Marketing in libraries is more essential now than perhaps ever before, especially where electronic resources are concerned. While discovery systems are improving, they still do not provide the level of tailored, relevant exposure that librarians can offer; this sort of targeted promotion can mean the difference between an e-resource being considered indispensable rather than superfluous or even wasteful. Indeed, as authors Marie Kennedy and Cheryl LaGuardia state, “if our patrons really knew and understood how much we make available to them online, they wouldn't go to alternative information providers to do their research.” In Marketing Your Library's Electronic Resources Kennedy and LaGuardia provide exactly what the title indicates: a clear and succinct guide to promoting electronic resources effectively from beginning to end and in a variety of library settings.
The book is divided into two distinct sections. The first section, “How to design your marketing plan”, is made up of a preface and six chapters, each covering a different stage in the lifecycle of a marketing plan. The preface provides a variety of reasons for actively promoting electronic resources, as well as a working definition of marketing within a library context.
Chapter 1 covers the preparatory steps (or the “who” and “why” of marketing) that help determine the driving force of one's plan, including reviewing current usage statistics, goals, the actual patron-centered marketing message and the delivery of that message. Chapter 2 deals with the “what” of promoting electronic resources in the library by providing a thorough description of the components of a well-rounded marketing plan. This includes project description, market analyses, goals, strategies and action plan, as well as the subsequent steps of measurement and assessment. Chapter 3 addresses the “how” of e-resource marketing by highlighting different techniques, as well as their efficacy, in a review of 23 publications. This literature review segues nicely into a discussion of the actual implementation of one's marketing action plan.
The fourth chapter summarizes the salient points of compiling a written marketing report, while chapter 5 provides an excellent, thorough approach to plan assessment. The authors highlight the importance of considering all of the various layers library users must negotiate to access e-resources – from website design to resource discovery to reliable access – and how these can affect one's marketing and consequently the assessment of one's marketing plan. The costs and ethics of marketing and assessment are also covered in detail. Chapter 6 brings the book full circle by emphasizing critical reflection, revision and communication as keys to the improvement of any electronic resources marketing plan, regardless of institution size or type.
The real utility of this work, however, is driven home in the second section of the book, where four complete examples of electronic resource marketing plans are included. When paired with the best practices and considerations outlined in the first section, these sample plans provide a concrete framework for those charged with marketing their library's electronic resources, whether novice or expert.
Overall, Marketing Your Library's Electronic Resources: A How-to-Do-It Manual is thorough yet succinct, well supported and, perhaps most importantly, executable – all excellent qualities for an instructional guide. This book is highly recommended for any librarians and staff involved in outreach services or the marketing of electronic resources at their library.
