issue 12 / april-july 2017 quarterly - on the move · pdf fileissue 12 / april-july 2017...
TRANSCRIPT
Issue 12 / April-July 2017
Quarterly
Inside This IssueOn The Move Remodeled
Intangibles and Good Will
Tenant Protection
And MORE!!
Name Title Email Maury Westerdale Chairman of the Board [email protected]
Susan Nash CEO/President [email protected]
Brian Obeck Chief Financial Officer [email protected]
Will Winslett Project Coordinator [email protected]
CJ Steen Marketing Director [email protected]
Sylvain Mallaise Director of Sales [email protected]
Brian Rashid National Sales Director [email protected]
Robert Mikalonis Director of Food Trucks [email protected]
Tim Moranz Sales Associate [email protected]
Marcia Mattick Office Manager [email protected]
Marcia Mattick Office Manager [email protected]
Magda Dodds Accounting Manager [email protected]
Noemi Gonzales Title/Registration Associate [email protected]
Karen Lunski Receptionist [email protected]
Jacquelyn Nash Agency Director [email protected]
Laura Campos Surplus Lines Specialist [email protected]
Michael Brown Account Executive [email protected]
Amber Mclane Customer Service Representative [email protected]
Juan Castillo Warehouse Manager [email protected]
Logan Dollander Intern [email protected]
Table of ContentsWelcome Letter ........................................................................... 3On The Move News ..................................................................... 4Our Remodel is Complete ........................................................... 5New Trucks on The Road ............................................................. 62017 Show Truck ......................................................................... 7Employee Spotlight ..................................................................... 8Intangibles and Good Will ........................................................... 10MiniCo ......................................................................................... 11Conveying Passion For the Products You Sell .............................. 12Tenant Protection ........................................................................ 14On The Move Rental Agreement ................................................. 16Coffee and Copies ........................................................................ 17Owner Spotlight: Nu Deli ............................................................. 18Jacquelyn ..................................................................................... 20Recipe Corner .............................................................................. 21Classifieds .................................................................................... 22Truck of The Month ..................................................................... 23
2 | On The Move
Through superior customer service and
quality innovative products, On The Move
provides their Licensees the ability to add
value and profits to their business.
Table of ContentsWelcome Letter ........................................................................... 3On The Move News ..................................................................... 4Our Remodel is Complete ........................................................... 5New Trucks on The Road ............................................................. 62017 Show Truck ......................................................................... 7Employee Spotlight ..................................................................... 8Intangibles and Good Will ........................................................... 10MiniCo ......................................................................................... 11Conveying Passion For the Products You Sell .............................. 12Tenant Protection ........................................................................ 14On The Move Rental Agreement ................................................. 16Coffee and Copies ........................................................................ 17Owner Spotlight: Nu Deli ............................................................. 18Jacquelyn ..................................................................................... 20Recipe Corner .............................................................................. 21Classifieds .................................................................................... 22Truck of The Month ..................................................................... 23
Editor’s letterSpring is known as the season of transformation. On The Move’s first office was a room in our family home in Dearborn, Michigan. As we celebrate our 25th Anniversary, we have completed remodeling of our entire office. We have transformed the building to home our entire staff while making it more trendy and modern. Our new look is perfect to represent On The Move. Check out some of the
completion pictures in this Quarterly.
It was also time to spruce up our logo. Our logo is similar but we changed the colors to get a fresh look. Hopefully, you noticed the new logo on our magazine!
While it is not always time to transform your building and change your logo, it may be a good time to spruce up
on training. We currently offer monthly webinars to remind and train your staff on the importance of rental agreements and how to fill them out accurately. There is also an article in this issue regarding these agreements.
We hope you enjoy our transformations and come check us out at the trade shows coming up this Spring!
SHOW LOCATIONInside Self-Storage World Expo Las Vegas
Midyear National Association of Realtors® Washington D.C.
