StoreSmart Marketing Research and Suggestions – 13 April

StorageMart / Manhattan Mini Storage Research

Overall, the messaging is clear and focused on the benefits of using StorageMart for your storage needs. It emphasises the safety, cleanliness, and convenience of its storage solutions, while also highlighting its commitment to customer service.

On its website and social media platforms, Manhattan Mini Storage focuses on highlighting the convenience and flexibility of its storage solutions. They often use eye-catching visuals and attention-grabbing headlines to showcase their various services and facilities. Their messages aim to convey that their storage units are secure, affordable, and suitable for all kinds of storage needs.

One common strategy used by Manhattan Mini Storage is the use of customer testimonials and reviews on their website and social media platforms. They use real-life stories of their satisfied customers to highlight the quality of their services and facilities. Additionally, they often use seasonal promotions and offers to entice potential customers to try their services.

Another strategy used by Manhattan Mini Storage is the use of targeted advertising on social media platforms. They use various ad formats to reach their target audience, including carousel ads, video ads, and sponsored posts. The ads usually feature their storage units, along with a call-to-action to encourage viewers to sign up for their services.

Manhattan Mini Storage uses various marketing messages and strategies to promote their brand and services. They focus on highlighting the convenience, flexibility, and affordability of their storage solutions, using customer testimonials, seasonal promotions, and targeted advertising to reach their target audience.

Manhattan Mini Storage, which operates 17 self-storage facilities throughout New York City, has launched a new marketing campaign in celebration of its 40th anniversary. The company partnered with advertising agency Concept Farm LLC on the creation of “Mini storage. Maximum you,” which will feature a series of short films based on actual tenant experiences and interpreted by a cast of New York performers, according to a press release.

The “Manhattan Mini Stories” will also showcase the company’s first spokesperson, the Storage Guru. “Uncluttering his mind and his tiny West Village studio decades ago, the Storage Guru offers sage advice to help hurried Manhattanites unpack their baggage and achieve storage nirvana,” the release stated. The guru uses “sharp political commentary, a refined outfit selection and a mystical spiritual journey,” to help point customers toward a life free from stress and clutter.

“Manhattan Mini Storage has always embraced and highlighted real customer experiences through our advertising campaigns in unconventional and entertaining ways,” said Jon Dario, president of the storage company. “With ‘Mini storage. Maximum you,’ we underscore that tradition with impactful content designed to resonate with New Yorkers. Our business continues to reflect that same understanding and sensibility with services catering to the unique needs of local residents.”

The campaign will highlight four customer narratives:
“Storin’ Alive” tells the story of Barbara, a fashionista whose added hanger space frees her from apartment hang-ups. It includes singing vocals by internationally renowned drag queen Alexis Michelle.
“Oh Sweet Storage” is about the Feldman Family, which founded the Doughnuttery mini-doughnut chain. The spot shows how the family sustains its locations and recipes with self-storage solutions. It’s narrated by Advocate of Words, a spoken-word artist from the Nuyorican Poets Cafe.
“Much Ado About Storage” tells the story of Andrew, a newlywed and retail entrepreneur, who finds a home for his custom clothing. The tale is re-enacted by Shakespeare in the Square.
“Super Storage” recalls how Nahabed and Jaime transition a lifelong comic-book collection, as pantomimed by Broken Box Mime Theater.

“Manhattan Mini Storage has been a part of the fabric of New York for 40 years, and we’re excited to further evolve our heritage of breakthrough advertising with these new narratives,” said Jason Morros, head of integrated marketing for Edison Properties, Manhattan Mini’s parent company. “Perhaps no other brand could bring together this diverse set of performers and a guru to demonstrate industry expertise and leadership, while showcasing how neighborhood storage can help maximise life in New York—the very gist of what this integrated campaign is all about.”

StoreSmart concept advertising image ideas.

A photo of a serene-looking person meditating with the tagline “Clear your mind, clear your space with our storage solutions.”
A photo of a happy family playing together with the copy “Make room for what matters most with our storage solutions.”
A photo of a person sitting at a tidy desk with the tagline “Maximise your productivity with our storage solutions.”
A photo of a person relaxing in a tidy living room with the copy “Enjoy your home with our storage solutions.”
A photo of a person practicing yoga in a tidy space with the copy “Find inner peace with our storage solutions.”
A photo of a person with a smile on their face, holding a surfboard with the tagline “Keep your gear organised and your mind at ease with our storage solutions.”
A photo of a person doing laundry in a tidy laundry room with the tagline “Clean up your life with our storage solutions.”
A photo of a person working from home in a tidy office with the tagline “Maximise your potential with our storage solutions.”
A photo of a person with a smile on their face, holding a backpack with the copy “Embark on new adventures with our storage solutions.”
A photo of a person with a smile on their face, holding a bike helmet with the copy “Hit the road with our storage solutions keeping your gear organised and secure.”
A photo of a person with a smile on their face, holding a box of sentimental items with the tagline “Keep your memories safe and organised with our storage solutions.”
A photo of a person with a smile on their face, holding a collection of vinyl records with the copy “Preserve your favourite tunes with our storage solutions.”
A photo of a person with a smile on their face, holding a box of old books with the tagline “Organise your personal library with our storage solutions.”
A photo of a person with a smile on their face, holding a collection of vintage clothing with the copy “Preserve your fashion treasures with our storage solutions.”
A photo of a person with a smile on their face, holding a box of childhood toys with the tagline “Keep your memories of youth with our storage solutions.”
A photo of a person with a smile on their face, holding a box of business files with the copy “Stay organised and on top of your game with our storage solutions.”
A photo of a person with a smile on their face, holding a collection of sports equipment with the copy “Get in the game with our storage solutions keeping your gear ready to go.”
A photo of a person with a smile on their face, holding a collection of comic books with the tagline “Organise your favourite stories with our storage solutions.”
A photo of a person with a smile on their face, holding a collection of family heirlooms with the tagline “Protect your family’s legacy with our storage solutions.”
A photo of a person with a smile on their face, holding a set of camping gear with the copy “Adventure awaits with our storage solutions keeping your gear organised and ready to go.”

Facebook and Instagram Marketing

Unfortunately, I believe that no matter what content we put on your FB or Instagram it won’t get seen. Your FB page has not been active and as you have stated it is hard for people to follow a storage brand in South Africa on FB to receive their content.

Having said that I still believe Meta (FB and Instagram) can be used to market your company. Specifically driving traffic/clicks to your website.

I believe I can get clicks to your website for between 35 and 70 cents. Therefore for every R1000, you will get between 1500 and 3000 clicks to your site. I believe there is no better call to action than people coming to your site. Of course, when they are at your site they need to perform an action but this can’t be forced. All I can do if you like is use FB and Instagram to drive traffic at the cost per click mentioned on your site.

I of course do believe these FB ads need to be appealing. I also of course have no problem posting regular content on your FB and Instagram page but as stated my concern is there is no audience to reach with them.