The Difference Between Self and Recreational Vehicle Storage, Part 2
In our last post, we discussed self-storage marketing patterns and their impact on an overall marketing strategy. We covered who you target, the channels to market through, and the unique selling points that make this industry stand out. Suppose you own and operate a storage facility and are looking to expand to recreational vehicle (RV) and boat storage. In that case, your approach to this segment of the industry will be different. While the two industries overlap, there are noticeable differences in boat & RV storage.
The Overview
When storing recreational vehicles, the needs you must meet are different. The units you offer are going to be much larger and more specialized. Some of these specs will include amenities like wash stations, dump stations, and electrical outlets for power. You will also notice seasonal patterns that differ from those in the self-storage industry.
The Target Audience
The target demographic for boat and RV storage consists of those who own high-end recreational vehicles and watercraft. For instance, you may want to aim your marketing efforts toward families with younger children or retired couples. Since these recreational toys are a significant investment, keeping them in tip-top shape will enable them to last longer. Boat and RV owners seek shelters for their investments during periods when they are not used. These travelers are often seasonal, with their needs cycling according to the time of year. The warmer months are when folks do the most traveling. That is when the weather is most comfortable and outdoor activities are less likely to be hindered due to inclement weather.
This niche industry’s demographics skew toward customers willing to invest in a space that meets their needs rather than the cheapest option. Fostering long-term relationships with these customers will be part of your customer relations strategy. Recreational vehicle storage offers specialized care, with customers willing to pay more for long-term lots. These spaces are generally bigger than the average self-storage tenant chooses.
There are also those with smaller rides searching for a space to continue their hobby. Vehicles like motorcycles and classic cars are smaller and ordinarily fit in larger indoor spaces. Apartment dwellers, condo owners, and weekend enthusiasts need ways to keep their rides safe and out of the way. It is crucial to consider clients’ needs, whether their vehicles are large or small. Often, these details will be the difference between storing with you or storing with your competitor.
The Marketing Channels
A website is one of the most powerful tools for marketing your facility, enabling you to rank in online searches and making it easy for people to find you. Think of this as your digital or online presence.
Any experienced marketing professional knows that branching out through various channels will be one way to boost your search engine optimization or SEO and be more visible to a larger audience. Other channels to consider may mean posting to niche platforms. Online boating and RV forums and magazines specific to the industry are perfect places to advertise your services. Plus, you can also spread your content marketing to these platforms. You could contribute to the conversation by creating your own forum thread, sponsoring a Q&A, or writing articles to be published by industry platforms.
Meeting face-to-face is also a powerful way to market your business. In-person interaction is still an effective way to market your brand. Attending events exclusive to the RV and boat storage industry lets you collaborate with other entrepreneurs. You can share ideas, gain insights, and receive detailed guidance from there. Boat shows and RV expos are excellent opportunities to find potential customers.
Partner with local businesses, such as dealerships, marinas, or your area’s Parks and Recreation Department. Speak with your local business owners about customer referrals and promotional opportunities you can collaborate on. Not only is this a way to capture the customers in search of related services, but strengthening your ties to the community will enhance your image and spread word-of-mouth about your services.
The Unique Selling Points
So, what sets your facility apart from standard self-storage? Vehicle storage offers specialized solutions. It’s not just about providing a rental space away from home or the office; it is a highly secure, fenced-in lot that ensures the safekeeping of big, expensive toys. You offer a way for people to keep their rides out of the elements and store them until the next peak season. Your services provide an alternative to storing their boats, RVs, campers, or trailers in the yard or driveway.
Should your facility opt for the amenities, you can offer additional services. These include maintenance services, wash stations, winterization equipment, and electrical outlets. Just as storage facilities often sell moving supplies, some RV storage facilities offer camping gear, snacks, and other travel supplies for sale.
When creating content to market your facility, consider the information that recreational vehicle owners seek. Topics like maintenance tips could offer step-by-step instructions on properly winterizing a vehicle or watercraft before it is stored away. Suggestions on travel destinations are always welcome, especially for places you have personally experienced, as your first-hand knowledge will lend authority to your content.
While the self-storage and vehicle storage industries overlap, critical differences exist. Your customer base might overlap, but the needs are different. Since each of these industries offers unique services, marketing for them will also be different.
The Storage Group® has the expertise to develop a marketing strategy tailored to your unique business. We will work with you to create a comprehensive marketing campaign to increase rentals. Contact us today to see how our award-winning marketing services can boost your business.
