Looking for more ways to reach more people more effectively? This September/October 2022 issue will help. The How-To is all about doing the groundwork to improve your promotions. Our new column, AdTech Tools With Trent, explains how to employ geofencing technology to reach targeted groups. On the lighter side, a photo essay shows off the winners of the summer’s biggest marketing awards. And don’t miss all of the news tidbits in ICYMI.

How-To

How to Make Your Promotions More Effective: Start With Research
By Kathy Dempsey
If you’re not starting your marketing communications projects by researching your audience, then you’re starting in the middle of the Cycle of True Marketing. Kathy Dempsey, who created the cycle, explains why audience research matters, then provides links to many sources of data. She covers where to learn about local markets, lists general resources, names library-specific info sources, then wraps up with external resources that can be useful.

Special Report

Highlights of Marketing Awards Given in Summer 2022
By Kathy Dempsey
Awards for numerous marketing and public relations contests are given out at summer conferences. Since nobody can attend all of those ceremonies, MLS editor Kathy Dempsey rounded up the details from around the globe. Colorful photos highlight winners of the John Cotton Dana Awards, the PR Xchange Awards, and the IFLA PressReader International Marketing Awards. She also calls attention to the 25th anniversary of IFLA’s Section on Management and Marketing.

AdTech Tools With Trent

Spur Specific People to Action With Geofencing
By Trenton Smiley
In the second installation of this new column, Trenton Smiley explains what geofencing is, how it works, and how much it costs. He shares examples of how his library has benefited from it and offers a glimpse of how they hope to use it in the near future. If you want to reach a specific group of people who are interested in particular activities, places, or topics, Smiley says that geofencing can be a game changer.

ICYMI

Library Robots, Weddings, Police Stations, and More
By Kathy Dempsey
In addition to the many stories about challenges to books and librarians, there's also happier news: One library is available for weddings, one is testing a robot worker, one had a huge stuffed-animal sleepover. Plus, there are links to useful articles and reports.