Teen Marketing Ppp


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Teen Marketing Ppp

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