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Promoting Books

Promoting Books. Think outside the box. Presented by Carolynn Muci Marketing/PR Mount Prospect Public Library 6/28/11. Human beings love a good story!. The book is alive and well. 2010 – 3.6% increase in book sales over 2009.* E-book sales grew 164.4% in 2010.*

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Promoting Books

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  1. Promoting Books Think outside the box Presented by Carolynn Muci Marketing/PR Mount Prospect Public Library 6/28/11

  2. Human beings love a good story!

  3. The book is alive and well • 2010 – 3.6% increase in book sales over 2009.* • E-book sales grew 164.4% in 2010.* • In April 2011, adult hardcover and adult paperback books still ranked #1 and #2 in revenue. E-books ranked #3, showing 157.5 % gain.+ *Association of American Publishers, 2/16/11 +Association of American Publishers, 6/23/11

  4. The book is alive and well • Year to date book sales down slightly 2.35% (Jan – April 2011).+ • Library usage up – 7% increase in circulation at MPPL, May 2011 over May 2010. +Association of American Publishers, 6/23/11

  5. How can we connect with more readers? • Wanted to reach a younger demographic. • Some people are still carrying around the old perceptions of a library. • We can either change their perception of the library by bringing them inside or we can go to them.

  6. Strategy • Explore new ways and locations to interact with patrons.

  7. Tactics • Determine locations where this younger demographic is spending time. • Design a program that meets their interests. • Create a mutually beneficial partnership with a business.

  8. Book Chat @ Caribou • Started in 2006. • Titles available in paperback to reduce cost. • Limited copies of books available at the library, some participants choose to purchase (new/used), some get copies from other libraries, and Kindle.

  9. Book Chat @ Caribou • Led by Readers’ Advisor. • Critical role served by the library. • Book lists generated by staff, group votes on final selections. • Gives a sense of ownership to the group members. • Titles skew a bit more adventurous, not traditional “popular” titles. • Unique, not a repackaging of an existing option.

  10. Key component • Sit down with partner business to define objectives and parameters. • Identify key responsibilities for each party. • Clearly delineate expectations. • Meet regularly to make sure each is getting what they need from the arrangement.

  11. Why Caribou? • For us: • Already attracting the demographic we are trying to reach. • Cooperative management. • Proximity and space available.

  12. Why Caribou? • For Caribou: • Business wanted to establish a relationship with the community, to promote the hometown feel. • Marketing opportunity to draw new customers and further establish relationship with existing customers.

  13. Promotional Activity • In-house flyers. • Word-of-mouth. • Newsletter. • Newspaper. • Promotion at venue (flyers, sometimes announce on sandwich board.) • Passersby.

  14. Outcomes • Least homogenized of our 4 discussion groups. • Teens • Couples • Younger • More balanced male to female • Many not regular patrons. • Some have come to the library, others just enjoy this aspect of what the library has to offer. • Some live outside our service area.

  15. Outcomes • Not much crossover with our other discussion groups. • Attracted by the titles. • Draws customers from Caribou. • Participants have created their own community: • Independently organize art or movie excursions. • Individuals have established personal relationships. • Taken ownership, help setup tables.

  16. Outcomes • Now self-sustaining • We have stopped most promotional activity to keep size manageable.

  17. Benefits • Changed the perception of library, not the old “Hollywood” perpetuated image. • Heightened awareness of Readers’ Advisory. • Opportunity to promote other resources (but not heavy handedly.)

  18. Benefits • Established a relationship with residents we would not have reached otherwise. People do not have to come inside the library to benefit from it. The key is that we meet a need in their lives. The Readers’ Advisor leading this group is serving as our ambassador.

  19. Challenges • Staffing. • Copies of the book. • Management support. • Lack of complete control: • Open to drop ins, some of whom have not read the book. • Noise/Space.

  20. Challenges • Working with a third party and maintaining an equally beneficial partnership. Communication is key!

  21. Expand on the idea • Youth Storytimesat: • Capannari’s • Caribou • Farmers’ Market • Borders • Tony Sacco’s (coming in September to Randhurst) • Mariano’s (AHML)

  22. Expand on the idea • Book Talks • PTA • Rotary • Chamber • Private Book Club (in fall)

  23. Meet our patrons where they are, rather than where we are.

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