Developing Marketing Messages that Work

by Susan G. Akers, Copyright 2008

If you want to increase your library's visitor count, serve more people and heighten awareness of the value of the library, then reading this article will be worthwhile. I will illustrate how to apply a marketing formula which is successfully employed by businesses and non-profit organizations. The acronym, AIDA, used in many marketing campaigns, stands for:

A awareness (build it)
I interest (raise it)
D desire (provoke it)
A action (create a “call to action” for the customer).

In developing marketing messages, it is important to create excitement or to build a buzz, to generate new or renewed interest from your constituent groups, and to provoke a desire in your customers to take action. Once they understand the benefit of your organization's services or resources, they will envision using that service or resource and take action.

Companies who sell products and services know what sets their particular product or service apart from the competition. Called differentiation, this usually comes in the form of better service, higher quality or a better price or location (or it could be a blend of these). Libraries can apply differentiation to marketing strategies by taking the time to self-analyze and by involving staff and others to determine the organization’s strengths and building on them. To begin a marketing plan, take a close look at what sets your library apart? How is the library perceived by visitors and non-visitors? Who is your competition? A SWOT analysis will help determine the answers to important questions as you begin developing a marketing plan.

Retaining your core image (quality staff, user-friendly environment, great equipment and resources) can be promoted to all groups, but narrowing a specific message about a service toward a specific subset of customers allows you differentiate your message. This will result in improved penetration to your target audience and will produce, over time, a higher number of visitors.

Remember to include your URL on promotional items because library services are accessible outside the bricks and mortar, and the library's website is a powerful marketing tool.

Marketing Your Library, Connecting with Customers
· Market your library’s strengths and uniqueness
· Identify the library’s core values and build on them
· Use both traditional print methods (bulletin board, brochures, newsletters, posters) to advertise the library’s services in addition to electronic means
· Use testimonials in promotions
· Solicit feedback on your library’s Web site via surveys or comments and acknowledge them upon receipt
· Create an online newsletter available from your library’s home page
· Review headings on your library’s Web site to make sure content is "packaged" logically and easily navigable
· Get library staff out of the building, talking to the community and putting a personal ‘face’ on the library
· Emphasize your library’s service to the community
· Constantly look for ways to partner with others on projects, events
· Invite groups to use the library’s lobby for outreach efforts
· Create fun, easy-to-read print material using the library's logo, URL and/or tagline
· Purchase inexpensive promotional items with the URL printed on them (pens, magnets, etc.)
· Refresh and enliven the library's physical space. Is it clean and inviting? This extends to the parking lot.
· Create inviting seating arrangements for people to relax, study, stay longer
· Create interesting exhibits and displays
· Develop 30-second public service announcements to promote services. Post them on the Web site or use on local cable TV
· Find ways to engage visitors; make them feel welcome during each visit