Last weekend, I attended the annual meeting of the Southeastern Chapter of the American Association of Law Libraries (SEAALL) in Clearwater Beach, Florida. While I could devote an entire discussion to the many things I learned at the conference, I will instead discuss an idea I had en route from the conference, while driving on Interstate 75. Well, the first idea that came to me, while on my drive, was to stop for some coffee. This was not unusual for me, as I like coffee very much, especially at Starbucks. Sprinkled across the state, there are a number of these coffee shops, and I was determined to see other parts of Florida, so I based my stops on the location of these particular coffee shops. Using my GPS, I located a number of coffee shops to stop at along the way. While advertising takes many forms, once you have actually entered the coffee shop, you’ll notice that at Starbucks, they tend to promote items on the menu using posters or chalkboard drawings. That way, if you don’t readily know what a Tazo® Green Tea Crème Frappuccino® is, you might explore that option, and it’s a delicious option indeed. Upon approaching the register, I noticed that the sign this month was promoting a caramel macchiato, one of the more expensive drinks on the menu. It was a simple sign, with an attractive photo of two beverages, one with ice and one with steam. I wondered how effective these simple advertisements were in helping customers select a menu item, or even whether it would make them aware that this was an item on the menu available for purchase (and had been for years). I decided to ask the barista if he had noticed an increase in sales of the caramel macchiato. He replied that sales at his store had increased significantly for the caramel macchiato, likely due to the signage. It wasn’t being advertised as a special for that month; rather the message was just that you could have one, if you wanted, at Starbucks, in the morning or afternoon, iced or hot, as you always could. After the conference, which was all about law libraries, teaching, service, and scholarship, I had been left thinking about various ways to promote resources in our library, and of course there should probably be a number of different strategies used to disseminate information; but I wondered about the Starbucks method. Clearly, a retail store does not have the same goals as a library, but we do share some things in common. Signage is relevant in both contexts, and getting the word out about our offerings is also important. We’re not interested in sales, but we’d be very happy to let our patrons know about databases that have always been available and have always been great, but might be new to them.
But, when is signage most effective? I discussed this topic with a librarian colleague, and we came to the conclusion that signage can be more effective when the audience already wants something, as in the case of the coffee shop customer, who has already entered the store in pursuit of something, whether a beverage, food item, or a place to sit for hours to think; or in the case of a library patron, who is looking for information, guidance, or a place to sit for hours to think. Where is the best place for a sign? It’s been my experience that signs tend to be missed when people are in motion (although billboards seem to be effective, but it’s likely that there are other explanations for that). Therefore, signs might be more effective for promotion purposes, if they’re placed where a person will be stationary, at his/her final destination or rest point, in a place where you’d like them to end up, either at the register or at the reference desk. For example, a sign, simply drawn or visually captivating, placed in front of the reference desk, might be just the right location to encourage a patron to ask about the highlighted resource. I’m sure there are many other ideas that I could take away from observing the signage at Starbucks (I immediately think about how Starbucks has to make the language of coffee accessible to its customers, a venti white chocolate mocha no whip, what’s that?, as we have similar concerns about terminology in libraries, e.g., interlibrary loan, SuDoc numbers, subject headings, etc.). I welcome your suggestions. I probably wouldn’t have had six caramel macchiato beverages this month but for the effective signage at Starbucks, and I am sure that there are others who’ve responded similarly. In fact, the moment I stepped away from the register to collect my beverage, the very next person put in her order for a caramel macchiato.
Earlier this year, MAKE Magazine’s Phillip Torrone wrote a provocative article asking “Is it time to rebuild and retool libraries and make ‘techshops’?” In other words, should libraries join some of the other new community centers that are being created and become “hackerspaces” or “makerspaces”?“Yes!”, says librarian Lauren Smedley, who is in the process of creating what might just be the first maker-space within a U.S. public library. The Fayetteville Free Library where Smedley works is building a Fab Lab — short for fabrication laboratory — that will provide free public access to machines and software for manufacturing and making things.