Digital Spotlight: Medicine and Madison Avene

MEDICINE AND MADISON AVENUE is a digital repository exploring the rise of the consumer culture during the first half of the 20th century.

Contents: Housed at Duke University Libraries, this collection contains 600 health-related advertisements connecting modern medicine with the consumer culture. From cough and cold remedies to laxatives and vitamins, users can search by date, company, product, subject, publication, medium, or format.

Classroom Connections: Advertisements are an effective way to engage students with health and history topics. This digital collection can also be used to teach about marketing techniques and changes in society and culture during the 20th century.

Featured Digital Objects:
Listerine https://repository.duke.edu/dc/mma/MM0600
Classroom Germs https://repository.duke.edu/dc/mma/MM0709
Scot Tissue https://repository.duke.edu/dc/mma/MM0572

To visit the collection, go to https://repository.duke.edu/dc/mma.

Technology Review: ALA YouTube Channel

The AMERICAN LIBRARY ASSOCIATION maintains a YouTube channel containing news and information for librarians and library users.

Sponsored by ALA, the channel focuses on original programming aimed at library professionals and other ALA members. Programming includes professional development resources, publicity and advocacy tools, news, and information. Many of the videos are associated with popular initiatives such as Spark Advocacy and Libraries Transform.

Dozens of play lists are available including ALA Vlogs, Annual Conference video sets, and a financial learning series.

Librarians will find this channel useful in planning for administrative activities including marketing activities. However, there are also many useful resources for their own professional development.

To explore the channel, go tohttps://www.youtube.com/user/AmLibraryAssociation.

Digital Collection: Ad*Access

AD*ACCESS
Duke University Libraries

Contents: With over 7,000 U.S. and Canadian advertisements, this digital collection covered five product areas including beauty and hygiene, radio, television, transportation, and World War II propaganda from 1911 through 1955. Users can explore by company, product, date, publication, subject, medium, headline, or audience.

Classroom Connections: Involve youth in exploring how advertising has changed over time. Ask students to compare historical advertising in their area of interest to today’s ads.

Featured Digital Objects: 
Air Travel ads - https://goo.gl/3E0Pln
Television set ads - https://goo.gl/PXY3nX
War Bonds ads - https://goo.gl/pJsBPF

To visit the collection, go tohttp://library.duke.edu/digitalcollections/adaccess/

Website Review: Admongo

The ADMONGO.GOV website helps tweens learn about advertising so they can become more discerning consumers.

Sponsored by the Federal Trade Commission, the multimedia campaign teaches advertising literacy concepts through engaging interactive games.

After creating a login, students begin the experience by learning to navigate the gaming environment. They then work their way through a series of challenges. For students who prefer to skip the gaming aspect, an interactive text-version of the learning experience is also available.

The learning environment presents participants with a series of experiences where they learn to identify advertising and marketing messages. Then, tweens are asked to apply critical thinking skills to make informed consumer decisions.

Parent and teacher sections provide lesson places and teacher videos. Educational materials including lessons, worksheets, and family handouts are aligned with national standards. The materials can be downloaded or hard copies can be ordered for free. In addition, a help area and glossary are also available.

Librarians will find this website to be an engaging way to teacher consumer literacy skills.

To learn more, go to http://www.admongo.gov/.

Book Review: Fizz

Professional development doesn’t require a costly workshop or expensive consultant. Instead, look to new books across disciplines for ideas to help you grow as a library professional. 

FIZZ: HARNESSING THE POWER OF WORD OF MOUTH MARKETING TO DRIVE BRAND GROWTH by Ted Wright explores the promise and pitfalls of using conversations between customers to promote products and services. Although aimed at the business community, this book has lots of implications for librarians too. Let’s explore the book chapter by chapter.

Influencers. Seek out influential users and provide them with a powerful message to share. In the case of libraries, think about how to get your key youth in each social group and teachers sharing that message. Where influencers lead, others will follow. They need the right story at the right time. Wright provides lots of suggestions for identifying and making use of these key people.

Two-Ounce Culture. Wright suggests providing samples and freebies to draw interest. In other words, you need to get books into the hands of teachers and youth. If you can get people to visit your website to find a cool new resource, they’ll return on their own. Get them to try something new like your iPads, then reintroduce them to your traditional resources.

What Makes You Talkable. A product or services needs a story that can be shared. What makes people love the library? How can you turn this into a story that people will want to share? Wright suggests that the story needs to be interesting and authentic.

Strategic Corporals. Wright suggests that you need to recruit and train brand ambassadors who will share your story. Wright suggests looking for people who are interested in new things, like to share stories with friends, and are intrinsically motivated. Who hangs out in your library? Who attends your book clubs? These are people who make great ambassadors.

Patience. Once everything is in place, Wright notes that it take patience to wait and watch for word of mouth marketing to work. In addition, it’s important to measure the impact of this type of marketing.

Big Data. Rather then just relying on local marketing efforts, Wright suggests looking at big data. In the library setting this means following national research from organizations like ALA and PewInternet. He suggests looking for patterns in the data and comparing this to what’s happening locally.

The last section of the book explores topics such as ways to saving money, dispelling marketing myths, and ideas for talking to administrators about marketing.

Although not specifically aimed at the library profession, Fizz contains some great ideas for using word of mouth marketing regardless of the setting. While most of the strategies aren’t particularly new, they are presented in a way that’s enjoyable and easy to follow.

NetGalley ARC used for review