DATESApril 10-13, 2017
May 15-20, 2017
Events
Letter to EditorDear Editor,
I see amazing trucks on the front cover. How do I get to do that? - I want to see my truck on the cover
Dear I want to see my truck on the cover,
It is super easy to get on our cover! Just email CJ at [email protected]. As long as your truck is newer than a 2010, you qualify! We also love to see your trucks in parades, in front of your business, and a full shot of the truck!
National Restaurant Association Chicago
Texas Restaurant Association Dallas
May 20-23, 2017
June 9-10, 2017
Texas Self Storage Association Executive Retreat Cedar Park, TX
NACUFS Nashville
June 14-16, 2017
July 12-15, 2017
On The Move | 3
On The Move News
PitbullWe enjoyed an employee night out watching our favorite boxer Javier Rodriguez. Even though he did not win his bout, a good time was had by all.
10 Year Anniversaries Congratulations to Juan Castillo and Sylvain Mallaise for working at On The Move for 10 years. Their loyalty and dedication to On The Move has been seen over the last ten years. Thanks for all of your hard work guys!
Christening our office After several months of remodeling, our whole staff was excited to toast to our new office. We love our new home! Cheers to 25 years as well! Check out pictures of our completed remodeling project on the next page.
Our Remodel is Complete!
4 | On The Move
On The Move NewsCheck out our finished project!
Our Remodel is Complete!
On The Move | 5
NEWTRUCKSON THEROAD!
6 | On The Move
2017SHOWTRUCK
On The Move | 7
Where are you from? I was born in Omaha, NE but lived most of my life in Kansas. I have lived in Texas for the last 20 years with my wife, Natalie, and my daughter, Corina. My wife’s company did a complete corporate relocation from Topeka, KS to San Antonio in 1997 and we were more than ready to move on, so here we are. My son, Ryan, still lives in the Topeka area and is married with two children. My daughter, Corina, is a college student studying to be a surgeon at Texas A&M University.
Position at On The MoveSales Associate
When and how did you start working at On The Move? I started working here two years ago after answering an ad for a sales position. I have been in sales most of my
career and most recently in heating and air conditioning sales. In Texas we have two climates, hot and warm, so air conditioning is a must. Unfortunately, half of the air conditioning equipment in homes in this area is in the attic. I got tired of climbing in attics to prepare quotes so I jumped at the chance to come on board at OTM and glad I did.
How does your family or you know other employees at On The Move?Boerne is a small town so I already knew a couple of the employees through contact at Rotary or Chamber meetings. My wife is getting to know everyone gradually through Christmas parties and my daughter even stopped by to help out with consolidating our insurance agency into our main office during our remodeling while she was on break from college.
TIM MORANZ
Employee Spotlight
8 | On The Move
I’m happiest when: The stock market is up and I get dealt pocket aces in a Texas Hold ’em tournament.
Favorite animals:Dogs. We have two golden retrievers. The oldest, Kasey, is almost 12 years old and the other one, Champ, is 7 years old.
Hobbies:I love to ride my Harley, play poker, woodworking projects, and most recently, I have been flipping cargo and utility trailers evenings and weekends keeping the barter system alive.
Funny Memory with OTM: On a sales trip to San Diego Robert Mikalonis, Brian Rashid and I decided to take a pedicab instead of a regular cab from the Gas Lamp district back to our hotel. The poor guy was pulling the 3 of us about ½ mile uphill into a head wind while we were listening to cranked up rap music in a cart that was all lit up. We did turn some heads and gave our driver a good workout. He was rewarded with a good tip.
Favorite thing about working at On The Move?It is a good feeling to work with a client in the process to get them into a truck that is going to help grow their business and to feel the excitement they have when it is time to take possession of it. I enjoy traveling around the country and getting to meet people face to face and building of relationships.
to help grow their
face and building
On The Move | 9
On The Move, Inc. has deep roots within the self-storage industry. Our founder built his first self-storage facility in the late 1970s. At On The Move, we realize the unique obstacles and business decisions you, as a self-storage owner, have to make. For over twenty five years, we have worked towards defining the tangible value, intangible value, and goodwill for our truck rental program as it relates to the self-storage industry.
