In 2011, Storage Post completing an exhaustive and comprehensive analysis of its market base for each of its locations nationwide. What was discovered was a substantial Spanish-speaking population within a close-range radius to Storage Post’s New Jersey and New York stores. In response to these research results, Storage Post launched a full Hispanic marketing plan that encompassed Spanish-language advertising, websites and communications, and refocused resources into its Hispanic customer base.
In July 2012, Storage Post launched an integrated Spanish-language version of its website, which allows us to reach a wider market base and more effectively present information to our consumers. The new translated site features information regarding Storage Post, customized self storage options and a blog with storage tips. Spanish-speaking visitors can search for storage by state, city or zip code, and access specific information about each Storage Post self storage facility. Storage Post also translated its mobile website in order to offer a holistic online experience. The websites transition seamlessly between English and Spanish when viewing from a tablet, smartphone or desktop computer.
In addition to accessible storage information online, Storage Post also employs bilingual staff members at both on-site locations and within the sales center. These Spanish-speaking employees verbally translate information to potential and current customers to help clarify specific questions or concerns.
In an effort to more effectively market to its Spanish-speaking customers, Storage Post placed a number of Spanish advertisements in both print publications and online. The marketing plan includes several advertisements in El Diario La Prensa, a leading Hispanic news and information company with a daily New York readership numbering more than 286,000. Additionally, a full-page, color advertisement appears in the September 2012 issue of Yankees Magazine en Español– the first-ever issue printed entirely in Spanish for the New York baseball team’s Hispanic fans.
Storage Post continues to improve customer service and plans to increase its marketing and communication strategies for the Spanish-speaking public to meet demand in its current markets. The company’s end-goal is to attract and serve a broader audience who require self storage services. At the same time, the new Spanish-language marketing ensures that Storage Post products and services are communicated appropriately and are accessible to all potential customers.
Storage Post has already translated a variety of materials into Spanish, including self storage rental contracts, point of sale pieces and informative brochures to assist the Hispanic community with finding the perfect storage solution.