PR – Are you telling the right story?

Are you telling the right story?

by Rebecca Smith – That Comms Co.

Rebecca is Founder and Managing Director of That Comms Co. She has extensive experience in advising executives and boards in Australia and in Europe with their communication needs, and has worked across a range of different businesses and sectors.

At the heart of every good customercommunication is a good story. A good story hooks its audience, provides them with new information and offers them additional value. It will be remembered long after the customer comes into contact with it.

Stories can be conveyed through every one of your marketing channels – a social media post, an email, an update on your website, an interview in the media. While you might adapt the message depending on which medium you’re using, having a planned and relevant message or story to tell in every communication is essential.

The Self Storage Association’s State of the Industry Report 2020 highlights the progress made in the industry while measuring and mapping out the continued and future success of the storage sector. The findings reveal opportunities for businesses to communicate with customers about matters of importance to those who want, need and use self storage. Simply put, the report outlines some of the most relevant stories your business should be telling right now.

Know what customers are looking for

Understanding your customers and what they are looking for is key to all business communications. According to the SSAA State of the Industry Report 2020, the people most likely to use storage within the next five years are more likely to be: l Under 35 l Living in a capital city l Decluttering l Renovating or travelling l Have kids at home l Renting l Living in an apartment l Higher-income earners

It would make sense to target these groups and offer value in the areas that matter to them. For example, you might consider including tips on decluttering or the best way to store childhood memorabilia in your regular emails or newsletters. You might also offer advice about what to pack and what to leave when renovating or travelling.

“Stories can be conveyed through every one of your marketing channels – a social media post, an email, an update on your website, an interview in the media.

Go big on the benefits

The benefits that self storage offer are great, yet many of us continue to load up closets, cupboards, and shelves with rarely used items. When we finally decide we need additional space to store the things we can’t part with, it’s not uncommon to leave them with a family member or friend. Yet often, trusting people with our items can result in unintentional damage or loss as boxes get moved from space to space.

We know that awareness of self storage is continuing to grow, but future customers could better understand the benefits. While 92% of Australians and 88% of New Zealanders have heard of self storage, fewer than one in five say they understand the advantages very well.

With this in mind, now might be the time to revive marketing messages about the range of benefits your self storage facility offers by explaining why your business is there to help them declutter or store items during short periods of transition. Plus, how your business can provide a fresh start or aid more permanently in downsizing.

Highlight the value and flexibility you offer

Research shows that potential customers perceive self storage to be high cost – in fact, according to the SSAA State of the Industry Report 2020, the cost of self storage is one of the most significant barriers for customers. This allows facility owners and managers to demonstrate the real return on investment they offer.

The report shows that one in two people have needed storage in the past five years but didn’t use a paid facility. By sharing information about the different unit sizing available at your facility, clarifying the varied terms of stay you accommodate, and ultimately calling attention to the flexibility your facility offers. Highlight how you can meet the varied and personal needs of the customer.

Business versus personal

The SSAA research also calls attention to the growing opportunity to attract business customers. Of the businesses currently using storage, 67% use alternative storage models and only 29% use self storage.

There is an opportunity to communicate with local businesses about the benefits of using self storage to store company records, outdated but essential files, surplus materials, or office equipment and machinery. If you’re looking to expand into the business market, highlighting how your service can meet these specific customer’s set of needs would be a great story to tell. Regardless of the channels you use to speak with your customers, it is essential to ensure your communications are relevant, helpful and meaningful for the people you want to do business with. If you’re telling the right story, customers will relate to your offering and remember your business for their future storage needs. l

Need more help with your communications? That Comms Co. is the SSAA’s preferred public relations and crisis communications service for its members and can be engaged to prepare holding statements and customer communications as required.

For more information and advice on crisis communications support contact SSAA at admin@selfstorage.com.auor +61 3 9466 9699.

We wish all self storage owners, suppliers and purchasers a happy and safe Christmas and a very positive 2022 spent with family and friends.

For a confidential discussion regarding your facility/facilities, call Matt Walsh

Highway Frontage Real Estate 0411 880 054 | 1300 661 950

L1. 146 Chapel St, St Kilda VIC 3182

mwalsh@highwayfrontage.com.au www.selfstoragerealestate.com.au

HIGHWAY FRONTAGE ARE SSAA MEMBERS