The document discusses the challenge of effectively promoting library e-resources, emphasizing that a small portion of the collection drives most of its circulation. It highlights various marketing strategies, including QR codes and targeted ads, to increase user engagement with the library's offerings. The results suggest that innovative outreach efforts can significantly improve user awareness and resource utilization.

1. Discovery-to-delivery:marketing library e-resources at the point of needDeLaMare Science & Engineering Library University of Nevada, Renopcolegrove@unr.edu

2. Problem statement:“Librarians have long espoused the belief that 80 percent of a library’s circulation is driven by approximately 20 percent of the collection.”1“The analysis of a year’s circulation statistics from this study indicates that 80 percent of the circulation is driven by just 6 percent of the collection.”11 Press release, 21 September 2011: “OCLC Research and OhioLINK release report and related data to support understanding of book usage patterns in academic libraries”, retrieved 9/26/2011 from http://www.librarytechnology.org/ltg-displaytext.pl?RC=16083

3. “Idiom”:Book sculpture, byMatejKrén - displayed inthe entrance hall of PragueMunicipal Library:Image credit: Bruno Delzant, licensed under Creative Commons Attribution-NonCommercial-Share-Alike 2.0 Generic. Retrieved October 1, 2011 from: http://www.flickr.com/photos/bruno_1802/3434227528/sizes/l/in/photostream

4. (The view inside “Idiom”:Image credit: licensed under Creative Commons Attribution-NonCommercial-ShareAlike2.0 Generic on flickr by Mar.tin. Retrieved October 1, 2011 from: http://www.flickr.com/photos/dermartin/2955625983/sizes/o/in/photostream/

5. Visualized:If the nearly seventeen footHeight represents thecollection…Image credit: Bruno Delzant, licensed under Creative Commons Attribution-NonCommercial-Share-Alike 2.0 Generic. Retrieved October 1, 2011 from: http://www.flickr.com/photos/bruno_1802/3434227528/sizes/l/in/photostream

6. Visualized:a little over three feetrepresents the belief…Image credit: Bruno Delzant, licensed under Creative Commons Attribution-NonCommercial-Share-Alike 2.0 Generic. Retrieved October 1, 2011 from: http://www.flickr.com/photos/bruno_1802/3434227528/sizes/l/in/photostream

7. Visualized:Less than one foot accountsfor 80% of the circulation.Image credit: Bruno Delzant, licensed under Creative Commons Attribution-NonCommercial-Share-Alike 2.0 Generic. Retrieved October 1, 2011 from: http://www.flickr.com/photos/bruno_1802/3434227528/sizes/l/in/photostream

8. Maybe they don’t even know that the other 94% are there.dabbling with bringinglibrary resources to theattention at the point of need…Remix of original image licensed under Creative Commons Attribution-NonCommercial-ShareAlike2.0 Generic on flickr by mary hodder.Original image retrieved October 9, 2011 from: http://www.flickr.com/photos/maryhodder/966994992/sizes/o/in/photostream/

9. An “almost retail” wall display at the entry to @One:

10. Would a printed shortened url work?

11. Links to:

12. Reasons it won’t work:“Nobody reads signs.”“It’s already on the library website.”“They’ll have to write it down <or email it, text it, or …>? Come on.”

13. But it did!

14. No-muss targeted outreach that continues to introduce essentially a person a day to the e-resource.Rather than canceling the subscription,we’vehad to more than double the numberof licensed seats.

15. Next we tried a QR code…

16. But on the @One eReader Bar:Images credit: Lisa Kurt, of Kurt, L. & Colegrove, P. T. (October 17, 2011). “The @One eReaderbar: Apple inspired, library designed”. Internet Librarian 2011, Session A106.

17. Thatlinks to:

18. It worked too!

19. Driving the mostpopular guide onthe library website?!Anecdotal, but QRcodes have started toorganically pop uparound the library…

20. Hmmm - if “retail” displays appear to be working… ads?Summer Scholars: a last-minute “opportunity”

21. Surely a targeted ad on FaceBookcould get the word out?

22. Surely a targeted ad on FaceBookcould get the word out?“Great idea! They’realways on FaceBook…”

23. FAIL.“twitter failwhale blowfish” - Creative Commons Attribution-NonCommercial-NoDerivs licensed by buzz bishop.Retrieved 9/26/2011 from http://www.flickr.com/photos/buzzbishop/3323389892/sizes/o/in/photostream/

24. Despite our best efforts, over the course ofthe 30-day period of the trial, we were unableto successfully target the ad geographically.YMMV.

25. We simultaneously ran the same display ad using Google AdWords:Remix of original image licensed under Creative Commons Attribution-NonCommercial Share-alike 2.0 Generic on flickr by eric731.Original image retrieved October 9, 2011 from: http://www.flickr.com/photos/eric731/5375878032/sizes/l/in/photostream/

26. Much better:

27. Google Analytics for Target Page:

28. We manually set keywords:

29. In short:The AdWords campaign was seenand acted on by the target audience.Success.

30. Working on the larger problem:We’re launchingan A/B trial using two pools of titles randomly selected from the poolRunning AdWords campaigns built around the metadata in the catalog record associated with each title programmatically.Similarly, developing keywords to target introduce selected subscribed databases

31. In other words:…put a dent in the universe. - Steve JobsSnell, J. (October 6, 2011). “Steve Jobs: Making a dent in the universe”. MacWorld blog, retrieved October 13, 2011 from: http://www.macworld.com/article/162827/2011/10/steve_jobs_making_a_dent_in_the_universe.htmlImage of Hale-Bopp /Steward Observatories 61-inch dome retrieved October 13, 2011 from: http://james.as.arizona.edu/~psmith/61inch/#mark3