Category Archives: advertising

May 10 2013
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advertising, Books, Branding Libraries, e books, Government, Library, Library Promotion, Marketing

Engaging Your Community: Now Made Easy with Mindmixer

Honestly, I cannot say enough about how wonderful Mindmixer is as a tool for soliciting public input.  If you have not heard of them yet, check out Mindmixer as soon as possible.  My library is using Mindmixer to solicit information for our strategic plan. The interface is amazing and so easy for patrons of all ages to access and engage.  Working with the staff of Mindmixer has been an absolute pleasure from the outset. 

The best part is that we are getting real data from our patrons in far larger numbers than we could ever reach with focus groups.  Yes, focus groups are still part of the mix for any strategic plan but supplementing those focus groups with Mindmixer is just plain smart.  I have been able to respond personally through the Mindmixer site to the actual patrons who have submitted some truly brilliant ideas. 

I think libraries, cities, counties, even regions, should look into using Mindmixer as a communication tool.  It is interactive, is is user-friendly, and accessing the reports and management dashboard is super simple and highly informative. 

If you want to see it in action, check us out at www.jocolibraryconversation.com

And hey–folks at Mindmixer: You are the bees knees.  Word.

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Apr 03 2013
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advertising, Books, Branding Libraries, design, e books, Government, Library, Library Promotion, Marketing, publishing

Marketing and Customer Service: BFFs

I had a great discussion with my colleagues this morning about customer service.  We discussed our great vs. awful customer service experiences and that conversation sent us down the rabbit hole of the myriad of ways our customers interact with us: phone, email, Web site, social media, in-house, and of course, outreach.

Then I saw this great article on Search Insider by Roger Barnette.  Do read the whole article for important context but essentially Roger is arguing for focus on the following:

Centralized data - A single source of data leads to consistency throughout efforts and eliminates “data translation” between systems and departments.  A single dashboard can create workflow efficiencies, as marketers only need to log into and understand in detail how to use one platform.

Cross-channel attribution - Integrating technology can also mean that the data that lives within a given channel is already de-duped and attributed without going through a maze of technology.

Teamwork, not silos – Properly aligned technology results in a single, consistent source for training, technical support and best practices.  This removal of tech silos can also help drive channel-focused teams to work together.

Automated optimization - By integrating marketing technology, budgets can be more intelligently — even automatically — managed.

I cannot tell you how valuable it has been for me to have a very strong working relationship with my IT department! We develop projects in concert, i.e. together.  That way I know what can and cannot be achieved, what our customers (patrons) will experience, and I always learn something.  I work to make IT my BFF.

That said, Marketing and Customer Service must also be BFFs.  I sure as heck do not want to promise my customers a wonderful experience only to have my promise broken by clunky technology and/or poor service.  Customer service, in my opinion, is one of the biggest hurdles libraries have to overcome.  Sometimes, it’s truly not our fault (eBooks are a prime example of libraries being forced to implement clunky solutions that may or may not work across multiple platforms).  Sometimes, it IS our fault because we are trying to be all things to all people.

What if we focus on the brand?  THE LIBRARY BRAND IS READING.  In all formats, across multiple platforms.  Why?  Because we are the experts in reading.  Always have been.  Always will be.

And we can apply the four principles Roger Barnette lays out for us to that end.

Word.

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Mar 01 2013
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advertising, Books, Government, Library, Library Promotion, Marketing, publishing

Libraries: The Foundation for Hope

If you had even one experience like I had as a kid, in that, you took a trip to the library and found a book that opened your eyes and your world then you will love this story as much as I do. 

In the Pakistani capital of Islamabad, there are no libraries in public schools.  That, quite obviously, limits the access youngsters have to not only books but vital learning opportunities.  Enter Saeed Malik (wise Pakistani national who recently returned to Pakistan after 35 years abroad) and Bright Star Mobile Library!

In a very short time volunteer Ameena Khan says she has seen a positive change in the children since they’ve had access to books.

“You would think, how can you fix so much [that] is wrong with education in Pakistan? We don’t have a very big establishment,” she says. “But we’re reaching out to that many children in just a few hours, it does make a difference.”

I don’t think any of us can underestimate the importance of hope.  Especially in the face of daily bombings.  Listen to the whole story.  It will remind you why libraries exist.  It will make your day.

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Feb 01 2013
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advertising, Books, Government, Library, Library Promotion, Marketing, publishing, Uncategorized

A New Way to Think About eBooks for Libraries

Don’t you just love it that sometimes, when things look really bleak and are terribly frustrating that someone (or a group of someones) can come along and suggest a solution that makes great sense? I would say more about it but all you really need to do is watch this!

