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Not What You ThinkJanuary 5, 2009This past November Chicago Public Library launched an ad campaign
First off, I’m not a fan of defensive positioning – meaning that you try to persuade your audience that your product is “not” something. It is defensive and concedes right out of the shoot that you have an image problem. First rule of advertising is to lead with your strengths.
Besides, how do you know what I think? Secondly, the message here is way too esoteric. The audience has to work to connect images and messages. I’m still trying to figure out how a couple of these work: “she’s one of ours?” (written in small text beneath her -- to demonstrate that she is a CPL libraran.) If you have little familiarity with a library in the first place, this isn’t helping.
Plus -- seeing a lovely young woman with the words “It’s free. It’s easy” …. Well… I’m not sure that’s really the intended message is here. Sounds a little like….
Finally, I have been thinking about the difference between communication and information. Marketers are about communication; librarians are about information. To communicate you need to synthesize. Distill the message to its essence. Information is more an inventory. The opposite of distillation. This ad tries to distill in the headline, but defaults to information in the subtext. In my mind the two are at odds.
Humor is essential – especially for libraries. So I appreciate the effort. I understand what was attempted. But, in the end, I think it misses the mark.. For a truly inspired humorous advertising campaign, visit: http://www.wyominglibraries.org/campaign.html and see what Wyoming Public Libraires have done.
Posted by Alison Circle on January 5, 2009 | Comments (12)
January 6, 2009
In response to: Not What You Think benny commented: interesting. Wyoming's approach is much more authentic. And, why promote the staff?
January 7, 2009
In response to: Not What You Think Not What You Think commented: I'm all for promoting our staff. Staff are our key differentiator in an age of Google (see December 8 post.) Our experience in Columbus is that by promoting our staff we have tremendous impact on customers. In this case, it isn't the use of staff, it is the overall execution that I'm commenting on.
January 8, 2009
In response to: Not What You Think benny commented: sure. i understood what your comment was about.
January 9, 2009
In response to: Not What You Think Nancy Dowd commented: Hi Allison, Glad to see a marketing blog on LJ. Welcome. I think it's really tough to use an active campaign to make your point. In all fairness to Chicago, it's a new campaign and even though you may not like the design, we aren't going to know whether the campaign worked until the results are in. -Nancy Dowd
January 13, 2009
In response to: Not What You Think Chicago library user commented: I think the purpose of this campaign was to reach a young audience who is used to (a) humor and (b) startling graphics used in marketing campaigns. Why not let them know libraries have young, hip and attractive staff working there? I've seen the other images used in the campaign and they are fun and playful, grabbing your attention on the El or bus in the morning. What more can one ask for but a chuckle followed by more info on what it's about?
January 26, 2009
In response to: Not What You Think Peggy commented: No offense, but the Wyoming campaign lives up to the same old library image we are used to... at least Chicago is trying something fun and new. If you are trying to attract an audience that thinks of the library as a place for boring things (and therefore stays away), why not let them know the Library has a sense of humor - and yeah, tatooed libarians who look like them? Lighten up folks.
February 1, 2009
In response to: Not What You Think Library lover commented: Chicago has it right IMO - if you want to reach the crowd (and it's a large crowd) that don't think libraries are them then you have to catch their eye and speak to them in a different way. Wyoming is talking to the converted. Telling people that libraries have books is...'nuf said.
February 2, 2009
In response to: Not What You Think The1&onLy commented: Your a douche!
February 2, 2009
In response to: Not What You Think the ad is me commented: sounds a little like...?
March 11, 2009
In response to: Not What You Think Richard commented: As a Chicago citizen and library card holder for over 9 years, I have to admit I was really confused by the "Not What You Think" ads on the CTA buses. I wasn't sure what the message was supposed to be at all and actually googled it to find out. Unfortunately for CPL, this blog, not the CPL official website, explained it best. Sorry, but you need to do a better job of convincing the public what you offer.
March 16, 2009
In response to: Not What You Think ChiPubLib Fan commented: Alison, all though I appreciate your comments, I think you missed the mark and may not get the campaigns intention. I learned that the campaign is directed to a 25-35 your old age group who had thought of the library as antiquated. They want those pre baby- post college folks to use the library., We have been talking about the ads and the events the library has been doing and see it as a total eye opener. Who knew you could download audio books and music for free right (right to your ipod) from the library website by just having a card? The visuals of the ads suck you in and the type explains its purpose. Most people in the demographic won’
March 16, 2009
In response to: Not What You Think Design geek commented:
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