All Business is Show Business - Even in Libraries!

Book Review - Timeless for Marketing in any Field
All Business is Show Business: Strategies for Earning Standing Ovations From Your Customers and Employees by Scott McKain

Starred Review. Every day your library organization is in the spotlight. Your staff is performing and your supporters and customers will either love the show, hate the show, or worst of all, ignore the show. Scott McKain has discovered what film, television, and music industries have known for years:

To be successful, you must create an emotional link with your customers!

The traditional focus of the public library has revolved around passive free services complacent to changing times. This has buried the foundational and irreplaceable role of the library and its champion, the librarian, in the public eye. The business strategy of the public library has been that of economic principles to the point of poverty. To survive the advent of the internet and the push into the future, the library must now revolve around emotional principles as well as information literacy.

The challenge to the informational professional is clear in this entertainment age: create an information environment that ensures customer access to intelligence, and assures a positive emotional connection that will satisfy and gratify. Mr. McKain defines the purpose of any business: profitably create emotional connections that are so satisfying to customers and employees that loyalty is assured. Customers want to know that business, including that of the public library, has the ability to provide what they need in the way they need it.

Mr. McKain defines seven performance “abilities” which encompass these ideas:

1. Access-ability
2. Approach-ability
3. Rely-ability
4. Customize-ability
5. Upgrade-ability/Dispose-ability
6. Enjoy-ability
7. Remark-ability

Mr. McKain discusses the importance of learning what your customers think and feel about your services; “word of mouth” advertising; establishing a short, attention grabbing High Concept Statement; the power of the “story;” and the changing impact of time and emotions on business. A must read for any library professional struggling with indifference from the board and the public: a first lesson in communicating the value of the library to customers; library worth and irreplaceability to the community; a strategy ensuring adequate resources, and the effective use of marketing and advocacy.

“No matter what your business,” says Scott McKain, “you are always on stage. Make your performance one that leaves your customers with a feeling of Wow!”

At 215 pages, All Business Is Show Business will help you to create the ultimate customer experience in order to differentiate your organization, amaze your customers, and expand your profitability and value. An essential.

Title: All Business Is Show Business
Edition: Hardcover – each book personally signed
Author: McKain, Scott
Imprint: Nashville, Tenn.: Rutledge Hill, c2002.
Description: viii, 215p.; 24cm.
Subject: Organizational effectiveness.
Subject: Consumer behavior.
Subject: Marketing – Psychological aspects.
Subject: Success.

Adult Non-Fiction
659.2 McK 2002 02/04

Can you be a Gaebler?

Be one or be out of business!

As a noun, a Gaebler is a person who is able to succeed even though the odds are against him or her. I think you could say that handicapped athletes are Gaeblers; or cancer survivors, or even premature babies. But you can also use the term as a verb: it means to persevere and succeed especially when others don’t think you can. Gaebler not only personifies the plight of the underdog, but is also used to denote action!

So how does Gaebling relate to rural librarianship?

In your small or rural community what do you think your odds of survival are? Is your library able to go the distance and face the years ahead financially and technologically? Have you secured the hearts of your residents through an emotional connection with your staff, your services and your story? Do you have the attention and dedication of the influentials in your community who can provide and promote necessities for your continued existence?

As a librarian, if you’re not Gaebling, the answer to all of the above is “No,” and your odds of survival are less than none.

What you need is direction for getting personal.

Do you know that philanthropy giving has increased every year by 6 or 7%? Do you know that 82% of all philanthropy is given by individuals? And that traditionally, library donors are usually older people? Do you know that the largest challenge to fundraising success is negativity or fear? And that effective advocacy is the heart of fundraising?

So how do you stay in business?

The first rule for creating a successful campaign is to create an idea in which you believe. Nobody wants to support a looser, so the Gaebler needs to create a strong and consistent personality for his/her library through the staff and the services. Part of the objective should be to create a fundraising staff within your library and promote fundraising programs which are always in line with your community needs. Your library services should adapt to the relevant needs and interests of your community, and your staff must be approachable, reasonable and supporting.

Fundraising is a science.

Because the flavor of your board has the potential to make or break your library, recruit members who know former elected officials; who are not necessarily book lovers, but rather, movers and shakers; not necessarily library users, but Civic minded influential, philanthropic individuals.

Make sure you focus on retaining loyalty.

Individualize your membership campaigns. Become personal with your donors through personal contact; personal letters; telephone follow-up; end of year gifts; donor recognition events, lunches, etc. Because like attracts like and strengthens your position, use your givers to recruit others.

As a Gaebler, your stand should be strategic, persistent and unique. If you’re going after a foundation, focus on projects which align with the organization’s interests. If you’re going after a family foundation, focus locally and if you’re going after an individual, use personal recognition to create a strong partnership.

Fundraising is an art.

Giving is a personal commitment. Invite donors by playing to your strengths with fresh ideas. Create a compelling case through specific goals and a strong staff. Your proven strategy should include:

Identifying donors
Cultivating relationships with them
Soliciting them
Stewarding them

A Gaebler is no whiner. To survive, your small or rural library must nurture relationships to create your very own advocacy champions. So, create a high personal relevance factor for your library within your community.

Be a Gaebler Librarian and survive against the odds!

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