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Promoting Libraries

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Presentation to the CILIP North West Member Network conference on "Engaging users - what's in the library?", looking at how to engage users and promote brand loyalty for all types of library

Publicado en: Economía y finanzas
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Promoting Libraries

  1. 1. The challenge of promoting libraries Nick Poole, Chief Executive, CILIP North West Member Network 18/04/2016
  2. 2. Thinking about ‘libraries’
  3. 3. Everybody else Public Libraries The risk...
  4. 4. Everything’s GREAT!!! 265 million visits per year, Code Green, loved and trusted, Read on Get On, new libraries opening, wifi.... The ‘positive narrative’
  5. 5. We’re all DOOMED!!! Cuts & closures, loss of professional staff, volunteers, amateurisation, Open+, privatisation, £0 book funds, no plan, no vision, no direction The ‘negative narrative’
  6. 6. If you want to change the narrative, you have to change the reality. We can’t spin our way out of the real challenges facing libraries (and public and school libraries in particular) – we have to confront the underlying issues & take control of our own destiny
  7. 7. Our scope (12,500 members, UK-wide) Consulting/independent information professionals Prison Further Education/Colleges Public Government and Armed Forces Research Health Care School Social Care Special Collections Higher Education (including LIS teaching staff) Industry (Extraction)* Law Industry (Manufacturing)** Museums, Archives, Galleries and Heritage Industry (Commercial Services)*** National Libraries Not working**** Not for profit/3rd sector/Charity Other * Any extraction industries, for example: Agriculture, Forestry, Fishing, Mining, Quarrying ** Any Manufacturing industries, for example: Pharmaceutical, Aerospace, Automotive *** Any commercial service industries: Business, Finance, Communications, Hospitality, Retail **** Unemployed/Retired/Full-time Student/Career Break
  8. 8. We need to create a national agenda that celebrates & promotes all libraries, wherever they are, whichever community, company or organisation they support
  9. 9. Strengths • Strong, trusted brand • UK-wide, inclusive offer • A universal need (literacy, skills) • Positive sentiment • Physical locations • Good connectivity • Customer service ethos Weaknesses • ‘Libraries’ = ‘public libraries’ • Complex value proposition • ‘Scope creep’ away from books • Lack of a unique digital role • Fragmentation • ‘Hovis’ nostalgia Opportunities • Embrace the diversity of the sector • Build influence • Create compelling (+ve) evidence • Learn to show off • Embrace ‘economic’ as well as ‘social’ • Carve out a new space in the market Threats • A ‘single story’ (that’s all bad) • Politically ‘toxic’ agenda • Lack of buy-in from decision makers • We don’t own our destiny • Separation between national/local • ‘Virtue signalling’ SWOT Analysis for libraries...
  10. 10. Positive Negative Disengaged Engaged
  11. 11. Positive Negative Disengaged Engaged “I don’t use the library myself, but it’s important that they’re there for other people”
  12. 12. Positive Negative Disengaged Engaged “I don’t use the library myself, but it’s important that they’re there for other people” “I haven’t been to the library in years. It’s just not interesting/relevant to me”
  13. 13. Positive Negative Disengaged Engaged “I don’t use the library myself, but it’s important that they’re there for other people” “I haven’t been to the library in years. It’s just not interesting/relevant to me” “I use the library all the time. It’s a great place to learn/work/study/spend time with the kids”
  14. 14. Positive Negative Disengaged Engaged “I don’t use the library myself, but it’s important that they’re there for other people” “I haven’t been to the library in years. It’s just not interesting/relevant to me” “I use the library all the time. It’s a great place to learn/work/study/spend time with the kids” “Libraries have had their day. They were great when we were kids, but we’ve got the Internet & Kindle now”
  15. 15. Positive Negative Disengaged Engaged
  16. 16. Positive Negative Disengaged Engaged Change the public/media profile of ‘libraries’ as an ‘aspirational’ activity so that even those that are disengaged have positive sentiments about them
  17. 17. Positive Negative Disengaged Engaged Invest in marketing, outreach & keeping the product fresh to move people from being ‘disengaged’ to ‘engaged’ (to repeat customers) Change the national public/media profile of ‘libraries’ as an ‘aspirational’ activity so that even those that are disengaged have positive sentiments about them
  18. 18. Positive Negative Disengaged Engaged Invest in marketing, outreach & keeping the product fresh to move people from being ‘disengaged’ to ‘engaged’ (to repeat customers) Change the national public/media profile of ‘libraries’ as an ‘aspirational’ activity so that even those that are disengaged have positive sentiments about them Challenge the critics through influence, evidence and delivery – nothing is as convincing as delivery!
