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  1. #1
    dnaylor is offline Member
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    Default 7 Bold Face Lies You've Heard About Marketing (and the facts behind the fiction)

    Hi SST Community:

    I'll be presenting a seminar at the ISS World Expo in Washington DC this October.

    The title is "7 Bold Face Lies You've Heard About Marketing and What To Do About It".

    Let me just put it this way:

    We talk to dozens of operators every week who have been led to believe (or just believe) things about marketing that are plain FALSE! Even worse, these beliefs are costing most of them a fortune.

    During my presentation I'll debunk each myth and teach attendees how to profit from this information.

    I'm beginning to prepare for this now and would love your input on the following three questions:

    1. What's the single most important marketing question you have that I can address that hasn't been addressed so far?

    2. How difficult has it been for you to find a solid answer or solution to the first question? (Not at all difficult, somewhat difficult or extremely difficult)

    3. Why, specifically, would getting a solid answer or a solution be important to you? How, specifically would it change your life and/or business? (Please be as detailed as you're comfortable being -- this is the most important part or the survey)

    Those of you that answer these three questions will receive a special gift from me. I promise it will be worthwhile for you.

    I look forward to seeing your responses and to meeting you in person!

    Sincerely,
    Last edited by jcarlisle; 24th June 2009 at 05:45 PM. Reason: Added Hotlink
    Derek M. Naylor | President
    Storage Marketing Solutions
    o. 800.941.4805
    e. dnaylor@storagemarketingsolutions.com
    http://www.storagemarketingsolutions.com

    Higher Occupancy with Less Budget...100% Guaranteed!

  2. #2
    Gina6k's Avatar
    Gina6k is online now Moderator
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    Quote Originally Posted by dnaylor View Post

    1. What's the single most important marketing question you have that I can address that hasn't been addressed so far?

    2. How difficult has it been for you to find a solid answer or solution to the first question? (Not at all difficult, somewhat difficult or extremely difficult)

    3. Why, specifically, would getting a solid answer or a solution be important to you? How, specifically would it change your life and/or business? (Please be as detailed as you're comfortable being -- this is the most important part or the survey)
    1. We have our marketing materials in place, the ad budget is in place and still going at full strength despite the harder economic times. My question would be; other than passing marketing materials out in various locales, what is the best advice you can give to help us draw people to our store to pick up said marketing materials?

    2. Here's where I kiss up a bit... by reading your blogs, newsletters and from reading pieces by other industry professionals.

    Despite all my reading I never seem to walk away with a solid piece of tangible 'this is what works, and this is how you do it' advice. Some great ideas and stories, but advice on the actual implementation of a marketing scheme is sometimes lacking. I hope you Derek, and others will accept this as the constructive criticism it is meant to be.

    3. How a solid answer would be important is easy; in all of my previous professions I was never a marketing expert. While I do pretty darned good at it, I know I'm missing some key factors and I don't know of any storage managers who left a profitable career as a mktg director so we're all treading water out here.

    I'd be more than willing to send you a packet of our materials to review. In hopes that 1, you could make some suggestions for improvements and 2, to give me/the collective us in D.C. a tried and proven methodology for getting marketing items to our potential new customers.

    Thanks Derek!
    Gina 6k
    CochraneStorage dot com
    Morgan Hill, California
    twitter.com/CochraneStorage

    You only live once, but if you do it right, once is enough!
    I am not an attorney, just an experienced manager who is willing to share what I have learned. Your thoughts, practices or opinions may vary and neither of us may be right.

  3. #3
    dnaylor is offline Member
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    Thanks for the response Gina!

    Just so I'm clear, please confirm my assumption based on reading what you wrote:

    You have created marketing materials (probably a brochure of some sort) that you hand out to local businesses. Your single biggest frustration is the lack of people coming in (prospective tenants) to actually give your nice marketing material to.

    Am I understanding that correctly?

    Regarding your constructive critisism, I agree with you. I can speak for me personally. I try my best to share principles first so that my readers can think accurately about marketing and have a good foundation for the "house" to be built on.

    Then, after a certain point, we invite readers to participate in a "30 Minute Marketing Tune-Up" where we get SPECIFIC on what YOU'RE doing and what to do better.

    Hopefully that makes sense. It seems to work very well for those that do it.

    Feel free to send your materials to:

    Storage Marketing Solutions
    ATTN: Derek Naylor
    PO Box 13569
    Ogden, UT 84412

    I'll personally take a look at them and give you private feedback. If there are any lessons that will be applicable to the presentation in DC at the ISS World Expo, I'll share them with the group in a confidential way.

    Also, I'll invite you to participate in a 30 Minute Marketing Tune up after we review and you'll get the specific advice you're looking for.

    Thanks for posting! We're keeping a list of those that responsed and will be sending you a special gift that could be worth thousands! (Yes, really!)

    Sincerely,
    Derek M. Naylor | President
    Storage Marketing Solutions
    o. 800.941.4805
    e. dnaylor@storagemarketingsolutions.com
    http://www.storagemarketingsolutions.com

    Higher Occupancy with Less Budget...100% Guaranteed!

