Tag Archives: AIDA

Law Firm Library Marketing: Taking Advantage of Existing Opportunities | Part 2

SpeechBubbles

Welcome to Part 2 of this series, where we will cover specific marketing opportunities that currently exist for the law firm library. Most of these examples are opportunities hiding in plain sight and already part of a law librarian’s current day-to-day responsibilities. The key is to shift our perspective to recognize and take advantage of the marketing value of these responsibilities.

Part 1, available here, examined the value and need for marketing the law library.

  • New hire trainings/orientation – What if you had the opportunity to individually meet with your potentially highest usage patrons for 30-60 minutes before they learned and developed bad research habits? Law firm librarians who have the opportunity to conduct new hire orientations have a huge self-marketing advantage. The initial library orientation is fundamentally important to developing a new hire’s future relationship with the library. If you are lucky enough to work in a firm where a library orientation is standard for a new hire, congratulations! If not, it would be wise to consult with HR to see if you can establish orientations as a common procedure. During the orientation itself, rather than go through the nuances and heavy details of every research product you have, it is centrally important to use this opportunity to market the services of the library. The most important piece of information that can be conveyed to your new hire in this situation is how they can contact a librarian for help in the future. Giving an overview of the research products your firm has is great, as is establishing the expertise your department has with regards to these research products, but the real benefit of these sessions is to begin a relationship with another potential patron.
  • Internal presentations – More often than not, every individual department inside a law firm has regularly scheduled meetings. Practice groups, of course, have periodic meetings, but so do non-attorney groups such as paralegals and marketing. This structure is very advantageous to law firm librarians; our patron base does the legwork of organizing itself and segmenting itself into groups with specific research needs. More advantageous is that meeting organizers are typically in search of and receptive to programming;

    in my experience, offers to give short presentations on the library’s services are generally approved and encouraged. When the presentation is green-lit, the librarian is benefitted by having a captive, specialized audience for whom it’s easy to custom tailor the presentation. As for the presentations themselves I have found you can never assume your audience knows what the typical, modern law firm library does. And again, it pays to emphasize, more than anything else, how audience members can contact the library. The goal for this type of exercise is visibility, to make departments aware of the library, and to possibly expand your client base.

  • The Firm’s Intranet Page – Law firm libraries have a huge advantage in having an internal, organized patron-base; we do not serve a far-spread, scattered public or student body. A firm’s intranet home page isolates this patron-base perfectly. The intranet home page is viewed by presumably everyone in the firm, and because of its reach, it makes for an excellent distribution channel for marketing intranetmessages. More beneficially, these pages are usually in need of quick content. A message stating how many reference requests the library group has answered is an excellent way to quickly and effectively reach out; the message is quick, easily digested, hits all potential patrons, and establishes the relevancy of the department. The goal, again, is to promote awareness of the library—the A in AIDA as we covered in part 1—and posting a brief message on the firm’s intranet page is a great way of achieving this goal.
  • Event marketingEvent marketing entails promoting the law library via a themed event. At a basic level, the event is organized around entertaining activities that promote face-to-face contact with your patrons; games and demonstrations, for example, encourage patron participation, all the while promoting the law library. Notably, vendors are typically very receptive towards contributing to marketing events. You really have nothing to lose when you ask a vendor for assistance. In the past, vendors have donated prizes, led demonstrations, and sent representatives to help organize events we have hosted. Vendor receptiveness is logical: event marketing events are mutually beneficial for the library and vendors. The library contributes the legwork of organizing potential users and customers for vendors, while the vendors keep potential users and customers interested via gamification scenarios and the chance to win prizes, all under the auspice of promoting the library. Celebrating National Library Week is a great opportunity to employ event marketing; the week-long structure gives ample time to multiple vendors, and encourages daily events/more opportunities to event market. In 2016, according to ALA, National Library Week will occur April 10th-16th.
  • Host internal workshops – Vendor presentations and workshops are pretty common in law firms. Remotely, vendors consistently offer webinars to showcase new software and updates. And in-person, vendors make weekly visits to our firm to provide hands-on training. Law firm libraries do a great job of hosting vendor workshops, and connecting vendors to attorneys. There is much value to these activities: they generate interest about research offerings, improve research literacy, and even promote the library. But, we shouldn’t leave this activity just to vendors. Consider offering librarian-hosted workshops. The benefits of librarian-hosted workshops are numerous including clear promotion of the library, promotion of the individual librarian’s research expertise, and a more honest examination of resource strengths and weaknesses. The methodology of delivering the workshops can be similar to what vendors already provide: webinars or in-house presentations regarding specific areas of research (some example topics could be: public records, corporation searches, docket alerts and tracks, etc). Again, this is an activity that generates awareness about the library, as well as establishes the expertise of librarians over their research products.
  • Embedded librarians – At this point the concept of “library as a service, not a space” is likely second nature to law librarians; and embedded librarianship probably more accurately reflects your typical work environment and setting. Broadly, an embedded librarian is a library professional who still performs the duties of a librarian, but does not necessarily work inside a physical library. Rather, the embedded librarian is physically embedded among the patrons they support–in our case: the attorneys and support staff. To view the concepts of library-as-a-service and embedded librarianship specifically through the lens of marketing ourselves, we have to recognize the value the visibility our new situation affords us. Again, marketing must have the goal of generating awareness; being physically present in the environment of our patrons achieves this goal.

