries. </li></ul>
  24. 24. Wayfinding Tip #3 <ul><li>Distinguish public from non-public areas with fixture placement, varied paint colors, finishes, and lighting…but not signs </li></ul>
  25. 25. Wayfinding Tip #4 <ul><li>Provide orientation cues: Different colored walls, ceiling-drop signs, &quot;You Are Here&quot; maps that indicate the principal collection and service areas, exits, restrooms, water fountains, etc. </li></ul>
  26. 26. Wayfinding Tip #5 <ul><li>Establish &quot;shorelines&quot; and &quot;trails&quot; between major collection and service areas using different materials such as tile and carpet. </li></ul>
  27. 27. Misguided attempt at wayfinding?
  28. 28. Eat, drink, and make merry! <ul><li>Café or snack center if possible </li></ul><ul><li>Consider vending machines </li></ul><ul><li>Encourage your patrons to bring in drinks with lids, and provide trash cans throughout the library for disposal of cups and wrappers </li></ul>
  29. 29. Vending machines can be sexy…
  30. 30. Merchandising made easy <ul><li>Display popular topics and items </li></ul><ul><li>Showcase a logical grouping of items </li></ul><ul><li>Present clear, attractive displays </li></ul><ul><li>Design to be easy to maintain </li></ul><ul><li>Change displays regularly </li></ul>
  31. 31. A good library display… <ul><li>Should demonstrate the diversity and breadth of a library's collection </li></ul><ul><li>Should represent many sides of an issue, theme or topic </li></ul><ul><li>Should make someone think </li></ul><ul><li>Should inspire someone to want to know more </li></ul><ul><li>Should take advantage of “the long tail” </li></ul>
  32. 32. Make your displays multimedia <ul><li>Library displays are best when they incorporate a broad theme and draw on books, movies, magazines and music </li></ul><ul><li>Successful library displays draw on a range of media, whatever the theme or topic, and appeal to all the senses </li></ul>
  33. 33. The counter belongs to the patron <ul><li>Give it back to your patrons </li></ul><ul><li>Keep it sparkling clean </li></ul>
  34. 34. Fixtures and furniture <ul><li>Slatwall </li></ul><ul><li>Movable gondolas and browsers with wheels or casters </li></ul><ul><li>Kid-friendly shelves and counters (low or multi-level) </li></ul><ul><li>“ Fun” furniture, rugs and wall coverings that add color and life </li></ul>
  35. 35. Fun and inexpensive
  36. 36. Fun and flexible
  37. 37. Shelf Merchandising <ul><li>Slatwall and display shelves </li></ul><ul><li>Face-outs </li></ul><ul><li>Endcaps </li></ul><ul><li>Shelf labels (not Dewey numbers!) </li></ul><ul><li>Subject neighborhoods </li></ul>
  38. 38. Merchandising with face-outs
  39. 39. Merchandising a pull-out collection
  40. 40. A quick themed display table – no sign needed!
  41. 41. Creating customer-friendly subject “neighborhoods” or “glades” <ul><li>Body & Soul is where you’ll find books on religion, philosophy, self-help and health </li></ul><ul><li>100s and 200s (Philosophy and Religion) </li></ul><ul><li>360s and 600 - 619 (Health and Medicine) </li></ul><ul><li>362s and 646s (Self Help) </li></ul><ul><li>155s and 649s (Childcare and Parenting). </li></ul>
  42. 42. More customer-friendly groupings <ul><li>Home has the books on hobbies, crafts, decorating, cooking and gardening. </li></ul><ul><li>580, 630 - 635, 712 - 719 (Gardening and Landscape Design) </li></ul><ul><li>395s, 640s, 793.1 - 793.2 (Cooking and Entertaining) </li></ul><ul><li>688s, 745.1 - 746.9, 748, 749, 769 (Crafts and Collectibles) </li></ul><ul><li>643s, 680, 684, 690s (Home Repair and How-to) </li></ul><ul><li>747 (Interior Design) </li></ul>
  43. 43. Another customer-friendly neighborhood grouping <ul><li>Work is all business. Books on finance, accounting, marketing, college admissions, test preparation and the economy are here. </li></ul><ul><li>320s, 340s (Government and Law) </li></ul><ul><li>331, 650.14 (Careers and Testing) </li></ul><ul><li>370s (Schools and Education) </li></ul><ul><li>330s, 650s, 651, 657 - 659 (Business and Management) </li></ul><ul><li>332 (Investments) </li></ul>
  44. 44. Before…
  45. 45. … After
  46. 46. Before slatwall endcaps…
  47. 47. Just after slatwall installed…
  48. 48. … that’s much better!