In 2015, we had enough irrefutable evidence to establish a tangible value by performing an analysis of our customers’ business and the industry as a whole. Determining the value of a tenant was key to this process. Utilizing the information provided by the Self-Storage Almanac, such as the average length of stay and average cost per month, we were able to determine that a tenant’s annual value is $1,548. Your truck brings in several new tenants every month. By asking your tenants how or why they stored with you, you can figure out the exact number of new tenants your truck attracts to your facility every month. By multiplying the number of tenants a month by 12, then multiplying that number by $1,548 you can achieve an estimated tangible value your truck adds to your facility.
However, the value of intangibles still escapes us. How do you go from an intangible value to a tangible value, from or for, the message the graphics on your truck displays 24 /7? How do you know if some of your tenants saw the truck 6 months, or maybe a
year ago, before they rented a unit? How do you know if someone else saw the truck and told your tenant about it? You simply don’t know; however, intuitively you know there is important value!
Likewise, the value of goodwill still escapes us. How do you know when you comp the truck out, how much goodwill goes with it? It’s like a trickle-down effect. Your facility now has an advantage over your competitors due to your branding and your good reputation. In today’s internet and review driven world, we can simply search on our smart phones to find out what business has the best services. Maintaining a strong reputation and goodwill within your community can be instrumental in growing your business.
It is important to know how different pieces of your business are helping you grow, add revenue and add value to your facility. Through an understanding of the value of tangible, intangible and community goodwill you can identify the true advantages of offering a truck.
BY SUSAN NASH, CEO/PRESIDENT
INTANGIBLESAND
GOOD WILLBY CJ STEEN, MARKETING DIRECTOR
10 | On The Move
BY SUSAN NASH, CEO/PRESIDENT
INTANGIBLESAND
GOOD WILLYOU HAVE A RENTAL TRUCK!
NOW WHAT?
You spent months deciding if you want to embark on the adventure of offering a truck rental program at your facility. Knowing that it would be a great fit, you made the decision to bite the bullet and call the companies that offer truck rental programs. As you gather quotes and options, you evaluate what is best for your business and decide to order a truck. This process can be overwhelming enough but now you have to figure out how to implement this program at your facility. Take a deep breath and relax. The rest is a breeze and the most exciting part!
A blank truck is great to have and can do its job but a truck with graphics will work much harder for you. A wrapped truck can get 600 visual impressions per every mile it drives. That is a lot of eyes on your truck! You invested the time in deciding that you want the truck. Invest some more time into getting the right message out to your potential customers.
For years, I have always thought and recommended to put everything your facility does on your truck. You have a blank canvas. Fill it up! I love what my company does and very proud of what all we offer. While shopping for another marketing agency, I brought all my brochures and marketing materials to a meeting to see if they can do everything I need. The owner of the marketing agency took my brochure and said I have no desire to read all of this. Who has the time? It is six pages and very thorough. He then asked me what my goals are. Well, I want my phones to ring. If you lay it all out for someone so that there is no question of what you do, why would they call you? A light bulb has gone off for me and now I want to simplify everything. With that being said, imagine driving down the road. Do you have time to read everything on a billboard? How quickly do you pass it? Trucks have an advantage because they stay with traffic longer and can be more easily read. However, you want it to be a lead generator as well. You do not need to show your full hand. I remember learning in Marketing 101, K.I.S.S. (Keep it simple stupid!) but have personally veered off that path. Don’t make my mistake and remember to K.I.S.S.
I highly recommend graphics that have your message and not just a logo but keep it brief and to the point. Bullet points can easily outline what your facility offers. Also, do not assume people know your truck is for rent. Put something simple in your graphics saying, “Rent this truck at your facility name” or “Rent with me, use this truck for free.”
Recommended formula for graphics:
• Logo
• Website
• Phone number (maybe even a designated number so you can track the leads your truck generates)
• A few bullet points saying what your facility offers (Three words max)
• Attention grabbing picture of your facility
• “Rent this truck at your facility name” or “Rent with me, use this truck for free.”
