By Natalie Dolce | January 10, 2022 at 11:26 AM
Marketing is a collaborative process, meaning teamwork is essential for all the moving pieces to come together. Nowhere is that more true than commercial real estate marketing, where the issues can be complex with multiple stakeholders. The men and women who we tapped this year have proven to be exemplary at getting out the right message to the right group of people at the right time.
StorQuest Self Storage's Marketing Team
StorQuest Self Storage challenges its customers to make room in their lives for the things that matter most; a message that has never been more timely than during the pandemic. The company’s marketing team promotes that message through a variety of outside-the-box campaigns, such as a four-story mural by street artist Ruben Rojas to reinforce the importance of taking care of the planet. The team also partnered with surf champion Kelly Slater and skateboarding legend Tony Hawk to help promote the messaging about creating a life worth storing. The core messaging is also continuously reinforced on the company’s website, social media channels, customer experience center and in-store experiences.
During the pandemic, the company successfully achieved its highest overall rental activity to date, as a result of leveraging its brand positioning and adapting to the change in climate. The StorQuest marketing team was founded with the company in 1994, and its responsibilities include driving global brand strategy for StorQuest Self Storage, overseeing all B2B/B2C efforts including guest communication, inbound and outbound acquisition, retention, social media and brand marketing.
Authenticity in storytelling is key to the company’s marketing success, and it strives to change the perception of self-storage by focusing on the adventure and fun that can be possible when people put their stuff away. It does so by partnering with local brand ambassadors, called Questors, to embark on adventures including hot air ballooning, ATVing and skydiving. The company also created a Rent One, Get One Tree initiative, where the firm plants a tree for every new storage unit rental to bring awareness to climate change.
The Real People, Real Journeys campaign showed ways that actual customers have benefitted from their unit. The company has experienced record activity and performance results during the pandemic, including peak engagement rates on all digital marketing channels.