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| HOW "R.S.V.P. MARKETING" WORKS |
R.S.V.P. marketing is the namesake of a self-storage marketing system developed by USA
Storage Resource that compels potential customers to visit your facility via a personal
‘invitation.’ The invitation is actually a combination ‘thank-you’ card, discount coupon, and
business card.
Our own in-house study recognizes that a significant number of telephone prospects at a
given self-storage site are searching for their storage space several days to several weeks
in advance of their actual need. These customers tend to make these early inquiries, then
forget or misplace the acquired information before the space rental occurs. At this point, they
revert to a typical ‘same-day’ customer, selecting a facility at random on the day of their
move. RSVP marketing has been shown to significantly increase the conversion of this type
of prospect by providing a personal invitation which creates a lasting preference for your
facility. This personal contact, done correctly, in a timely manner, and used in conjunction
with a discount offer of some form, has been shown to convert these "non-urgent" prospects
into eventual renters up to 80% of the time.
Benefits of this program include:
1. Minimal expense as compared with other marketing programs.
2. Simple to set-up and manage; interfaces easily with simple prospect tracking procedures.
3. Endearing to the potential customer; places your facility “above the rest” in terms of initial
personal interaction.
4. Effectively minimizes ‘shopping around’ once the card has been received.
5. Effectively captures an elusive element within the self-storage market.
The general process of capturing a storage prospect with this marketing program is simple.
First, the facility manager must acquire a quantity of 4”x 6” invitation cards with envelopes.
Because they are designed and printed specifically for the self-storage industry, it is
recommended that managers use USA Storage Resource’ cards designed for this program.
Second, design and print a quantity of coupons which reflect the facility’s standard discount,
or create a special offer exclusively for recipients of the promotion.
Adjust your telephone presentation to include a question about a specific time frame or
“needed” date to determine if the prospect is a likely candidate for the promotion. If the
caller's indicated storage need is more than a few days out to a month or two, offer them the
opportunity to receive a coupon to use “when the time comes” and request their name and
address. Most of the time, a prospect who is offered an opportunity to save a few dollars on
their storage will gladly provide an address for that purpose. As always, a good manager
will direct the sales presentation and be assertive without being annoying. Once the prospect
has provided information and the call is completed, the salesman (you) should fill out the
card and prepare it for mailing IMMEDIATELY! The card should be signed personally and a
coupon and business card included before mailing. IN ORDER TO MAXIMIZE THE
EFFECTIVENESS OF THIS PROGRAM, CARDS MUST BE SENT IN A TIMELY MANNER!
FOLLOW UP IS A CRITICAL ELEMENT OF ANY MARKETING EFFORT! After several
days, and always before the prospect’s indicated ‘date-needed,’ complete your follow-up by
contacting the prospect to verify receipt of the card and to schedule an appointment. As
always, track your return and practice your presentation to maximize your efforts!
Storage Resource that compels potential customers to visit your facility via a personal
‘invitation.’ The invitation is actually a combination ‘thank-you’ card, discount coupon, and
business card.
Our own in-house study recognizes that a significant number of telephone prospects at a
given self-storage site are searching for their storage space several days to several weeks
in advance of their actual need. These customers tend to make these early inquiries, then
forget or misplace the acquired information before the space rental occurs. At this point, they
revert to a typical ‘same-day’ customer, selecting a facility at random on the day of their
move. RSVP marketing has been shown to significantly increase the conversion of this type
of prospect by providing a personal invitation which creates a lasting preference for your
facility. This personal contact, done correctly, in a timely manner, and used in conjunction
with a discount offer of some form, has been shown to convert these "non-urgent" prospects
into eventual renters up to 80% of the time.
Benefits of this program include:
1. Minimal expense as compared with other marketing programs.
2. Simple to set-up and manage; interfaces easily with simple prospect tracking procedures.
3. Endearing to the potential customer; places your facility “above the rest” in terms of initial
personal interaction.
4. Effectively minimizes ‘shopping around’ once the card has been received.
5. Effectively captures an elusive element within the self-storage market.
The general process of capturing a storage prospect with this marketing program is simple.
First, the facility manager must acquire a quantity of 4”x 6” invitation cards with envelopes.
Because they are designed and printed specifically for the self-storage industry, it is
recommended that managers use USA Storage Resource’ cards designed for this program.
Second, design and print a quantity of coupons which reflect the facility’s standard discount,
or create a special offer exclusively for recipients of the promotion.
Adjust your telephone presentation to include a question about a specific time frame or
“needed” date to determine if the prospect is a likely candidate for the promotion. If the
caller's indicated storage need is more than a few days out to a month or two, offer them the
opportunity to receive a coupon to use “when the time comes” and request their name and
address. Most of the time, a prospect who is offered an opportunity to save a few dollars on
their storage will gladly provide an address for that purpose. As always, a good manager
will direct the sales presentation and be assertive without being annoying. Once the prospect
has provided information and the call is completed, the salesman (you) should fill out the
card and prepare it for mailing IMMEDIATELY! The card should be signed personally and a
coupon and business card included before mailing. IN ORDER TO MAXIMIZE THE
EFFECTIVENESS OF THIS PROGRAM, CARDS MUST BE SENT IN A TIMELY MANNER!
FOLLOW UP IS A CRITICAL ELEMENT OF ANY MARKETING EFFORT! After several
days, and always before the prospect’s indicated ‘date-needed,’ complete your follow-up by
contacting the prospect to verify receipt of the card and to schedule an appointment. As
always, track your return and practice your presentation to maximize your efforts!
| QUESTIONS? CALL 361-331-1786 |
