American Steel Befriends Self-Storage

May 16th, 2007

The self-storage industry has been the fastest-growing sector of the U.S. commercial real estate industry over the past 30 years. The boom has benefited suppliers like American Steel Buildings as well, as they set first-quarter records in 2007 for moving self-storage steel.For the almost 60,000 self-storage facilities in the United States, revenues for 2006 were approximately $22.6 billion, or an average of $441,208 per facility, according to the Self-Storage Association.

American Steel is making a push to become the preeminent provider of steel for the self-storage industry in a press release that positions it as a friend to self-storage developers. This is a smart tactic.

In the same way that American Steel has positioned itself as s friend to self-storage, self-storage needs to position itself as a friend to other businesses. Operators can learn a lot from American Steel’s stance here, but beware: if you go overboard it will be perceived as marketing hype. American Steel comes right up to that line. Do they cross it? You decide.

Click here to read the press release for yourself.

Entry Filed under: Marketing & Ad Campaigns