I was just thinking that advertising through commercials would be a good way to market your facilities. I don't recall ever seeing a storage commercial on T.V. I think it would be a good way to get a leg up on the competition... It may be costly, but the benefit could possibly out weigh the cost... Have any of you ever seen a storage commercial on television?
yes, when we were in Florida, U-Store-it (Cubesmart) would run rather insulting commercials. They would show two storage units side by side, no other shots of the facility, just two drive up storage units...and then the commercial would say "All storage units are exactly the same, so why would you chose your storage location for anything but the lowest price?" Then some more verbage about how their storage units were the lowest priced of anyone, anywhere, at any time.
As we all know, all storage units are not exactly the same, as some come with free irrigation from rainwater dripping in the unit, some come with pest infestation, some come with a lack of security or poor hygiene, etc etc etc. An in any industry, the ones who preach that kind of message have the lowest quality product or service and can't compete by any other means.
I'm a have to look it up on youtube or google... Of course, not all facilites are the same... And customer service has a GREAT deal to do with it... That's why we try to educate our callers/customers on comparing apples to apples... Anything other than that... Who know what you might be compromising.
Years ago my father had commercial on tv, but these days I'm pretty sure that the cost is too high for most. We looked into radio commercials and that price tag was crazy, i can only assume that tv would be more. If you have multiple facilities in one central area that you can spread the cost over to share the commercial it might work, but then how many of us actually watch the comercials these days? Most people had a dvr and fast forward through the commercials.
The easiest way to capture a larger market share is to position yourself to capture the people in your area - who are already searching for storage! When you search for "self storage + Your Town", where does your facility show on the list? Is it on the first page? The fourth? Is your site mobile optimized so servicemen-and-women can easily navigate your facility without a desktop computer?
One of our success stories was a facility whose occupancy increased by 46% - simply by jumping from page 16 in Google to page 1!
Having facilities that are in the region of the viewers is critical, otherwise your advertising for the industry and likely paying for it too. The cost are significant no doubt and knowing that hundreds of thousands of people can see your commercial but they have to drive 50 mins and pass 2 dozen sites just doesn't work.
Yes, a lot of people do have the DVR systems now days, and then again there are still alot of people that do not have DVR capabilities. To drive 50 miles for a storage unit... Probably not, depending on circumstance. But anywhere from 5 to 15 miles is feasible. To go online, look in phonebooks, and happen to stumble upon a storage facility, is to go and find storage. A storage commercial, is like storage finding you. How easy is it to see the commercial, copy down the number, and call. I agree it is probably expensive, but do you think the expense would out weigh the benefit?