  19. 19. Opportunities and challenges
  20. 20. Profile by age (29,856 responses) 0 5 10 15 20 25 30 35 40 <25 25 - 34 35 - 49 50 - 64 >65
  21. 21. Options • I never visit the library and don’t think it's the best use of public money • I never visit the library but think it’s crucial it’s protected for others • I visit the library occasionally, but wouldn’t care much if it went • I visit the library occasionally, and think it’s crucial it remains • I often visit the library, though could live without it • I often visit the library, it's crucial that it’s protected • There's no library anywhere near me but I'm not bothered by that • There's no library anywhere near me but I wish there was
  22. 22. Breakdown of responses 0 500 1000 1500 2000 2500 3000 3500 4000 4500 <25 25 - 34 35 - 49 50 - 64 >65
  23. 23. Findings • 89% support their (public) library, whether they visit or not • 23% never visit their local public library • Only 1% say they don’t have access to a local library • Support proportionately higher amongst 50-64 and 65+
  24. 24. Promotion... • Individual libraries • Clustered in towns/cities/regions • UK-wide
  25. 25. Promoting your library through brand loyalty
  26. 26. Potential customer Customer Repeat customer Supporter Brand champion Building brand loyalty in libraries
  27. 27. Potential customer Customer Repeat customer Supporter Brand champion Building brand loyalty in libraries MARKETING & COMMUNICATIONS
  28. 28. Potential customer Customer Repeat customer Supporter Brand champion Building brand loyalty in libraries MARKETING & COMMUNICATIONS TRIGGER • EVENTS • OFFERS • ACTIVITIES
  29. 29. Potential customer Customer Repeat customer Supporter Brand champion Building brand loyalty in libraries MARKETING & COMMUNICATIONS TRIGGER EXPERIENCE • ONLINE • LOCATION • DESIGN • WELCOME • EVENTS • OFFERS • ACTIVITIES
  30. 30. Potential customer Customer Repeat customer Supporter Brand champion Building brand loyalty in libraries MARKETING & COMMUNICATIONS TRIGGER EXPERIENCE RELATIONSHIP • ONLINE • LOCATION • DESIGN • WELCOME • EVENTS • OFFERS • ACTIVITIES • PERSONALISATION • TIMELINESS • RELEVANCE • CONTENT
  31. 31. Potential customer Customer Repeat customer Supporter Brand champion Building brand loyalty in libraries MARKETING & COMMUNICATIONS TRIGGER EXPERIENCE RELATIONSHIP CALL-TO-ACTION • ONLINE • LOCATION • DESIGN • WELCOME • EVENTS • OFFERS • ACTIVITIES • PERSONALISATION • TIMELINESS • RELEVANCE • CONTENT • ‘SNACKABLE’ ACTIONS • CLICKTIVISM • FOLLOW-UP
  32. 32. Potential customer Customer Repeat customer Supporter Brand champion Building brand loyalty in libraries MARKETING & COMMUNICATIONS TRIGGER EXPERIENCE RELATIONSHIP CALL-TO-ACTION RECOGNITION • ONLINE • LOCATION • DESIGN • WELCOME • EVENTS • OFFERS • ACTIVITIES • PERSONALISATION • TIMELINESS • RELEVANCE • CONTENT • ‘SNACKABLE’ ACTIONS • CLICKTIVISM • FOLLOW-UP • THANKS • OUTCOMES • FUTURE ACTION
  33. 33. Potential customer Customer Repeat customer Supporter Brand champion Building brand loyalty in libraries MARKETING & COMMUNICATIONS TRIGGER EXPERIENCE RELATIONSHIP CALL-TO-ACTION RECOGNITION CUSTOMER DATA & INSIGHT
  34. 34. Potential customer Customer Repeat customer Supporter Brand champion Building brand loyalty in libraries MARKETING & COMMUNICATIONS TRIGGER EXPERIENCE RELATIONSHIP CALL-TO-ACTION RECOGNITION CUSTOMER DATA & INSIGHT CUSTOMER-FOCUSED CULTURE
  35. 35. Home School College Work Leisure Our customer’s expectations and attitudes toward libraries aren’t just the product of interacting with one library... People move between different kinds of library service at different points in their lives. How can we ‘hand our customers on’ to the next stage...?
  36. 36. Libraries are strongly situated in a specific place/community/company or ‘quarter’ – how can you make use of this to encourage more people to use your services?
  37. 37. At a UK-wide level, there is a huge amount we can do to harness the public goodwill toward and support for libraries (and to help people be better-informed about the different types of library)
  38. 38. Media relations...
  39. 39. UK-wide Partnerships...
  40. 40. National Libraries Day...
  41. 41. Political advocacy...
  42. 42. Celebrity endorsement...
  43. 43. We need to sustain a steady supply of fresh, interesting stories from and about libraries, to keep the media, politicians & the public engaged.
  44. 44. But can we go further...?
  45. 45. Libraries are a great product with fantastic brand recognition. The challenge is to use every medium at our disposal to enthuse people with the knowledge of what libraries deliver today and inspire them to pay us a visit.
  46. 46. Don’t forget! The CILIP Publicity & Public Relations Group’s Marketing Excellence Awards are open for nominations until May 6th See http://www.cilip.org.uk/publicity-public-relations- group/marketing-excellence-awards for details!

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