NaBloMoDoSoReMeLa

This is that thing that bloggers do every November where they threaten to post something inane every day of the month (as opposed to only when their Beloved is watching Parks and Recreation). Count me in! Or, rather, count me a few days behind. I thought it was the thing every November where bloggers threaten to write 50K words, which I was still deciding if I wanted to do or not. But Jules corrected me, so here goes....


A LITTLE LESS INFORMATION A LITTLE MORE ACTION

I rented the Sound of Music the other night from our library, [Side bar: did you know you can rent movies from our library for $1? Awe. Some.] and I made an "informed" observation.

An "informed observation" (trademark JoieDeVivre 2009!) is what I call something you start noticing now that you know something (more) about it. Since returning to school and taking a few Public Relations courses, I am more informed about advertising, press release strategies, campaign finance rules, etc. I am so rotten with new book smarts that even those Mac Ads I love so much have lost a little of their shine when watched with my newly educated eyes.

Our library used to have this worn out clear plastic teddy bear piggy bank on the checkout counter where patrons could donate spare change, bills, etc. Well, somebody up and stole that piggy bank. Truly, it was one of the saddest days in our community b/c 1) it was such a pathetic excuse of a bank, 2) there could not have been more than $20 in the thing, and 3) it meant someone in our community was hurting that badly that s/he would stoop to such pathetic measures. The bear was recently replaced with a new teddy bear bank and has a sign beside it advising patrons to note the new anti-theft device: a ring of jingle bells attached to its neck. Beside the new bear and the new anti-theft sign is a “volunteer on duty” sign which is never right or is left blank altogether. Beside the VOD sign are sundry flyers for past events, expired coupons, etc. The point of all this is to illustrate the amount of non-informative, out-of-date crap that sits on the checkout desk. There's hardly room to lay your books! Certainly not enough room to advertise something truly important, say, a New Moon release party?!

While I was checking out my movies, I noticed a sign literally tucked into a corner between the stairs and the copy machine with a picture of Edward Cullen and Jacob Black (which my faithful readers will recognize as something I was drawn to like a moth to a flame. Or a lion to a lamb? Ugh....) It was a sign advertising a release party for the New Moon movie on November 19th and invited patrons to come to the library to share their thoughts on the Twilight series and dress up in their favorite characters. (No, I did NOT sign up!) Is that cool or what? Why, oh why, is that sign not front and center on the checkout counter?!

When you first walk into the library, you are assailed by an angry sign and dozens of leaflets exclaiming the library's budget shortfall for this fiscal year and the projected reduction for 2010. Postcards to the local officials are provided and patrons are urgently requested to send one off to protest on the library's behalf. (It works. I sent one.)

Now, here's my "informed observation" (you knew I'd get to it sooner or later! this post is as rambling as Alice's Restaurant! "Remember Alice?"): to get more money, the library needs more patrons to protest; to get more patrons to protest, the library needs to get more patrons invested in the library and so it hosts cool events like the Twilight party; however, to get people to come to the Twilight party, it needs to advertise. Prominently. Not tucked into a corner.

First rule in a communication campaign: identify your message. (“New Moon party!”)
Second rule: identify your target audience. (13yo and 30+yo freaks, and parents of 13yo freaks)
Third rule: identify the media to reach your audience. (A sign in a high traffic zone frequented by aforementioned target)

Now tell me this doesn't capture YOUR attention....