Trade Show 101
Every trade show presents its own unique challenges, but there are a number of features that are common to all trade shows. Whether you are attending a local Chamber of Commerce show or a well funded national show, there are a few general guidelines you can follow to make sure that you are well prepared and well equipped for your upcoming show.The goal of every trade show is to generate leads that you can hopefully turn into sales for your company. Although many trade shows allow you to purchase and sell products, this is generally not the point of trade shows. Each lead you generate should be carefully recorded in as much detail as possible. A stunning 80% of leads generated at trade shows are not followed up, which is absolutely astounding considering the amount of money companies are willing to invest in conventions or expos.Usually exhibitors purchase a trade show display to highlight their products and/or services. Many exhibitors make the mistake of cramming too much informati

Focus on Style if you Want to Manage Culture
“What is the (corporate) culture of your organization? Can you give me the outline by tomorrow?” Yesterday, for the first time since very long ago, I jumped in a teleconference call. As previous experiences with (oversees) conference calls, I realized the importance of culture and cultural differences.When I was in New York last year, I had forgotten to bring toothpaste and I was to buy it at a grocery store. Being Dutch and in a hurry, I bought the cheapest one which showed 99 cents on the price tag. Once I arrived at the counter I found out that the price was excluding taxes. So I finally had to pay 1 $ and 7 cents. Or eight.That incidence taught me many things about the American culture and about my Dutch and European background. Amongst others it made me realize the strength of this “American way” Also the combination “show-time” has no equivalent in other languages. I admire the way the American sales-process takes place. But I admire the European way for different reasons.There are only 3 ways to grow any business – including your self-storage business.

1. Acquire New Customers (Increase Occupancy)
2. Increase The Value Of Each Customer
3. Lower Operating Expenses/Increase Margins

If you think about it for a few minutes, you’ll quickly realize that everything you’ve done to increase profits has fallen under one of those 3 categories.

If you find yourself engaged in a discussion about ideas that don’t fall into these areas, you’re in a danger zone and need to back up and make sure you start with this foundation prior to continuing.

I’ve seen millions of dollars wasted on ideas that fall outside of these 3 areas and I would be doing you a disservice by not cautioning you on the danger of even exploring the ideas if they don’t fit snuggly into these categories.

So, let's get started with point number one: Acquiring New Customers

Although there are other ways to increase the profitability of your storage facility, increasing occupancy is the most obvious and talked about method.

However, since there are so many ways to acquire a new customer, there is a lot of confusion and therefore a lot of money wasted in this business on bad marketing and sales tactics.

Before we get into the tactics of actually acquiring new customers, we need to take a holistic view of what is actually happening in your marketplace when a prospective customer needs storage and begins the hunt for a facility to store their belongings.

In order to create powerful marketing strategies we need to first see the world through your prospects eyes, in an effort to understand their motive in deciding to use storage in the first place. Then to understand their motive in choosing whatever facility they do. You’ve likely heard the maxim: “If you want to know why John Smith buys what John Smith buys you’ve got to see the world through John Smith’s eyes”.

As a marketer, that is one of the most valuable, underused maxims of all time.

See, marketing has many definitions. But ultimately it all boils down to MOTIVATING somebody to use your product/service to satisfy their need or want. But, in order to motivate, we must understand motive.

We uncover motive by – now this is real rocket science here so brace yourself – asking your customers and prospects what their motive is!

Imagine that!

Now, this must be done correctly since we know that a person’s first, surface level answer is usually not the complete and real answer but it really boils down to asking them why…

Why, after all of these years of a cluttered closet or garage, did you finally decide to use self storage?<

e sure you start with this foundation prior to continuing.

I’ve seen millions of dollars wasted on ideas that fall outside of these 3 areas and I would be doing you a disservice by not cautioning you on the danger of even exploring the ideas if they don’t fit snuggly into these categories.

So, let's get started with point number one: Acquiring New Customers

Although there are other ways to increase the profitability of your storage facility, increasing occupancy is the most obvious and talked about method.

However, since there are so many ways to acquire a new customer, there is a lot of confusion and therefore a lot of money wasted in this business on bad marketing and sales tactics.

Before we get into the tactics of actually acquiring new customers, we need to take a holistic view of what is actually happening in your marketplace when a prospective customer needs storage and begins the hunt for a facility to store their belongings.

In order to create powerful marketing strategies we need to first see the world through your prospects eyes, in an effort to understand their motive in deciding to use storage in the first place. Then to understand their motive in choosing whatever facility they do. You’ve likely heard the maxim: “If you want to know why John Smith buys what John Smith buys you’ve got to see the world through John Smith’s eyes”.

