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Self Storage Marketing. To reinforce the idea of a strong coherent image, all self storage facilities respect the same standards of structural efficiency and customer care. The managing staff is trained according to the same program, and they approach and take care of the customers following the same procedures. Self Storage Marketing.
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Marketing
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Self Storage Marketing
The Marketing Plan
After the analysis or feasibility study, marketing staff should draw up its final plan, which usually includes different types of intervention. Self strorage marketing has always achieved the best results by applying a mix of marketing tools. National and regional differences in media preferences, habits, language and lifestyle mean frequently changing the mix, making the experience more challenging but ultimately more successful.
Self strorage marketing communication to the general public aims to be attractive, to encourage people to visit a facility and help them understand the core concept of the new service. Massive distribution of leaflets, availability of detailed information through the Internet, presentations of the service in shopping centers or at local fairs or trade exhibitions, numerous ads in the local newspapers, and commercials on local radio and television are all means of making contact with potential customers. These means are defined and scheduled through a specific advertising plan.
In addition to these standard marketing actions, self strorage marketing has successfully experimented with a very "gregarious" way of getting in touch with people and effectively spreading the word about self-storage. It is very easy: You just need a small portable gazebo, leaflets and brochures to distribute, a couple of outgoing and nice people from the management staff, sweets and chocolates, and the right place to set up your stand.
For direct marketing, Self storage marketing professionals produces letters addressed to people with filing needs that require increased archives: lawyers, professional accountants and notaries. In some areas, where particular customer groups could be interested in the self-storage business such as importers, commercial letters have been written in the language of the addressees, taking into consideration their cultural habits and usages.
"The ideal mix includes newspapers ads, and radio and television
commercials"
The Advertising Plan
The advertising as well as the marketing plan always involves a mix of media. The ideal mix includes newspapers ads, and radio and television commercials. Facilities are always located in points of greatest visibility, which already represents a strong advertising medium.
Usually, the plan provides for a launch phase. During this period (usually three to four weeks), the incisiveness of different media is tested and customers' reactions are monitored. People who visit the facility or call for information are always asked how they heard about the facility. Strong relationships are developed with the press, television and media agencies.
It is critical to the visibility of the business to organize an event for the opening. Journalists, opinion-makers and representatives from the local media are invited personally to the event through letters of invitation and follow-up calls. Usually, they enjoy a visit to the facility and a presentation on the business by the investors. They are then invited for lunch or a cocktail. Thanks to this friendly way of managing public relations, Casaforte has gradually gained spontaneous attention of the mass media and, as a consequence, a lot of free visibility.
After the launch phase, the efficacy of each advertising medium is evaluated. Following the results of this evaluation, a maintenance-advertising plan is defined. The maintenance plan aims to preserve public interest in the topic, widen public knowledge about self-storage, and attract specific target groups.
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