WHAT’S SO SPECIAL ABOUT THAT SPECIAL?
Your special should be engineered to win your ideal customer. You are missing out on a huge marketing opportunity if your offer is too similar to the competition.
If everybody is offering a similar special, is it really that special? More so than pricing, the opportunity of a special is to stand out from nearby competition. Consumers seek an offer most fitting to their specific needs. By knowing your ideal customer you can tune your special to what’s important to them.
First Month Free, The Most Common of Specials!
The average storage customer believes they will only store for a couple of months at the most. A ‘free first month’ is a very enticing offer because of their confidence in a short stay. For the facility owner, this special pays off because customers often go against their original plan and become long term tenants.
A Word of Caution:
While this is a great special to run, especially if no one else is applying it in your market, this offer has a tendency to attract some “turn and burn” type customers. It’s not a smart option when you have high occupancy.
Marketing Communications Director
"How Storage Customers Think About Things"