PROMOTING WHAT WE DO BEST
REPORT OF THE
LIBRARIES VICTORIA MARKETING SEMINAR
29 NOVEMBER 2002
Seventy five Victorian public library staff attended a marketing seminar on the 29th
November, 2002. The focus of the seminar was on promotion of library collections –
fiction and non fiction. Participants discussed a range of issues and shared their
experiences of promoting library collections.
This report is a compilation of the views, ideas and promotion experiences expressed
by participants during the seminar.
It is clear that a number of factors are important to the successful promotion of
library collections. The enthusiasm of the staff is an important factor in the
promotion of the collections. Face out displays, shelf talkers, staff and public
recommendations were mentioned by many participants in the seminar. Well
positioned displays which use props were very popular. The success of events and
author talks varied. The point was made several times that people are time poor and
to attract them to attend an event in the library is sometimes hit or miss.
What is FICTION?
What does fiction mean to you as a worker in a public library?
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A good yarn
Bread and butter
Staple item
Fun
Communicate
Never enough
Imaginative
Makes libraries
“yummy”
Escapism
Loans
Our business
Biggest turnover
Dirtiest
Creative
Books in demand
Mental stimulation
Media
Marketing
Latest
Personal
Serial reading /
hooked
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Authors a-z
Creative writers
Confrontation
Social connector
The next best thing?
Core service
Success
adventure
display
frustration
Shelving
Programs
Biggest product
Talking point
Enjoyment
entertainment
Daunting
Sizeable % of the
budget
Organised for our
convenience
Social outing – book
groups too
Social contact /
connectiveness
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Public libraries are
different to academic
libraries
Public contact
Diversity
Free
Genres
“our convenience”
All librarians do is read
fiction
Introduce a broader
range of authors/genres
to public
Exploring ideas
Companions
Easier shelving
Relaxation
Leisure
Library - a safe
environment
- Home away from
home
What is fiction to the public?
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Provides escapism
Is fiction literature?
A good read
Want it now!
Reservations
Recreational reading
Just books
Some may
differentiate between
easy reading and
heavy
Not real – made up
Heaps of reservations
for blockbusters
Love their favourite
author
Adult fiction = X rated
Mixed bag – depends
on the community
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Achievement/satisfaction
in reading complete
works of an author
Series – like soap operas
Latest releases
Familiarity of authors
Browsing
Not enough copies
Enjoyment
Escape magnet
Social contact
Signage
Call numbers
Another world imagination
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Safe and secure
Not sure
Who writes like?
Where do I find it?
A good book
Frustration
Expectation – will
have titles quickly
Sharing
Choice made on book
covers
Coloured stickers
separate genres
Symbols for each
genre
Surname spine labels
Terminology – how do you describe fiction
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Non-factual works
Novels
Not true stories
Imagination
Chapter books
Stories
Stories they [the
public] want to read
Double-takes
“Oprah”
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Recreational reading
Stories
Great reads
Genres
Literary merit
Creative writing
Alpabetical order
Different formats
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Best sellers
Adult fiction
Made-up stories – new
world
Literary
Classics
Public don’t always
understand our
terminology
Promotion of fiction - ideas
Book talks/clubs
Programs
Displays: ie genres,
target groups,
prizewinners, topical,
themes
 Bookmarks, bags,
other products
 Best sellers
 Paperback
 Staff recommendations
 Newsletter – print and
email
 New titles in
newsletter
 Trivia night
 Genre stickers
 Storytimes
 Author visits
 Internet sites
 Author talks
 Placement of fiction
 Genre shelving
 Advertising
 Page turners
 Word of mouth
 New book cover
display
 Suggestion slips
 Promotes itself if they
know the authors
 Touring titles (no
home branch – tour
around all branches
 Timeliness – eg. Xmas
romances etc.
