A "Brand" New Perspective for Libraries | always learning - 0 views
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Kevin had some great quick and easy ideas for high impact marketing strategies that libraries can implement in no time at all: Put a recent returns cart or shelf in front of a library with a big sign, capitalizing on easy of display as well as ensuring that high interest books are front and center. Welcome your customers, don’t nag them. Why is the first thing we often see when walking into a library a (usually poorly made) notices not to eat, not to talk, and not to use your phone instead of a welcoming sign? Use those glass cases to showcase books on hold, rather than books you actually want people to borrow. Tantalize your patrons with something they can’t get their hands on yet, to entice them to come back again. Final Thoughts
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A must read for the team Libraries have customers, not patrons: If libraries take only one thing from retail, it should be that their job is to attract and entice customers into their space by branding (think logos and bold signage), attractive marketing of books, and a welcoming environment. Kevin challenges librarians to see their library from the customer's perspective - finding things should be breeze, customers should be able to pinpoint the resources they're looking for without a map, and the strategic arrangement of resources should encourage "impulse" borrowing. Think of your library like a monopoly board: When a customer walks in to the space, they should find themselves on "Park Place" or "Boardwalk." The most popular, most interesting and most inviting resources should be front and center. Kevin recommends walking around your space to determine your "hot," "warm," and "cold" zones to ensure that whatever is placed in the hot zone is "paying the rent." Make the books the stars! Instead of thinking about creating complicated "displays," focus on a marketing strategy to "sell" as many books as possible. Keep the covers front and center using a quick and easy strategy for high impact visuals, instead of something contrived that takes ages to construct. Think DVD or CD displays in a mall - the more covers a customer can see, the more likely they'll be to pick something up. Take advantage of the ends of aisles like a supermarket, where browsing can lead to borrowing.
