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Making Marketing Decisions in Tight Economic Times

Sue Weinman Comments

Where do consumers store household items when faced with a foreclosure or downsizing? When the need to relocate arises, homeowners and apartment renters will be searching for assistance with moving supplies such as boxes and packing materials or the use of a free move-in truck. Where will they store their recreational items such as ATVs and boats?

The storage industry offers a valuable “solution” to several problems people are facing. With home-foreclosure rates increasing daily, and the real estate market declining in most metropolitan areas, the demand for storage is increasing. Even if consumers are not facing a change in living situations, gas prices have forced many “weekend warriors” to park their recreational apparatus. Facilities offering specific services such as storage of RVs and boats should capitalize on this added benefit.

Your Investment

Perhaps the economy has put the pinch on you, too, and maybe you’re considering reducing your budget and downsizing or eliminating Yellow Pages advertising. This is not in your best interest. Be aware that advertising is an investment in your business, and now is not the time to stop.

The Yellow Pages still offer a solid return on investment. You need occupants in order to stay in business, and they need you. This form of advertising is still the most cost-effective way to match your needs with the consumers—offering a “solution” for both of you.

If your storage competitors decide to decrease their advertising, you have an opportunity to gain presence in the marketplace. You can easily pick up the competitors business and establish yourself as a solid, reliable facility.

No Frills

If you absolutely have to trim your advertising budget, remember size is more important than frills. Color and white background ads are more attractive and draw more attention, but size and content are still the most important components.

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