Marketing Trends for the Self-Storage Industry

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There are many ways to market a business, but making an impression that sticks with a potential customer isn’t always easy. The self-storage industry relies on exact timing to get their offerings in front of customers’ eyes when they need the service.

This is where trucks come in. CJ Stratte, Marketing Director with On The Move, is a huge proponent of utilizing trucks as a frictionless way to market and advertise self-storage services. She joined CEO and Co-owner of Pinnacle Storage Properties, John Manes, to talk about the latest marketing trends in the self-storage industry and why maximizing the use of trucks to advertise is a smart way to go. When Manes started his self-storage career, marketing wasn’t as sophisticated as today, and grassroots marketing was rarely thought of.

Manes said Pinnacle Storage stands out at tradeshows and in public by outfitting their leaders with outrageous themed sports jackets.

“It’s the best $250 piece of marketing I’ve ever spent,” Manes said. “I always say, ‘how do you stand out in a crowd at a conference,’ and obviously we do.”

With the pandemic reducing the opportunities for in-person interactions, like conferences and trade shows, Stratte said it’s tougher than ever to reach an audience. “We’re still an essential business, so not much has changed in that area, but the way that we touch our customers has definitely changed.”

But with all of the marketing strategies available to self-storage, the truck remains a key component. Hundreds and thousands can see the business’s message of people as it goes to and from a self-storage facility.

One change Manes mentioned is some businesses are gravitating towards a van model instead of the standard box-truck model.

“We’ve even had customers that have gotten an F-150 from us,” Stratte said. “Even to just to have something with their message on it going around the community.”

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