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How to Measure the Value of Library Marketing on Book Discovery & Sales | #ALAVirtual20

Author events are a core staple of public library programming, and represent a critical component of an authors’ platform to engage fans and new readers alike. Since many libraries often work directly with authors, publishers aren't always aware of their events' full impact on discovery and sales. In this session, Guy LeCharles Gonzalez, Project Lead for the Panorama Project, shows how public libraries can effectively track, measure, and contextualize the full monetary value of their marketing efforts for publishers and authors. The presentation includes key insights from the 2019 Library Events & Book Sales Survey, and a preview of the Library Marketing Valuation Toolkit.

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How to Measure the Value of Library Marketing on Book Discovery & Sales | #ALAVirtual20

  1. 1. How to Measure the Value of Library Marketing on Book Discovery & Sales Guy LeCharles Gonzalez, Panorama Project June 25, 2020
  2. 2. panoramaproject.org | @panoramaprojorg Guy LeCharles Gonzalez Project Lead, Panorama Project • Twitter: @glecharles
  3. 3. panoramaproject.org | @panoramaprojorg Panorama Project The Panorama Project advocates for purposeful cross-industry collaboration and transparency to more accurately evaluate and measure the role public libraries play in the book business. • panoramaproject.org • @panoramaprojorg
  4. 4. panoramaproject.org | @panoramaprojorg Key Initiatives Community Reading Event Impact Report Reader’s Advisory Survey Library Events & Book Sales Survey COVID-19 Impact on Public Libraries Survey Immersive Media & Reading 2020
  5. 5. panoramaproject.org | @panoramaprojorg Key Findings • Libraries produce a wide variety of book-related events beyond the typical author reading or book release party, including writing workshops that help nurture future authors. • These events not only drive additional sales to the library itself to support increased circulation of featured titles, the overall marketing impact also drives unmeasured sales through local booksellers and online retailers. Library Events & Book Sales Survey
  6. 6. panoramaproject.org | @panoramaprojorg Key Findings • Authors are more likely to bring their own books to sell at library events, while many libraries will also order them through a local bookseller. • Relatively few work directly with a publisher, suggesting most publishers are unaware of library events' direct commercial impact. Library Events & Book Sales Survey
  7. 7. panoramaproject.org | @panoramaprojorg What percentage of authors featured at your events are local vs. touring? Local 72% Touring 28%
  8. 8. panoramaproject.org | @panoramaprojorg 69.6% 62.6% 57.3% 53.8% 50.9% 48.0% 47.4% 46.2% 41.5% 40.4% 15.8% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% Traditionally published Nonfiction Self-published Genre (Romance, Mystery, Sci-Fi, etc) Children's Debuts Literary Award-winners Recent Bestsellers Young Adult Other (Please specify) How would you describe the authors who have participated in your events?
  9. 9. panoramaproject.org | @panoramaprojorg Librarian Feedback • “Many of our authors have a book on a specialized topic and are not widely known… They generally manage their own bookings, travel arrangements, etc. We have in a few cases worked with a local organization, our local university, or some other group to bring an author to our library. Generally we go with the method that fits best for the particular program or author.” • “Most of our authors are locally-based, and either self- published or with small presses that require them to handle their own bookings.” • “It is easier to get new and local authors. There are less fees.”
  10. 10. panoramaproject.org | @panoramaprojorg Library Events & Book Sales Survey • 46% of libraries sell more than 25 copies/book at their events.  29% reported selling more than 100 copies at their best event in 2019. • This suggests library events reach a consistent audience of borrowers who are also buyers. Key Findings
  11. 11. panoramaproject.org | @panoramaprojorg 66.0% 57.5% 48.4% 37.9% 35.9% 26.1% 22.2% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% Maintain relationship with the author Survey event attendees for feedback Provide feedback to the author Maintain relationship with the publisher/publicist Track impact of marketing on event attendance Provide feedback to the publisher/publicist Track impact of marketing on the circulation of related books After an event, which of the following does your library/library system typically do?
  12. 12. panoramaproject.org | @panoramaprojorg How Much is a Library’s Platform Worth? READER MAGAZINES WEBSITES EVENTS BOOKS SOCIAL SEARCH EMAIL IRL REVIEWERS PUBLISHERS AUTHORS BLOGS EDUCATION ASSOCIATIONS BOOKSTORES LIBRARIES HOW FAR DOES YOUR PLATFORM REACH?
  13. 13. panoramaproject.org | @panoramaprojorg Develop a Media Kit • Define your audience  Population served, Channels • Position your platform  Materials budget, Format mix, Circulation trends, Local partners • Compare your platform
  14. 14. panoramaproject.org | @panoramaprojorg Define your audience • Population Served  Demographic breakdown • Channels  Physical metrics  Website metrics  Email metrics  Social metrics  Event metrics
  15. 15. panoramaproject.org | @panoramaprojorg Position Your Platform • Materials budget  Print, Ebooks, Audio  Other non-book materials • Circulation trends  Formats  Categories  Authors • Local partners  Media  Bookstores  Organizations
  16. 16. panoramaproject.org | @panoramaprojorg Compare Your Platform • Local Media  Print  Online  TV • Facebook • Google
  17. 17. panoramaproject.org | @panoramaprojorg
  18. 18. panoramaproject.org | @panoramaprojorg
  19. 19. panoramaproject.org | @panoramaprojorg Librarian Feedback “We typically purchase all of the author's works prior to the event if we do not already have it. And if we do, we get some new copies and fill in any holes of their works. We display the authors works prior to the event to help market. We highlight our ematerials as well as the physical books so people can get it on their preferred platform.
  20. 20. panoramaproject.org | @panoramaprojorg Librarian Feedback "We create a dedicated email for every author program, big and small. As we publicize, in addition to registrations, we will see circulation and circulation holds tick up for our authors. We link all books in our email and online publicity to the card catalog, making it easy for patrons to read more about the book, see backlist titles (if applicable) and place holds which impacts our purchasing for the library."
  21. 21. panoramaproject.org | @panoramaprojorg Librarian Feedback "We are the only source for books. There is no bookstore."
  22. 22. panoramaproject.org | @panoramaprojorg Marketing Valuation Toolkit Later this year we will produce a Library Marketing Valuation Toolkit which will identify best practices for producing and marketing events, and specific tactics libraries can use to calculate the full monetary value of their readers' advisory and marketing efforts to publishers and authors. It will include a template for building a customized media kit.
  23. 23. panoramaproject.org | @panoramaprojorg Panorama Project A cross-industry, data-informed research initiative focused on understanding the impact of library holdings on book discovery, author brand development, and sales—the Panorama Project is an open membership initiative. Contact us to get involved: info@panoramaproject.org

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