Auntie Kate The Resale Expert

Recently, there have been a lot of articles about how public libraries are much busier places than in times past.

The main message is that in tough economic times, people look for free ways to entertain themselves and their families, so they are using, and perhaps re-acquainting themselves, with their libraries.

How could we use this social evolution to

1. Build our businesses
2. Grow our customer base
3. Refine our shop’s image in the community
   

And how can we use this news to make what WE do news-worthy, so the media will help us spread the word about ReSell, RePlace, ReJoice ?

1. Be a booster of ReUse in all its aspects: It has always STUNNED me how many one-read novels just sit on someone’s shelf, gathering dust. Once I’ve succumbed to the cost of a new book… what to do with the latest Janet Evanovich or Stephen King? Wouldn’t it TICKLE me to know that I could take it in to my favorite consignment or resale shop, and they’d see that it got to a public library where others could enjoy it? Build business and your community profile by offering a FREE community service.

2. Grow your customer base: Think of that 85% of people who don’t shop resale: wouldn’t it be good business to give them a reason to visit your shop? You’re confident in your ability to turn them into future customers. All you need to do is get folks in, and being a donation station for the library is one example of many ways you can do this. Invite “strangers” in and you have a great chance to turn them into fans of YourShop.

3. Fulfilling a need in your community is one of the MAJOR joys of being a local merchant as well as one of the strengths you can have over the larger, more cumbersome retail competition. And we are not just talking books here. Libraries also are collections of DVDs, CDs and more. My library even lends artwork. Now, maybe your library (after all, most libraries are a part of government, and we know how nimble and innovative government is) doesn’t WANT these donations for their collections (“We have RULES.”). Then, talk to the volunteer “Friends of the Library”: could THEY use your donations for a fund-raising sale? Give people a “feel-good” activity, and those warm fuzzies will become a part of your shop’s image.

To make this promotional event newsworthy, consider window displays AKA photo ops for the local media: A little red wagon chockablock with children’s books donated, through YourShop, by citizens to their local library? A “coffee table” constructed of coffee-table books ditto? Three tipsy stacks of “chick lit” topped with A) a martini glass, B) a pair of Blahniks and C) a red satin dress? Accompany these photo ops with press releases via email (“More borrowers, more recycling, thanks to YourShop“) , and be ready with your press kit!

Ask the Friends to put up a sign at their event, thanking the community and YourShop for help with their fundraising efforts. Make up some coupons they can use for bag-stuffers offering something to draw people into your shop. Give every librarian one of your Frequent Buyer Cards, already half-punched, “for your contribution to our community.” Offer to give a talk or make up a display in the library on “Stretching your Dollars” or “A Happy & Frugal Holiday for All”. After all, libraries are a good match to the ReSell, RePlace, ReJoice philosophy of the resale industry.