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Amy Campbell

Amy Campbell

Make Your Self-Storage Marketing Count in 2012


At the beginning of every new year, we see a lot of “the best” lists. I’ve always been a big fan of these lists. I like to read about the best and worst dressed stars, top movies, biggest trends, and others. So I was delighted when I came across this amusing article, 30 Freakiest Ads of 2011.

Rather than celebrate mainstream marketing, AdWeek opted to unearth the creepy, deranged, disturbing and puzzling ads making their way to our smartphones, the Internet and TV over the past 12 months. (Warning: These are not for the easily offended.) Of course, many are from other countries, which may be a sign that we Americans take things too seriously sometimes.

While I’m not suggesting your self-storage facility needs a “freaky” ad, sometimes companies get stuck in a rut when it comes to branding. As you’re examining your budgets over the next few weeks, remember that marketing should always be included. And with a new year there’s a great opportunity to rethink your self-storage facility’s marketing strategies.

Are you up for trying something new this year? Have you added new products, expanded your hours or introduced a referral program? Now’s your chance to tell your community what’s new and great about your facility—what makes you different from the facility down the block.

This could mean updating your website, freshening up your signage or considering new marketing avenues. For some great ideas and to see what other self-storage operators are doing, check out the ISS marketing topics page. Another great place for input is Self-Storage Talk. Members bounce marketing ideas around, share success stories—and failures—and ask for advice from their peers.

And don’t forget social media. You’ll find several great articles on engaging customers, choosing and setting up social-media campaigns and more on the ISS social-media topics page.

With the end goal always to increase revenue and make your self-storage business successful, giving serious consideration to your 2012 marketing plan is critical. There are dozens of books and hundreds of online articles to help you. The hustle and the bustle of the holidays has passed. Now’s it’s time to brainstorm and figure out how to make your facility shine in 2012. You never know where an idea will come from, so take some time to do some research on the Web, read a book or some magazines and get input from others. Brainstorming often leads to great things. What are your goals and how can you reach them? You may not need a freaky ad, but you do need to make your mark.


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