The smart self-storage operator will make sure these customers remain loyal for a long time. Give them what they want, when they want it. Know them and treat them like family. If you do, they’ll mimic the commitment.
Marketing With Clarity
Your marketing message must be clear. Always have a concise, compelling call-to-action before you launch a direct-mail campaign or publish an ad in a local newspaper or phone directory.
And don’t forget the most important part of your marketing message must be to give customers a reason to do business with you. Beating your chest and proclaiming “We’ve been in business for over 60 years!” does nothing for the customer. Their response: “So what! What’s in it for me?”
Don’t let ignorance or ego become your worst foe. What worked before may not work today. Even if you created the most supreme self-storage marketing program 10 years ago, it doesn’t mean it will work in 2009 too.
You may need to re-invent your business, re-position or re-work your marketing; change your thinking. Superstars in business are flexible, positive and enjoy what they are doing.
Maybe the most important secret to marketing is best said by cosmetics queen, Mary Kay Ash: “Pretend that every single person you meet has a sign around his or her neck that says, ‘Make me feel important.’ Not only will you succeed in sales, you will succeed in life.”
This is the greatest time in history to be in business. Challenges exist, but rewards will come in many varieties. To enjoy them all, make a plan, take off and make course corrections along the way to the bank.
Lisa Wolfe is president of Marketing Success International LLC. She has more than 18 years in advertising, marketing and event-planning experience, has contributed to numerous journals and is a seasoned conference speaker. For more information, call 480.663.7769.
Here are a few books to get you up to speed:
- Flight Plan and Eat That Frog by Brian Tracy
- Positioning by Al Ries and Jack Trout
- Customers for Life by Carl Sewell
- Who Moved My Cheese by Spencer Johnson