Tips from a Librarian Turned Ad Man!

Presenter: Trey Gordner, Koios

Advertise – goals to inform, convince, prepare. What is keeping patrons from using the library? They may believe there is a limited selection (whether true or not) or not know what’s available

What is advertising? The action of calling something to the attention of the public, especially (but not exclusively) by paid announcements

Purpose of advertising: present information, increase demand, differentiate a product (prove that you’re better than other available options)

First comes marketing – define message, audience. What are you trying to say? Who are you trying to reach? What makes visiting the library different than bookstore, Amazon.com? (The library has personal advice from experts.)  Define your audience – e.g. adults who are also hobby gardeners, teens who like Anime, etc.

Then comes advertising – location (where will you find people, physical & digital), medium

Constraints: tact, size (big enough audience for program?), proximity, cost

Outcomes: awareness, knowledge, liking, preference, conviction, purchase, loyalty

Set goals: attendance, web traffic, checkouts? Number or percentage
Measure what you’re trying to accomplish. Control for other factors.

Get creative: best ads come from personal experience, as jokes. Avoid creating ads by committee. Crowdsource (patrons who have accomplished something through library), create value, find your talent

Advertising in sum:
1. Pick message, audience
2. Brainstorm best ways to reach them
3. Establish goals and ways to measure
4. Get creative
5. Launch
6. Assess