On an individual basis:
 talking 1 to 1; on
selling, doing spot
searches for patrons
 Showing patrons how
to use Bibliographic
tolls (reader
education)
 Explaining layout of
fiction stock
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Website promotion
On-selling
Recent returns
New books table or
shelf
 Local paper –book
reviews
 Shelf talkers
 Reduced loan period
for popular titles
 Placement
 Book lists
 Face-out displays
 Literary evenings
 Who writes like?
 Who else writes like?
 Bookstands i.e.
festivals, community
events
 “Hot spots” (John
Stanley)
 Books/”good reads”
wrapped in
newspaper/butcher’s
paper (Valentine’s
lucky dip) + heart
shaped chocolates
 Council rate notices
 Book sale trolley
 Paperback stands
 Face out shelving
 Interlinking of
information on website
with events and
catalogue
 Treasures from the
bottom shelf
 Trolleys for recent
returns
 (most popular
perception)
On a branch basis:
Book talks, displays, new
book morning, posters,
Staff picks, Classics, Book
clubs Book lists,
newsletters, book marks
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Email alert for
favourite authors
Borrower of the month
New book days
Movie “time-ins
“Try me” borrower
referrals
Borrowers choice
Staff choice
Staff reviews in local
media
Readers advice
Talking to patrons
Home library services
Distribution outside of
library
Author lists
Book launches signage
Mixed formats
New items list –
catalogue
Patron
recommendations on
the catalogue
Reviews on websites
Library column in local
paper
Summer Reading Club
School visits – to us
to them
top ten reads
2 week loans/ popular
novel strip flag
Talking books – face
out
On a regional basis:
Seminars
Writers on the Road
Promotions budget/staff
Successes and failures
- fiction promotions that have and haven’t worked
SUCCESSES
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“From the bottom shelf” – display of
books patrons may have missed
Great events
Sub-genre list e.g. culinary history
Library Birthday – good borrowing
stats
Trivia twilight – great event
Page turners: staff talking about the
books they like
Sisters in Crime: interesting material,
speakers and display – well publicized
Winter Reading Club book marks and
badges
Summer Reading club for children (1
month)
New book days
Newsletter coupon for free
reservations
Polarizing/controversial language and
topics – hit and miss
Grant applications
Removing bottom shelf
Power display
Multicultural events – linking up with
other larger organisations
Genre topical displays
Needs staff commitment/enthusiasm
Needs staff promotion
Mailing lists
Limited reward for effort put in –
staff /patron book talk
Good signage
Clear labeling
Monthly list of new books – staff
promotion
Do staff read?
Virgin Reads – smell good, clean
Chick fiction
Men behaving badly
Women behaving badly
Bodice rippers – hot lips
Touring titles
Valentines Day /Perfect Partners
Tempting takeaways
Selfserve holds
Face out displays
DIDN’T WORK
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Events that don’t interest public
(good idea to staff)
Bad timing
Poor numbers (people are time poor
and libraries have lots of competition
for peoples attention)
Poetry session (little interest)
Physical things associated with
display
Poetry forum: Speaker dominated
“poet management”
Non descriptive booklists
School cooperation
Unknown authors
Media mistakes
No shows
Too many genres
Empty returns trolleys
Lack of staff awareness
Lack of staff excitement
Lack of staff promotion
Lack of quality / quantity
Target the wrong audience
Writers on the Road – sometime have
low attendances
Assumptions
Budget restrictions
Not able to meet demands
Non attendees
Film/TV tie-ins display (adult)
Last chance before withdrawal
display
Charity fundraising days
Youth week – aimed at teenagers
Evening book talk
Elements/weather – people book in
but due to circumstances don’t turn
up
Parking constraints
Street promotion – difficult
Chinese collection with speaker –
poor turn out
Technology biting back at a
presentation
Some things work in one branch but
won’t in another
SUCCESSES (cont)
 Position of display
 Quality control
 Marketing plan
 All staff ownership
 “Books are magic”
 “words take flight” (junior – young
adult)
 having a promotional
department/coordinator
 talk on suggested holiday reading etc
– what to buy for Christmas etc
 new books morning teas
 Adult book group
 “Made in Moreland” Collection
 Mannequins – topical dresses (Xmas)
 Rock concert in library
 Cancer Gouncil biggest morning tea
 Annual events – positive, increases
loyalty etc
 Face out shelving really works
DIDN’T WORK
 Promotion of local poet but no books
borrowed
NON FICTION
What is non- fiction to library staff the public and how do they describe it?
