Marie Kennedy – “An intentional conversation: Electronic resources and your library patrons” – notes

Marie Kennedy’s invited paper session covered library marketing, which is a topic that I was delighted to see covered.  She focused primarily on the first part of the ‘marketing cycle’, which is to hone in on and learn more about your target market before undergoing a marketing plan, in order to find out more about them – how to reach them, and what messages will make the most impact.  Read on for more detailed notes:

  • “Marketing: you keep using that word. I do not think it means what you think it means.”

    • thinking about marketing like an intentional conversation that you are having with your audience of users

  • Presentation based on a book just written

  • The marketing cycle – iterative process

  • Knowing your market – premarketing

  • Know your patron : informal communication

    • Whiteboard conversation with patrons – outreach librarian

    • “milk and cookies”

    • great example for how to build community and meet needs

  • Know your patron : case study / usability study; survey; participant observation; cohort study; focus group

  • one way she was able to collect hard data – ‘collaborative marketing study’ with lots of campuses across US

    • strategy sending out to library staff – send 1 email – basic tutorial about one e-resource, then 2nd email – more advanced tutorial or tips and tricks

    • then follow up survey

    • “did your confidence in the use of the eresource change as a result of viewing this tutorial?” no change in confidence ←> significant change in confidence

  • another way she collected data about a user group – student employee project

    • evaluating a ‘cultural domain’ → determining items in the domain – “free lists”

    • “think of all of the things that people on LMU campus do when they use library services. off the top of your head list all of the ways that people on LMU campus use the library” → exploratory question

    • software – visual anthro pack

    • sample 21 student workers – mostly novice, freshman or sophomores

    • then creating pile sorts – top 55 of responses plus some relating to eresources

    • cluster analysis – (venn diagram)

      • social and enjoyment related activities

      • borrow things and get help

      • research – 🙁 eresources are not highly salient in cultural domain of student workers 🙁

  • the single question asked in this study yielded a huge batch of possible directions and approaches to marketing

  • marie.kennedy AT lmu DOT edu

Question – really happy that this topic came up – done a lot of marketing — how would you approach evaluating effectiveness of marketing on the other end – looking at use stats or a little more qualitatively?

  • “we are awful at this” – librarians haven’t really made a plan about whether to see if our eresource marketing has been effective