Evaluating marketing strategies for promoting information products and services in selected public libraries in Eswatini

Abstract

This study aimed to evaluate the marketing strategies used to promote library and information services in public libraries in Eswatini. Specifically, the study sought to: (1) identify the information products and services offered by these libraries, (2) establish the marketing strategies employed to promote information products and services, and (3) assess the effectiveness of these strategies in enhancing user engagement. The study adopted a positivist paradigm and employed a quantitative research approach, using questionnaires containing closed-ended questions as the primary data collection instrument. A total of sixteen questionnaires were completed by librarians from the Mbabane Public Library, while nine questionnaires were completed by librarians from the Manzini Public Library. The collected data were analysed using Microsoft Excel, with findings presented through tables and figures. The study revealed that public libraries in Eswatini offer a range of information services, including lending, reservation, translation, reference, referral, and children’s library services. The information products provided include printed books, newspapers, magazines, and government gazettes. Regarding marketing strategies, the study found that Eswatini public libraries employ several approaches to promote their information products and services. These strategies include organising trainings, seminars, and workshops to educate librarians on marketing practices; creating and maintaining library web pages; providing electronic access to information; enhancing interpersonal relationships between staff and users; conducting one-on-one discussions with users; having representatives participate in institutional functions; advertising through print and electronic media; promoting staff friendliness towards users; providing suggestion boxes; and ensuring that librarians are appropriately attired. The study recommended a need to have a library website and maintain it. A well-designed website serves as a crucial marketing tool, providing users with easy access to information about library services.