Photo Gallery: Inside Self-Storage World Expo, Las Vegas, March 14-16, 2012
The Great Debate: Mass Media vs. Online Marketing
This year Randy Smith (far right), director of operations for Another Closet Self Storage in McAllen, Texas, has been very vocal about his thoughts regarding self-storage marketing, the tactics that work, and those that do not. Self-described as a “controversial, challenging, push-the-limits, outside-the-box-thinker who purposely rejects the status quo,” Randy has written several articles and blogs for Inside Self-Storage about the power of mass media as a marketing platform for storage facilities. He also recently launched a social-media campaign and website to contest the wide use of self-storage aggregator websites, claiming them harmful to the industry as a whole. He's even launched a Self Storage Anti-Aggregator Alliance to educate self-storage operators about what he believes to be the threat posed by online aggregators.
At the ISS Expo in Las Vegas, Randy presented a dedicated marketing seminar titled, "Mass Media = Massive Results: A Case Study and 'How to' Session for Self-Storage Operators." He also participated in a moderated panel discussion called "The Great Debate: Mass Media vs. Web Marketing in Self-Storage," during which he and fellow panelists discussed which marketing channels are best for the industry, as well as the efficacy of Web marketing efforts vs. radio and TV advertising in driving rental activity.
Our panelists (from left to right):