Now that you have your beautiful truck’s graphics designed and the truck is finally delivered to your facility, it is time to implement a marketing strategy. The truck does speak for itself! Park that beauty in front of your facility. The more visibility your truck incurs, the more leads you will receive.
The first thing I recommend doing while waiting for your truck to arrive is to start hyping up its arrival on your Facebook page. Put a proof of your graphics and a count down until its arrival date. Once the truck is delivered, take photos of the truck in front of your facility. Boost the post to a target audience. Try uploading a list of your clients’ email addresses into a lookalike audience. Facebook will mimic their behaviors and preferences and target people similar to your clients. Facebook has several ways to generate leads. Use an uploaded picture of your truck and create a lead generation advertisement. The picture of your truck and “click here to rent this truck” will create a lead for
you. Anyone who clicks it will have their information captured based on your preferences such as name, email address, phone number, and address. With this information, you can create several other campaigns.
Email campaigns are simple, quick and less expensive to implement. There are several email templates making creating an email easy and quick through Constant Contact, Mail Chimp or Robly that you can customize to your business. There is generally a monthly fee based off how many contacts you upload into their system. First, email your current customers letting them know you have this truck available for use. You can monitor any links they click or if they forward the email. It is always a good idea to include a call to action. Consider a discount on truck usage or a credit if they refer someone that rents the truck. Secondly, email your new leads from Facebook. Invite them to tour your facility and use your truck.
There are also some new trendy marketing methods that I like to call “creepy marketing.” Retargeting is one of the latest methods of marketing. When someone shops your website, your ad then follows them as they browse other websites such as Facebook or Yahoo. It is a less expensive way to get banner ads on popular websites. You can also capture the visitors to your website.
BY CJ STEEN, MARKETING DIRECTOR
Continued on page 18
On The Move | 11
Imagine this: You’re selling cars. A couple with a new baby walks in. You greet them at the dealership doors; you make cooing sounds at their bundle of joy. You start the needs conversation: features, price range, etc. They explain that now that they have a child they’re looking to trade in their sporty two-door for something more spacious and family accommodating. You walk them out to the rows of gleaming cars beneath the waving flags and balloons, showing them a few SUV and van options in their price range. Credit gets checked. Papers get signed. They drive away in something new.
That might be the end of the story, except you’re not just a cheap suit with dollar signs for eyes. You care.
What you’re selling them is not simply a mini-van—it’s their whole life laid out in an afternoon of car shopping: The vehicle you’re going to put them in is first a high safety-rated automobile that will provide comfort and peace of mind as they transport their precious cargo; that will, when junior gets older, get him to his soccer games; that will, a few years later, be the car in which she learns to drive; that will, in the empty-nest phase, be the reliable beater that takes him away to college. Are you passionate about mini-vans? Not really. But you are passionate about putting this nice young family into a roomy car with a built-in, Cheerios-sucking vacuum that will drive them into the rest of their lives. At least … you should be that salesperson.
BY NICK KANE
CONVEYING PASSIONFOR THE
PRODUCTS YOU SELL
12 | On The Move
Adjusting Your Attitude - Attitude is everything in sales. So is mindset. If you lack enthusiasm for your product line, for the sales cycle, and for how the prospect will benefit, you will alienate your customer in one way or another. Or, to put it more positively, having passion for what and how you’re selling is key to making your customer—and yourself—happy.
...It’s the Journey - When you’re at the juncture of making a sale, you should have arrived at that point because you armed the buyer with knowledge and gave great advice, guiding them to their purchase decision. You will have successfully demonstrated how your solution meets their needs. It’s not just that they trust you at this point, they also trust that you have a strong conviction about the value and effectiveness of what you’re selling. They know that you stand behind your claims, and that their needs rank highest in your mind. In all these ways and more, you will have acted as a trusted advisor.
