Archive for December, 2006
No one wants rats in their facility, well, OK, maybe some packrats.
Call it clutter control.
A Wyoming newspaper is planting some great seeds in its readers heads about the benefits of self-storage. They quote Shirley Peters and Charlie Messenger, two local self-storage operators. Wouldn’t you like to see your name in print? Then you could clip the article, hang it on the wall, post in on your Web site and add to your facility’s credibility.
Every newspaper has slow news days where they look for interesting angles on stories. Why not fill the paper with self-storage articles? And why shouldn’t they feature your facility or your expertise as a consultant or real estate broker? Why not? I can’t think of one good reason, other than failing to open our mouths and build relationships with the local media.
Click here to read the original story in the Wyoming Tribune-Eagle.
December 27th, 2006
The Associated Press is bolstering self-storage niches. The wire service produced a story about how wine collectors needed places to store their liquid treasures. It mentions various options, self-storage being one of them. When we start seeing stories like this, we know it’s time to get more aggressive in marketing to this niche. So if you offer wine storage at your facility, then listen up!
Why not take out an ad in the wine trade and consumer magazines? Or what about getting a story in your local paper to alert wine lovers to this option that they may never have thought of. Doors are opening, it’s up to you to walk through them. Check out your local market. Are there wine clubs and the like? Do these fine collectors have other storage options, like the ones mentioned in BusinessWeek? Or could you profit by venturing into — and marketing — to this niche?
Stop and think. Just stop and think.
Click here to read the rest of this article on BusinessWeek.
December 27th, 2006
MiniCo Self-Storage, a division of MiniCo Inc., will celebrate the opening of its third Hong Kong facility on Jan. 20. The site, located in Kwun Tong, boasts “American-style” storage in a convenient location complete with extended access hours.
“Self-storage has proven to be a concept that appeals to virtually all types of people in almost every country and culture,” said Marilyn Leslie, president of MiniCo Asia Ltd. “Storage in apartments and office spaces in Hong Kong is extremely limited, and we are providing a convenient, affordable storage solution for residential and commercial customers that is clean, private and secure.”
This is a great strategy. Not only does the company publish trade journals and sell insurance, it develops properties, giving the company a first-hand understanding of the challenges self-storage developers face without competing with them in the good old U.S.A.
December 22nd, 2006
You wouldn’t expect to see ShoreTel, Hitachi and Soran Self-Storage all in the same press release, would you? Well, a clever strategy made it happen.
ShoreTel customers Hitachi Consulting, the business and IT consulting company of Hitachi, and Sovran Self Storage will discuss their experience selecting, installing, and managing IP-based communications technology across their companies.
This is called riding on someone else’s coat tails and it’s a great idea.
You use a product from company A. They ask you to do a public demonstration. You accept the offer. They drum up scads of publicity and you get to sit next to global powerhouses. Why not?
Congrats to Sovran for playing with the big boys. What’s more, they are on the cutting edge of technology with IP-based telephony. Win, win, win and win all the way around.
December 21st, 2006
RBC Capital Markets’ real estate mortgage capital division has been named the exclusive provider of commercial mortgage-backed securities for Buchanan Storage Capital. RBC will finance self-storage properties through Buchanan, and in turn Buchanan will provide RBC the right of first refusal on CMBS self-storage loans. In the first 60 days of operation, the partnership has quoted and secured more than $50 million in storage financing, and recently closed the first two self-storage loans totaling $13 million.
Who says Wall Street isn’t watching. Buchanan Storage Capital has carved out a powerful niche and is working it well. Kudos to the team at Buchanan.
December 21st, 2006
You’ve gotta love this story in Hawaii’s Star Bulletin on “Santa Closets.” Apparently, customers at the local self-storage facility are using their units to hide presents from young kids who may be too curious not to partially unwrap their toys while their parents are tucked away sound asleep in their beds at night.
This is a great marketing strategy that should be officially pushed during the Christmas season. Why not formalize a campaign around it?Or, get double bang for your buck and host a Toys for Tots drop off box at the site — and have a big poster about your Santa Closets right next to it. Hmm.
I encourage self-storage operators to keep an eye on news about the industry in the New Year. You might find a preasent in the form of a new marketing tip like this one.
Click here to read the rest of the story about this great marketing strategy.
December 20th, 2006
HALLANDALE BEACH, FLA. – DECEMBER 20, 2006 – The William Warren Group, the entrepreneurial self-storage specialists, has chosen Self Storage Promotions for content production services.
The William Warren Group is a Santa Monica, Calif.-based multifunctional and entrepreneurial real estate company. The company’s objective is to own unique real estate investment properties that offer significant cash flow opportunities and long-term capital appreciation.
“The William Warren Group is truly an entrepreneurial group that has the ability to move quickly to do strategic deals that are in line with its vision,” said Jennifer LeClaire, Founder and Creative Director of Self Storage Promotions. “This is a real estate company whose story needs to be told from coast to coast – and we’ll help accomplish that goal.”
