Even the delivery of print marketing campaigns is becoming more cutting-edge. Dan Rich, owner Taylor Ranch Self Storage in Albuquerque, N.M., tapped into the roller-derby craze by hiring a local team to deliver four-color door hangers. Not only is the delivery sure to get notice, but the campaign proved to be cost-effective. “The young women are enthusiastic and aggressive about moving from house to house,” says Rich, who pays the players $14 per hour. “A good roller girl can blast through a neighborhood at lightening speed and deliver about 150 pieces an hour.”
To ensure her marketing campaign reached a wide audience, Gavins built a comprehensive program with overlapping components to announce the opening of facility. Her campaign included e-mail marketing, YouTube video, a newsletter, a referral program, and social-networking websites.
Gavins also organized a community event to celebrate the grand opening. “The community is very family-oriented and I wanted to put an event together to say hello,” she says. Gavins tapped another local business to co-sponsor a “Health and Safety Day,” which reduced the facility’s costs. The event included music, a bounce house, safety tips from the police and fire departments, a blood drive and vision screening. The event was so successful that Gavins plans to make it annual.
A good campaign also targets a specific market. Anthony Morrow, marketing manager for Storage Solutions in Cerritos, Calif., took this approach when creating ads catered to the area’s Korean population. Some members of the company’s management team are Korean, and one agreed to be the contact for inquiry calls. Because the concept of self-storage isn’t well known in the Korean community, the ad is educational, explaining reasons someone might use storage.
Tami Stockton, manager of Cove Point Storage in Lusby, Md., also created a campaign with a specific audience in mind: children. Stockton wrote and illustrated a coloring book featuring a sad car that can no longer be parked in the garage because it’s full of Christmas decorations and boxes. The coloring book introduces the many benefits of storing at Cove Point Storage. Her reasoning was twofold: Parents are apt to keep anything their kids color, and the book can be distributed in places where families gather—restaurants, daycares, schools and medical offices. “We often underestimate the influence children have on their parents and other adults,” Stockton says.
In today’s competitive self-storage environment, marketing is a critical component to every facility’s success. But you don’t need a big budget to get noticed. The best marketing campaigns are planned, innovative and memorable. Keeping it fresh and targeting your market will guarantee your next campaign is triumphant.