EBSM techniques highlight items that are under performing despite expectations. It would normally be expected that such material still has the potential to perform better if it is promoted properly by highlighting in special displays, moving to a more prominent position in the library, or given more face-on display opportunities.
There may be a number of triggers for promotion in this manner – local or world events that are attracting particular interest from customers for example. EBSM itself, may provide another trigger through its Dead Item Action Plans by highlighting to a library manager items that could attract some further use through specific promotion.
Regardless of the reason behind this type of promotion, collections marketed as such should have their subsequent performance tracked to test the success of the experiment.