Doesn’t that just make sense?

And as long as we are thinking about new ways to do things, let’s reflect a little on the PEW study reported by American Libraries that everyone was writing about last week. The gist (for me anyway) was this:

“Libraries need to do a better job of marketing their services to their customers. Coordinating with schools and school librarians is a great way to market, but the other priorities seem destined to fall victim to the same lack of awareness that plagues the other items on the list of desired services. According to Pew, 82% of Americans think libraries should offer free literacy programs for young children. As it turns out, these programs are also quite popular at the many libraries that already provide them—unbeknownst to 82% of Pew’s respondents.”

I totally concur!  It IS important to market library services.  But it is also important that we give our patrons a pleasant, rather than frustrating experience when they come to see us (physically or virtually).  The responsible marketer doesn’t over-promise.  And the experience is just as vital to the brand identity as any super slick advertisement.  At my library, we ended up going with a soft launch for eBooks to see what kind of problems we would run into–the idea was to go live without any fanfare and let our most loyal and fervent patrons find the eBooks rather than have to manage an onslaught of new patrons and try to troubleshoot with hundreds of patrons instead of ten.  In hindsight, that’s still a really good decision.  Sure, there have been bugs.  And we are thrilled to have eBooks. But Bibliocommons seems to provide a warm and lovely light at the end of the tunnel.  I, for one, thank them for working toward a seamless integration and a model for libraries that makes a heck of a lot of sense to this library marketer.  Word.

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Jan 13 2013
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advertising, Books, design, Government, Library, Library Promotion, Marketing, Uncategorized

Wall Street Journal talks Library

Good week for my library due to this article in the Wall Street Journal on January 8, 2013 but I could not help but chuckle about this Op Ed piece found just the day before in Wall Street Journal as well.

I am not really sure what to say to Mr. Mandel. Sorry we aren’t the experience you wanted us to be? Lighten up and if the kids are happy and learning in a fun environment, isn’t that a good thing?

As indicated in the article about Books and Butchers and Bowling, it is clear that libraries across the nation are starting to find new and exciting ways to draw new patrons in and even bring back some patrons who may have fallen away from us…
Get this: Libraries who aren’t doing exciting programs, working to think outside the stacks (if you will) are being chastised by their own communities as indicated in the article from Riverfront Times in St. Louis!

Well I’ll be darned. Libraries are truly in a time of flux. We may lose some of the patrons who seek a quiet, church-like environment (and by the way, many of us are planning and designing libraries that feature special quiet places for just those folks using sound proof materials and lighting) but we may gain as the community runs to the library in droves to see just what we are brewing (yes, brewing! hint, hint) up next.
Word.

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Dec 27 2012
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advertising, design, Library, Library Promotion, Marketing, Uncategorized

Not the Best or the Worst. The Most Fun.

It has been a minute or two since my last post (been convalescing) but like so many other bloggers, I am have kept up with my reading and have been fascinated with the Best and Worst lists for 2012.  Particularly those in advertising and public relations.  The Wall Street Journal Best and Worst Ads for 2012 includes almost all video for both best and worst advertisements in 2012.  That should tell us something.  If we want to be in the mix, we ought to be producing video.  But not just any old video–video that is either compelling (like the Chipotle ad featuring the Willie Nelson covering Coldplay) or sweetly funny (like the Southern Comfort ad that didn’t make WSJ’s list but should have so if you haven’t seen it, watch it here and TURN UP THE VOLUME).

Video should not be offensive, boring, or just plain gross which can happen when one is trying too hard to make a video go viral.  Buzzfeed.com shares a number of horrifying and offensive ads too, if you have the stomach to watch them.  I can only get through one or two before I get queasy.  But let’s not focus on the negative–that’s no fun.  I have been given a number of exciting and creative challenges for 2013 including the development and production of compelling video.  How fun is that?  To be challenged to be creative and to demonstrate to our library patrons (and patrons we have yet to meet) that the library is fun is a wonderful challenge.  It requires finesse.  I feel like I can see the sweet sp0t that lies somewhere between the charm and solemnity of a Wes Anderson film and the irreverent happiness of The Muppets (in the appeal to all ages).  There will be plenty of misses before there are hits–that’s part of the deal when one endeavors to be creative and to have fun while trying to convey fun.  In the words of George Carlin, “Have a little fun. Soon enough you’ll be dead and burning in Hell with the rest of your family.”  WORD.

