Strategy: US Storage Centers

The Problem:

The Self Storage industry poses unique and exciting marketing challenges. Customers typically come from within a 3 mile radius of a facility – and do not want storage! (Nobody is excited about paying more money for items already owned). There are sometimes up to 20 storage facilities competing for the same geographically locked population – each offering relatively the same product and many with lower pricing – so marketing must be the differentiator.

In the case of US Storage Centers, these obstacles were overcome by creating the storage industry's most impacting promotion and supporting it with a no-holds-barred, all-out marketing blitz blending traditional methodologies with guerrilla tactics. The promotion had new customers still lined up outside facilities an hour after closing time eager to rent storage space...and changed the entire industry.
 
Since location is the prime consideration for storage, ads in yellow pages and local newspapers were bolstered by community outreach efforts, and a slogan was created to position US Storage Centers as the answer to consumers' storage crisis:

"Your Neighborhood Storage Solution."

As being considered part of the neighborhood was imperative, bringing the message right into consumers' homes was essential. Direct mail is able to accomplish this objective in a powerful manner. The industry had previously utilized direct mail with poor results. I found this to be due to using the wrong message and methodology. I developed a cost-effective printing strategy, focused on precision of mail drops, and created a powerful benefit-oriented message – with dramatic, positive results.
 
A dominant interactive presence in each of our markets was achieved with a new website; an aggressive social media campaign was launched, bolstered by Pay Per Click campaigns and utilization of internet lead generating resources. Online videos were created to visually position the US Storage Centers facilities as the clear choice.
 
A typical consumer turns to storage as the result of a crisis or transition period – so trust is a significant determinant as to which storage facility is chosen. Therefore, aggressive referral and incentive programs were developed to turn current and previous tenants, local business owners, and even competitor managers into our most effective salesforce. Establishing top-of-mind awareness was a critical component in establishing a brand that was identifiable and trustworthy, and this was achieved within the marketing attack.
 
A sophisticated Measuring & Tracking program was developed to ensure program effectiveness in the numerous markets across the country, and to permit pinpoint customization. Further, an extensive sales training program was implemented to ensure managers would close the new leads that the marketing attack was generating.

THE RESULT:

Revenue dramatically increased, with every facility in all 60+ markets setting occupancy and revenue records.