2
mis·sion state·ment
noun
1. A formal summary of the
aims and values of a
company, organization, or
individual.
3
The mission of The New York Public Library is to inspire
lifelong learning, advance knowledge, and strengthen our
commun...
4
5
brand
noun
1. A promise of unique,
authentic and consistent
expertise delivering a product
or providing a service.
.
6
A Brand Positioning Statement
Especially for …
Brand X is the …
that …
because only Brand X …
Angst-ridden suburbanites ...
7
A brand exists in the mind of the customer
8
9
10
Photo Credit: Toronto Public Library
11
eTailers – Not Filling Retail Book Discovery Gap.
Q: How did you first find out about [the book you bought last]? (pick...
12
5.3
* Institute of Museum and Library Services
5.3:
Library visits per American in 2010*
2.9%
of Americans discovered t...
13
Number of Books Published
0
200000
400000
600000
800000
1000000
1200000
1950:
11,022 total
2012
Bookspublished
391,768
...
14
Self-Publishing in 4 Books: The Bestseller Problem
15
WSJ: 32% of 2013 Bestsellers Self-Published
16
Self-Publishing in 4 Books: The Award-Winner Problem
17
Self Publishing in 4 Books: The “Author I know” Problem
18
Self Publishing in 4 Books – Big 5 Truths
19
Publishing Houses: It’s Not You, It’s Me …
20
The eBook Crisis and Library Access
21
Integrating Physical & Digital Collections Helps
22
The Opportunity
23
Showrooming the Library?
24
The Opportunity
Source: TechCrunch
25
The Opportunity
Collection
Development
Readers
Advisory
Visual
Merchandising
26
Visual Merchandising
27
Anythink Libraries: Building Collections
Credit: Anythink Libraries
28
Anythink Libraries: Rule of 3
Credit: Anythink Libraries
29
Anythink Libraries: Top Displays
Credit: Anythink Libraries
30
Anythink Libraries: Creating Drama
Credit: Anythink Libraries
31
Anythink Libraries: Face Out
Credit: Anythink Libraries
32
Anythink Libraries: Post-Dewey
Credit: Anythink Libraries
33
Anythink Libraries: Event Tie-In
Credit: Anythink Libraries
34
Volumes in Branch
Commentary
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
Bennett Brighton Commerce
City
Nor...
35
Total Circulation per Branch
Commentary
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
Bennet...
36
Circulation per Volume
Commentary
0
1
2
3
4
5
6
Bennett Brighton Commerce
City
Northglenn Perl Mack Thornton Outreach
2...
37
Results from Anythink Visual Merchandising
Total Circulation Per Branch
CIRC 2008 CIRC 2012 % + OR -
Bennett 32,238 65,...
38
Lessons from the Librarium
Credit: Tulsa City-County Libraries
39
Think Bookstore, Not Archive
Credit: Tulsa City-County Libraries
40
Add Space
Credit: Tulsa City-County Libraries
41
Create visual excitement
Credit: Tulsa City-County Libraries
42
Change the Paradigm
Credit: Tulsa City-County Libraries
43
Free Librarians to Help
Credit: Tulsa City-County Libraries
44
Results from The Librarium
0
50,000
100,000
150,000
200,000
250,000
300,000
Volumes Circ 12/13 vs
12/12
Square Feet
255...
45
Results from The Librarium
Central Library Librarium % change
Volumes 255,953 18,000 -93.0%
Circ 12/13 vs 12/12 106,774...
Deep Display With Normal Inventory: Clustering
Pick books to
display
Cluster:
Deep display
in one
branch
Rotate
Displays
b...
47
Clustering
Nathan
Hale
Judy
Kishner
Owasso
Broken
Arrow
Brooksi
de
Hardest
y
Region
al
Bixby
Glenpo
ol
Jenks
Martin
Reg...
48
E-Mail Marketing
49
E-Mail Marketing
50
Advanced Reader Copies for Book Groups
Acknowledgments
Tulsa City-County Library
Gary Shaffer, Chief Executive Officer, gshaff@tulsalibrary.org
Laurie Sundborg, ...
52
Questions?
53
Contact
David Vinjamuri
david@brandtrainers.com
Ph: (212) 543-3200
Maximizing The Library Experience: Real Data from Real Libraries
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Maximizing The Library Experience: Real Data from Real Libraries

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This talk was given at the 2014 Public Library Association Conference in Indianapolis on March 14th by David Vinjamuri. It covers self-publishing, readers advisory and specific recommendations on visual merchandising for libraries with data from the Tulsa City-County Library system and Anythink Libraries in Adams County, Colorado

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  • There’s an opportunity because bookstores aren’t helping as much these days and Amazon has not picked up the slack
  • The next challenge is the explosion in the number of published books – the average library could buy 14,000 books annually in 1950 – and only 11,000 were published. In 2012, nearly a million books were published
  • Books aren’t as expensive as they used to be. Discovery may be a bigger issue than acquisition, so …
  • So why not be a showroom? Libraries can no longer archive books: it’s impossible. Do you care if your patrons buy instead of borrow?
