Narrative‐based library marketing

Abstract

Purpose – Managing through crises, especially economic ones, represents both peril and opportunity. Libraries of all types, whether academic, special or public, would benefit from an infusion of marketing activity in the current economic climate. Such marketing need not be resource‐intensive but must be relevant to specific user populations. In order to reap the greatest rewards while expending the least effort or resources, adopting a narrative or story‐based marketing message that develops and reinforces a consistent value proposition can improve patron experience by speaking in a language that resonates with them regarding services and resources that may be unclear or altogether unknown. This paper aims to discuss current trends in developing narrative or story‐based marketing that focuses on customer needs and applies it to library marketing specifically.