Missed Sales Opportunities: Are You Promoting Your Self-Storage Specials and Events?
A couple of weeks ago I blogged about one of summertime’s downsides—bugs! But summer is also filled with many great things: family BBQs, swimming, longer days and, my favorite, summer movies. I typically spend more time in a movie theater between May and the end of August than I do for the rest of the months combined.
Yesterday was such a day. The kids and I headed to a late afternoon showing of Kung Fu Panda 2. You gotta love a Wednesday afternoon at the movies—no lines and an abundance of open seats. Upon entering the theater lobby I noticed a few signs about “Stubs.” The lady took our tickets and pointed us toward the correct theater. No mention of stubs. As we walked down the hall, I noticed a table with three—yes, three—brochures so I grabbed one. Turns out “Stubs” is AMC Theatres’ new membership/rewards program. Designed for the frequent moviegoer, the program offers a $10 kickback after $100 spent, discounts and upgrades at the concession stand, and no online ticketing fee for just $12 a year.
The theater employees didn’t know it, but I was truly a golden sales opportunity. AMC is my preferred theater, and I spend oodles of time there every summer. Had an employee spent a couple of minutes going over the benefits, I likely would have made a purchase yesterday. Their lack of one-on-one promotion means I would now need to seek out an employee and ask questions. Not going to happen.
When offering a self-storage discount, sponsoring a charity event or any kind of promotion, you need to market it. And not just by throwing out a few brochures on a table or hanging a sign in the office.
Do you have a referral program with a great reward? Do you tell every person who walks through your door about it? Have you visited the nearby realtor’s office or the apartment complex down the road and told them about your self-storage referral rewards? Maybe you’re hosting a yard sale this summer, or collecting clothing and shoes for a local charity. Do your tenants know about your events? Have you received recognition from your local chamber of commerce or another organization? Telling your tenants about an award you received isn’t boasting; it’s marketing how wonderful your facility truly is.
There are tons of great marketing strategies you can use to promote what’s going on at your self-storage facility. For some great ideas, check out the ISS marketing archives. You’ll find tons of articles from seasoned veterans on community marketing, social-media marketing, referral programs, direct mail and more. Plus, every news item about a self-storage charity event will also be on these pages. Hopefully, it will spark some ideas for your own marketing program.
Speaking of memberships, I would be amiss if I didn’t take this opportunity to tell you about our awesome membership program. You can uncover all the details here. Basically, you can choose from several tiers of benefits, with each level offering more products, resources and services. And it’s not just stuff from ISS. We’ve also included amazing services from our vendor partners,
Wilder, Universal Insurance Facilities Inc. and A Top Shop! They include print and online marketing services, online and live education, publications, mystery shopping, insurance resources and discounts, human resources services and much more so be sure to check it out.
Have a great marketing idea? Share it by posting a comment below or on Self-Storage Talk, the industry’s biggest and best forum.
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