  • The biggest opportunity for libraries comes at the intersection of collection development, reader’s advisory and visual merchandising
  • Maximizing The Library Experience: Real Data from Real Libraries

    1. 1. 2 mis·sion state·ment noun 1. A formal summary of the aims and values of a company, organization, or individual.
    2. 2. 3 The mission of The New York Public Library is to inspire lifelong learning, advance knowledge, and strengthen our communities The Seattle Public Library brings people, information and ideas together to enrich lives and build community. The Denver Public Library connects people with information, ideas and experiences to provide enjoyment, enrich lives and strengthen our community A mission statement exists on a piece of paper
    3. 3. 4
    4. 4. 5 brand noun 1. A promise of unique, authentic and consistent expertise delivering a product or providing a service. .
    5. 5. 6 A Brand Positioning Statement Especially for … Brand X is the … that … because only Brand X … Angst-ridden suburbanites and their fragile, precious children station wagon is safe enough for your child has a 40-year dedication to safety
    6. 6. 7 A brand exists in the mind of the customer
    7. 7. 8
    8. 8. 9
    9. 9. 10 Photo Credit: Toronto Public Library
    10. 10. 11 eTailers – Not Filling Retail Book Discovery Gap. Q: How did you first find out about [the book you bought last]? (pick one) 20% 23% 32% 7.6% 6.2% 6.6% 0% 5% 10% 15% 20% 25% 30% 35% 2010 2011 2012 Browsed/display in retail or book store Digital Mass Media (search, social, video, Twitter) Physical Store Discovery Share -12 Pts. +0.4 Pts. 11 Pt. Retail Discovery Gap Online Seller Discovery Share The Book Discovery Problem – An Opportunity? Codex-Group © 2013 Proprietary and Confidential
    11. 11. 12 5.3 * Institute of Museum and Library Services 5.3: Library visits per American in 2010* 2.9% of Americans discovered their last book at a library Are we Missing an Opportunity?
    12. 12. 13 Number of Books Published 0 200000 400000 600000 800000 1000000 1200000 1950: 11,022 total 2012 Bookspublished 391,768 books self- published 270,743 e-Books traditionally published 316,190 books traditionally published
    13. 13. 14 Self-Publishing in 4 Books: The Bestseller Problem
    14. 14. 15 WSJ: 32% of 2013 Bestsellers Self-Published
    15. 15. 16 Self-Publishing in 4 Books: The Award-Winner Problem
    16. 16. 17 Self Publishing in 4 Books: The “Author I know” Problem
    17. 17. 18 Self Publishing in 4 Books – Big 5 Truths
    18. 18. 19 Publishing Houses: It’s Not You, It’s Me …
    19. 19. 20 The eBook Crisis and Library Access
    20. 20. 21 Integrating Physical & Digital Collections Helps
    21. 21. 22 The Opportunity
    22. 22. 23 Showrooming the Library?
