Move N Store Inc.
Dr. Deborah Hill
MKT 500 – Marketing Management
May 29, 2011
Mission Statement: "Pack and exhale" - Offer peace of mind to customers by providing most efficient and reliable moving and storage services available. We strive to exceed customer’s expectations by building relationships between you and our team to consistently meet your needs. By utilizing the highest standards of design, development and management, we will provide facilities that consistently deliver satisfaction, value and peace of mind for our customers. Company Description: Establish a self-storage business in the US and India that offers portable moving solutions, packing services and off-site storage solutions for residential and commercial customers. Move N Store Inc. offers long and short term storage in a warehouse type of facility with climate controlled and non –climate controlled floors. Some of the key features at each facility are: * On-site managers who reside at the facility and operate from the office from 9AM – 5PM. * Automated / Controlled gate access to the facility so the facility is accessible 24/7. * Loading bay with large garage doors accessing the loading dock, so that vehicles can be parked directly outside the elevator lobby for ease of loading and unloading. * Surveillance cameras on each floor in several areas for customer safety. * Individual door alarm for each unit.
* Well lit aisles and lobby areas.
* Completely fenced facility.
* Boat, RV or Car parking in some facilities based on geographical location and customer. A good marketing plan should focus on three objectives: increasing occupancy, increasing tenant value to the facility, and improving marketing efficiency. It should also be based on results and flexible. It will clearly outline specific activities to accomplish those three objectives, with deadlines. The marketing plan will provide strict guidelines for logo usage, copy creation and offers so that the plan has a consistent and recognizable look and feel. The plan will also discuss how the marketing is going to be tracked for effectiveness and what constitutes “effective” so that quick, smart decisions can be made throughout the year. The marketing plan will be comprehensive and focused on the target markets that produce the best results. It will be a combination of building relationships in the community, customer referral, key influencer referrals, search-engine marketing, social networking, Yellow Pages ads, and niche marketing specific to the local community. The marketing plan will be implemented on a consistent basis with tracking and measuring to make ongoing improvements. Online marketing will become an important part of the marketing plan as it attracts new customers and allows existing customers to maintain their accounts. As stated in an article by Carr, June 8, 2010: When was the last time you opened a phone book? Do you remember what ad was on the last billboard you saw? You have probably thrown away or recycled all of the bulk mail unopened that you’ve received in at least the last year. I think there’s an important reason for all of this. All of these forms of advertising are relatively invasive and, at the moment the potential customer is receiving the message, they’re not actively in need of or searching out your product or service. On the other hand, internet marketing – more specifically, search engine marketing – is a different story. The potential customer is actively seeking out a solution to their problem. They’re hoping that they will find your product or service to solve one of their problems. This means, as a business owner, it is critically important to the sustained growth of your business that you pay close attention to your online presence and aggressively try to improve it. Start a social media campaign, set up an email auto-responder, and, most importantly,...