Making Signage Count at Your Self-Storage Facility
From prehistoric cave paintings to the Las Vegas Strip, mankind has always used signs to identify, communicate, warn, direct and entice. In today’s self-storage marketplace, the effective use of signage can spell the difference between success and failure. In this article, we’ll explore the use and purpose of exterior and interior signs.
Bring in New Customers
Have you ever heard a new customer say, “I must have passed your place a hundred times and never really noticed you”? Most self-storage renters live within a few miles of their facility. Since it’s likely your new customers passed your site often, how could they not notice it? The explanation has more to do with them than you.
Modern consumers are exposed to everything from billboards to TV spots, junk mail to spam, radio commercials to those little stickers on bananas, let alone signs. Yankelovich, a market-research firm, estimates consumers see up to 5,000 messages daily. Fortunately, the human brain is wonderfully adaptable, so it disregards what doesn’t interest it.
So if you don’t need a new car, you barely notice auto commercials, dealers’ garish lots and their mail offers. By the same token, to passersby who don’t need self-storage, your beautiful facility is so much unappreciated scenery. The problem is that when they finally do need to store stuff, they don’t recall that you’re so close, and you end up competing with all the other guys in directories or online. You should have an edge. Here’s how to get one.