  49. 49. Children’s slatwall display
  50. 50. DVD merchandising
  51. 51. More DVD merchandising
  52. 52. Ceiling hanger signage
  53. 53. Merchandising Board Books
  54. 54. Children’s magazine displays
  55. 55. Play to your strengths: What’s Free? <ul><li>FREE internet access! </li></ul><ul><li>FREE DVD and movie rental! </li></ul><ul><li>FREE help with taxes! </li></ul><ul><li>FREE FREE FREE FREE! </li></ul>
  56. 56. Play to your strengths: What’s Fast? <ul><li>FAST library card registration! </li></ul><ul><li>FAST checkout and return! </li></ul><ul><li>FAST trip information! </li></ul><ul><li>FAST answers to questions! </li></ul><ul><li>FAST FAST FAST FAST! </li></ul>
  57. 57. Play to your strengths: What’s New? <ul><li>NEW books </li></ul><ul><li>NEW services (wireless, laptop checkout) </li></ul><ul><li>NEW formats (Playaways, eBooks, videogames) </li></ul><ul><li>NEW NEW NEW NEW! </li></ul>
  58. 58. Above and beyond the retail model… <ul><li>Keep our customers happy – stay competitive and play to our strengths </li></ul><ul><li>Provide unparalleled service </li></ul><ul><li>Do what the bookstores and other retailers can’t – or won’t – do </li></ul>
  59. 59. Partnering with local businesses <ul><li>Antique stores – display furniture </li></ul><ul><li>Book shelves, book cases, book and media storage cases on display and for sale </li></ul><ul><li>Paper, stationery, stamps, envelopes for sale </li></ul>
  60. 60. More good ideas <ul><li>Soft seating, variety of chair heights </li></ul><ul><li>Electrical outlets and power strips </li></ul><ul><li>Community book drops for convenient returns </li></ul><ul><li>Extended hours </li></ul><ul><li>Floating collections </li></ul><ul><li>Enhanced library catalog </li></ul>
  61. 61. Seven Vital Principles of Marketing Your Library <ul><li>MARKETING is about putting good ideas in front of the right people. </li></ul><ul><li>MARKETING is about answering everyday questions and concerns. </li></ul><ul><li>MARKETING is about making it personal. </li></ul><ul><li>MARKETING is about making lifelong connections. </li></ul><ul><li>MARKETING is about asking as well as telling. </li></ul><ul><li>MARKETING is a 24/7 activity. </li></ul><ul><li>MARKETING is everyone ’ s #1 job. </li></ul>
  62. 62. Marketing your library … <ul><li>… is about putting good ideas in front of the right people. </li></ul>ADVOCACY
  63. 63. Discretionary to Indispensable <ul><li>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.” </li></ul><ul><li>“ 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. </li></ul>
  64. 64. How to move from “discretionary” to indispensable? <ul><li>Change the equation: </li></ul><ul><li>LIBRARIES = EDUCATION </li></ul>
  65. 65. “ Generic to Evian” <ul><li>Storytime  Children’s class (children’s classroom) </li></ul><ul><li>Program  Class, seminar, workshop, event, initiative, project </li></ul><ul><li>Information  Education, research </li></ul><ul><li>Reference  Research </li></ul>From Transforming Our Image: No Explanation Needed , a webinar by Valerie J. Gross, presented by the Public Library Association, November 15, 2010.
  66. 66. Valerie J. Gross’s ‘Three Pillars’
  67. 67. Politicians <ul><li>Here’s how the library earns its keep. </li></ul><ul><li>Here are some specific areas where we help our community. </li></ul><ul><li>Here’s something only the library can do. </li></ul><ul><li>Here’s how much people like us. </li></ul><ul><li>Here’s how many people use our services. </li></ul><ul><li>Here’s why we need your continued support. </li></ul>
  68. 68. Donors and funders <ul><li>Here’s how we use the money you give us. </li></ul><ul><li>Here’s what your money gets you. </li></ul><ul><li>Here’s how much we appreciate your giving us money. </li></ul>
  69. 69. Users and community members <ul><li>Here is something we can do to make your life easier. </li></ul><ul><li>Here is a way to get something for free. </li></ul><ul><li>Here are things you can do with your time. </li></ul><ul><li>Here are people that care about your needs. </li></ul>
  70. 70. Children and parents <ul><li>Here is a place where you can interact with others. </li></ul><ul><li>Here is a clean, secure and hospitable space. </li></ul><ul><li>Here’s how you can do better in school. </li></ul><ul><li>Here are ways to have fun and enjoy yourself. </li></ul>
  71. 71. Marketing is everybody’s #1 job <ul><li>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. </li></ul><ul><li>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. </li></ul>
  72. 72. Joan Frye Williams (a very smart person)
  73. 73. So, what are people telling us?* *according to Joan Frye Williams
  74. 74. “ My time is more valuable than ever.”
  75. 75. “ There’s information all around me.”
  76. 76. “ I can do it myself.”
  77. 77. “ I want to choose my own tools.”
  78. 78. “ I want it now – wherever I am.”
  79. 79. “ I learn more when it’s fun.”
  80. 80. Building a Library Community <ul><li>Collecting and disseminating the right kind of data and statistics. </li></ul><ul><li>Connecting with the right decisions makers in the community. </li></ul><ul><li>Leveraging public opinion. </li></ul><ul><li>Segmenting and targeting services to specific user populations. </li></ul><ul><li>Providing ubiquitous access to library services. </li></ul><ul><li>Integrating with the community. </li></ul>
  81. 81. Grateful acknowledgment to… <ul><li>The South Jersey Regional Library Cooperative, Mount Laurel Library, and Dave Genesy, Redwood City Library </li></ul><ul><li>Visit the TRADING SPACES resource page on the web at </li></ul><ul><li>Waldo Community Branch, Kansas City Public Library; Darien Library, Connecticut </li></ul><ul><li>Joan Frye Williams, Information Technology Consultant </li></ul><ul><li>Valerie J. Gross, President & CEO, Howard County Library, MD </li></ul>
  82. 82. Selected bibliography <ul><li>Hill, Christie. Inside, Outside and Online . Chicago: ALA, 2009. </li></ul><ul><li>Siess, Judith A. The Visible Librarian: Asserting Your Value with Marketing and Advocacy . Chicago: ALA, 2003. </li></ul><ul><li>Underhill, Paco. Why We Buy: The Science of Shopping . New York: Simon & Schuster, 1999. </li></ul><ul><li>Underhill, Paco. The Call of the Mall . New York: Simon & Schuster, 2004. </li></ul><ul><li>Underhill, Paco. What Women Want : The Global Marketplace Turns Female Friendly. New York: Simon & Schuster, 2010. </li></ul>
  83. 83. Merchandising & Marketing Your Library Mickey Coalwell Northeast Kansas Library System [email_address]