(Re)Evaluating Your Self Storage Marketing Material
Last week I blogged about how you can take an event—or even a natural disaster—and use it to market your self-storage facility. In the blog, I related how a hail storm in my city a few months ago has led to a plethora of marketing by car dealerships and roofing companies.
I also pledged I would be calling a roofing company to see if my roof had any damage for which my homeowner’s insurance would cover. Great idea, but when I sat down to determine who to call, I was faced with several choices. My neighborhood has been deluged with yard signs, postcards in the mail, and fliers and door hangers. So who gets my call?
I’m almost ashamed to admit I went with the best-looking door hangar. Why? It was quality-grade paper, had a unique shape (the “hanger” part was shaped like a roof with shingles, naturally), and was, honestly, colorful. It also contained three essential bullet points: free inspections, insurance-claim specialists and quality roof installations. At the bottom, the project manager attached his card with had his office, fax and cell phone numbers.
The roofing company also used the back of the hanger wisely. While most companies only use the front to spread their message, this company stated the problem (hail damage to Valley homes), what could happen (new roof for me!) and why I should choose them (all the PR stuff about how wonderful they are). It also had a call to action: “Call today for a free inspection,” plus the phone number.
I’m sure this door hangar cost a pretty penny. Was it worth it? Yes! And here’s why:
It got my attention. Roofing is always a competitive business, but even more so after a major storm or other weather-related disaster. To stand out, this company went with a cleverly shaped door hanger on quality paper that stood out from the rest.
Details, details. While you don’t want to overload your mailer, flier or door hanger with too much information, you do need to get the customer’s attention. A website address, phone number and, in the case of self-storage, an address or other landmarks are key details you need. And use your space wisely. There’s nothing wrong with using both sides!
Call to action. A good marketing message always has a call to action. You can offer a discount off the first month’s rent, free use of the facility’s moving truck (an easy one since most operators do this anyway), a free box or lock, etc. The point is to get the customer to act.
When you’re amid a sea of competition, you must take every opportunity you can to show your community why you’re the choice for them. They may not need storage today, but by making a lasting impression through a clever marketing message, you can ensure they’ll call you when they do.
Take a look at your facility’s marketing material—brochures, fliers, door hangers, etc. Are you making a splash or simply doing what everyone else does? Do you have a call to action? Will people remember your printed material tomorrow, next week or next month?
If you’re looking for more great marketing information, join us for the Inside Self-Storage World Expo. This year’s Las Vegas event, March 14-16 at the Paris Hotel and Resort, will include a number of marketing seminars led by experts in the field, plus a special workshop focusing on online marketing. To review the full agenda and register, visit www.insideselfstorageworldexpo.com.