    23. 23. 24 The Opportunity Source: TechCrunch
    24. 24. 25 The Opportunity Collection Development Readers Advisory Visual Merchandising
    25. 25. 26 Visual Merchandising
    26. 26. 27 Anythink Libraries: Building Collections Credit: Anythink Libraries
    27. 27. 28 Anythink Libraries: Rule of 3 Credit: Anythink Libraries
    28. 28. 29 Anythink Libraries: Top Displays Credit: Anythink Libraries
    29. 29. 30 Anythink Libraries: Creating Drama Credit: Anythink Libraries
    30. 30. 31 Anythink Libraries: Face Out Credit: Anythink Libraries
    31. 31. 32 Anythink Libraries: Post-Dewey Credit: Anythink Libraries
    32. 32. 33 Anythink Libraries: Event Tie-In Credit: Anythink Libraries
    33. 33. 34 Volumes in Branch Commentary 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 Bennett Brighton Commerce City Northglenn Perl Mack Thornton Outreach 2008 2012
    34. 34. 35 Total Circulation per Branch Commentary 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 Bennett Brighton Commerce City Northglenn Perl Mack Thornton Outreach CIRC 2008 CIRC 2012
    35. 35. 36 Circulation per Volume Commentary 0 1 2 3 4 5 6 Bennett Brighton Commerce City Northglenn Perl Mack Thornton Outreach 2008 2012
    36. 36. 37 Results from Anythink Visual Merchandising Total Circulation Per Branch CIRC 2008 CIRC 2012 % + OR - Bennett 32,238 65,147 102.08% Brighton 204,560 378,485 85.02% Commerce City 63,721 160,660 152.13% Northglenn 191,720 423,838 121.07% Perl Mack 60,297 108,253 79.53% Thornton 95,866 145,210 51.47% Outreach 46,385 46,927 1.17% 694,787 1,328,520 91.2% Volumes in Branch 2008 2012 % + OR - Bennett 15094 17577 16.45% Brighton 57919 68034 17.46% Commerce City 30263 37824 24.98% Northglenn 54054 80402 48.74% Perl Mack 34326 29767 -13.28% Thornton 38860 33692 -13.30% Outreach 20009 12339 -38.33% 250,525 279,635 11.6% Circulation per Volume 2008 2012 % + OR - Bennett 2.1 3.7 73.53% Brighton 3.5 5.6 57.52% Commerce City 2.1 4.2 101.73% Northglenn 3.5 5.3 48.63% Perl Mack 1.8 3.6 107.03% Thornton 2.5 4.3 74.71% Outreach 2.3 3.8 64.06% 18 31 71.0%
    37. 37. 38 Lessons from the Librarium Credit: Tulsa City-County Libraries
    38. 38. 39 Think Bookstore, Not Archive Credit: Tulsa City-County Libraries
    39. 39. 40 Add Space Credit: Tulsa City-County Libraries
    40. 40. 41 Create visual excitement Credit: Tulsa City-County Libraries
    41. 41. 42 Change the Paradigm Credit: Tulsa City-County Libraries
    42. 42. 43 Free Librarians to Help Credit: Tulsa City-County Libraries
    43. 43. 44 Results from The Librarium 0 50,000 100,000 150,000 200,000 250,000 300,000 Volumes Circ 12/13 vs 12/12 Square Feet 255,953 106,774 135,000 18,000 65,263 22,000 0 0.5 1 1.5 2 2.5 3 3.5 4 Circ per Square Foot Circ per Volume 0.79 0.42 2.97 3.63 Central Library Librarium Commentary: * * *
    44. 44. 45 Results from The Librarium Central Library Librarium % change Volumes 255,953 18,000 -93.0% Circ 12/13 vs 12/12 106,774 65,263 -38.9% Circ per Volume 0.42 3.63 769.1% Square Feet 135,000 22,000 -83.7% Circ per Square Foot 0.79 2.97 275.1%
    45. 45. Deep Display With Normal Inventory: Clustering Pick books to display Cluster: Deep display in one branch Rotate Displays between branches De-cluster: books into normal inventory
    46. 46. 47 Clustering Nathan Hale Judy Kishner Owasso Broken Arrow Brooksi de Hardest y Region al Bixby Glenpo ol Jenks Martin Region al Display at Skiatook Library
    47. 47. 48 E-Mail Marketing
    48. 48. 49 E-Mail Marketing
    49. 49. 50 Advanced Reader Copies for Book Groups
    50. 50. Acknowledgments Tulsa City-County Library Gary Shaffer, Chief Executive Officer, gshaff@tulsalibrary.org Laurie Sundborg, Chief Operating Officer, lsundbo@tulsalibrary.org Sue Anderson, Collections Manager, sanders@tulsalibrary.org Amanda Owens, Adult Fiction Selector, aowens@tulsalibrary.org Michelle Beckes, Skiatook Branch Manager, mbeckes@tulsalibrary.org Barbara Meehan, Project Manager, bmeeha@tulsalibrary.org Heidi Garrett, Executive Office Assistant, hgarret@tulsalibrary.org Omaha Public Library Gary Wasdin, Library Director, gwasdin@omahalibrary.org Maggie Tarelli-Falcon, Assistant Director, mtarelli-falcon@omahalibrary.org Anythink Libraries (Adams County, CO) Stacie Ledden, Communications Director, sledden@anythinklibraries.org Logan Macdonald, Collection Development Director, lmacdonald@anythinklibraries.org The Westport Library (Westport, CT) Maxine Bleiweis, Library Director, mbleiweis@westportlibrary.org The Codex Group Peter Hildick Smith, Chief Executive Officer, hildick-smith@codexgroup.net
    51. 51. 52 Questions?
    52. 52. 53 Contact David Vinjamuri david@brandtrainers.com Ph: (212) 543-3200

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