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