Selling the Whole Picture - Always, no matter what we’re selling, we’re selling ideas. The coffee shop around the corner from the office isn’t just where you go for your caffeine fix—you could have Mr. Coffee’d at home. You like Java the Hut because as soon as you walk in, the artisan-coffee scent and cool music envelop you; the ceiling beams are exposed; the barista always makes what looks like a dragon in the latte foam. How much cooler is that then Folgers? It’s the difference between a poster of Aruba and lying on the beach. The same with your gym, which is selling a healthy lifestyle in a feng shui arrangement of workout machines. Or your alarm company, which helps you sleep at night because you know your family is safe from ski-mask wearing evildoers who lurk in the shadows of the world.
You know how it is when you’re the customer. So see the big picture through your customer’s eyes. Understand that passion for what you’re selling is key, and that you always must address the needs—and hopes and wishes and desires and fears—of your customer. A top-of-the-line $5,000 camera is overkill for a hobby shooter. A $500 model will provide that shutterbug with the same features needed to get them on the road to artistic expression. If you’re in the camera business, you understand that, and hopefully you choose to help the customer make the best choice for them. Later, they might come back to you for the 5K camera. Or not. Bottom line is you’re building trust and advising
Listen Often—and Well - Passion doesn’t just waft forth as you wax admirably about your products, it also comes through in how well you listen to the customer’s requests.
And, following that, how effectively you lay out the ways in which your solution will fit the customer’s needs as you’ve come to understand them … through listening. That car salesperson could have tried selling the family of three a motorcycle with a sidecar for the baby. But only if he or she was turning a deaf ear to what those young parents were saying.
Do You Have It? - What does it mean to be passionate about your products? How do you know you’ve got passion? You can measure it in a number of ways. One is to gauge the customer’s responses at the close of a transaction, and then take their pulse again as you circle back with them a few days later, determining if they still feel as strongly about your products and services as they did that first day. You can also measure effective passion by referral sales and repeat business. Largely based on your passion, customers recommend you to their peers; they want to carry forth the message that both you and your offerings are well-worth it.
Selling the Future - You cannot be a trusted advisor without passion. We don’t mean trotting out the “I have the same one at home” trick. Having passion (as well as compassion) means you genuinely keep the customer’s wellbeing in mind. You’re looking into their future, and continually striving toward a single goal: their needs. Aim for that and you’re working well; you’re working for the customer. Also, you’re helping yourself, because in always wanting the best possible outcome for your customer, you carry on a happier, more fulfilled work life—one in which you enjoy what you do. Does the barista make the dragon because she has to? No, because she wants to.
Finally, we know that sales professionals who fully stand behind what they sell tend not only share their passion with customers, they also transmit it to their peers in the office and in the field. Other sales people pick up on your passion and are inspired by it. That’s good for the entire team. It helps create an atmosphere of positivity and genuine caring. And who doesn’t want to buy that?
8690 South Maryland ParkwaySuite 250
Las Vegas, NV 89123P: 800.979.0079
BY NICK KANE
CONVEYING PASSIONFOR THE
PRODUCTS YOU SELL
On The Move | 13
Tenant Protection:An Operator’s Secret to Increasing Rent Rolls and Portfolio Value
BY JACQUELYN NASH, AGENCY DIRECTOR
Who is tenant protection for? Tenant protection is for any owner or management company that is focused on increasing rent rolls at the highest possible margins, that is in the business of renting self-storage units not selling insurance on behalf of a third party insurance company, and that have high occupancy rates therefore maximizing the rent from their current lease agreement.
With tenant protection in place at your facility, you are essentially offering your tenants a “premium quality lease” where you are assuming limited responsibility for your tenants’ property in storage. With our program; however, you are not “on the hook” for potential claims, you simply purchase a contractual liability insurance policy (CLIP) through us to inexpensively insure your tenant protection risk.
For most facilities and portfolios, we are able to insure your risk for as little as $1 per $2,000* protection plan, per month. The inexpensive cost to insure the risk allows facilities to add as much as 10% to their existing rent roll. Our customers are reporting margins up to 90% for their tenant protection revenue.
