henrico county library keynote presentation
DESCRIPTION
Mickey CoalwellTRANSCRIPT
Merchandising & Marketing Your Library
Henrico County Public Library Third Annual Staff Development DayMickey Coalwell, NEKLS, Lawrence, KS
December 7-8, 2010
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Vision StatementWe provide comprehensive resources, innovative technologies and excellent services to enrich individual and community life.
Mission StatementWe deliver excellent customer service through access to a variety of materials, innovative technologies and attractive facilities. We achieve high standards for courtesy, accuracy and timeliness. We anticipate and respond to the needs of a diverse community.We are a library system that:•Believes public libraries are vital to the community;•Welcomes new ideas;•Fosters continuous learning;•Encourages teamwork;•Values leadership and professionalism; and•Plans for the future.
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Merchandising
Conscious efforts to make contents visible, and to encourage their use.
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Marketing & Promotion
Getting the word out that you can add value to people’s lives.
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Advocacy
A process by which those who are in a position to affect the delivery of library services are actively and personally engaged.
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What do library users want?
Extended branch operating hours and check-out times
Updated book, audio, and video collections More computers and service options such as
online check-out and wireless Internet options Cafes or coffee shops in libraries
Source: Wichita Eagle, January 18, 2006
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The best of both worlds Keep the library the library…but
incorporate retail merchandising and marketing practices
Realize we are competing for customers, and that customer expectations are high
Become an advocate for the library
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Our competitive advantages Free Authoritative Service oriented Ubiquitous
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Start with the basics
Convenient Welcoming Clean, well-lit and comfortable Attractive and inviting
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Capitalize on your strengths Library collections and services Historical or architectural features Location Customer service Technology
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Help customers help themselves Today’s customers want and expect self-
service Design spaces that encourage self-
service Merchandise to facilitate self-service Focus on convenience and speed
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Let there be light! Adequate for browsing, reading, studying Natural light if possible Mix of fluorescent and incandescent Lamps and adjustable lighting
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Information overload Too many! Libraries are over-signed Can you see into your library from the
front door? “Visual cacophony” More is NOT better
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Signs Signs speak to your library patrons when
you are not Always brand even the smallest sign Consider an expiration date for
temporary signs Empower ALL staff to remove expired
and damaged signs
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Big, clear and to the point!
Allen County Public Library, Indiana
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North Park
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Glen Allen
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Information architecture Information architecture is the view of the
library from its users’ vantage point. Map the “information zones” Customer receptivity to information Consistency in style and presentation
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The library should have several “zones”
Quiet study and reading spaces Social spaces for interaction,
conversation, and collaboration Service areas for circulation, copying,
computer login, etc. Zone by activity, not age group.
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Use zones to merchandise New Books Lifestyle Topics
• Holiday• Parenting• College/Careers• Pregnancy
Popular formats like DVD, GNs
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Wayfinding: a better approachWayfinding is the presentation
of structured information which allows users to navigate an environment or seek a particular destination without assistance.
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Wayfinding Tip #1
Provide convenient parking and accessible walkways adjacent to each public entry. Clearly identify building entry points.
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Wayfinding Tip #2 Locate information counters so as to be
natural arrival points from entries.
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Wayfinding Tip #3 Distinguish public from non-public areas
with fixture placement, varied paint colors, finishes, and lighting…but not signs
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Wayfinding Tip #4 Provide orientation cues: Different
colored walls, ceiling-drop signs, "You Are Here" maps that indicate the principal collection and service areas, exits, restrooms, water fountains, etc.
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Wayfinding Tip #5Establish "shorelines" and "trails" between
major collection and service areas using different materials such as tile and carpet.
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Misguided attempt at wayfinding?
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Eat, drink, and make merry! Café or snack center if possible Consider vending machines Encourage your patrons to bring in
drinks with lids, and provide trash cans throughout the library for disposal of cups and wrappers
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Vending machines can be sexy…
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Merchandising made easy
Display popular topics and items Showcase a logical grouping of items Present clear, attractive displays Design to be easy to maintain Change displays regularly
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A good library display… Should demonstrate the diversity and
breadth of a library's collection Should represent many sides of an issue,
theme or topic Should make someone think Should inspire someone to want to know
more Should take advantage of “the long tail”
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Make your displays multimedia Library displays are best when they
incorporate a broad theme and draw on books, movies, magazines and music
Successful library displays draw on a range of media, whatever the theme or topic, and appeal to all the senses
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The counter belongs to the patron
Give it back to your patrons
Keep it sparkling clean
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Fixtures and furniture Slatwall Movable gondolas and browsers with
wheels or casters Kid-friendly shelves and counters (low or
multi-level) “Fun” furniture, rugs and wall coverings
that add color and life
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Fun and inexpensive
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Fun and flexible
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Shelf Merchandising Slatwall and display shelves Face-outs Endcaps Shelf labels (not Dewey numbers!) Subject neighborhoods
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Merchandising with face-outs
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Merchandising a pull-out collection
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A quick themed display table – no sign needed!
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Creating customer-friendly subject “neighborhoods” or “glades”Body & Soul is where you’ll find books on
religion, philosophy, self-help and health
100s and 200s (Philosophy and Religion) 360s and 600 - 619 (Health and Medicine) 362s and 646s (Self Help) 155s and 649s (Childcare and Parenting).
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More customer-friendly groupings Home has the books on hobbies, crafts, decorating,
cooking and gardening.
580, 630 - 635, 712 - 719 (Gardening and Landscape Design)
395s, 640s, 793.1 - 793.2 (Cooking and Entertaining)
688s, 745.1 - 746.9, 748, 749, 769 (Crafts and Collectibles)
643s, 680, 684, 690s (Home Repair and How-to) 747 (Interior Design)
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Another customer-friendly neighborhood grouping Work is all business. Books on finance,
accounting, marketing, college admissions, test preparation and the economy are here.
