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 their next game, what do they spend time doing? That’s right, reviewing game film of their toughest opponent actually playing. They do this so they can watch the play patterns, defense style and coaching moves of their competition. This helps them prepare and practice for their specific opponent. The same holds true for a court case. Before a case ever goes before the judge or jury, both attorneys do as much as they can during a discovery phase to create their case/game strategy.

Why should marketing strategy be any different? It shouldn’t! Most “marketers” don’t think twice about strategy. Rather, they’re artists. They create stuff that looks good and might get a laugh out of somebody without ever considering a solid strategy…

They do this without ever considering what to say, how to say it and who to say it to in order to motivate the prospect to pick up the phone, call you and choose you to store their belongings.

After innovations have been made to make you the obvious choice to store their belongings with, it’s time to talk about delivering this powerful message we’ve just created.

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