December 20th, 2006
“I have never had a problem in my five years in business, and now I have to start from scratch. At this point I have no idea what I will do for security until I rebuild.”‘
Lawrence Hartpence, owner of Allstore Inc. self-storage along Route 690 in Madison Township told this to his local paper after a Nov. 19 fire destroyed the 34-unit building.
Never say anything like that to the media! It’s great that he talked to the media instead of trying to hide behind a bushel on one hand, but if you are going to tell the local community that you have no idea how you will secure the facility until the property is rebuilt, then it it’s better not to say anything at all.
The self-storage industry, as many other industries, needs to get savvy to crisis communications: what to say and what not to say in the midst of a crisis. I feel for this poor self-storage owner whose property was devastated and his customers who lost their goods and had no insurance. And I also feel for the industry because stories like this have the potential to damage the every day Joe’s perception.
It’s so important what we say to the media — and how we say it.
Click here to read the rest of the story about this unfortunate incident, and consider how you would have handled it. If you need some advice on how to handle these types of situations in the press, give me a call.
In the meantime, here’s a general rule of thumb: never say anything to a reporter that you wouldn’t want to whole world to hear. With the Internet Age, your story isn’t just local. It’s probably international. Never shed a negative light on a situation. Always find a positive. And always give the reporter the impression that you have it under control and are taking measured steps to repair any problem quickly.
December 20th, 2006
OGDEN, UTAH AND HALLANDALE BEACH, FLA. – DECEMBER 18, 2006 – Self Storage Promotions and Storage Marketing Solutions announced that they have formed a strategic alliance to help the storage industry tap into unparalleled marketing and communications power.
Self Storage Promotions, an integrated marketing communications firm, primes the tenant acquisition pump with by using press releases, first class Web site design and strategic identity packages and events. Storage Marketing Solutions helps storage companies create and implement results-oriented marketing campaigns and form strategic alliances with realtors, moving companies and other complimentary businesses.
“Proper press, identity, site events and first class websites are a must for any self-storage facility to really succeed in today’s competitive marketplace. I am extremely excited to have Self Storage Promotions and the expertise of Jennifer LeClaire in our bag of tricks. Between our two companies, there’s not a marketing challenge that we can’t tackle,” said Derek Naylor, President of Storage Marketing Solutions.
Some of Storage Marketing Solutions’ strategies include targeted direct mail, differentiating yellow page ads, proactive referral systems and apartment complex marketing. The partnership offers each firm’s clients total marketing package capabilities that can launch before groundbreaking through and continue through to market maturity and beyond.
“Storage Marketing Solutions is an attractive partner because the firm tackles the complexities of forging industry alliances and increasing the value of each customer. Combined with our promotional campaigns that bring them in the door, this partnership is sure to lead to greater profits for our mutual clients,” said Jennifer LeClaire, President and Creative Director, Self Storage Promotions, an integrated marketing communications firm based in Hallandale Beach, Fla.
LeClaire heads up a team of experienced writers, editors, web developers, PR professionals, marketing specialists, graphic designers, branding gurus, event managers, consultants, market researchers, photographers and video producers who know how to get your message across loud and in any medium and any market.
About Storage Marketing Solutions, Inc.
Storage Marketing Solutions offers owner/operators in the self-storage industry proven, cost efficient and unique strategies to drive new customers through the doors, increase the value of them once they rent and to keep them longer. For more information go to www.storagemarketingsolutions.com or call 800.941.4805.
About Self Storage Promotions
A division of Revelation Media Networks, Self Storage Promotions is the industry’s only integrated marketing communications firm. Whether you need a quick press release, a complex web site, grand opening event management, or some other promotional service, consider Self Storage Promotions your one-stop shop for strategic solutions that bring results. For more information, visit www.selfstoragepromotions.com.
December 18th, 2006
Want some free publicity? Of course you do. Well here’s an easy way to get someone else to do all the work to push your name into the public’s eye: volunteer to let one of your vendors do a glowing case study on how their product impacted your business.
Of course, you must have a truthful, positive story to tell. If not, it’s all bogus. But if you can serve as a bona fide case study, then why not? The vendor will publicize the heck out of it in the media and post it on his web site for all eternity as a testimony. That means you get ongoing exposure. It’s a win-win and a true partnership model.
I’ve seen this work time and time again. The key is retaining some form of control over the information that is published, of course. It’s wise to get your own PR folks involved at some level to help steer the process. Whatever you do, don’t just hand it over to the vendor without reviewing it. Just as you have a truthful story, you want a truthful representation. In other words, you don’t want them to paint a picture of your company in dire straits before their solution came to the rescue.
It’s a fine line. But if you can walk it you can win free exposure. It’s worth a shot.
December 18th, 2006
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