During his time as the 34th Chief of Staff, General Eric K. Shinseki initiated the Army Transformation Campaign, which served to usher both the culture and technology of the U.S. Army into the 21st century. He was most famously quoted in 2001 as having said, “If you dislike change, you’re going to dislike irrelevance even more.”
So, what does that story have to do with self-storage operations? The answer is everything.
One of General Shinseki’s goals was a digital transformation of the Army through adoption of modern technology. Digital transformation is a term that has been thrown around a lot, especially in the early 2000’s during the General’s campaign, but even that term is becoming outdated. In a recent Gartner 2023 Board of Directors Survey, 89% of boards of directors believe we are in a post-digital world, which is to say digital is no longer a choice, but is implicit to doing business.
This can be no more evident now in storage than ever before. New and larger operators are tackling the market with a vast array of technologies to accelerate their businesses forward. Advertising is now at the top of their list for transformation.
As we noted in our “Cloud’s in The Forecast” blog recently, cloud and mobile are fundamentally changing the way consumers are searching for and purchasing products and services. As a result, digital advertising must be at the center of how operators differentiate from competition and engage with prospective customers. If you haven’t done so already, then now is the time for change.
Managing this type of change can be difficult. Many longstanding operations and industry leaders have been blindsided by the onslaught of new operators who are entering the market empowered by technology and prospectively changing consumer behavior rather than succumb to outdated operating models and processes.
But some operators have confused change with progress. Change for the sake of change is futile without an effective plan and means to achieve the goals of digital advertising. Many operators have embraced pay-per-click (PPC) advertising as being inherently necessary to advertise their business, but few have managed to get their arms around successfully using PPC and social advertising. Answers to the questions surrounding cost, measurement, and targeting remain fuzzy at best.
Adverank is designed as a decision engine for NextGen operators looking to accelerate their occupancy goals with digital advertising. It answers those questions with clarity.
Rather than sorting through reams of information contained in management reports and advertising summaries, operators are looking to Adverank for focused information about their daily occupancy and PPC results. Armed with this information, savvy operators are making quick, informed decisions on how best to adjust their spending to maximize digital advertising impact.
Get a plan together and get started today on the change. As former NFL general manager Michael Lombardi once said, “Don’t confuse hope for a plan.”