It is not surprising that there may be a point in everyone’s life in which they would be in need of a self-storage unit. Knowing that, it is important to not fall into the trap of using “everyone” as your target market. There are varying reasons for the need of the unit, moving, marriage, divorce, birth of a child, death, or just for reorganizing. These are people that you will easily find within a 10 mile radius of your facility, BUT if you were to focus on “everyone” that would be an extreme broad target to try to reach. Taking the time to identify your target market will help you to make the most “bang for your buck” so to speak.
How do you do this?
If you follow the following three steps, you can be assured that your marketing will be done with that audience in mind, getting you the best return on your investment.
- Consider the type of storage you are offering. Are your units small? How about temperature controlled? So you have wide or standard sized doors? Now think about what kind of people would make use of the spaces. If you have smaller units, those would be ideal for people looking for seasonal storage. Temperature controlled are great for ones who are storing antiques or furniture. Wide doors? Think of people who are storing vintage vehicles or boats!
- Use the customer information on hand. If you haven’t begun to collect data from the inquiries and visits to your facility, now is the time to start! You will need to demographic and storage specific information. These include, but aren’t limited to:
- How old are they?
- What gender are they?
- How far away do they live from the facility?
- What they are storing?
- Why are they storing?
- Why did they choose your facility?
- How did they hear about you?
- Where do they get their information?
By collecting and looking at this information, you can get a better understanding of those you are already selling to, in turn giving you a better idea of who to market to.
- What kind of marketing is your competition doing? Looking at your competitors niche will help fuel your energy! Observe what is working for them, as well as what isn’t! Do they market to a certain demographic that you haven’t targeted yet?
If you do these three things, you will be well on your way to narrowing down your target market. Try to be as specific as you can in the acquiring of data. This will help you to determine the best strategies and markering ideas for YOUR business. This will them allow you to market in effective location with effective strategies. Happy analyzing!