In the digital age, marketing libraries has grown more difficult. If you want a book, you can just go to Amazon and have it shipped to your house in two days. Or better yet, purchase it on your ereader and start reading instantly. Netflix and other video-streaming services provide much faster access to movies. And research questions? Google can give you everything you need…right?
Libraries can choose to compete with technology, or they can choose to embrace it in their marketing. Take for instance the University of South Carolina’s YouTube advertisement for the Thomas Cooper Library featuring their mascot Cocky:
Why is this video successful? First, it breaks down students’ stereotype of the library as a boring place full of dusty books by using comedy and the popular school mascot. Once the video gets viewers’ attention, it outlines the library’s features quickly and concisely.
Schools of library and information science have adopted video marketing also. The University of Washington’s Information School put together a fun parody called “Librarians Do Gaga.” Redoing a popular song is catchy and again gets viewers’ attention
Video marketing doesn’t have to just focus on the physical library or it’s collections. Librarians can incorporate fun videos into information literacy curriculum. For instance, “The Dewey Decimal Rap” is a comical approach to basic cataloging.
How have you used video marketing in your library?
I’m an MLIS student in Ireland. Marketing is a huge issue over here. Some great ideas in your post; though, I can’t see my class and faculty doing Gaga!