By Drew Cerino
Every time I tell my mother about something new the Library is doing, she says the same thing: “You should advertise this stuff!” And she is certainly not wrong, but she has unknowingly pointed out the conundrum of this big, beautiful puzzle that is a modern library: Does it need marketing?
The short answer is yes, and people are often surprised when I tell them that marketing is part of my job. It’s almost as if I had said my job was promoting something as ubiquitous as oxygen.
Most people know the Library exists, so that’s a wonderful place to start. But knowing the Library exists isn’t the same as knowing what is happening there.
If someone hasn’t stepped foot in a library for years, their image is likely outdated. Today’s libraries are modern, active places, constantly evolving and offering far more than most people expect, much of it happening without fanfare.
Libraries are an amazing resource. We don’t have one thing to promote; We have everything!
We are a source of books to some, but we also foster curiosity, learning, creativity, productivity, and personal development, while providing access to exciting technology, quality entertainment, and so much more.
It’s amazing that we do all of that, but it’s a serious marketing challenge.
A burger place sells burgers. A gym sells fitness. These are easy things to market because they just do one thing. But there is no “typical” library user. Libraries are for everyone. And when everyone is your audience, many of the traditional marketing rules don’t fit the bill.
The job isn’t just to demonstrate how libraries matter in general, but to show individuals why libraries should matter to them. Getting that message through can be really hard. Modern life is full, noisy, and demanding. People juggle work, family, school, errands, schedules, reminders, and notifications all day, every day. Cutting through with a message about the Library is a challenge, even if it will truly enhance their life in some way.
It’s not a failure that my mother may not always know everything the Library is doing; it’s a reflection of how much else is competing for her attention.
Marketing is kind of like fishing — you may not be dragging people in by the mouth, but you are offering a bit of bait to see who’s interested. We use a variety of tools for this: flyers, newsletters, social media, TV, radio, local news, partnerships, outreach, and much more. But despite our best efforts, our messaging still doesn’t reach everyone. And even if we had a clearly defined audience, we are competing in a world that is very loud. Everywhere we go, something is vying for our attention. Algorithms are the new gatekeeper, and they decide what you see (ask my mother!). Add to that the challenge of reaching people where they prefer to be reached — some watch TV, some listen to the radio, some read emails, some like text messages, some prefer printed material, and some don’t want any of that disturbing their peace.
Somewhere in all that noise and chaos, Pikes Peak Library District (PPLD) tries to politely raise its hand and say, “Hi! We’re here doing cool things. Come see us.”
The good news? After seeing my mother tell friends about her favorite Library programs, I have come to realize that our patrons are the most powerful marketers we have — whether it’s one parent sharing Storytime with another, someone bringing their neighbor to a sewing class, or a friend suggesting a resource like free tutoring to a friend in need. These recommendations carry something no advertisement ever can: a personalized endorsement rooted in personal experience and trust.
That’s the kind of marketing a library can’t buy or imitate. We will keep raising our hand in this noisy world, but the truth is, you have immense power in the Library’s future. If you find something meaningful here, something you love, let everyone know about it. Share it. Bring someone with you. Tell a friend. That’s the best marketing we could ask for, and my mother would appreciate the help.
