Why not mix the new with the “tried and true”in getting new move-ins?  

 

Combine old-school handshakes with the plethora of tools that social media presents.  Make both face-to-face and on-line community connections part of a self-storage manager’s mission.  Put it at the top of their “to do” list and get started today.

 

Hire Right:  

You Need a “Marketing Manager”

 

Your store’s manager is the most important messenger on your team,   so you have to first consider “are they able” in the interview process.  Not everyone can successfully go “a-marketing”.  Effective managers need people skills, confidence and the tenacity to stick with a plan.   

 

Being successful means keeping in constant contact with those businesses and individuals who can routinely steer business your way.    It’s part of their job description!  We need them to promote store ID and build relationships wherever they can. 

 

Do they have to do more than “surf the net” and manage email?  Yes.  Must they be twenty-something with an iphone in hand?  No, but they have to be willing to learn and participate in the on-line opportunities your marketplace affords.  No one is exempt from needing to learn new things…And so emerges the description of a “marketing” manager now.

 

What Are You Looking For?

 

#1:   Appropriate Presentation

 

Good looking?  Not necessarily.  But avoid “unappealing” or “unpleasant”, please.    A manager who is personable, easy to talk to and interested in others is just bound to send more business your way. 

 

If they have:

 

·         Personality

·         Good grooming,  and

·         Professional attire (i.e. a logo shirt  with a sharp smile)

 

You’ve got this one right.

 

But what about their “on-line profile”?   Will they post a picture that presents a professional and friendly face?  There’s often an AVATAR or photo option on on-line avenues.  How do they describe themselves, their interests and activities?  Make sure you know what they are going to be saying about themselves, your store, and that you approve.

 

#2:  A Willingness to Go

 

It might surprise you how many managers will “say” they will market when hired, but when it’s time to go, won’t.   How can your store’s name, location, products and services be promoted if your manager doesn’t permeate the public?  Expect a marketing manager to:

 

·         Support community events; creating store name ID and company good will through participation

·         Join civic groups like the Chamber of Commerce,  Junior League, or Kiwanis

·         Get involved in their local church or similar option

·         Support charity events and groups who promote them

·         Attend local school and athletic events

 

People want to do business with people they know—and ideally, enjoy!  It’s that simple.

 

On-Line Groups

Experienced managers may have long participated in social clubs and already know the valuable opportunities a niche provides.  But they may need to be coached in “how to join” on-line groups. 

 

City, neighborhood, college, church and other Discussion Forums provide a place to virtually “meet and greet”.  Granted the conversations are focused on the forum theme, but a signature with a logo, email and website link are often allowed and can make easy connections.

 

Managers should be encouraged to utilize these community forums and look for other on-line events.    Do they know to check out local websites pertinent to their market?  How about:

 

·         The city

·         Local School Districts

·         Colleges and Universities

 

Will they log on routinely looking for new opportunities here and elsewhere ever scouting for ways your store can get involved (and noticed) now?

 

 

#3:  The Ability to Discern and Decide

 

Of course, you want your managers to be “marketing wherever they go”.  However, timing can be everything and knowing when to and when not to…where to and where not to… make for critical mass in the overall equation.  For example:

 

Does your manager have magnetic signs advertising your facility on the door of their own automobile?  Awesome…unless, for example:

 

·         The car is an eyesore

·         They drive recklessly

·         They also have bumper stickers and/or decals that would tend to offend

 

Do they hand out business cards with coupons and offers as they are out and about?  Great!  …Unless it’s:

 

·         At church

·         At a funeral

·         Pew to pew in the middle of someone’s wedding vows

 

There could be a long list of “what not to do” where your manager is concerned.  Prudence and the knowledge of protocol should be sought-after traits…and not just for marketing plans!  It’s needed even more in customer-service and client-sale situations on your property day to day.   Discernment is a critical characteristic and one to wait for if you possibly can in the oft “hurry to hire”.

 

#4:   A Plan in Hand

 

Plans take time but without one…as they say…you plan to fail.   So don’t!  Every year, your manager (with you) should create a specific marketing plan which breaks down expected efforts in manageable bites.  Try planning for every month of each quarter with a defined budget and – don’t forget -- a way to track all results.