Marketing Readers’ Advisory S ervices

1. Marketing Readers’ Advisory Services Presented by: Melissa Kizior

2. Why marketing? • Why not? Are we different? • Definition: • “Marketing is not a panacea for underfunding, understaffing, undercompetence by staff, or lack of substance in the collection. Marketing is not a substitute for the knowing the interests and concerns of potential as well as actual customers. Marketing is not just selling what you have in a publicity blitz. • Marketing represents an organized way of offering library services that include actual and potential customer interests, communication methods, imaginative design of service and products, and feedback that improves what you are doing.” • Christie Koontz

3. do it yourself: • Why me? • Relevance • Growth opportunities: • RSS Feeds • Read outside your box • Share with patrons & colleagues • Seek professional development • ARRT – Adult Reading Round Table • RUSA – Reference and User Services Association • Utilize free marketing websites!

4. active techniques: • Web 2.0 • Case study – “BookSpace” • Relationships, word-of-mouth • Author & book talks • Book clubs/groups • Marketing Steps: • Market research • Market segmentation • Marketing mix • 4 P’s – product, price, place, promotion • Evaluation • Quantitative & qualitative

5. passive techniques: • Bookmarks • Annotated book lists (locally-produced) • Displays! • Genre categorization • Signage, posters • Shelving arrangements, layout • Newsletter – online and in-print

6. prepare for all ages: • Who is a reader? How young? • Case study – South Australia’s “Salisbury Reads” • ALSC – Assoc. for Library Service to Children • YALSA – Young Adult Library Services Assn.

7. all in the same boat: • What do librarians, publishers, and booksellers have in common? • Publicity timing • Stay current! • New books, movies • World/national events • Community events • Market to users, non-users, and administration

8. Conclusion: • Practice active marketing or wait for obsolescence!

9. Resources: • Alman, Susan W. Crash Course in Marketing for Libraries. Westport, Conn: Libraries Unlimited, 2007. Print. • Circle, Alison. "A New Player In Marketing." Library Journal 137.2 (2012): 30-31. Library, Information Science & Technology Abstracts with Full Text. Web. 26 Apr. 2012. • Deahl, Rachel. "Hyperion Raises Its ‘Voice’." Publishers Weekly 254.15 (2007): 10. OmniFile Full Text Mega (H.W. Wilson). Web. 29 Apr. 2012. • Haycock, Ken, and Brooke E. Sheldon. The Portable Mlis: Insights from the Experts. Westport, Conn: Libraries Unlimited, 2008. Print. • Hoffert, Barbara. "Getting People To Read: A Talk With Librarians, Booksellers, And Publishers." Library Journal (1976) 116.(1991): 161-165. OmniFile Full Text Mega (H.W. Wilson). Web. 26 Apr. 2012. • Hollands, Neil. "Back to the Future?." Reference & User Services Quarterly 2007: 127+. Library, Information Science & Technology Abstracts with Full Text. Web. 26 Apr. 2012.

10. Resources, part 2: • "Make Me A Match." Library Journal 128.5 (2003): 22. Library, Information Science & Technology Abstracts with Full Text. Web. 26 Apr. 2012. • McSwain, Bernice. "Bringing It All Together: Salisbury Reads." Aplis 21.2 (2008): 62-65. Library, Information Science & Technology Abstracts with Full Text. Web. 26 Apr. 2012. • Peterson, Glenn, and Sharon Hilts McGlinn. "Building A Community Of Readers: Bookspace. (Cover Story)." Computers In Libraries 28.4 (2008): 6-52. Library, Information Science & Technology Abstracts with Full Text. Web. 26 Apr. 2012. • Saricks, Joyce. "At Leisure: Marketing 201." Booklist 107.1 (2010): 43. Library, Information Science & Technology Abstracts with Full Text. Web. 26 Apr. 2012. • Saricks, Joyce G. Readers' Advisory Service in the Public Library. Chicago: American Library Association, 2005. Print. • Wilson, A P. Library Web Sites: Creating Online Collections and Services. Chicago: American Library Association, 2004. Print.