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Self-Storage Marketing Lessons From AOL and Coca-Cola

Derek M. Naylor Comments
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See the difference? You’ve integrated with a process the company must go through to get going on their job. It’s a much more powerful approach that inevitably seals many self-storage rental deals.

Incentives to the Relationship

You can even go as far as to make arrangements with those you integrate with so that they are collecting payments from their clients and you just bill them for the units they occupy. This gives them the opportunity to mark up storage space and create an additional profit center for their own business and bottom line.

You’ll first need to consider what incentive to offer to those involved in your integrated marketing campaign. Once you do, you’ll be just like computer manufacturers making a good profit from those who put icons on the desktop of new computers, and like McDonald’s operators who profit from every Coca-Cola product sold through its restaurants.

The best way to do this is determine what your cost-per-new-tenant acquisition is through other marketing channels. If you are OK with paying $100 for a new tenant through Yellow Pages advertising, you should be perfectly fine giving $100 for a new tenant through integration.

Integrated marketing campaigns can take time and imagination to cultivate, but if you consider these relationships can be worth dozens of new tenants every month, this extra mental exercise is very worthwhile. While I don’t recommend storage operators mimic marketing campaigns devised by the Fortune 500s, I hope you grasp the power of integration marketing and use it as a reliable and inexpensive source of new tenants for years to come.

Derek M. Naylor is president of Storage Marketing Solutions, a full-service, results-oriented marketing and advertising agency dedicated to the self-storage industry. For a free subscription to his e-newsletter, call 800.941.4805; e-mail; visit

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