Guerrilla Marketing Your Library

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Guerrilla Marketing _at_ Your Library

• New Hampshire Libraries Conference
• May 14, 2004
• Janet Angus, Director
• Merrimack Public Library
• Merrimack, New Hampshire
• jangus_at_merrimack.lib.nh.us

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Promoting Special Programs

• Press Releases
• Flyers
• Bookmarks, Handouts, Evaluations
• Reader Board Signs
• Other Advertising
• Or any and all of your services

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Press Releases

• Contact local papers
• Find out their deadlines
• Compose appropriate press releases
• Who, What, Where, and When should appear in first
  sentence
• KISS Keep it Short and Simple
• Send releases via email
• Most papers dont want attachments
• Create a reusable template

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Creating Original Flyers

• Flyers should be brief and informative
• Use color and graphics sparingly
• Print on plain paper or card stock
• Tabloid size (11x17) for in house promotion on an
  easel in plain sight

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Creating Original Flyers

• Create flyer template
• Readers of flyers look at them in a Z pattern
• Put information about library in same place on
  all flyers in the same place
• Library
• Address
• Phone
• Web Site

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Creating Original Flyers

• Helpful tools
• Publishing software
• Microsoft Publisher
• Workshop or class
• SkillPath Seminar How to Design
  Attention-Grabbing Brochures, Catalogs, Ads,
  Newsletters, and Reports www.skillpath.com

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Creating Original Flyers

• More Helpful tools
• Color Printer
• HP Laser 1500L
• HP Deskjet 1120C for 11x17 sheets
• Digital Camera
• Canon Power Shot G2 with 4.0 mega pixels
• Photo editing software
• Paint Shop Pro7

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Coffeehouse Flyer
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Revised Flyer
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Movie Flyer
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Revised Flyer
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Posting Flyers

• Find places in town where bulletin boards are
  available
• Even if this doesnt increase attendance, people
  will see them and know that programs are
  happening at the library
• Post lots of signs around building including the
  tabloid size one nearer to the event
• Send to nearby libraries to post

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Bookmarks

• Have copies available at circulation desk and
  reference desk
• Library info on Reverse of Bookmarks

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Upcoming Events Handout

• Group no more than five programs of similar
  interest
• Good for handing out at programs and for people
  to pick up at circ or ref desks

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Evaluations

• Solicit feedback from each program

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Reader Board Signs

• Change at least once a week, preferably twice a
  week
• Wooden sandwich board signs work, too
• If you dont own one, see if others will post
  your special events
• Police station and other government agencies as
  well as businesses

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Reader Board Sign
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Other Advertising

• Media outlets
• Cable TV scroll
• Channel 9 Community Calendar
• NHPR calendar
• Other local radio stations
• Try your schools for selected events
• Speak at meetings of local clubs when asked or
  volunteer to speak

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After the Program

• Publicity after the program is also good exposure
• A summing up press release with well-posed photo
  is good
• Susan B. Anthony after her recent appearance

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Thanks to my Administrative Assistant, Joanne
Marston, who makes this all happen at the
Merrimack Public Library!