Inspiring library patrons through an open book written quiz: an innovative library marketing tool

Abstract

Libraries are transforming to satisfy the paradigm shift in information search possibilities impacted by the Internet, through a migration to virtual space. World over, libraries are pressurized by patrons and managements to prove the necessity of their existence. Being in a service oriented sector and having monopoly of holding information, libraries till recently never felt the need for marketing. In reality libraries are indispensible, as reliable information is never available free and in practice it is more difficult to locate in the Internet. To justify the necessity of its existence, libraries should use imaginative, clever and economic marketing strategies to win patrons and also to convince management. VSSC Library supports satellite launch vehicle research and development program of the Indian Space Research Organization. To promote online resources and to get best Return on Investment, a marketing drive was initiated in 2012 using an innovative tool ‘Open book written quiz’. The goal was to inspire the library patrons to learn and use library products and services through a quiz program. There was no examination hall or invigilator to monitor the quiz. Patrons were free to carry the answer sheet anywhere they wanted, read the quiz guide with answers, consult - websites, colleagues, or library staff to answer the quiz. The intention was not to measure the knowledge but to impart more knowledge about the library. The innovative approach surprised the patrons as they received the answers well ahead of the quiz. A short survey rated this program as excellent and all 688 participants agreed that they benefited greatly by taking the quiz. This paper illustrates the new library marketing tool ‘innovative written quiz’ and a program called ‘MyLibrary’ which were effectively utilized to market VSSC Library to a large user base in just 11 days.