When media becomes less important: A day with the National Library Board
Ever been a part of those endless meetings on how to build hype and generate word of mouth publicity? While most discussions would end up with finding tools and ways to make people see and listen, one way could be to involve them. The impact only multiplies when you involve your audience and encourage them to participate. The success of digital is a proof of how successful campaigns become when masses get involved.
Public Sector companies, consumer brands, consumer technology companies…infact any organization that works on the B2C model can use this effectively. Companies who have done this well reap instant rewards and some quick references could be the Nokia Music initiative or the famous Nike Race. Very recently, I went to an event- more of a community initiative. It was the 30th anniversary celebration of the Marine Parade branch of the National Library Board. What struck me most was the simplicity and perfection in which things were done and the impact far greater and more rewarding.
Looking back, for this kind of an initiative, an advertising agency would probably have suggested innovative online and offline ad campaigns, a PR agency could have suggested press releases, interviews, a bit of blogger relations and modules on good reading habits and how libraries are an integral part of our social system. There could be direct mailers and think of it, we could probably come out with 100 different things to tell people our story. The difference however arises when ‘telling a story’ is replaced with ‘being a part of the story’. Basically, INVOLVING YOUR AUDIENCE.
What happened (and in fact is still happening till end November) are a series of special programmes and initiatives for library members across all age groups. From puppet shows and story-telling sessions to creative workshops and workshops on effective parenting; sessions on vintage bags, perfumes, food and fashion. Topics chosen were of relevance and they all linked back to library collections that one could refer to.
But what I really liked was the choice tools to convey the message. The workshops aimed at increasing public awareness, enhancing reading skills, fostering creativity and basically- having fun!! And truly, fun is what people had. It was a month to remember- packed halls, standing ovation, and children storming towards cartoons, puppets, concerts and books.
Not only did NLB succeed in communicating the message…it would also doubled up on the books issued, increased members and not to forget…people like us…who went back feeling good about a well spent weekend and a promise to come back and enjoy more such family library days 