Talk Triggers: Using Word-of-Mouth Marketing to Promote Your Self-Storage Facility
When it comes to word-of-mouth marketing, self-storage operators can’t just stand by and hope people talk about them. Instead, they should develop a “talk trigger” they can share with every customer.
Steven Jeffers | Sep 03, 2019
If you’ve ever stayed at a DoubleTree hotel, the warm, gooey cookie handed out during check-in probably stands out in your mind. At Five Guys eateries, you know to order a small batch of fries because they always overload you with extra. The experience at The Cheesecake Factory is always unique due to the massive menu. All these are examples of business “talk triggers.”
When it comes to digital marketing, many self-storage operations have a social media strategy, a local business strategy and a Google-review strategy. However, when it comes to word-of mouth, they come up short. We tend to trust that if we provide good enough customer service, tenants will surely talk about our facility with others. At least, that’s what we hope.
And there’s a good reason to want this kind of promotion. According to a 2018 study by data and analytics firm Engagement Labs, 19 percent of purchases are caused by word-of-mouth and almost 90 percent are at least influenced by it. Marketing firm Convince & Convert found that recommendations from friends or family members rank third in consumers’ decision-making process, coming in behind only personal experience or familiarity with a brand. The same study found that 83 percent of consumers have given at least one word-of-mouth recommendation at some time.
As self storage operators, we all care about word-of-mouth marketing but don’t seem to know what to do about it. Enter the talk trigger.
Read the full Inside Self-Storage article, here.
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