Successful marketing of a self storage facility requires knowledge of your target market and an analysis of your market. Focus your marketing efforts on the people who regularly use self-storage (for example, your market could include such easy prospects as college students and other apartment dwellers). Analysis of your rental history can also help you determine the cyclical demand for your storage facility, and plan your marketing to fill in lulls in rental activity.
Instructions
1. Identify your customers. Compile a list of information about your current tenants, including age, gender, income and reasons for choosing self-storage. This will be your target market. Use this information to define the main group who rents units from you. You can identify more than one target market, but the marketing message for each group will vary depending on their needs. For example, marketing to people who will be long-time tenants, such as retirees, would be markedly different than promotions aimed at short term renters, such as college students.
2. Choose the right media for your message. Don't waste money on ineffective advertising that doesn't reach your intended audience. Make sure the marketing media you choose has an audience that matches the demographic statistics of your target market. Then, measure the media campaign's success by asking customers where they heard about your storage facility. Potentially effective media for marketing a self storage facility includes the Yellow Pages, newspapers, the Internet, direct mail, coupon booklets, area guide books, real estate guides and self-storage directories.
3. Network with other business owners. Develop relationships with people in industries related to your target market. These could include apartment managers at colleges, property managers at retirement communities, real estate brokers and even other self-storage facility owners. Ask for referrals and create a discount program specific to each business type. For example, offer coupons or discounts as part of a welcome package for new apartment dwellers in conjunction with other businesses in your area.
4. Create a referral program. Give current tenants a discount for referring friends or family to rent at your storage facility. Continue marketing to past tenants, even if they currently do not need your services. Offer gift cards to other businesses as incentive for passing your name on to potential customers. Work with related companies to develop a referral network. These businesses could include developers, movers, appraisers and auctioneers.
Tags: target market, your target market, your target, could include, storage facility