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Oct 18 2012
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advertising, Books, design, Government, Library, Library Promotion, Marketing

Maybe Labor Doesn’t Have to Be Laborious

This past Sunday, CBS Sunday morning aired a piece on Elton Simmons, traffic cop in L.A. because he had not had so much as one complaint in his career of giving tickets.   If you didn’t click on the link to see the story,  you really should–you cannot help but like the guy.  His work philosophy is pretty much dead on in my book.  I strive to be like Elton Simmons.  I should have a t-shirt made that says just that. 

Today, in the Wall Street Journal, journalist Rachel Emma Silverman has an article about what makes people happy at work.  Silverman is referencing the Happiness at Work Survey developed by Delivering Happiness at Work, a consulting company comprised of Tony Hsieh (Zappo’s) and James Key Lim.  Not surprisingly, the top factors in determining happiness at work are:

1) enjoying the task

2) focusing on the things one does best

3) whether one is proud of their employer

(ooooh!  what makes one proud of their employer is a future post unto itself!  squeeee!)

Dang–when you think about it, that makes a heck of a lot of sense.  That got me to thinking about the fact that in libraries, the core task for many of the front line staff is dealing with people.  Of course, finding resources is another part of the task but primarily (and often challengingly) the task is to deal with people.  I would argue, that much like the charming Elton Simmons, a skilled librarian could ensure a patron leaves happy even if the library does not have what they came in for specifically.  If the service is delivered well, with happiness, everyone is happy. 

But here is the disconnect: to my knowledge, there is little to no education in library school (where professional librarians get the oh-so-important Master of Library Science Degree) on customer service, managing difficult patrons (and staff) or just plain old administrative management.  Sure, some MLS programs may touch on those areas but given that customer service, management of people, and good old fashioned people skills are core aspects of the work, it seems unfair to me that more attention is not given to those areas at Master’s level study. 

I will say, that some organizations, like the one I work for, have gone to lengths to build a foundation for managing patrons by starting with the hard stuff and bringing in speaker like Warren Graham, author of The Black Belt Librarian and acclaimed speaker on the subject.  I saw him talk–he was really great and I know we have seen the effects of his presentation and our own, in-house, management training, make a real difference in both the number of “incidents” as well as the happiness of the staff who feel empowered to run their library rather than frightened that any off the wall patron will complain. 

I think happiness and empowerment are two-way streets.  We, as administrators, need to provide an environment that empowers staff to make decisions and run their libraries in the ways that make both the staff and the patrons happy.  The best part is that happy work places cite 31% higher productivity rates and 37% higher sales and creativity.  How cool is that?

 

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Sep 28 2012
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advertising, Books, e books, Government, Library, Library Promotion, Marketing, publishing

The Chasm: The Public Libraries, Publishers and Compromising Vital Relationships

WOW!   So last week I posted ALA’s banned books information, grudgingly because if I mentioned more than once that I do not view ALA as a valuable or effective advocate for Libraries. 

Then this happened: American Library Association Open Letter to Publishers on E-Book Library Lending.  I highly recommend you read the whole letter but here are a couple of my favorite snippets:

“Librarians understand that publishing is not just another industry. It has special and important significance to society.” 

What?  Is the insinuation that publishers do not understand the significance of their own business?  YIKES!  This is not going to make future conversations and negotations go very smoothly–in fact, it is rather insulting to publishers.  Ms. Sullivan seems to be dismissing the current pilot programs at New York Public Library. 

Am afraid this is an all too typical response from Library Land where we tend to get wounded and hurt and angry, we tend to jump to conclusions that we are being disregarded and we tend to assume that we know and understand all the facts.  And what’s with the victim mentality?  Has anyone ever had any measure of success in negotiating by whining and being a victim? 

I don’t think any of us really understand the complexity of the rapidly changing e book issues.  If anyone does, it would be the publishers themselves.   In fact, the Association of American Publishers provides a clear and concise response to Ms. Sullivan’s letter:

 ”The issues surrounding e-lending, however, are not as simple as Ms. Sullivan claims. Publishers support the concept of e-lending but must solve a breadth of complex technological, operational, financial and other challenges to make it a reality. Each publishing company is grappling individually with how to best serve the interests of its authors and readers, protect digital intellectual property rights and create this new business model that is fair to all stakeholders. And while the 9000-plus library systems’ non-profit status permits them to convene, debate and reach consensus on these issues, commercial publishers cannot likewise come together due to antitrust restrictions.”

*chuckling*  I think my favorite part is that, “while the 9000-plus library systems’ non-profit status permits them to convene, debate and reach consensus on these issues, commercial publishers cannot likewise come together due to antitrust restrictions.” 

