Promoting Books
Think outside the box
Presented by Carolynn MuciMarketing/PR
Mount Prospect Public Library6/28/11
Human beings love a good
story!
The book is alive and well
• 2010 – 3.6% increase in book sales over 2009.*
• E-book sales grew 164.4% in 2010.*
• In April 2011, adult hardcover and adult paperback books still ranked #1 and #2 in revenue. E-books ranked #3, showing 157.5 % gain.+
*Association of American Publishers, 2/16/11+Association of American Publishers, 6/23/11
The book is alive and well
• Year to date book sales down slightly 2.35% (Jan – April 2011).+
• Library usage up – 7% increase in circulation at MPPL, May 2011 over May 2010.
+Association of American Publishers, 6/23/11
How can we connect with more readers?• Wanted to reach a younger
demographic.
• Some people are still carrying around the old perceptions of a library.
• We can either change their perception of the library by bringing them inside or we can go to them.
Strategy
• Explore new ways and locations to interact with patrons.
Tactics
• Determine locations where this younger demographic is spending time.
• Design a program that meets their interests.
• Create a mutually beneficial partnership with a business.
Book Chat @ Caribou
• Started in 2006.
• Titles available in paperback to reduce cost.
• Limited copies of books available at the library, some participants choose to purchase (new/used), some get copies from other libraries, and Kindle.
Book Chat @ Caribou
• Led by Readers’ Advisor.– Critical role served by the library.
• Book lists generated by staff, group votes on final selections.– Gives a sense of ownership to the
group members.
• Titles skew a bit more adventurous, not traditional “popular” titles.– Unique, not a repackaging of an
existing option.
Key component
• Sit down with partner business to define objectives and parameters.
• Identify key responsibilities for each party.
• Clearly delineate expectations.
• Meet regularly to make sure each is getting what they need from the arrangement.
Why Caribou?• For us:
– Already attracting the demographic we are trying to reach.
– Cooperative management.
– Proximity and space available.
Why Caribou?• For Caribou:
– Business wanted to establish a relationship with the community, to promote the hometown feel.
– Marketing opportunity to draw new customers and further establish relationship with existing customers.
Promotional Activity
• In-house flyers.
• Word-of-mouth.
• Newsletter.
• Newspaper.
• Promotion at venue (flyers, sometimes announce on sandwich board.)
• Passersby.
Outcomes
• Least homogenized of our 4 discussion groups.– Teens– Couples– Younger– More balanced male to female
• Many not regular patrons.– Some have come to the library,
others just enjoy this aspect of what the library has to offer.
– Some live outside our service area.
Outcomes
• Not much crossover with our other discussion groups.
• Attracted by the titles.
• Draws customers from Caribou.
• Participants have created their own community:– Independently organize art or
movie excursions.– Individuals have established
personal relationships.– Taken ownership, help setup tables.
Outcomes
• Now self-sustaining
– We have stopped most promotional activity to keep size manageable.
Benefits
• Changed the perception of library, not the old “Hollywood” perpetuated image.
• Heightened awareness of Readers’ Advisory.
• Opportunity to promote other resources (but not heavy handedly.)
Benefits
• Established a relationship with residents we would not have reached otherwise.
People do not have to come inside the library to benefit from it. The key is that we meet a need in their lives. The Readers’ Advisor leading this group is serving as our ambassador.
Challenges
• Staffing.
• Copies of the book.
• Management support.
• Lack of complete control:
– Open to drop ins, some of whom have not read the book.
– Noise/Space.
Challenges
• Working with a third party and maintaining an equally beneficial partnership. Communication is key!
Expand on the idea• Youth Storytimes at:
– Capannari’s
– Caribou
– Farmers’ Market
– Borders
– Tony Sacco’s (coming in September to Randhurst)
– Mariano’s (AHML)
Expand on the idea• Book Talks
– PTA
– Rotary
– Chamber
– Private Book Club (in fall)
Meet our patrons where they are,
rather than where we are.
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