marketing your library’s physical space
DESCRIPTION
Using bookstore modeling to increase circulation in public librariesTRANSCRIPT
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Marketing Your Library’s
Physical Space
Signs, displays & collections…Oh My!
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Think Marketing
As an experiment, think about the one
product that you would like more people to
use in your library.
Then answer these two questions:
1. Who is going to use this product?
2. What need is it filling?
M Word Blog 9/10/08
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Does your Library look like this?
Rutherford B.
Hayes
Presidential
Library (1952)
Oxnard Public Library (date
unknown)
Wichita City Library
Bookmobile (1925)
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When it could look like this…Seattle Public Library, WA
Mount Laurel Library, NJ
Allen County Public Library, IN
Kendallville Public Library, IN
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The BIG Question…
Isn’t all about money?
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Sensory Perception Audit
(SPA)What is it?
Who conducts this audit?
How to conduct the audit?
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SPA Continued
Big Picture (before you begin)
Who is the target market?
What is the lifestyle of the target market?
Can you describe your library’s style in three
words or less?
What kind of atmosphere does the building
and surrounding area convey?
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SPA Continued
Outside
Curb Appeal and Traffic Flow• Parking Lot & Walkways
• Book Drop Access
• Grounds
Entryways• Signage
• Waiting Areas
• Information Center
• Traffic Flow
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SPA Continued
Inside
Public Services Landscape• Circulation
• AV
• Other Public Areas
Target Market Landscapes• Youth
• Teens
• Adult
Internal Customer Landscape
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SPA Concluded
Next Steps
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Bookstore Model
What is the appeal?
Location
Welcome!
Layout & signage
Food, drink and entertainment
What can we learn?
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Smell & Music
Scent Marketing
Odor associations• Cinnamon, coffee, apples
• Orange
• Lemon
• Wood
Music
Affects on purchases/check-outs and quantity
Target Market
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Food & Drink
Already in many libraries
Policies
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Signage
Color
Contrast
Font/Shape
Rule of 25
Finish
Pictograms
Industry standards• ADA standards
Nova Scotia, Canada
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Signage
Instructional
Describes behaviors, rules, etc.
Way-finding
Knowing where you are, how you got there
and how to get out
Identification
Identifies something (staff person’s desk,
vending area, meeting room)
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Lighting
Brightness
Be aware of glare
Create “areas” in the library
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Technology
Blogs
Wikis
RSS feeds
Social Networking
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Merchandising
Library Layout
Power Aisles
Traffic Patterns
Collection Organization
Dewey-less plan
Popular genre break-out
• Booklists (If you like…)
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Merchandising
Displays
Recommendations
Frequency
POCO
Spice up your displays
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Merchandising: the New Jersey
Model Trading Spaces program
New spaces
Display areas
Self check stations
Morning briefings
Greeters
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Merchandising
The Act of Merchandising & attractive visual
display
New Jersey
• ALL staff
Full time staff/Part time staff
• Key factors
Displays full
Mix spines & covers
15 books per shelf minimum
No empty wall slats
• Mess = Success
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Merchandising
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Merchandising
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Merchandising
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Merchandising
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Merchandising: New Jersey
Continued Layers of service
Info desk
Phones
Greeters
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Mount Laurel PL, NJ
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Greeters
Basics
1 hour shifts
ALL staff
What they do…
What they don’t do…
A S K method
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Staff Involvement
Communication
Planning, implementing, maintenance
Talking Points (NJ)
Recommendations
Walkabouts (NJ)
Training & Cross Training
Experts/hobbies
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Patron Satisfaction
Ask!
What do they want their library to be?
What type of services do they wish to have
available?
Communicate!
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Patron Communication
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Third Place
It isn’t home, it isn’t work, it is a “third
place”
What makes a third place?
Casual, welcoming/inviting
Social, comfortable
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What are the experts
saying?
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Tech Impact on Libraries?
Physical footprint of the collection reduced by at least 50 percent
Majority of reference questions will be answered through Internet Q and A sites
No longer be reference desks or reference offices in the library.
Ebooks and ebook readers will be the standard.
A large number of libraries will no longer have local OPACs.
Logan Ludwig, PhD
Loyola University, Chicago
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10 Simple Tips
Have windows professionally cleaned inside &
out.
Add small flower bouquets at each service desk
Play Celtic, harp, jazz, flute or guitar music softly
over PA system
Change reading lamps to pink light bulbs. The
light is softer and easier on the eyes
Fill high ceilings and large wall space, hang
banners or other lightweight fabrics
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10 Simple Tips
Continued Check the dumpster area, clean up broken glass
or debris
Place artificial greenery around tops of bookshelves, this adds texture and color
Clean all countertops with ammonia or vinegar-based cleaner
“Wallpaper” behind service desk with solid color wrapping paper, creating a unified focus throughout the library
Check high-touch areas in need of cleaning or replacing
Julia Cooper, MLS, MBA
Marketing Consultant, Ohio
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Free or Cheap & Easy
Spine out/Face out
Cleaning (shelves, keyboard, light switches)
Painting
Sensory Perception Audit
Greeters
Signage updates
Collection organization
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Recommended Sites
http://themwordblog.blogspot.com
http://www.sjrlc.org/tradingspaces/
http://in.webjunction.org/marketing
http://www.elearnlibraries.com/index.html
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Works Cited
Cooper, Julia. “How to Evaluate Your Library’s Physical Environment.” Marketing Library Services, May/June 2007. http://www.infotoday.com/MLS/may07/Cooper.shtml. Accessed 9 July 2008
LaPerriere, Jenny and Trish Christiansen. “Work it Baby! Merchandising to Increase Circulation.” http://www.cal-webs.org/handouts05/WorkItBaby.pdf. Accessed 15 August 2008.
Ludwig, Logan. “Designing Libraries for the Electronic Age.” CD-Rom from June 3, 2008 presentation.
Rippel, Chris. “What libraries can learn from bookstores: Applying bookstore design to public libraries.” http://www.ckls.org/~crippel/marketing/bookstore.html. Accessed 9 July 2008.
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Works Cited
South Jersey Regional Library Cooperative. “Trading Spaces Project”
http://www.sjrlc.org/tradingspaces/. Accessed 15 August 2008.
Woodward, Jeanette. Creating the Customer Driven Library: Building on
the Bookstore Model. Chicago: American Library Association, 2005.
Vlahos, James. "Scent and Sensibility.“ The New York Times. September 9,
2007. http://www.nytimes.com/2007/09/09. Accessed 15 August 2008.
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Questions?
Jessica Jacko
Indiana State Library
Professional Development Office
317-650-8492