or, The Hitchhiker’s Guide to Fear and Loathing at a Public Library Reference Desk

Example of Direct Advertising

   January 26th, 2010 Brian Herzog

Guerilla Marketing book coverA patron asked for help finding books on Taoism, so we walked over to the Religion section. As we were flipping through the index of books in the 294's and 299.514, I noticed something odd - many of the books we picked up all had bookmarks in them.

It's not uncommon for people to leave bookmarks in library books. But in this case, all of the bookmarks were identical - they were all business cards for a local yoga studio. Interesting. After I finished helping the patron, I went to the 613.7's, and sure enough - all our yoga how-to books also had these business cards tucked in them.

I dislike businesses targeting patrons, and in fact it's against our library policies, but I did think this approach was clever (although I shudder to think whose business card would end up in the 613.96's).

It also reminded me of a library tactic I fail to use effectively: put promotional bookmarks in books. It's a great way to drive traffic to your subscription databases, online subject guides, special programs, or general announcements, but it's also tough to maintain.

But too, this book-based advertising could be used as a fundraiser for libraries. Local business could donate money to purchase books on a certain topic, and in exchange they'd get a label on the book saying it was donated by them. Libraries would be able to expand collections, and perhaps also charge these businesses a fee on top of that.

This last idea is of course a terrible one. But the one before that is legitimate, really. And for another interesting library/business idea, check out Brett's idea for "Amazon Libraries."

Tags: , , , , , , , , ,

Library as Selling Point

   March 10th, 2009 Brian Herzog

new england real estate teamI use a couple Google Alerts to try to keep on top of websites that mentioned the Chelmsford Library or just Chelmsford, MA in general.

I set these up in the hopes of connecting to people in the community, or people talking about Chelmsford. I thought if someone mentioned the town, a local event, or the library on their blog or website, I might be able to comment and contribute on behalf of the library (but it's also an interesting way to find out what's happening in town - example).

A recent alert led me to the website of the New England Real Estate Team where I saw, big as day right on the top of their website, a photo of the library. I was kind of surprised at first, but then I was happy that a realtor is using the library as a selling point for the town. It certainly is, and it's also a nice looking building.

I think this is great, and I wonder if it would be worth it to encourage other local businesses to use the library's image to promote their services or Chelmsford. It certainly wouldn't make sense for every business, but it's nice to know that at least one feels we're worth showing off.

Now they just need to link to our website, in addition to the local schools.

Tags: , , , , , , , , , , , ,