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Information books
Factual books
Dewey numbers
Reference information
Lifelong learning
Perfect ordering
Books on …
Lots of difficult
shelving
Fulfills a current need
Constant self reading
to keep in order
Don’t understand
dewey
Dewey hasn’t kept up
More stolen or
damaged than fiction
Long overdue
problems
Lends itself to them
based displays
Though provoking
queries: thin laterally
School projects
Hidden gems
Public don’t
understand Dewey
Answers to home work
questions
Self directed learning
May require assistance
to use
Dewey can be a barrier
– no logic in the eyes
of user
Reference information
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Faction
Technology may help
us
Bookshops do it
differently
Variety of format
Public think libraries
are books
Project books
Topics real topics
Not made up stuff
When they can’t find it
on the Internet
Catergorising by topic
Stock meeting needs
of borrowers –
integrated collection
Variety of formats
Current interesting
topics
Access to expensive
books
Filling gaps in the
collection
Dewey system hasn’t
kept up with explosion
of knowledge in some
areas
Grouping by format
not by content
Need help to use the
collection
Life enhancing books
Folios – coffee table
books
Travel guides
Occasional browsing –
but often in response
to a current
need/situation e.g.
new dog!, car manual
True or fact books
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Dewey had gone too
far in public libraries
[numbers too long for
public to understand]
In England libraries
have an increase in
loans with change to
categories for
arranging non fiction
collections
Arrangement by
subject areas then by
author
Good reference
interview is very
important
Confusing to the public
– “I can’t find
anything!”
How to do
Biographies
Education
Entertainment
Access to expensive
books
NF + REF, AV etc
selected and shelved
separately
Adult and JNF
integrated or not?
Bookshops arrange NF
differently
Technology driving
distribution/ location
(not reliant on Dewey)
reference books
Promotion of non-fiction - ideas
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Displays
Tie in with events
Tie in with TV/movies
– using all formats
Themed displays e.g.
soft furnishings
New nonfiction
displays
Staff selections
Booklists/pathfinders
Talking to special
interest groups
Gulliver databases
promoted to schools
Topical book talks e.g.
feung shui, cookery,
experts with displays
of books
New books on face out
display
Topical biographies
e.g. personal
finance/get rich!
Shelf end displays
Monthly themes
including props
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Treasures from the
bottom shelf
Speaker – always have
a table of books
Including nonfiction in
media articles
Garden displays
Shelf talkers
Making it easier to
use- Signs to stand out
or on the shelves i.e.