As a marketer, that is one of the most valuable, underused maxims of all time.

See, marketing has many definitions. But ultimately it all boils down to MOTIVATING somebody to use your product/service to satisfy their need or want. But, in order to motivate, we must understand motive.

We uncover motive by – now this is real rocket science here so brace yourself – asking your customers and prospects what their motive is!

Imagine that!

Now, this must be done correctly since we know that a person’s first, surface level answer is usually not the complete and real answer but it really boils down to asking them why…

Why, after all of these years of a cluttered closet or garage, did you finally decide to use self storage?<

er, since there are so many ways to acquire a new customer, there is a lot of confusion and therefore a lot of money wasted in this business on bad marketing and sales tactics.

Before we get into the tactics of actually acquiring new customers, we need to take a holistic view of what is actually happening in your marketplace when a prospective customer needs storage and begins the hunt for a facility to store their belongings.

In order to create powerful marketing strategies we need to first see the world through your prospects eyes, in an effort to understand their motive in deciding to use storage in the first place. Then to understand their motive in choosing whatever facility they do. You’ve likely heard the maxim: “If you want to know why John Smith buys what John Smith buys you’ve got to see the world through John Smith’s eyes”.

As a marketer, that is one of the most valuable, underused maxims of all time.

See, marketing has many definitions. But ultimately it all boils down to MOTIVATING somebody to use your product/service to satisfy their need or want. But, in order to motivate, we must understand motive.

We uncover motive by – now this is real rocket science here so brace yourself – asking your customers and prospects what their motive is!

Imagine that!

Now, this must be done correctly since we know that a person’s first, surface level answer is usually not the complete and real answer but it really boils down to asking them why…

Why, after all of these years of a cluttered closet or garage, did you finally decide to use self storage?<

ects eyes, in an effort to understand their motive in deciding to use storage in the first place. Then to understand their motive in choosing whatever facility they do. You’ve likely heard the maxim: “If you want to know why John Smith buys what John Smith buys you’ve got to see the world through John Smith’s eyes”.

As a marketer, that is one of the most valuable, underused maxims of all time.

See, marketing has many definitions. But ultimately it all boils down to MOTIVATING somebody to use your product/service to satisfy their need or want. But, in order to motivate, we must understand motive.

We uncover motive by – now this is real rocket science here so brace yourself – asking your customers and prospects what their motive is!

Imagine that!

Now, this must be done correctly since we know that a person’s first, surface level answer is usually not the complete and real answer but it really boils down to asking them why…

Why, after all of these years of a cluttered closet or garage, did you finally decide to use self storage?<

fy their need or want. But, in order to motivate, we must understand motive.

We uncover motive by – now this is real rocket science here so brace yourself – asking your customers and prospects what their motive is!

Imagine that!

Now, this must be done correctly since we know that a person’s first, surface level answer is usually not the complete and real answer but it really boils down to asking them why…

Why, after all of these years of a cluttered closet or garage, did you finally decide to use self storage?

Why, Businessman, did you finally decide to use self-storage to expand your distribution reach?

Why, of all the choices in town, did you choose us?

Why, why why?

After asking the right questions, the right way, enough times, you’re able to start drawing some good conclusions. But we’re not finished…

After we know what their motive is, we still need more invaluable information from these ever important people. After all, my opinion, your opinion and your marketing department’s opinion doesn’t matter one bit!

Know why? Because we’re not the one paying the money for the space. We’re not the one that pays the bills…your customer is! Getting in their head is absolutely critical and one of the most valuable things you could spend your time doing.

But uncovering their motive only tells us what motivated them to use self-storage and maybe why they chose you over the competition; we’re out to win a lion’s share of the market -aren’t we? So, we need to learn their frustrations, ultimate desires and non-motivators so we can learn what INNOVATIONS to implement to motivate them to choose us, over our competition.

In short, we need to find out what their buying motive is and how to get them to give us their money instead of giving it to your competition. That knowledge is most important!

The process we just described is a part of Storage Marketing Solutions “Discovery Process”. To date, we’ve done thousands of surveys across the country and already have great insight into your customers and prospective customer’s minds. But, since each competitive environment is slightly different, we always conduct new surveys for new clients to ensure the data is similar to maximize the return on their marketing investment.

In addition to uncovering buying motives, we do competitive analysis by shopping your competitors and conducting in depth staff surveys to gather further perspective.

After this is complete – we now can create the right strategy and begin developing the message and tactics that we will deploy this powerful message with.

Before pro sports teams prepare for th