Freedom and flexibility are big parts of our philosophy here at On The Move. We like to empower our customers to make decisions that make the most
sense for THEIR business. This idea started with our turnkey truck rental program in 1992, allowing self-storage owners to stop advertising the competition and truly get their facility’s name out in their respective communities. We have a similar approach with tenant protection. Unlike tenant insurance, you are able to offer the protection plan at any increment of protection you see fit, up to $50,000. More importantly, since you are not collecting premium on behalf of a third party insurance company, you are able to charge (in additional rent) whatever makes sense for your unique business and the market you are located.
It’s time to stop selling insurance and forfeiting revenue to a third party. It’s time to maximize your rent and profits with the most efficient way of offering tenant protection. It’s time to exponentially increase the value of your portfolio today.
It’s time to call a Self-Storage Insurance Specialist at 800-645-9949 or visit us online at www.onthemoveinsurance.com to learn more!
14 | On The Move
Tenant Protection:An Operator’s Secret to Increasing Rent Rolls and Portfolio Value
BY JACQUELYN NASH, AGENCY DIRECTOR
On The Move | 15
BY SYLVAIN MALLAISE, DIRECTOR OF SALES
ON THE MOVERENTAL AGREEMENT
Twenty five years ago, On The Move designed and perfected its rental agreement with its partners to protect your interest in your vehicle. It is extremely important that you are currently using the On The Move rental agreement to be protected in the event of an accident. The rental agreement is the first document our carrier will ask for to start their process of protecting you. Below are a few reminders on how to complete the form and a QR code you can scan to watch a video on the rental procedures.
The rental agreement is very important and must be completed to comply with insurance requirements. Please be sure that the following information is completed on each rental form:
1. Personal information needs to be completed including name, address, phone number, etc.
2. Make a copy of the renter’s driver’s license and insurance card.
3. The middle section which includes truck specific information (i.e. is the gas tank full, odometer in/out etc.) can be utilized as best fits your company’s needs. Be sure to fill in the date and the time the truck is due back.
4. In the charges section:
a. Rental rates should be filled in unless the vehicle is complimentary to your customer.
b. Comprehensive/Collision Damage Waiver:
c. The customer is responsible for all collision damage resulting from insufficient height or width clearances and the first $2,500 of any other loss or damage. If the renter agrees to the terms, have them initial on the line provided. If they do not want that responsibility, they can purchase the damage waiver for the fee you have set.
5. Make a copy of the customer’s insurance card. In the event of an accident, the customer’s insurance is considered primary. In most instances, their personal coverage will not acknowledge the claim because it is a commercial vehicle and over a specified weight.
6. Additional Authorized Driver – if anyone else will be driving the vehicle, they must also sign the rental form and give you a copy of their driver’s license and insurance card.
7. Signature – make sure the customer signs and understands all aspects of the agreement.
BY LOGAN DOLLANDER, MARKETING INTERN
16 | On The Move
BY SYLVAIN MALLAISE, DIRECTOR OF SALES
Co�ee & Copies:�e Life of an Intern
Please make no mistake; the title of this article is not a direct reflection of the intern process at On The Move (OTM). Yes, coffee is vital in an office environment and copies must be made, but as an intern, there are more important projects to focus on- at least here at OTM. I began my internship at On The Move late September 2016. I had taken the semester off from the University of Texas at San Antonio in hopes of obtaining a marketing internship, not only to gain some college credit, but also to attain some knowledge on how a business operates day to day. Before my internship, I had limited experience in the business world. The only information I had about a business was what I learned through my professor’s lectures in college. While this is valuable, I wanted to do something different and experience what being part of a business was really like. So, the opportunity to be an intern at On The Move was presented to me and since then it has opened my eyes to the way a business operates.
This internship has given me the opportunity to not only learn more about the business world, but has given me the chance to learn about On The Move. On The Move’s core business offers a complete truck rental program that mainly services the self-storage industry and real estate agents. This program consists of On The Move leasing out trucks to these segmented markets, providing an insurance license program for their trucks, and wrapping the trucks with graphics. As a marketing major, I was eager to learn how a truck could be utilized as a marketing tool. Boy was I blown away! The concept of a moving billboard that can be used as a rental truck is the key benefit that On The Move offers to its customers. The
fact that customers can wrap their truck in graphics that showcases their facility or real estate group is an idea that allows for complete freedom for them to use their truck the way they want. Their truck can not only be utilized as a marketing tool, but also as an additional profit producer. Storage managers and real estate agents are able to set a rental price that adds additional revenue. It is amazing to see how a truck can offer so many benefits besides just hauling around things.
