A comprehensive overview is provided for a much neglected aspect of the library and information science environment. The publication advocates approaches to ensure libraries continue to be relevant to users, stakeholders and society. Effective use of case studies enables the publication to illustrate concepts vividly such as strategic marketing, branding, online marketing, social media and new technologies.
Branding, as part of the toolkit, is recognised as fundamental to ensure relevance and promotion of the library. In spite of libraries' promotional campaigns designed “on a shoestring”, the spinoff from imaginative contributions can accentuate their libraries and users. The “Sshhhh....! bags” of the University of Leeds library promoted environmental policies and received media coverage in the Guardian newspaper (p. 53). Another noteworthy promotional tool is the complimentary pen. Existing patrons may regard the free pens as rewards for their patronage. These branded pens may then change hands and introduce the library to new users. Potter contends that “pens are often used by up to ten people in their lifetime” (p. 57).
The library market toolkit includes successfully utilising social media platforms. Effective utilisation of social media ensures the library can vastly expand its target audience. Different platforms allow the library to generate interest from various user groups. For example, “Facebook is great for promoting events [...] LinkedIn [...] works well for business directions and promoting events” (p. 96). Further insight and case studies, for instance the regular updates “news and links about events, workshops, Wi-Fi, festivals, new books and resources, important messages and changes to services” (p. 109) of the Manchester Libraries Facebook platform illustrate this marketing strategy.
The publication provides a brief section dealing with special collections and archives. This is often an area that is poorly marketed and side-lined. Better public programming and awareness endeavours are needed to open special collections and archives to particularly new users. Technology, namely digitisation, may be the catalyst enabling more users to be aware of materials encompassed in special collections and archives. Elaborating by means of the two examples of collections, “Sacred contexts” and “Curator's choice” (p. 182) placed online that included video, audio and digitized texts. Not only has digitization had the advantage of protecting originals but, the increased usability has generates better public awareness and interest. “The online audience is potentially global [...] far larger than the visitor group to a physical reading room” (p. 183). Using podcasts is another effective tool reaching wider audiences. A consequence of digitization has been its manifestation into a viable marketing strategy encompassed as an effective business model.
