Ben Bizzle
The Keynote Speaker for CLA.
He also spoke at ALA Midwinter last January and I couldn’t
help but compare the two
presentations. Midwinter’s had more content-info and
examples-the better of the two, CLA’s…still good info, but was trying too hard to be funny.
Anyway, here’s the link to Lessa’s write up for the
Midwinter presentation:
Highly recommend you revisit this blog post.
and his website:
great info here, too!
He also presented at Internet
Librarian. BTW, you can borrow his book from Adam.
“Advertising isn’t
about making you agree,
it’s about making you
never forget what you just saw”
About Adverstising
A library’s 2 biggest challenges to success
1-public’s lack of awareness about what we do, offer, etc.
2- barriers to entry
Two things we CAN control: our website and advertising!
Library’s website: Patrons are judging us by our website.
-
Must be responsive to different platforms
-
Lots and lots of other things he could have
mentioned-but his main focus was the next point...
Advertising:
-
It may seen expensive BUT it Builds value into
the services we provide.
Better to spend $50 on advertising for
a program/service than $500 on a program no one attends or a service no one
uses.
o
Example of good advertising: putting up posters
for a knitting program at a yarn store. Patrons have a need/want (to learn to knit) + we are the supplier (library’s knitting
classes) what’s missing is the conduit
to connect these two = Advertising!!
o
The community MUST be aware of what the library
is doing
-
Crowdsource Creativity- create a team of staff
that meet regularly to work on advertising ideas.
-
Take risks: The point is to make people look!
BUT Know the line-and don’t cross it
-
Put things where people do not expect them ie. som
e-cards on a billboard
-
Advertising should be pretty and make the world
more beautiful- Artistic!
-
You need to be inspired! Always be open to
inspiration no matter where you are. Remember that when you leave the library,
you’re walking into your community, the people you serve and your audience- look
around!
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