On The Move has helped me understand the importance of marketing, understanding who your target market is and what is the most effective way to reach out to them. Whether to create an email campaign, a postcard campaign, or geofencing at a trade show all revolve around the research that comes with marketing. This internship has shown me firsthand how marketing is done within a business. I am truly grateful to be a part of the OTM team and learn more about business. I feel I have gained valuable knowledge that I can use throughout my career.
BY LOGAN DOLLANDER, MARKETING INTERN
On The Move | 17
Meet Matt and Meghana. World Travelers. Free Spirits. Restaurateurs. Along with Matt’s family, they recently opened the Nu Deli food truck in Metro Detroit to overwhelming success, offering classic deli fare with an Indian twist.
The couple splits their time between Detroit and Goa, India, where they own and operate a beautiful restaurant on the beach of the Arabian Sea, serving an eclectic mix of food from around the world. Verandah is open for the tourist season where guests can find Chinese Christmas prix fixe menu tastings to late night dance parties. These two know how to draw a crowd and fill their bellies.
Their personalities and stories are as captivating as their culinary chops. Nu Deli’s biggest hit this summer was hands down the Nu Reuben Sandwich. Rye bread grilled with tandoori butter, Sy Ginsberg corned beef, topped with melted swiss, chili mayo and Indian slaw. For a little sugar rush follow up, Mom’s
lemon pistachio cheesecake hits the spot and cleans the palate perfectly!
We’re proud to call these culinary world travelers part of the Detroit Custom Coach family and we can’t wait to see what they come up with next! Keep up on what they’re doing here.
Owner Spotlight: Nu DeliBY COLE DEVILBISS, DESIGN AND DEVELOPMENT DETROIT CUSTOM COACH
Once they visit your website, they can then be sent an automated welcome or discount offer email. Geofencing is also a unique way to market. You create a virtual digital fence and anyone who enters into the digitally fenced area, will be targeted with ads. You could put a digital fence around your competitors’ locations and other truck rental locations. Once they leave these other locations, your ads will start appearing on their phones if they have location services on.
The more traditional way of marketing is direct marketing. You can work with the post office to target a specific zip code and then send a postcard to everyone in that zone. The post office gives discounted pricing for bulk mailings. On the postcard, announce your new truck and offer a coupon. A nice picture of your truck in front of your facility will be a nice visual on that card. You can also put a landing page for potential clients to view that will then be an additional way to capture their information for retargeting.
Make sure to include that you offer a rental truck on your website, brochures, print advertisements and business cards. Just a simple picture of your truck that says “For Rent” will suffice. It is also a good idea to give your brochures to local real estate agents and apartment communities. Their clients and residents are more apt to need storage and a rental truck and a great target market for any storage facility. Building relationships with the real estate and apartment associations is a great way to brand your facility and rental truck.
The easiest and quickest way to start notifying the public that you offer truck rentals is by having your staff ask your prospects how they are moving into your facility. This is a great time to offer a rental truck. Also, simply answering your phone “X storage…home of the free truck rental” will get attention and questions asked about your truck.
Community good will efforts are a great way to utilize your truck. Many associations need use of rental trucks for fundraisers and community
events. Offer your truck for usage in these events. Not only will your truck be used for a good cause but you will be branding yourself even deeper into your community.
In conclusion, the more your truck is on the road, the more visual impressions you will receive. To push up usage of your truck, some marketing methods include:
• Email campaigns
• Creepy marketing (retargeting and geofencing)
• Direct marketing
• Website, brochure, and business cards
• Relationships with local associations
• Staff answering your phones
• Community goodwill
Once you have your truck’s graphics designed, your marketing efforts can be enhanced and extended. Just remember to keep that truck on the road! Even if you have your managers drive it to deposit at the bank or use at their lunch break, you will be marketing your facility and truck!
