MANAGERS IN ACTION
delivered clean, smelling fresh, and in good working order—testaments to his thorough maintenance efforts. Upon picking up an empty container, Stapleford inspects it for damage, ensures the door and latches are func- tioning properly, then cleans and sani- tizes it. When necessary, container doors are repainted and door latches are replaced; these tasks keep each portable storage unit in tip-top shape. Thankfully, only a few containers have required major repairs or needed to be replaced. For example, one con- tainer was punctured by a forklift when a customer attempted to move it on their own. “Fortunately, most of our customers take good care of our con- tainers,” he says, “and an incident like this is not the norm.”
“It can be a great fit and a way to service more customers. There are more logistics involved, but it can go hand in hand [with self-storage].” - MATT STAPLEFORD
He also performs routine mainte-
nance on the company’s truck. When it’s in the garage for repairs, Stapleford relies on the relationship he fostered with a local tow truck com- pany to keep servicing his commercial and residential customers’ local stor- age needs and long-distance moves.
Reaching Customers Speaking of relationship building, Stapleford has spent an ample amount of time and energy positioning his franchise as a leading portable stor- age company in the area through his business-to-business marketing and community outreach efforts. Go Mini’s corporate office supplies the
SECOND QUARTER 2024
marketing materials, but franchisees are required to provide the labor. In addition to joining the local
chamber of commerce, and eventually serving on its board, Stapleford uti- lized “cold calling” to introduce himself to as many potential clients as possi- ble. He visited and/or called local businesses in his service area to dis- cuss Go Mini’s portable storage options, including its exclusive 20-foot container, and inquire about their potential needs. And his sweat equity was worth
every drop. Presently, some of his repeat commercial clients include contractors, retailers, restoration companies, and garage floor finishing companies. Even though commercial customers’ storage needs can be “unpredictable” due to emergencies such as burst pipes, he’s “always ready to field an unexpected call” and remains flexible to “provide five- star storage.” Residential customers, on the other
hand, usually know when they’ll need portable storage, so they tend to schedule service in advance. Nevertheless, he still needed to make people aware of Go Mini’s presence within the Steel City, so he put his empty containers to work. Like moving trucks adorned with a self-storage facility’s name, logo, and location, the Go Mini’s containers can serve as a portable billboard. To generate expo- sure, Stapleford has positioned some of his containers in high-traffic areas, with the property owner’s permission, of course. And akin to donating a stor- age unit, he has also provided free container use to non-profit organiza- tions during their various charity drives, picking up and delivering the containers to them to eliminate the need for rental trucks. Another successful marketing tactic
he’s used targets football fanatics. Stapleford’s Go Mini’s containers pro- vide storage at Acrisure Stadium (for- merly Heinz Stadium) for Gameday Hospitality, a national sports and entertainment hospitality company that
offers tailgating services. It’s a win-win partnership: The company has an on-site place to safely store their tail- gating gear throughout the season and Go Mini’s scores free advertising that’s seen by thousands of diehard Steelers fans at each home game. Last but not least, Stapleford’s fran-
chise receives a substantial number of new customers through referrals and word-of-mouth marketing, proving that his drive to provide top-notch cus- tomer service and secure more online reviews were worthwhile endeavors. “I pushed harder with that,” he says about requesting feedback, “and it paid off with growth.”
Complementary Business If you have extra space at your self-storage facility to accommodate containers, offering portable storage could be a profitable complement to your existing business. “It can be a great fit and a way to service more customers,” says Stapleford. “There are more logistics involved, but it can go hand in hand [with self-storage].” To minimize some of the logistics,
self-storage owner-operators wouldn’t necessarily need to offer long-distance moves. For example, your portable storage containers could be reserved for the temporary storage needs of local customers, such as a quick home remodeling project. By offering portable containers as a short-term storage solution, you can free up unit space within your facility for long-term tenants, thus reducing turnover while increasing revenue. “Our average length of rental is
about eight months, with rentals rang- ing from just one month to over two years. Portable storage offers the con- venience of adaptability, ensuring cus- tomers can rent for as long as needed. Its recurring revenue model provides stability and predictable income, allow- ing us to foster long-term relationships with clients,” says Stapleford. “It’s a great business to pursue.”
Erica Shatzer is the editor of Modern Storage Media. Self-Storage NOW! 39
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