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If Your Self Storage Facility Was A PlayStation 3...

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Published: 19Nov2006
Word count: 413
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Imagine showing up to your self-storage facility having thousands of eager tenants waiting through the cold night and fighting just to pay you money. In fact, several of these "tenants to be" are so eager to pay you money for your space that they've physically beaten a few people who were ahead of them in line…

Today, November 17th 2006, Sony released their new gaming console, the PlayStation 3 (PS3).

So far, one person has been shot and is hospitalized…

Two Wal-Mart stores shut completely down due to unruly crowds…

One 22 year old from Seattle was physically mugged in the parking lot of a Best Buy when somebody tried to steal his new PS3. His tooth was knocked through his lip and had to get stitches. When asked if it was worth it, his response?

You guessed it, "DEFINITELY!"

Not all aspiring PS3 owners were struck with violence. Many turned the late night waiting into tailgate parties complete with music and finger foods.

There are many marketing lessons to be learned from today's madness and I won't cover all of them. But, I want to make a point that will make you a lot of money if you really grasp it…

You see, Sony wasn't offering anything for free. They weren't offering a cure for cancer or the solution to world hunger. They were offering a video game console that sells for $500-$600.

What's even more amazing is the demographic for these things…

$500-$600 makes up a significant amount of their monthly income. Yet they are still willing to get their teeth knocked out to get one!

Sony has made their offer to THEIR market so irresistible that they are willing to physically injure themselves and take food off their table or miss their monthly rent to get one.

So, the question becomes, how irresistible is your offer?

What can you do to make it more irresistible?

Now, I'm not suggesting that any self-storage facility in the world can create the same demand that Sony has. We're talking apples and oranges here. However, I am saying that focusing on making your offer better, will exponentially make your self storage marketing much more effective and easy to create. The first step to accomplishing this is to study YOUR target market and ask yourself what would make your offer better and more acceptable to them. In Self Storage, this can be a little more difficult, but it's definitley possible.

Derek M. Naylor is the President of Storage Marketing Solutions (SMS). SMS has created, and proven many turn-key marketing solutions for the self-storage industry. For a complimentary marketing strategy session, call SMS at 800.941.4805 or visit http://www.storagemarketingsolutions.com/resources.html to subscribe to their newsletter.

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