  4. #4
    Gina6k's Avatar
    Gina6k is online now Moderator
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    "You have created marketing materials (probably a brochure of some sort) that you hand out to local businesses. Your single biggest frustration is the lack of people coming in (prospective tenants) to actually give your nice marketing material to."

    Actually Derek, in this case I am speaking of giveaway items. We've done, with a decent amount of success some postcard (glossy, professionally done, oversized) mailings.

    Last year we utilized these items as a 'thank you for storing with us' and 'we want to be sure you have something to store' gift when a customer completed a lease. Since they're already here renting... I wanted to find another way to get the items out and hopefully gain some traction.

    Confidential? No, good or bad I can take it if you want to use anything in D.C. We'll all learn right? Watch your mail, a packet is on the way to you. And thanks for giving us all the opportunity to help you develop your seminar!
    Gina 6k
    CochraneStorage dot com
    Morgan Hill, California
    twitter.com/CochraneStorage

    You only live once, but if you do it right, once is enough!
    I am not an attorney, just an experienced manager who is willing to share what I have learned. Your thoughts, practices or opinions may vary and neither of us may be right.

  5. #5
    Reebee's Avatar
    Reebee is offline Senior Member
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    Derek,

    Our facility is in the Central Valley of California--small town with way too many storage facilities!

    My main marketing concern is: How do I convert "shopping" calls into tenants? I realize that each call I get is costing us money and right now our occupancy is way down. If I can get them into the office, I 99.9% of the time can get them to rent!

    This has been the most difficult answer I have looked for!

    As I am alone in the office 99% of the time, these phone calls are really important, and learning how to convert them into rentals would drastically change our business, as I get several calls per week.

    Thanks for ANY suggestions you can give me!
    Have you ever stopped to think and forgotten to start again?

  6. #6
    dnaylor is offline Member
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    Quote Originally Posted by Gina6k View Post
    "You have created marketing materials (probably a brochure of some sort) that you hand out to local businesses. Your single biggest frustration is the lack of people coming in (prospective tenants) to actually give your nice marketing material to."

    Actually Derek, in this case I am speaking of giveaway items. We've done, with a decent amount of success some postcard (glossy, professionally done, oversized) mailings.

    Last year we utilized these items as a 'thank you for storing with us' and 'we want to be sure you have something to store' gift when a customer completed a lease. Since they're already here renting... I wanted to find another way to get the items out and hopefully gain some traction.

    Confidential? No, good or bad I can take it if you want to use anything in D.C. We'll all learn right? Watch your mail, a packet is on the way to you. And thanks for giving us all the opportunity to help you develop your seminar!
    Great, thanks Gina! It's great to have people like you who are willing to share for the common good of a great industry. I'll keep an eye out for your package and be in touch.

    I also look forward to meeting you in DC!
    Derek M. Naylor | President
    Storage Marketing Solutions
    o. 800.941.4805
    e. dnaylor@storagemarketingsolutions.com
    http://www.storagemarketingsolutions.com

    Higher Occupancy with Less Budget...100% Guaranteed!

  7. #7
    dnaylor is offline Member
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    Quote Originally Posted by Reebee View Post
    Derek,

    Our facility is in the Central Valley of California--small town with way too many storage facilities!

    My main marketing concern is: How do I convert "shopping" calls into tenants? I realize that each call I get is costing us money and right now our occupancy is way down. If I can get them into the office, I 99.9% of the time can get them to rent!

    This has been the most difficult answer I have looked for!

    As I am alone in the office 99% of the time, these phone calls are really important, and learning how to convert them into rentals would drastically change our business, as I get several calls per week.

    Thanks for ANY suggestions you can give me!
    ReeBee, thanks for the reply. Your concern is very common across the industry. Do you have any sales training?

    One of the biggest challenges facing our industry is a lack of true, persuassive sales training. Most Managers are simply facilitators, not salespeople.

    In the early days of the industry, simply facilitating a conversation was all that was needed...because the facility was THE ONLY facility in town. Now, true salesmanship is required.

    We offer our clients a very specialized sales training course. However, it's exclusive to our Outsoursed Marketing Director clients.

    Brad North of Advantage Business Consulting has a great stand-alone sales training program.

    Also...

    Bob Copper and Bob Vamvas of Self Storage 101 offer another great stand-alone sales training program.

    Both Brad and "The Bobs" have extensive experience in the industry.

    The bottom line is, get sales training and get it quick. Practice, practice, practice and work on getting prospects to take a tour of your facility where you know you can "get em".

    I hope this helps! Thanks for contributing...I'll be in touch with your gift after the responses die down.
    Derek M. Naylor | President
    Storage Marketing Solutions
    o. 800.941.4805
    e. dnaylor@storagemarketingsolutions.com
    http://www.storagemarketingsolutions.com

    Higher Occupancy with Less Budget...100% Guaranteed!

  8. #8
    pshedrick's Avatar
    pshedrick is offline Member
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    I am curious abot the "30 Minute Marketing Tune-Up". Tell us a bit more. We drill marketing, but I wonder if a simple short reminder on a regular basis would help.

    PS
    URL="http://www.superstorageonline.com"]Super Storage Group-NC, KY & AL[/URL]

 

 
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