Space-age library marketing: An interview with Julia Cooper

Marketing consultant Julia Cooper contacted me a while ago about an article she wrote for Marketing Library Services called "How to Evaluate Your Library's Physical Environment." In her article, Julia outlines 5 broad areas librarians should address in managing their spaces: the big picture, the outdoors, the public services landscape, the target market landscapes, and the internal customer landscape. Space management is critical in marketing services because spaces are one of the few tangible indicators patrons have of the service quality they should expect from you. For this reason, I was happy to link to Julia's article, but I was even happier that she agreed to an e-mail interview so that I could ask her some follow-up questions. Here is our exchange:

Jill: From a marketing standpoint, what role does space play in service transactions?

Julia: Marketing is all about tapping into and meeting customer's needs, so SPACE is one method by which service is delivered. Designing different spaces is a form of communication to the user. Thus, by conducting space planning, a marketer can help direct service. For example, by laying out the parking lot with a round-about at the entrance--the implicit communique is "this is where you stop and drop off or pick up passengers." The service is implied and intuitive. The easier it is to tell [customers] what to do in the space the better the service experience! Putting barriers, such as service desks and displays in the pathway of foot traffic is important too.

Jill: What is the most common mistake librarians make in designing their spaces and how do you recommend overcoming it?

Julia: Well, in general, I would recommend that librarians take a more strategic and active approach in designing spaces for their patrons, rather than depending on other professionals to lead the design process. Architects or salespeople, for example, have their own professional goals and motivations (such as winning design awards/sales quotas). I recommend employing consultants or other 3rd parties to gather information from the end-users, including both internal and external customers, and using library day-to-day operations on the front lines to direct design strategy and implementation.

Jill: I believe that understanding your patrons' basic demographic characteristics (age, gender, etc.) can give you some insights into how to manage your spaces, but demographics alone only scratch the surface and rarely result in compelling or innovative strategies. That's why I was particularly interested in the fact that your article addressed patrons' lifestyles. You ask, for example, "If there is a large population of young parents, should you add a stroller parking pad? Is everyone a pet owner, but you have no pet-friendly space?" Have you seen any examples of how libraries or other businesses have done an exceptional job of addressing lifestyle with their spaces?

Julia: Jill, this is a great follow-up question to my point in Question 2. Whether one is considering an addition, using space already available, or starting from scratch, focus on the customer's needs and activities, that come together to create their lifestyle. (That is why doing marketing research is so important.) There are lots of examples in the corporate world, such as providing workout facilities with windows overlooking busy avenues/nature or walking paths around the grounds for employees. Employees are customers too and by focusing on healthy lifestyle choices, workers are more productive.

In general, people with similar belief systems congregate at work, but especially where they live. That means that lifestyle activities can be supported by the community library as well. We have always excelled at focusing on the children's area of the library, for example having solitary reading nooks, a giant plastic whale to climb, castle doors opening to a collection, beanstalks with reference to fables, etc. that lead to a fairy tale land of make-believe. We can be just as creative with other spaces too!

Jill: Those of us working in the same setting day-to-day might have a difficult time viewing our spaces with fresh eyes. In addition to evaluating the items you mention in your article, what approaches do you suggest for keeping a fresh perspective so that we can identify new opportunities to make our spaces more user-friendly?

Julia: First, one has to be receptive to taking a fresh look or to ask someone else for feedback. It really starts by the vision of the leaders in the library and if the physical environment of the library is considered to be part of the service mix or not. Also the atmosphere is important in staying responsive to customer needs, rather than the attitude of "that is how is always has been." To keep a fresh perspective, though, it starts by thinking that 1) not everything is set in stone, furniture can move, shelves can move, books can move, etc.2) you can make small changes in baby steps and see a difference 3) if you witness certain behavior patterns, observe & record it over a specific amount of time and then act--for example, if everyone cuts through the grass to reach your front door, then add a sidewalk there or brick path and 4) when in doubt, ASK the customer--not just one, but a sample. Finally, doing nothing is an option--but what is important is that you don't get complacent and don't stop looking for better ways to help people.

Jill: Could you talk more about the concepts of style and atmosphere and why they're so important in managing spaces effectively?

Julia: I could write a book on this topic--and maybe I will one day! Basically, style can be produced by manipulating principles and elements of design to create a balanced look and evoke feelings at its core. Atmosphere is more encompassing by adding the "personality"--through people, ambiance, all the senses in the setting. For example, Barnes & Noble Booksellers design a store with an alcove that can be used as seating for reading with coffee tables (to set your Starbucks, of course) and large windows for natural lighting. This area, too, can be converted to an author-signing space, a guest lecturer, a poetry night, a book club meeting, a guitarist solo on a stool, etc. The multi-functionality of the space presents a venue for adding to the bookstore atmosphere and acts as a destination place within the store itself. Thus, in this example, creating a certain atmosphere can bring about goodwill and brand loyalty in addition to repeat visits and sales. Likewise, the library can add more value to the patron experience by de-cluttering spaces to make them more visually appealing and approachable or add photos of historical sites in the community to create the sense of stability.

