Week 15 Prompt - Promoting the Fiction Collection

Libraries aren’t unique beasts when you think about marketing and promotion – in order to get community members to utilize what the library has to offer, you have to reach and interest the people who are in the library (library users) as well as interest and reach those who are not (non-users). Like any other good marketing team, the library must find ways to continually provide users with fresh ideas and innovative opportunities using library materials and programs, and must also find a way to hook non-users with something that is valuable to them, so that they transition to becoming users.

When thinking about appealing to users and transitioning non-users, fiction book collections are a safe place to start. Most everyone has had a favorite book at some point in their life – many just need a simple push to discover another one! However, walking into a library and selecting a new reading choice can be intimidating for even the most seasoned reader, so the library staff has a responsibility to help facilitate those choices.

The following ideas may help promote fiction collections in public libraries:

Displays

Displays are a somewhat obvious choice, but they are such a strategic marketing tool that they cannot be overlooked. Displays are so versatile and the options are endless, and libraries can utilize them to highlight a part of the collection.

Of course, it is always attractive to provide a display/reading list or guide for a certain topic – whether it is timely and relevant, or popular. For example, the library in which I work has recently had fiction displays devoted to “Go to a New Place in a Book” – fiction books that feature unique landscapes or travel, as well as “Mr. Right or Mr. Right Now?” – fiction books that feature romantic tangles! Staff may also look to resources like Pinterest or Chase’s Calendar of Events to find inspiration for themed displays.

Patrons also appreciate displays focused on a certain genre. Like many of the discussions last week 

pointed out, highlighting a certain genre can draw readers to it, and make it more visible for those who appreciate it. Often, the library in which I work will find some sort of cultural event (like the recent Game of Thrones premier) and will create a display of other fantasy works that may have similar appeal elements. We did the same with a display titled “Liked Gone Girl”? for suspense novels.

Additionally, it is always a good idea to highlight an author in the fiction collection – especially if they have a new anticipated book coming out or something notable is in the news. Recently, we featured Terry Pratchett’s works, and have honed in on popular authors like Nora Roberts and Debbie Macomber. It is important that the library focus on not just the authors who are popular and mainstream, but those who represent less-read genres and titles so that readers can have exposure the full collection.

Staff and Patron Picks

The Hamilton East Public Library announced a new brand last week and with that came a new website design. One part of it that staff and patrons are very excited about is the addition of staff and patron picks. On a rotating basis, staff members are reviewing fiction books of their choosing and those reviews will be available on the website for patrons to read. They are, of course, synced with social media on other accounts so there are more opportunities to discover them.

Likewise, we have a new part of the website that allows for patrons to submit very short reviews of books they have or have not liked. It’s an opportunity for patrons to be engaged in the library community and share their perspective.

Of course, there are some great display opportunities that come from both of these types of review sources! Additionally, staff is advocating for a library Goodreads page as well – we will see if that occurs! Having a Goodreads account for the library would allow the reviews and recommendations to be enhanced by a larger online reading community.

Mini-Libraries

One great way that our library is thinking about better marketing the fiction collection (and the library as a whole) is by setting up mini-libraries around town. Our library has an outreach relationship with local apartment complexes and on a monthly basis, we bring brochures and flyers that the apartments include in their “welcome packets” for new residents. In addition to that, some apartment complexes have allowed us to set up a “mini library” in their clubhouses where books that are popular but have been withdrawn (usually, because we have purchased multiple copies of which some must be weeded when the initial demand is gone) are displayed for residents to read. Accompanying these books is the below sign which encourages residents to come to the library and check out everything else we have to offer!

While we cannot place these all over the community, and we have had to deal with some logistical issues as well as issues of perception (why are these books not in the library?) we have had success with people being encouraged to come see the rest of the collection.

Evaluating Space and Collections

While it’s not as obvious as some of the other suggestions on the list, it is important that libraries weed their collections and maintain them so that the most updated and attractive collection is available to patrons. Weeding allows for tired copies to be retired, which refreshes the collection; it also allows for materials to placed on the shelves in more accessible places (i.e. not on the bottom shelf). Additionally, if collections are weeded and maintained, it also provides space to place books “face out” on the shelves. When highlighting a particularly popular book or author, placing it face out allows the browsing patron to stumble upon it more easily and be more attractive than a spine that may be lost.

Interspersed reading guides

Libraries often have great reading guides such as brochures and bookmarks that will highlight a certain genre, author or subject. However libraries need to take it one step further and make those accessible on the shelf where readers will see them! It’s easier to do this in non-fiction but has the potential to be very successful in fiction. Libraries can place lists of authors’ books on the shelf, so patrons can see a full series line-up or popular titles; likewise, suggestions of read-alikes can be placed on the shelf by popular titles that may be checked out.

Additionally, if a library wants to encourage non-fiction readers to explore fiction, they may consider placing suggestions for fiction books by non-fiction titles on the shelf. For example, if someone is interested in reading In the Heart of the Sea by Nathaniel Philbrick, they may be interested in Moby Dick, Life of Pi, or The Swiss Family Robinson. Simple signage or guides on the shelf may help readers find things in the fiction collection they wouldn’t have otherwise found!

There really are an unlimited number of ways that a fiction collection can be promoted. Most importantly, a library needs to understand what the community responds to so that they can continue to feature items in a way that the community will seek them. Once they figure that out – the sky is the limit!