Get the buzz about services, programs at your library

About two years ago, Mary Witt, our ace marketing person at the North Suburban Library System, got excited about an old marketing concept newly rediscovered.

Buzz marketing, or word-of-mouth marketing, is based on a basic human practice of friends telling friends about what they have discovered. If your friend tells you about a new toothpaste she likes, chances are you will follow up on the recommendation and buy the toothpaste. Significantly, you'll probably be more motivated than if you saw a million-dollar toothpaste commercial during half time at the Super Bowl.

Witt knew instantly that buzz marketing was perfect for libraries. "Libraries have lots of friends who are really enthusiastic about library programs and services. I could just see that mobilizing this army of satisfied customers would do more for libraries than expensive advertising campaigns. Besides, libraries typically don't have funds available for adverting on a large scale."

Witt's first move was to try out the concept at home with NSLS staffers. Since almost every one of our 27 employees has daily contact with staff from member libraries, buzz marketing seemed a great way to spread the message about NSLS programs and services to our target audience.

A buzz marketing task force organized a staff training session in February 2006. Cappuccino was served, (to help staff get the "buzz") and two staffers dressed up in bee costumes just to make the occasion fun. At the end of the session, attendees were asked to commit to specific ways they would buzz market NSLS programs and services to members over the following two-week period.

The effort was a huge success. Many NSLS staffers reported positive stories and testimonials as a result of their buzz conversations. Realizing this feedback was incredibly valuable, a testimonial database was created to gather such comments. "Publicizing members' testimonials about our programs and services could accomplish more than any fancy marketing language we might use," Witt said. Testimonials gathered have been used on the NSLS Web site and in other publicity materials.

The buzz effort has now been incorporated into regular monthly staff meetings. An NSLS service or program is chosen each month and a fact sheet is created. At the staff meeting, the sheet is distributed and strategies for buzzing about it are discussed. At the next meeting, staff is asked to report on successful buzz efforts and small prizes are awarded to all who report.

In June 2006, another NSLS staffer, Sharon Ball, came up with the idea of writing a grant proposal to the Illinois State Library for federal dollars from the Library Services and Technology Act. The idea was to team up with the neighboring DuPage Library System for buzz marketing training for interested staff in member libraries. The grant was funded: 164 people attended an initial information session, and 35 libraries went on to participate in the training and develop specific buzz marketing projects. You can read more about the library projects on the grant project Web site, www.nsls.info/buzzmarketing.

Interviews with grant participants are included in this month's edition of our award-winning cable TV show, "What's New in Libraries," airing in more than 70 communities in our area. Visit www.whatsnewinlibraries.org for channels and times in your viewing area. Have a look at my Web site www.sarahlong.org for a clip of the segment.

If buzz marketing works for NSLS and for libraries, it can work for you and for any group or business. To learn more about it, Witt recommends "Buzzmarketing" by Mark Hughes, "Mission-Based Marketing" by Peter C. Brinckerhoff and "The Secrets of Word-of-Mouth Marketing" by George Silverman.