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.