“Better to be safe than sorry,” “air on the side of caution,” and “an ounce of prevention is worth a pound of cure,” are three of my favorite cliches. They’re favorites because I tend to live by them wholeheartedly. People like me are who you should market towards when you’re trying to advertise your climate-controlled storage units. Without being a scaremonger, it is a good strategy to boost the bonuses of using a climate controlled storage unit during the cold winter months (and eventually in the hot summer ones).
This strategy will work best when a customer calls in or comes in inquiring about storage information and looking to book OR if you focus on one reason specifically for a marketing campaign. Kristene Tucker from SFGate.com said, “Wood furniture dries out, musical instruments deteriorate, fabrics fade and electronics fail when exposed to extremely cold or hot temperatures.” Therefore, you should first try to ascertain what they will be storing so you can know which avenue to take when marketing to them. THIS is where you’ll be best able to really lock on and sell them the climate controlled feature.
Here’s a quick cheat sheet on how to market people on the benefits of climate-controlled storage:
Electronics: Many items claim they can handle being stored at low temperatures as long as they don’t dip below zero. Items might not be operational when that cold, but if left to warm up to normal room temperature, then they could come back to fully functional. HOWEVER, it is the condensation that comes with this freezing and thawing that can cause damage. A writer from TheFunTimesGuide.com keep in mind that when liquids freeze, like liquids in an LCD screen, they expand, contract, and can even crack. Also, in the same article, it explains that manufacturers vary greatly about temperatures that are safe for storage, so one of their recommendations to avoid the worry of freezing temperatures is to use a climate-controlled unit.
Furniture: Wood furniture is fairly delicate. It can easily warp if exposed to humidity or extreme temperatures. FineFurnitureDesign.com recommends that wooden furniture not be stored outside of the 65-75 degree range. Furniture tends to be one of the bigger purchases people make (outside of cars and homes) and it is something generally meant to be kept for years to come. Using climate-controlled is just another way to better protect your investment. Again like with electronics, the condensation and moisture that comes with changes in temperatures can have an impact on your furniture as well.
Paper Items: Yes, this category is a touch vague, but that’s because pretty much all paper can be impacted by changes in climate. Photographs, business records, comic books, magazines, newspapers…all of these items can yellow and deteriorate from being exposed to changes in temperatures and that dreaded condensation that can occur. Have you ever seen a pile of moldy papers that has been stored? I have; and it is disgusting. So to keep better care of any paper items that might be stored, consider using a climate-controlled unit. If a customer is making the effort to purchase storage for these items, odds are, they want a storage experience that will keep their items in the same condition as they dropped them off.
From that little list, you can glean generic reasons why people should use a climate-controlled units and apply them to specific situations. You can apply the condensation concern to clothing storage or vehicle storage. Vehicles’ engines and interiors can be impacted by humidity and extreme temps as well. So don’t just market that these things SHOULD be stored; explain WHY they should be stored. Perhaps pick one thing for your marketing campaign or focus on researching commonly stored items in your areas to better help your specific customers. Play onto the logical and “what if” sides of cautionary people like me. Again, don’t go TOO far as to where people will think you’re selling them. Go just far enough to get them thinking about the possibilities of damage for their items.