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As an industry, we will have to accept the inevitable fact that advertising and marketing costs are not the enemy, but the cure to what ails us. During the 22 years that I've been in this industry, I've been asked on numerous occasions: "What is the number one form of advertising?" Many industry experts have answered, "Yellow Pages." I hate to burst that bubble. However, while it is true that the Yellow Pages are the industry's number one form of advertising, the reason : It's basically the only thing we do for advertising. So how can it not be #1? The storage industry will continue to evolve as every other industry has over the past 100 years. All you need to do is to observe and learn.

There are many ways to promote your product lines that can be as or more effective than the Yellow Pages. Target marketing, customer service, technology, and expanded budgets for advertising will play a vital role in your future success or failure. It is actually possible to have an industry standard rent-up without the use of the Yellow Pages at all. If you can effectively utilize your knowledge:
 

• Where are your customers coming from?
   
• Who are your target customers?
   
• What is your advertising budget?
   
• Where are you going to spend your advertising dollars?

Many operators spend money on direct mailers, flyers, door hangers, and people standing on corners waiving signs. However, storage is not an impulse purchase and the sooner you accept that fact , the sooner you will learn to spend your advertising dollars wisely. In order to determine how to spend these dollars wisely, you need to do some serious research.

Start by tracking your calls, walk-ins, ZIP codes, and finding out why your customers store with you.

There is a need for all types of storage: high end, low income, businesses, and just plain old storing memories. You must determine what market you are trying to attract and develop your advertising program to target that specific user. Too often we try to appeal to everyone, and I can assure you that is a recipe for failure.

We cannot compete with everyone, so pick your target and only compete with your equals. When we look to the future, budgets as well as our attitudes towards advertising will need to expand.

Competition will continue to increase at a rapid rate, and those who are the most prepared and have done their homework and research will be the industry leaders.

The biggest reason that operators fail to be the best, is the lack of commitment to do the homework, expand that advertising budget, and most importantly, follow up.

By JOSEPH P. NIEMCZYK

PRESIDENT, EXECUTIVE SELF STORAGE ASSOCIATES, INC.