Ned Potter, London, Facet Publishing, 2012, 218 pp, £49.95 (soft cover), ISBN 978-1-85604-806-4
(available from Inbooks)
Because this reviewer had seen The library marketing toolkit promoted on various LIS blogs, because she had looked at the companion website (http://www.librarymarketingtoolkit.com/) and because she had read the online sample chapter, she could not wait to read the whole book. And the book did not disappoint. In fact, if the topic of marketing or promotion comes up in everyday collegial conversation, she has been known to recommend it and to direct colleagues to the website.
The book covers the library brand, buildings, social media, advocacy, special collections and archives, and marketing to internal stakeholders. In each chapter Potter introduces the chapter topic and then includes one or more case studies to show how different organisations have achieved results with different aspects of marketing. At the end of each chapter he summarises the discussion of the chapter. Interweaving the case studies within each chapter helps the reader who is unfamiliar with the concepts to grasp how the particular marketing aspect works.
Potter delivers key concepts of marketing and how they apply to libraries. He differentiates between marketing, promotion, advertising and public relations. Most people in libraries promote services and call it marketing, when promotion is actually only one part of the marketing cycle.
The library marketing toolkit is a wonderful resource, full of easily understandable information and with case studies from around the world (including three or four from Australia). Each chapter concludes with a further-reading link that expands on the chapter's theme. Often companion websites to physical books can leave the reader cold, or at least indifferent. With this particular book, the further reading and fuller information work very well, truly expanding on concepts without leaving readers feeling that there was no need to buy the book, and without creating the impression that the website is mere dazzle, promoted for its own sake and of no further value to the reader. Here the worth is apparent, but at the same time the additional nature of the website is clear: those who read the book alone will in no way be missing out. Readers who experience some irritation at being directed via a print book to go online will appreciate the subtlety of the end-of-chapter extras. The chapter links in the book are hidden on the website, which helps the book reader to appreciate their extra value.
The library marketing toolkit is highly recommended for all types of libraries, even those such as departmental libraries that do not have an apparent public face. The chapter on internal marketing is an eye-opener. The whole book has a reassuring and inspiring tone: ideas and approaches outlined in the book appear absolutely achievable and commonsensical. I suggest that you buy, borrow or beg a copy today.
© 2013, Doreen Sullivan