I'm at the Internet Librarian conference for the first time. It's an annual gathering of librarians and others interested in technology and its application in libraries and despite my initial hesitation that it might be too "techie" for me, I'm getting some great ideas.
The last session by Nancy Dowd, Director of Marketing for the New Jersey State Library was about how New Jersey libraries are using text messaging to reach out to different segments of the community.
At PVLD we've talked about using text messaging as another communications tool for hold notifications and other circulation/catalog driven messages, but we haven't really talked about it as a marketing tool.
The New Jersey libraries are using what Nancy called a "boutique" text messaging service called Gold Mobile to enable them to send, receive, and manage very targeted text messages at a cost of about $50/month/library. The service itself looked very simple to use, with a web-based tool that library staff can use to compose and send messages and build /manage databases of subscribers to different types of messages.
Some of the ways the New Jersey libraries are using the service include -
- Sending Spanish-language information about library services to Latino community members who were hesitant to approach "Anglo" staff members.
- Providing program information and reminders to teens, who are notoriously high users of text messaging, and also were prone to forget about upcoming teen activities
- Acknowleding how difficult it is for parents to participate in normal-length adult programs by conducting 10-15 minute long mini-programs on topics of interest to parents and then asking them to sign up to receive more information about that topic (e.g. information snippets, links to websites or books in the catalog) by text message.
- Sending text reminders of upcoming programs to anyone who signs up to receive them. This one particularly struck me because one of the strongest requests from the focus groups we recently conducted was for reminders of upcoming programs a day or two before they take place and it seems that text messaging might help us achieve that.
- Sending text-message mini-surveys with just one simple question.
- Asking people to send a text message to the library's text message code for a chance to win a prize as a way of building the library's text message contact database.
Nancy also gave examples of some interesting ways that businesses are using text-messaging as a marketing tool. For example, Pottery Barn partnered with Barnes and Noble to reach out to college students. They placed posters with an image of a comfortable Pottery Barn chair suitable for dorm rooms or apartments in Barnes and Noble stores near large colleges and universities with the message "Text 78709 for a chance to win this chair". What a great way to build a list of people who might be interested in your product.
Nancy made it clear that text-messaging is not a panacea. You need to make people aware that if they don't have unlimited messaging on their cell phone plan the messages could cost them. You also need to have a targeted and compelling reason for people to sign up, based on their real needs and wants. She also noted that success does not come overnight. The New Jersey libraries have used pilot projects and trial and error to find what works. They also have learned that it takes time for people to "catch on" so you need to be patient.
Caveats notwithstanding I can see how this might be a useful tool for PVLD as we work to improve how we market our services. What do you think? Would you sign up?
Hi glad you came by the presentation. We've launched a fun campaign that you and your readers might like to play with... H2H. The NJ State Library has accepted the challenge to write a book in a month- with help from our friends! The book is called H2H - words of wisdom from human to human. You can tweet, text or write your words of advice and we'll include it in the book. Full details are here: http://tinyurl.com/h2hbok
Thanks- Nancy
Posted by: Nancy Dowd | November 11, 2009 at 10:11 AM