On-Demand Library Marketing Series (Part Four): Library Marketing 101: Start with Market Research

Description: This fourth session of the Library Marketing Series. This webinar will introduce learners to different market research tools that can be used to study your users and learn more about their needs, desires, expectations, and knowledge base. Learners will be introduced to a SWOT analysis and primary research tools such as interviews, focus groups, surveys. Learners will also glean data from secondary research tools such as Census data, the annual American Community Survey, and survey data from Pew Research, Gallup polls, and Nielsen data.

The four-part webinar series covers the basics of Library Marketing. 

Learning Outcomes: 

By the end of this webinar, attendees will:

  • Define market research and explain its significance as a way to learn about your users before engaging in marketing activities. 
  • Identity examples of primary and secondary assessment tools that can be used for market research purpose. 
  • Understand the advantages and disadvantages of using qualitative and quantitative research methods such as interviews, focus groups, and surveys. 
  • Utilize secondary market research data from the U.S. Census, Pew Research Center, Nielsen Data, and Gallup Polls

    Who Should Attend: This webinar is geared to workers in public, academic, and special libraries


    Mark Aaron PolgarMark Aaron Polger is an academic librarian and information literacy instructor who has been working in libraries since 1992. He received his MLIS degree in 2000 from the University of Western Ontario (London, Ontario, Canada) and has worked as a librarian in public, hospital, and academic libraries. Currently, he is the Coordinator of Library Outreach at the College of Staten Island, City University of New York (CUNY). He assists in the promotion of library events for CLUE (College Life Unit Experience) credit, coordinates the partnership with local-area high schools and public library branches, and serves as the liaison to the Office of Admissions and Recruitment, Office of Student Life, SEEK office, and the Center for Global Engagement. 

     Since 2014, he has been co-chairing the Annual PR Xchange Awards Competition, part of the new Core division of the American Library Association. Locally, he co-chairs meetings in New York City for ACRL National’s Library Marketing and Outreach Interest Group. He was part of the founding committee of the Library Marketing and Communications Conference (LMCC) from 2015-2019. Currently, he is the Founder and Editor-in-Chief of the open-access, peer reviewed journal Marketing Libraries Journal, which was launched in Fall 2017. 

     He is the author of three books; Library Signage and Wayfinding Design: Communicating Effectively with your Users (2021), Library Marketing Basics (2019), and Engaging Diverse Learners: Teaching Strategies for Academic Librarians (co-authored with Scott Sheidlower)(2017).

    Tech Requirements

    Core Webinars are held in Zoom. Speakers or a headset for listening to the presentation are required. You may interact with the presenter and ask questions through text-based chat. Closed captioning is available in the Zoom platform. The webcast will be recorded and the link to the recording shared with registrants shortly after the live event.


    Online: Complete the individual webinar online registration form. Sessions are listed by date, and you must log in.

    By phone: 1-800-545-2433 (press 1 to reach our customer service representatives)

    By mail: To register by check or purchase order, please email registration@ala.org. Our registration department will send you an invoice or registration form.

    Core Code of Conduct: Please review the Statement of Conduct before registering.

    If you have a question or need to make arrangements for special assistance or additional accessibility, please contact Mia Blixt-Shehan (mblixtshehan@ala.org).