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Buzz Marketing Grant Project Background

Why do libraries need word-of-mouth marketing?

A 2005 survey conducted by the Illinois Library System Director’s Organization (ILSDO) asked librarians to identify the trend that kept them up at night. The majority of respondents wanted help in demonstrating their value to the general public. The 2005 OCLC study “Perceptions of Libraries and Information Resources” complemented the findings of the ILSDO survey. The study reveals that the majority of the general public does not know about all the resources libraries offer. A startling conclusion states, “Overall, not knowing the [library] website exists is the main reason respondents do not use the library website.”

This information, as well as the personal experiences of library staff, reinforces the fact that libraries are not creating enough meaningful "buzz" about their programs and services. The corporate world is full of success stories attributed to word-of-mouth marketing (WOMM). Research has shown that first and foremost, people are influenced by information from known or trusted individuals over other types of traditional advertising.

This LSTA grant was created with the following anticipated outcomes:

• Library staff will be more familiar with buzz marketing techniques.
  
• Library staff will generate ideas for using these techniques with the general public.
  
• Library staff will plan and implement a specific buzz marketing activity.
  
• Library customers will have a greater realization of library services and resources.

Funding for this grant was provided by the Illinois State Library, a Division of the Office of Secretary of State, using federal LSTA funding.

Grant Activities/Methods

The grant, which was conducted as a partnership of the DuPage Library System (DLS) and the North Suburban Library System (NSLS), provided training, planning support, and informational resources for libraries of all types. Full grant participation included 35 libraries (13 from DLS; 22 from NSLS). The breakout by library type: academic – 3; public – 29; school – 2; special – 1.

Peggy Barber and Linda Wallace of Library Communication Strategies (LCS) were hired as consultants to lead the training sessions and provide individualized guidance for libraries for project development.

Two library programs were presented in January 2007. The first was a WOMM basics session led by LCS. It was open to all libraries regardless of further participation in the grant.

January – March

Each participating library developed a WOMM project plan. LCS reviewed all plans and worked with libraries via e-mail, phone, and in-person visits on development of their project. Grant participants, System staff, and LCS began to share information on the Buzz Grant Community of Practice (online forum). Each library and system received one copy of three marketing books purchased for the grant.

April – June

Each library implemented their project and completed consultation sessions with LCS. A number of libraries had LCS present special programs on WOMM to staff and boards to help them understand the concept and enhance their skills.

June

Two wrap-up sessions were held for participating libraries to share details of their projects.

August

Participating libraries submitted a written summary of their project based on a template provided by the Systems. These were submitted electronically, and many included electronic files of marketing materials created to support the library project. All reports and marketing samples are posted on this website.

September

A Buzz Expo, consisting of presentations and exhibits from a number of participating libraries, was presented on September 7, 2007.

Project Outcomes

Over and over libraries commented that staff education turned out to be the key component in turning out a successful project, and in a number of cases this was the project. Most of the libraries focused on staff training that involved both a greater understanding of the need for marketing and education on library services. Libraries learned the power of inclusion. When supplied with technical training, talking points, and a greater understanding of the impact of positive human interaction to the “bottom line,” staff had surprising success with WOMM marketing.

Libraries became educated on the need for all staff to be part of the marketing effort, and really began to embrace it. One library told how their most introverted staff member surprisingly turned out to be a super library salesperson. This person was able to do so with good training and a thorough understanding of the WOM marketing plan prepared by the library. Libraries also became aware and accepting of the lesson that success will only come if they start with a good plan, and then follow it.

Spurred on by their success, many libraries have commented that they will continue to use WOMM for new efforts, or to continue ones started with the grant. Many had found success that had long eluded them, and they exhibited great relief and enthusiasm for finally “cracking that nut.”

For more information on the grant project, contact project coordinators, Judy Hoffman, Renee Anderson, or Denise Zielinski.