2 Steps to Leverage the Marie Kondo Downsizing Craze in Self Storage Marketing
As a self storage facility operator you’ve heard of the ‘4 D’s’ of self-storage: Death, Divorce, Dislocation and Downsizing.
In particular, “downsizing” has become the latest craze across America, inspired by the teachings of Marie Kondo.
Are you familiar with the quote – “Keep only those things that speak to your heart. Then take the plunge and discard the rest.”? This is from “Tidying Up with Marie Kondo.”
The smash hit on Netflix has impacted the Downsizing ‘D’ listed above with REITs across the country, as noted by Bloomberg.
While owners and operators may be feeling pressure from the downsizing movement, it presents an opportunity to educate storage customers about the important items and heirlooms that are too important to mindfully discard.
In fact, there are steps your self storage marketing team can take to make an impact (and even upsell premium units) during the Marie Kondo craze. Continue reading to learn:
- A brief background into the KonMari Method, championed by Marie Kondo
- Two steps self storage marketing teams can leverage to create compelling KonMari Method-friendly content
What is the KonMari Method?
When most of us walk into a cluttered space enough times and finally decide to clean, tidy and purge, we start picking away at items in small increments. One room at a time.
The KonMari Method encourages people to tidy up their lives based on the category of the item. An individual could begin with clothes, then transition to a movie collection, comic books, etc. Eventually, the individual will move onto more sentimental items. If these items don’t speak joy into the person’s heart, the KonMari Method recommends mindfully discarding items and donating them whenever possible.
So, how can self storage marketing teams leverage this trend sweeping the nation?
Step #1: Help People Tidy up With Helpful Content
Instead of fighting against the current, your facility’s marketing team can find creative ways to engage with your audience – amidst them purging items no longer bringing them joy. To accomplish this, your self storage marketing team could:
- Create a video series with tidying tips relevant in your local market (providing locations like Goodwill or the Salvation Army where people can mindfully donate items)
- Post on your social media channels about how people can maximize the space in their storage units
- Write blog content in a series of posts advocating for a tidy philosophy (with vignettes of actual customers who are bringing joy into their lives by tidying them up)
Point being, facilities can use the Marie Kondo craze to create deeper and more meaningful connections with customers, even during periods of heavy downsizing.
Step #2: While Helping People Tidy up, Educate and Inform Them About Long Term Storage for Irreplaceable Items
While your self storage marketing team is crafting compelling content for your customers, it puts your facility in the ideal place to impart additional wisdom. Some items, while not making one’s heart flutter with joy, still hold tremendous value.
Think of your Great Grandmother’s silverware, china, and photo albums. Or a deceased relative’s immense collection of vinyl records. Antiques, mementos and trinkets. Time and nostalgia are powerful motivators. They remind us of the past and of who we are. If your self storage marketing team can properly weave this narrative into its content, it will be able to speak to the merits of renting units that fetch a higher price tag, such as climate-controlled units.
Preserving these items for posterity and future generations is a vital need for many families. But these families often don’t have the room to properly store them. Advocate for customers to be good stewards of these items by upgrading their storage unit to a unit guaranteed to preserve the memories they hold dear.
Step #3: Visit Our Team at ISS at Booth 1313 Today to Tidy Your Storage Strategy
To impact occupancy levels during industry change, your self storage organization will need to leverage every available competitive insight. Luckily, your self storage marketing team will have the opportunity to meet our team if its attending ISS today and tomorrow.
Booth 1313 during Trade Show Hours:
Tuesday, April 2nd: 3-7pm
Wednesday, April 3rd: 1-5pm
Your team will have the opportunity to connect and learn from the following team members during the Expo Hall hours listed above.
Chief Operating Officer – Kurt Krejny – Kurt leads the client-services and solutions teams to drive a favorable return on investment in occupancy-driven industries that rely on innovative marketing strategy and execution. Kurt works directly with some of the largest independent and multi-location self-storage operators to direct prime visibility in search engines and increase year-over-year reservations through insightful and actionable reporting that focuses on increasing occupancy.
Having received his bachelor’s degree in technology from Bowling Green State University, and specializing in visual communications, Kurt began his career as a web user experience designer. This background has given him a unique talent for solving complex client marketing challenges with design thinking and simplified solutions that drive bottom line impact.
VP of Client Services – Todd Hall – Todd has a 12-year client account leader track record of driving results, solutions, and relationships in a highly competitive digital marketing arena. Todd loves keeping ahead of the ever-changing online marketing trends and approaches – and making sure that his accounts are utilizing all opportunities to increase conversions and KPI’s.
Self Storage Digital Marketing Specialist – Chloe Moore – Chloe utilizes her expertise in hyperlocal SEO, Conversion Rate Optimization (CRO) and User Experience (UX) to help facility’s convert opportunities into renters. This unique blended talent combined with seasoned experience makes her a trusted advisor for REITs and single site facility owners alike. Chloe has a pulse on trends and innovations in the storage industry and helps facility’s strategically implement them to produce a favorable ROI.
Whether your organization needs help leveraging the Mari Kondo craze, wants to learn about data science and A.I., or has a specific question – contact us. Our team will be happy to take the time to learn about your unique challenges and will provide a customized solution to surpass your goals.