empty video cases
with Dewey nos. on
the spine and key
subject areas listed on
the cover
Topic displays in hot
spots eg dinosaurs
Celebrity selection
Homework club (yrs 710)
Factual displays for
kids on popular topics
featuring non-fiction
Including information
into newsletters
 Getting information
about non-fiction to
small businesses
 Subject bookmarks
 Junior non fiction
displays near the
junior fiction
External promotions at :
 Gym
 Doctors
 Health service
 Talking to groups
externally
 Real estate
 Supermarkets
 Café
 School newsletters
 Councils
 Back of toilet door
 Additional signage to
breakdown Dewey
categories
 “on our selection”
 searchable new listings
on catalogue
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Successes and failures
- non-fiction promotions that have and haven’t worked
SUCCESSES
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Liaising with Garden World – with
great display in library including
cuttings
Grand prix motorbike display at local
festival
Events tied in with current topics –
free antique evaluation
Evaluation of antiques
Local businesses
Trivia quiz for children
Treasurers from the bottom shelf
New book stand (position important)
Collaborative work with council
gallery - booklist
Community health centre –
collaborative booklist on domestic
violence – the centre paid $500
towards production of the list
Lonely Planet speaker – with display
of latest travel guide books
“March into a good book” a
promotion held in March - shoes
displayed all over the library –
including ballet, bushwalking boots
people like hands on displays – hair
and beauty
Relationship with Landline on water
display – touring all libraries in the
region
Damaged books display
Use of props rather than written
signs - bale of hay, sporting
equipment
Link in with : hardware stores;
nursery/gardening suppliers; travel
agents; art suppliers; etc
Integration of Junior Fiction and nonfiction
Merchandising of books – attractive
displays point-of-sale displays
Promote staff as experts
Actively employ staff who have a
knowledge and love of books and
reading
DIDN’T WORK
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Props stolen – including precious
items
Speaker on wine appreciation turned
up inebriated
Communication break down – the
wrong event promoted in the local
paper
Not enough project materials for
needs
Display needs to be right for the
event
Staff commitment and enthusiasm to
promote
Timing
Budget constraints
Breast cancer awareness
Moving flying foxes talk – 1 person
attended (bad promotion?)
Displays too good to touch
Failure to display
SUCCESSES (cont)
 Create database of staff special
interests/hobbies etc – such as
handcrafts to promote thematic areas
 Craft groups meeting in the library
 Rearrange collection: space is a
problem
 Link non-fiction + fiction in displays,
music etc – multifaceted
 Displays at author talks
 Gulliver bookmarks about how to
access it /postcards
 Fairy display tied in with junior
fantasy/fairy tales
 Les Murray Event (wine & cheese,
radio)
 Coffee promo with Lavazza (held in
the evening)
 Georgina Whitehead book launch
(joined with publisher & historical
group)
 Jesse Martin event
 Fawkner Cemetery Walk
 Up to date information essential
 NF display next to circulation desk –
themed
 Resource list on domestic violence
with Comm. Health Centre –
sponsored
 Packaging
 Targeted promotion high school
students – esp Gulliver
 Video nights, theme nights
 Tieing in with community groups,
businesses
 Travel writing workshop
 Kokoda trail talk
 Making changes in relationships
 Schools setting up display of what
they have made then linking in a
book display
 kids came in to see their own work
 renovations display
 using a shopfront in a shopping
centre – shelves library information,
books erc
 march into a good book in March
Why do you promote
 To attract new members
 To increase loans / circulation
 Let the public know we have something for everyone
 Assisting development
 Make patrons aware of different stock
 Community service: education interest etc.
 To raise profile of library
 Raise awareness of subject areas and library services
 Libraries for information
 Broaden people’s view of libraries
 Life long learning
 Fulfilling a wider cultural brief
 Create an interesting space
 Friendly vibrant places
 Changing not static or boring
 Encourage reader development
 Connect with your community
 Give a positive image “that you enjoy your job”
 Bring liveliness, energy to non-fiction
 Fun for staff, creativity
 Improves the look of library
 Job satisfaction and security
How do you evaluate your promotion?
 Statistics
 Loan on display cards – then see how many left on the card at the end of a
week
 Number of people who attend events
 Number of loans
 Can assess movement within range of numbers
 Desk diaries to record public’s anecdotal comments
 Tracking booking sheet statistics
 Evaluation form for specific events
 Online comments
 Personal feedback
 Need to restock displays
 Feedback from teachers following school visits
 Talking to attendees and tracking stats for the week, return patronage
 Difficult to define success for more esoteric goals, therefore very difficult to
measure
 Empty shelves
 Surveys
 New borrowers
 Exit
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Feedback forms
Return patronage
Observation