In review, the above examples show activities and responsibilities law librarians are typically already fulfilling. The key is to view these day-to-day responsibilities from the context of marketing, and really exploit the potential for marketing these activities possess. In short: go out and be seen!

Law Firm Library Marketing: Taking Advantage of Existing Opportunities | Part 1

Unfortunately, good researching alone does not make a law firm library. Though the importance of the library may seem obvious to us librarians, we still must value continually marketing ourselves in the law firm setting. Fortunately, if we recognize them as such, our common day-to-day responsibilities offer ample opportunities to market ourselves. In Part 2 of this series, we will dive deeper into specific examples of existing marketing opportunities, while this Part 1 takes a general perspective towards examining the importance of marketing the law firm library.

Why market?

Continual marketing efforts are essential in the modern law firm library; due to the nature of the firm environment, librarians have an on-going need to market their ability to provide cost-effective legal research. Faced with a constant influx of new associates and a continuously shifting landscape of resources, vendors, and contracts, the library staff’s need to provide training and research assistance is ever-present.

The revolving door of new associates underscores the need for librarians to make themselves known. Certain inefficient behavioral patterns are highly entrenched among new associates; left unchecked, these patterns only become harder to change. Amanda Runyon, in Marketing and Outreach in Law Libraries: A White Paper, explains the following dynamic observed in academic law libraries: “students turn to instructors rather than librarians for assistance because instructors are seen as experts in the field and they grade the assignments”. This pattern is certainly not foreign to law firm librarians: merely replace the term “instructors” with “assigning attorneys”. And,  we habitually observe the effects of this situation: new associates seeking guidance from books that have been out-of-print for years, or using researching terminology that was sunsetted before the associates were born, or simply employing strange/antiquated researching methodology because “that’s what the partner told me to do”. Through marketing the library and improving the visibility of our services, we can change this behavioral pattern.

Expounding the problem and underscoring the importance of marketing the library is the fact that poor researching leads to wasted time and money. Patrick Meyer, in Law Firm Legal Research Requirements for New Attorneys notes “Legal research in the law firm setting is a big deal. Research by ThomsonWest from 2007 found that on average, 45% of the new attorney’s first year of practice and 30% of years two and three will be spent conducting legal research”. Newer associates conduct a lot of expensive research, yet problematically newer associates may not be in the habit of consulting with the library.

Compounding the need for marketing is the ever-changing state of library subscriptions and contracts. Senior associates may be very well-versed in conducting cost-effective research, but their knowledge of what is in-plan and under subscription may be out-of-date. Vendors, of course, are always competing with each other; this creates new research software for the library to subscribe to, and new contracts that can easily result in vendors teeter-tottering with one another over the cost-effectiveness of their products. Long story short, some associates are inefficient researchers and the cost effectiveness of library software is continually changing: the library has a fundamental need to market itself as the solution to these situations. But, how should the library approach the action of marketing?

Simplify The Message

Brevity is king of the busy law firm environment, and this should translate into the library marketing campaign as much as possible. Kristin Cheney states in Marketing Law Libraries: Strategies and Techniques in the Digital Age that library marketing “promotions, as a general rule, should be kept short and to the point”. In my opinion, the real goal is simply to generate awareness of the library; presenting an exposition on every single service the library provides must be avoided. Potential users need to be reminded that the library exists—once a user is in more regular contact with librarians, a more nuanced telling of library services can be conducted.

Simplicity of the message folds in with the classic marketing strategy of AIDA (though existing in some forms earlier, the acronym AIDA is attributed to C.P. Russell, “How to Write a Sales-Making Letter,” Printers’ Ink, June 2, 1921); AIDA is an acronym for the stages of marketing: awareness, interest, desire, action. As we can see, in classic marketing strategy development, the first goal is to generate awareness. And the easiest method of generating awareness is to recognize the potential marketing opportunities available among the usual day-to-day responsibilities of the job. In other words, promote library awareness. And, in my opinion, the easiest way to promote awareness is to be visible; as Woody Allen said “80 percent of success is showing up”. Luckily for us, a lot of the most obvious opportunities for marketing that occur in our day-to-day job merely require us to be visible and to talk about the great job we already doing as librarians. In Part 2, we will discuss these opportunities in detail.