Some Self Storage owners just do not want success as much as others. Do you believe that? Some tolerate lazy Managers, weak Supervisors and less than motivated vendors. Others demand peak performance and barely tolerate less than perfection from all who are on the team. One of the areas most easily examined and directly related to success is marketing (not advertising). Sometimes, it takes thinking “outside the box” and the expenditure of more effort to take it to the next level. Are you willing and able?
Marketing – Thinking Out Side The Box
After a recent Self Storage convention in Atlanta while in the airport, you may have heard this announcement over the airport public address system: “Would the representative from Coast-To-Coast Storage meet their party in baggage claim?”. I can not resist an airport page. It just seems like the perfect opportunity to send a short message (FREE) to lots, and lots of people. It just requires a little BOLDNESS.
Here are 3 examples of “Thinking Out Side the Box” mini marketing plans:
Each month, the editor of your local business section should receive at least one press release. If you do not know how to write one, look it up on the internet. There are lots of tips and tricks available if you will spend just a little time and energy.
Press releases can be significant (change in ownership or management) or can be narrowly directed, but of some interest. A story might be created around a special tenant. I know that one military war hero stores a tank in a self-storage facility. This (with the tenants permission) may make for an interesting story that your business or local editors may publish. It takes a little EFFORT.
Company Branded Promotional Items
I wear shirts with the Company name and logo EVERYWHERE. To Church, to the Theater, to work, at play, to restaurants, and almost every waking moment. I sleep in old Coast-To-Coast tee-shirts. I eat, sleep, and breathe the company. It requires a small amount of COMMITMENT.
My shirts have the logo on the front, and on the back collar (and on the back of the hats) I have displayed my website. I deliver the message – both coming and going. A little CREATIVITY goes a long way.
Owners who follow my lead and instructions do not eat at restaurants where the waiters do not have a huge supply of pens with the store name address and phone number. I leave these pens everywhere. I absolutely LOVE going to Wal-Mart and seeing the clerks handing my pen to shoppers to sign the charge receipt.
The other day, I was in a bank I do not do business with an low and behold, one of the Tellers was using a Coast-To-Coast pen. Yahoo!!! It requires you create a BUDGET for give-away promotional items. Just make certain you leave them everywhere you and your “posse” go. It means you have to be GENEROUS.
This year, we had computer bags (like a small briefcase) printed with the Coast-To-Coast logo. It makes a nice gift for clients and tends to have “staying power”, meaning that they do not get thrown away easily and are often used. In addition, coffee mugs, mouse pads and sport bottles top my list of favorite promotional items. I advocate that you look for items of high perceived value and low cost. Be SELECTIVE in your purchases.
Where do you leave business cards? I have them printed by the tens of thousands. I know many will be thrown away, but they are so inexpensive. Why not have them available at any time? Think in MULTIPLES.
Marketing your business is a direct risk-reward/effort-results game. You can choose to be passive and enjoy limited results, or you can work hard (and smart) and increase the chances of success. Many campaigns will only have minimal results, and you learn from those efforts. Some will satisfy the “Return On Investment” minimum criteria, and others will bring smiles to your face.
7 Keys To Successful Marketing
If you have been paying attention, I already shared them with you. The 7 keys to successfully marketing your Self Storage or Real Estate related business are:
If you use these 7 key principles and apply it with thinking out the box values then you will increase the success of your Self Storage business.
Remember: When The Front Door Is Swinging, The Cash Register Is Ringing!!!