Jill: Is there anything else you'd like to say about the relationship between library spaces, patrons, and marketing strategy that wasn't expressed in the article?

Julia: Just to keep an open mind and to look around at examples everywhere--in your community or across the world--to get inspired. Then get focused and implement the ideas!

A big thank you to Julia for sharing the expertise she's gained from 10+ years of consulting experience. If you have additional questions, you can contact her at (614) 406-2252 or jfcooper15@hotmail.com. I know these interviews take a considerable amount of time and thought on the part of interviewees, so I extend my sincere thanks to all of you who have taken the time to share what you know on LM. I think we all benefit from sharing our ideas. I hope this information helps you think through your spaces strategically to make them more effective for your target audiences!

Lovin' the library at the University of Tennessee

Perhaps I'm biased because my manager is a UT grad (Go Vols!), but I was really intrigued by a promotion campaign at UT's Pendergrass Library. In search for ways to enforce library regulations that are agreeable to both librarians and patrons, library staff came up with a clever promotion campaign that features a simple stick figure design.

Shown here is one graphic in the series. It encourages students to throw away their trash.

What appeals most to me is that this seemingly simple image conveys a lot of meaning to its target audience, which was evident after speaking with library supervisor Allison Roberts who worked on the design. For instance, UT Knoxville is located near the scenic Great Smoky Mountains National Park. The green color of the image is a nod to the respect the UT community holds for the environment. Furthermore, the "Pack it in; Pack it out" phrase is well-known among hikers, a popular pastime in the Knoxville area. Plus, heck, the image is just plain eye-catching to me. So, I was extremely pleased that Allison graciously gave me some of her time to talk to me over the phone and respond to some follow-up e-mail questions I sent her. The following is our exchange:

Jill: Your deceptively simple-looking image actually communicates a great deal to your target audience. Could you discuss how the "Pack it out" message and eco-friendly green color resonate with your patrons?

Allison: "The idea is derived from the hiking symbol used by park services and the idea of low impact use of resources. If you love your park you make strides to reduce your environmental impact. The same should also apply to facilities and resources we use everyday. If you love your library you should reduce your environmental impact. A library is a resource that deserves conservation and respect like a national park. Individuals that use Pendergrass Library have recognized that they share the responsibility and strive to make a difference in their impact."

Jill: You mentioned that you selected a stick figure for its simplicity and visual impact. What can librarians learn from your example about graphic design?

Allison: "It is important to convey an idea simply and succinct to reach all audiences."

Jill: How do you use this image and where do you display it?

Allison: "We currently have a large "Pack it out" poster on display as you enter the library, placed several posters on study tables and decals on trash cans. In addition, we created desktop wallpaper for all the workstations in the Library."

Jill: You said that the campaign has been effective and well-received. Can you give some examples of feedback you've received and changes in patrons' behaviors? Also, why do you think this campaign works so well?

Allison: "When we decided to allow food in the library a heavy weight was lifted. The staff no longer had to police for violations. The individuals that use the library were relieved that they no longer had to hide food. Overall the atmosphere is lighter. By allowing food we created a better environment for the users; however, the problem of pests was a concern. I felt that if we could try to eliminate food trash in the library the pests would not become a huge problem. I tried to create a message that would help the users share the responsibility. I think this idea works well because our users can identify with the message of conservation."

Jill: "Pack it out" is part of a series of planned promotions that seek to educate patrons about library policies. What other pieces are you planning?

Allison: "Currently, the stick man is presenting our "Love your Library: Quiet Zone" notification on the door to the stacks study area. It is also on our "Love your Library: Respect Books" bookmark. The design is versatile, so there is no limit to its future applications."

Jill: Is there anything else about this project you'd like to share with colleagues?

Allison: "In addition to posting "Pack it out" notices we have asked housekeeping to remove the trash twice a day and increase vacuuming in the high use areas. Our collaborative effort has made a difference in the amount of trash and debris from study time munching."

Way to know your audience, Allison! And kudos on creating a campaign that can be recycled for many uses. I love how UT was able to translate popular environmental sentiments to library issues and to draw in patrons as partners in making the library a more comfortable place for everyone. Also, note that a good promotion campaign is always backed up by sound services, in this case, housekeeping. Promotion alone can't make much of a difference but it can be powerful in combination with real action.

Allison kindly shared two other images (below) from the series as well as a link to their bookmark promoting preservation (PDF). Please note that you need permission from Allison if you wish to use the images in any way. Thanks so much for sharing this well-planned and executed campaign!