Posts filed under 'Strategic Counseling'
You may not know this, but I’m the co-author of Web Analytics For Dummies. I am also co-owner of Conversion Press, as well as a marketing communications firm.
Can I be blunt? I think self-storage industry service providers, facilities, vendors, et. al. are losing a great opportunity to do more business through the Web. That’s because many of the web sites are old, outdated, and don’t adhere to Conversion Design principles that lead customers not just to visit the site, but also to take the action you desire to take.
I beseech you, self-storage brethren, to come talk to us about your web site needs for two good reasons: the money you are losing and the money you could be making. I don’t usually use this blog to pitch our services, but I’ve broken my own rules because this is so vital and so misunderstood, and it’s making the industry look mediocre. We have beautiful properties and not-so-beautiful web sites.
Together, we can get you a self-storage web site that looks good, that performs well, that drives revenues from self-storage Internet marketing and Internet advertising initiatives and that puts a smile on your face as you run to the bank.
March 11th, 2008
There’s a great article in the News Observer on RV and boat storage — and the self-storage industry. This sort of third-party endorsement is priceless:
An increase in sales of boats and other recreational vehicles is rubbing against increasing restrictions on where cities, towns and homeowners associations will let people store them.
But the headache for many boat and RV owners from Cary to California has become big business for an emerging corner of the commercial real estate world: self-storage.
Kudos to this reporter for finding all the locals and including their perspectives in the article, or did he? It could be possible that the reporter contacted others who didn’t make it into the article because they didn’t offer anything worth quoting.
Don’t let that be you.
Understand your key messages, your value proposition, your industry, the statistics, the trends, etc., etc., etc. Contact us for a free PowerPoint presentation on PR tips, including how to get quoted in the media.
November 20th, 2007
There’s some buzz brewing lately about investing in single self-storage units. If you’re not quite sure what to think about the concept, check out this article by Steve Gillman and get a quick education. I’m interested to learn what folks think about this… Please comment on the blog and let me know.
Click here to read the article about investing in self-storage units.
October 1st, 2007
A Florida construction crew with a backhoe accidentally cut into an underground tank near a hospital on Aug. 27. Just three days later, a construction crew at the Minnesota Zoo punctured a gas line while they were working on a new zoo exhibit. Although both mistakes were handled efficiently and nobody was hurt, Dean Brown, president of American Steel Buildings, points out how choosing the right construction crew can make a difference.
“Everybody makes mistakes,” Brown said. “But the difference between an experienced crew and an inexperienced construction crew could be the difference in what mistakes are made and how they’re handled. In erecting a self storage building, you may not have to worry about hitting a gas line, but there are other issues. Choosing the right crew can help eliminate the possibility of costly and harmful mistakes.”
You know what I like about this story? Brown is savvy enough to understand his need for publicity and crafted a brilliant campaign. I applaud him and his colleagues. Click here to read the rest of this release for yourself.
September 6th, 2007
New information released this week by the Alexandria, Virginia-based Self Storage Association (SSA) indicates that the number of primary self storage facilities in the United States has nearly doubled since the year 2000. At the end of 2006, 51,500 primary self storage facilities dotted the country, with 23,075 of those facilities added between 2000 and 2006. This represents 81 percent growth in the number of facilities during this period.
“The U.S. self storage industry continues to expand at a pace in step with growing residential and commercial demand,“ says Michael T. Scanlon, Jr., President and CEO of the Self Storage Association. “However, dollars that heretofore had been allocated toward ground-up development of new facilities are now being channeled toward expansion and renovation of existing facilities, conversions to self storage from other uses, as well as an increase in the number of acquisitions being undertaken, Nearly one-in-ten American households now rents a self storage unit and nationally commercial business now accounts for about 30 percent of total self storage rental space.”
The industry’s most recent research confirms whatmembers have been saying – that the rising costs for land, tighter capital markets and the added costs associated with a longer entitlements process, have all had a negative effect on ground-up development.
The question is what will the industry do about it? A strong and strategic community relations program doesn’t hurt — in fact it can pay major dividends. Self-storage operators looking to do new projects should communicate the benefits of their plans to community stakeholders. If you can get the community on your side, it will be easier to get the politicians to follow suit.
September 4th, 2007
There’s plenty of opportunity for self-storage facilities among the boating market. Whether it’s in the ocean or on a lake, every summer millions of boating enthusiasts take to the water for as long as daylight is available.
The opportunity arises, in part, because many cities and towns have passed ordinances saying that bulky vehicles like boats must be hidden behind a 7-foot fence so that they’re not visible in driveways or streets. However, a mandate like that leaves boat owners in a lurch. And with more people looking into the purchase of boats, the problem of storage will only get worse.