For more information, contact a truck rental specialist. They can find the right vehicle, the right graphics package and assist you in finding the right marketing plan that suits your business.
Continued from page 11
18 | On The Move
On The Move | 19
The SSA’s Young Leaders Group (YLG) is made up of SSA direct members, 40 years of age and under, who have expressed an interest in making a career in self-storage. The functions of the YLG are overseen and directed by the YLG Advisors. The YLG Advisor’s mission is to create opportunities for the future generation of the industry to grow together though group specific education and socialization, while promoting the values of the SSA, encouraging involvement in, and identifying future leadership of the association.
YLG Senators who were recently elected for the 2017-2019 term. Congratulations to Travis Morrow, Jacquelyn Nash and Holly Fiorello to their Senate board. On The Move is very proud of their own Agency Director, Jacquelyn Nash! Jacquelyn grew up around the Self-Storage industry with her family owning multiple properties over the years as well as operating On The Move since the early 90s. She graduated with a Bachelors of Arts in Communications from the University of Texas at San Antonio. Immediately after graduating, she came on board at On The Move Insurance Agency and
has helped the agency grow our tenant protection program to over 1,300 facilities including 10% of the ISS Top 100 operators.
She recently helped orchestrate a speaker at the educational event during the SSA conference in New Orleans. Through relationships and networking, she was able to secure Nevil Shed as their guest speaker. He shared his unbelievable story which was included in the 2006 film “Glory Road.”
YOUNG LEADERS GROUP SENATOR
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2lbs seedless green grapes
2lbs of seedless purple grapes
32oz ricotta cheese
16 oz walnuts
1 tsp vanilla extract
Instructions: Wash and rinse grapes then cut them in half and place in a bowl. Add ricotta cheese, 1tsp vanilla extract and walnuts. Mix together and chill for several hours. This would be a nice compliment to an Easter Sunday.
Recipe Corner
5lb bag of red potatoes
1lb package of bacon
15 oz sour cream
½ bag of shredded cheddar cheese
Green onions chives to your desire
Instructions: Wash and cube potatoes and sprinkle with garlic, salt and pepper. Drizzle olive oil. Roast in the oven until cooked. Cook bacon on skillet and crumble after cooked. Mix together potatoes, bacon, sour cream cheese and chives. Chill for several hours before serving!
T W I C E B A K E D P O TAT O S A L A D
G R A P E R I C O T TA S A L A D
BY AMBER WHITE, CUSTOMER SERVICE REPRESENTATIVE
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Truck of the Quarter
Call us today for more information
On The Move 800-645-9949
ClassifiedsFord Transit Cargo 250
2016, $735 per monthToyota Camry SE
2014, 4DR, $17,000
Ford E-3502017, 14” Aerocell $42,500
Toyota Corolla LE2013, 4DR, $12,500
Nissan Murano SL2012, 4DR, $16,995
Chevrolet Express Passenger2015, LT 3500, $22,995
Ford Focus SE2014, 4DR, $12,000
22 | On The Move
Truck of the Quarter
How did you become involved in the self-storage industry?My family opened a facility 15 years ago that has been very successful. When I graduated college, I knew this was a division of our family business I wanted to grow.
How long have you been a customer of On The Move?Our first truck was 15 years ago. We are currently getting ready to purchase our 4th truck from On the Move!
How do you use your truck? We provide tenants free use of the truck for move ins.
What is your favorite thing about your truck?My favorite thing about our truck are the graphics. They did a great job bringing our ideas to life on the truck.
Any advice for being successful with a rental truck program?Offering it free is a big hit with our customers.
Are there any other products you use of On The Move that you may recommend? I love that there is a Die Cast Mini Truck of the truck I purchased from On the Move! It is great for marketing!
What is the craziest story you have about your truck?The craziest story about our truck was when someone totaled it going through a drive-thru!
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