Reference no: EM132401612
Local libraries offer a myriad of community-oriented benefits for their users. The internet has enabled easy access to research materials, local coffee shops provide an alternative environment for study, and subscription services lessen the need to borrow books; patrons of community libraries have declined within years. Ultimately, there are unique benefits for students, families, and local professionals to utilize the services provided by the library. "While a great deal of attention has been given to advertising creativity over the years, much of the focus has been on its application to traditional forms of advertising such as print, television, radio or outdoor. However, marketers are allocating more of their media budgets to digital ads that appear on websites, social media, and mobile devices..." (Belch G., & Belch, M., 2018). As such, if I were on the committee for a local library, I would recommend the utilization of targeted social media advertisements. These ads should highlight the specific benefits offered by the library aimed to attract specific demographics. For example, the library can host a 'student night' where students can sip free coffee and have access to free WIFI for the evening. A small promotional video or gif can be produced to highlight these complimentary services. Then the ad can be posted to both Instagram and Facebook as an advertisement. Within the analytics of the ad, the local library can target 17-24-year-olds. These individuals within the high school or college-age range, are reminded of the alternative places to study. Alternatively, if the library was hosting a 'mommy & me reading time,' they can utilize the same principals. However, the target market would be more specific. Therefore the targeted ads would have more inputs of refinement.
Answer this question:
Another thing to remember is who is using the library, and for what purpose? Is it mostly students, and if so, are they underage students? If this is the case, marketers have to reach the parents because not only are they in the sphere of influence, but they hold the purse strings and can make choices for their kids. It is almost like certain products market themselves to the wives to convince their husbands! However, perhaps the users are not underage students. How would you find out who is using the library and for what purpose?