AMEN to that!  See, in a world where profit and bottom line ACTUALLY MATTER, there is little to no time to sit and pontificate, spend two to three weeks in conferences with each other each year to debate and philosophize about such issues.  See, it’s that little thing called ANTITRUST that folks in the public sector just don’t seem to get.  Feel free to do some research on antitrust law in the U.S.  And while you are at it, please try to put yourself in the position of a business owner with a bottom line.

Read the entire response from the AAP here and as you do, ask yourself, do we catch more flies with honey or vinegar? 

DANG.  I think the thing that gets me the most is that ALA seems to be speaking for all of us.  Not this little library marketer, no siree.

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Sep 21 2012
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advertising, Books, design, Government, graphic design, Library, Library Promotion, Marketing

The Post of Library Awesome: Retreats, Marketing, and Being Awesome Where You Are

Ok, so I am reading Scott Stratten’s latest: The Book of Business Awesome.  Like Scott Stratten, the book is awesome.  If you have never seen, heard, or read him, you should check this out: it is a hilarious talk on marketing, taken from his book Unmarketing.  Scott is part strategist and marketing guru and part stand up comedian.  I dig him.

I am not finished with the book yet but so far my favorite line is, “Social Media isn’t about how many places you can be.  It’s about being amazing where you are.”  AMEN Brother!  Could not agree more.

So there I am yesterday, sitting in a day long retreat with our board trying to plan for the Library of the Future and dealing with a facilities plan that is somewhere between five and eight years out.  As a government employee, I get it–I get that we sometimes have to plan far in advance to ensure the CIP (Capital Improvement Plan) is done well in advance to secure the funding but here is what I don’t get: how the heck are we supposed to envision the future when things are moving at the speed of light?  How are we to plan for the future when there are so many things we need to be MORE AMAZING at doing in the here and now?  I will admit, I have a great deal of trouble living in two temporal places.

So let’s put the Library of the Future and CIPs aside for a moment and deal with the present.  I want to focus on being amazing (and happy and nice) in the here and now.  I want to foster great customer service, great library experiences, great (and fun) promotion of library service and great social media in the couple of places we are already (Facebook and Twitter) and develop a solid following of loyal and content customers.  Doesn’t that sound nice?

Scott Stratten writes, in Chapter Four of The Book of Business Awesome that we should re-marry our current customers. He writes that, “This is how we create ecstatic customers.”  AMEN AGAIN BROTHER!  And given this social media world of recommendations and shared experiences, developing ecstatic customers is really the best thing to do to please them AND gain new customers.  I want our customers to leave the library so unbelievably happy that they tell all their friends, post (with glee) that the library provided great service, a great collection and has a great staff.

The Library of the Future is right now.  And Scott Stratten can help it be AMAZING.

Word.

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Sep 10 2012
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advertising, Books, design, Government, graphic design, Library, Marketing, Uncategorized

Library Trucks as Moving Billboards and Utilizing the Talents of Your Patrons

It is with great pride and excitement that I announce the conclusion of the 2012 Library Truck Design Contest.  The contest launched in April 2012 to replace the trucks that Barkley Advertising agency developed for us in 2009 on a pro bono basis.  Sincere thanks to Tom Demetriou and his team at Barkley for developing the first round of trucks and setting all of this in motion.

Here is what I have learned from our Library Truck campaign:

1) Using the library trucks as moving billboards has provided greater ROI (return on investment) than I ever could have imagined.  I could never have afforded national coverage (thank you NPR!) or coverage in all our local papers and on television when we launched the first series of trucks in 2009.

2) In addition to being great PR for patrons, the trucks have attracted more than one excellent candidate to interview (and get hired!) at my Library.

3) You really can get great work for free (thank you Sally and Cambria!).  I was told by more than one person that having one’s designs featured on the trucks would not be enough of an incentive for designers.  Oh how wrong that was–we had 19 entries and 4 superior winners.  Not only are the designs great, am told they mesh with the previous designs and appear to be part of a “set.”

4) Playing it again Sam works.  There are lots of concepts, ideas, contests that can be reworked to involve the public.  Had Barkley Advertising Agency designed the second round of  trucks, it probably would not have generated the media response that trucks designed by our patrons did.  It was also a real boon that both winners are current or former students of the University of Kansas.  The angle, in addition to the great designs, is library patron involvement.

5) Never underestimate the talents of your patrons.  See for yourself by looking at the 2012 Library Truck Design Contest Winners.

 

Thanks again to all the library patrons that submitted entries.  It was not an easy decision.  Thanks to all of you who chuckle when you see one of the trucks go by, and most importantly, thanks to those of you who read and support libraries.

 

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