Market Segmentation for Libraries: How to Identify and Study Your User Groups

Date(s) - 02/17/2022
2:00 pm - 3:00 pm



In this 60-minute presentation, Mark Aaron Polger will describe how to use a market segmentation to identify, assess, and better understand the different user groups in your library. You cannot use the same marketing activities and methods for your entire library community, you need to be selective and strategic. Mark will discuss the process of conducting market research to study your overall library community.

Once your library’s user groups (or segments), have been identified, then further market research is used to better understand their needs, desires, and expectations. Topics that will be discussed include the two levels of market research data (primary and secondary), different types of market segmentation, the difference between segments and personas, and targeting versus positioning.

Lastly, he will identify some market segmentation software applications that can help you best serve your users. This session will be highly interactive and practical, as participants will be able to understand how to assess and identify the different users they serve.

By the end of this webinar presentation, participants will be able to:
Define market segmentation and understand how it directly applies to libraries
Understand the importance of dividing your library users into different segments
Implement different market research methods that will assess and help identify the different user groups in your library
Utilize both primary and secondary market research data to help drive your decisions in your targeted marketing activities
Understand the importance of the concepts targeting and positioning, as they relate to marketing to your specific library users
Identify different software applications and tools that can help improve your targeted marketing activities

Register here for this live webinar.  The recording and handouts will be available on Niche Academy after the live event as well as our library of over 700 recorded sessions. To access Niche, go to: https://my.nicheacademy.com/floridalibrarywebinars

Presenter: Mark Aaron Polger is an academic librarian and information literacy instructor who has been working in libraries since 1992. Currently, he is the Coordinator of Library Outreach at the College of Staten Island, City University of New York (CUNY). His responsibilities include coordinating the library’s marketing and outreach activities, engage in campus community partnerships, and assists in the assessment of library services and resources. He has been deeply engaged in working in various library signage activities since 2012. He has written about library signage audits in journals and other publications and has presented at national, regional, and local library conferences.

In 2019, he wrote Library Marketing Basics, published by Rowman and Littlefield Publishers. This “how to” guide is a great introductory text to library workers who are charged with marketing their libraries to different targeted groups. His latest book Library Signage and Wayfinding Design: Communicating Effectively with Your Users will be released in early November 2021 by ALA Editions.


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