“If your facility is on the way to the lake, you’ve got a great opportunity with boat storage,” said Dean Brown, president of American Steel Buildings. “Boat owners can’t store at home. Docks are convenient, but they’re pricy and there’s limited space. A steel or metal building for boat storage could be the best of both worlds.”
According to Brown, boat storage isn’t too different from regular self-storage, and may even be easier in some cases. A nice boat can cost around $50,000 or more, so boat owners are going to be willing to pay well and on time for good storage and peace of mind.
“You can even offer little extras for the boat owners,” Brown said. “Give them easy hook-up, where all they have to do is call ahead and you’ll bring the boat out for them. Make sure you have security cameras in the facility and a guard on premises. That will help your customers feel like they’re getting more than their money’s worth.”
A boat storage facility can also offer protection from the elements, which boat owners would be unable to get at home with just a tarp to protect their investment. Although some clients might hesitate to lose the chance at an easy-access spot at the docks, Brown suggests offering 24-hour access to your storage facility so they won’t feel any inconvenience.
“Recreational boating is a big deal,” said Brown. “And as long as it continues, people will need a place to store their boats when they’re not using them. That’s a niche we can fill.”
Brown is correct. But like I always say, just because you build it doesn’t mean the boaters will come in droves. You have to get the word out about your new product in order to fill your facility with boating-related revenues.
July 31st, 2007
Demand has slowly been increasing for climate-controlled self storage, according to Dean Brown, president of American Steel Buildings. More and more self storage locations are catering to affluent consumers and businesses with items that require controlled temperatures, according to an article in Construction Digital.
“We’ve had more and more of our clients asking about climate-controlled self storage,” Brown, who supplies steel buildings for self storage businesses, told Construction Digital. “It used to be about 10 percent of our clients asking about climate-controlled units. Now we’re seeing about 30 percent of our clients asking about it.”
It’s great to see other industries focusing more on self-storage. It’s even better that the stories aren’t about a steel crisis. There are many opportunities in vertical trade magazines to get your name in print. It’s just a matter of having a good story and a relevant target.
Click here to read the rest of the story on Construction Digital.
July 12th, 2007
A follow on to yesterday’s posting… When I said to “get involved” by posting on other newspapers’ comment boxes about self-storage stories, I got a comment on my blog. But the comment wasn’t relevant. It was merely an unrelated promotional message for a company, whose name I won’t mention. I deleted it because this blog doesn’t promote services, not even my own. That’s not true blogging.
I thought it went without saying, but it may very well be that we all need a little more education on the web 2.0 world before we can properly use it as a public relations tool. Here’s a quick hint: Don’t spam someone’s blog or post irrelevant comments on a newspaper’s comment box. You’ll lose credibility with the blog, the newspaper and everyone who reads it.
If you decide to comment for PR purposes, the idea is to add something to the conversation, a witty thought, a cogent comment. You’ll get credit by registering your name on the comment. No need for shameless, self-serving plugs, OK?
Hopefully, this will save some of you some red-faced heartache when an editor blasts you for irrelevant plugs… or quietly deletes it and puts you on the blacklist.
July 11th, 2007
Want some publicity for your storage facility? Then get involved in the web 2.0 world and start commenting on online newspaper stories about the industry — especially ones in your home town. It’s quick, it’s free and it’s effective. It’s called viral marketing. Why not give it a try? Social media is the wave of the future.
For all of you self-storage operators and consultants and real estate brokers in Arizona, here’s an article to get you going:
Click here to read: Can’t get a handle on clutter at home?
Just don’t say anything I wouldn’t say. In other words, tread carefully because if you don’t choose your words wisely they could come back to haunt you. It’s a balancing act. You need to know the ways of communicating in a socially networked web 2.0 world.
July 10th, 2007
When South Lamar Storage & Wine Cellar opens its doors on July 16, area residents and businesses will be introduced to a whole new approach to self-storage, according to a press release about the opening.
In addition to traditional storage services for general household and office items, the company will offer climate-controlled self-storage solutions for fine wine, tobacco and archival collections, and concierge services to meet the needs of downtown Austin’s high-end clientele.
Will Steakley, vice president of residential sales at urbanspace Realtors LLP in Austin, explains that as Austinites move into small urban spaces, their storage needs are evolving. “As our youth and empty nesters trade in a garage full of lawnmowers for the simplicity of a maintenance-free box in the sky, the demand for accessible long- and short-term storage within our urban core will become more and more precious,” he said.
I applaud this out of the box thinking. It may not be a whole new approach to self-storage in some regards. Wine storage is nothing new, but this is definitely a fresh approach that will have no trouble finding media attention in Austin, which is a great media market. Congratulations to South Lamar Storage for its innovation — and its commitment to communicating its differences in the local market.
Click here to read the rest of the release about South Lamar Storage.
July 6th, 2007
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