320s, 340s (Government and Law) 331, 650.14 (Careers and Testing) 370s (Schools and Education) 330s, 650s, 651, 657 - 659 (Business and
Management) 332 (Investments)
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Before…
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…After
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Before slatwall endcaps…
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Just after slatwall installed…
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…that’s much better!
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Children’s slatwall display
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DVD merchandising
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More DVD merchandising
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Ceiling hanger signage
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Merchandising Board Books
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Children’s magazine displays
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Play to your strengths: What’s Free? FREE internet access! FREE DVD and movie rental! FREE help with taxes! FREE FREE FREE FREE!
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Play to your strengths: What’s Fast? FAST library card registration! FAST checkout and return! FAST trip information! FAST answers to questions! FAST FAST FAST FAST!
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Play to your strengths: What’s New? NEW books NEW services (wireless, laptop
checkout) NEW formats (Playaways, eBooks,
videogames) NEW NEW NEW NEW!
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Above and beyond the retail model… Keep our customers happy – stay
competitive and play to our strengths
Provide unparalleled service Do what the bookstores and other
retailers can’t – or won’t – do
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Partnering with local businesses Antique stores – display furniture Book shelves, book cases, book and
media storage cases on display and for sale
Paper, stationery, stamps, envelopes for sale
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More good ideas Soft seating, variety of chair heights Electrical outlets and power strips Community book drops for convenient
returns Extended hours Floating collections Enhanced library catalog
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Seven Vital Principles of Marketing Your Library1. MARKETING is about putting good ideas in
front of the right people.2. MARKETING is about answering everyday
questions and concerns.3. MARKETING is about making it personal. 4. MARKETING is about making lifelong
connections. 5. MARKETING is about asking as well as
telling. 6. MARKETING is a 24/7 activity. 7. MARKETING is everyone’s #1 job.
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Marketing your library…… is about putting good ideas in front
of the right people.
ADVOCACY
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Discretionary to Indispensable Fairfax (VA) County Executive Anthony H.
Griffin has asked..the public library system to propose 15 percent reductions for fiscal 2011, on top of cuts of 15 percent or more this fiscal year…Griffin said, “Parks and libraries are essentially discretionary programs.”
“Fiscal outlook grim for two Fairfax agencies,” by Derek Kravitz, Washington Post, November 15, 2009. Quoted in Transforming Our Image: No Explanation Needed, a webinar by Valerie J. Gross, presented by the Public Library Association, November 15, 2010.
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How to move from “discretionary” to indispensable?
Change the equation:
LIBRARIES = EDUCATION
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“Generic to Evian” Storytime Children’s class (children’s
classroom) Program Class, seminar, workshop, event,
initiative, project Information Education, research Reference Research
From Transforming Our Image: No Explanation Needed, a webinar by Valerie J. Gross, presented by the Public Library Association, November 15, 2010.
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Valerie J. Gross’s ‘Three Pillars’
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Politicians
•Here’s how the library earns its keep. •Here are some specific areas where we help our community.•Here’s something only the library can do.•Here’s how much people like us.•Here’s how many people use our services.•Here’s why we need your continued support.
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Donors and funders
•Here’s how we use the money you give us.•Here’s what your money gets you.•Here’s how much we appreciate your giving us money.
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Users and community members
•Here is something we can do to make your life easier.•Here is a way to get something for free.•Here are things you can do with your time.•Here are people that care about your needs.
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Children and parents
•Here is a place where you can interact with others.•Here is a clean, secure and hospitable space.•Here’s how you can do better in school.•Here are ways to have fun and enjoy yourself.
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Marketing is everybody’s #1 job
Marketing your library should include training and support for ALL STAFF at your library. Everyone who visits, phones, or connects online should receive friendly, helpful service. Every library employee, from the janitor to the Head of Reference, is equally responsible for providing an optimum library experience.
Marketing the VALUE of your library is a responsibility that shouldn’t be delegated to a specific job title or person. It's the responsibility of EVERYONE who works at the library to further its mission to serve the community.
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Joan Frye Williams
(a very smart person)
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So, what are people telling us?*
*according to Joan Frye Williams
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“My time is more valuable than ever.”
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“There’s information all around me.”
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“I can do it myself.”
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“I want to choose my own tools.”
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“I want it now – wherever I am.”
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“I learn more when it’s fun.”
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Building a Library Community1. Collecting and disseminating the right kind of
data and statistics. 2. Connecting with the right decisions makers in
the community. 3. Leveraging public opinion.4. Segmenting and targeting services to specific
user populations.5. Providing ubiquitous access to library
services.6. Integrating with the community.
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Grateful acknowledgment to… The South Jersey Regional Library Cooperative,
Mount Laurel Library, and Dave Genesy, Redwood City Library
Visit the TRADING SPACES resource page on the web at http://www.sjrlc.org/tradingspaces/
Waldo Community Branch, Kansas City Public Library; Darien Library, Connecticut
Joan Frye Williams, Information Technology Consultant
Valerie J. Gross, President & CEO, Howard County Library, MD
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Selected bibliography Hill, Christie. Inside, Outside and Online. Chicago: ALA, 2009. Siess, Judith A. The Visible Librarian: Asserting Your Value with
Marketing and Advocacy. Chicago: ALA, 2003. Underhill, Paco. Why We Buy: The Science of Shopping. New York:
Simon & Schuster, 1999. Underhill, Paco. The Call of the Mall. New York: Simon & Schuster,
2004. Underhill, Paco. What Women Want : The Global Marketplace Turns
Female Friendly. New York: Simon & Schuster, 2010.
Merchandising & Marketing Your
Library
Mickey Coalwell Northeast Kansas Library System