Self storage in the UK: viewed from the outside
During the summer, two university students from Switzerland, came to work at the offices of Storage.co.uk. We gave them the task of analysing the websites of all the self storage companies on our database — no mean task, as there are more than 500 of these (multi-site companies not included). It gave them a unique insight into the British self storage industry. This is their report.
Even on the train from Gatwick, direction London Victoria, we noticed a surprisingly high number of storage advertisements and units dotting the landscape, even if at that time we did not really pay attention to them — we were more busy thinking about the rain shower that threatened, and planning the visits that would provide the background rhythm for our stay in this capital city.
While studying English language and literature at the University of Fribourg, Switzerland, we had been lucky to meet a charming London family who offered us shelter and a summer job. We did not imagine that we were also on the verge of entering the unique and unfamiliar world that is the self storage business.
In at the deep end
After a short, but most efficient briefing on what self storage is about and its specific, sometimes surprising vocabulary, we were given our first task: calling more than fifty companies in order to check their contact details. We took the plunge after a good fifteen-minute argument about who was going to call first. Though a certain confidence was gained after the fifth call, this became somewhat dented when we both encountered what we now consider to be one of the most impenetrable accents in English: Scottish.
Anyway, that task being completed, it was time to discover the full depths of this curious world. Second duty: browsing 557 self storage websites. The number seemed huge, and revealed itself with time to be even more impressive, but we courageously accepted the offer.
Self storage: a modern need
While we tangled with this website jungle, we discovered that the expression ‘storage’ encompasses a vast business based on such notions as trust, flexibility and exchange. What storage companies promote is a fashionable lifestyle, which is part of a contemporary philosophy: declutter your home in order to gain space, without dispensing of any valued possessions. Mixing ecological values with certain feng-shui principles, storage is clearly a modern necessity — particularly in important and influential countries.
The huge diversity of storage companies demonstrates the importance of the phenomenon: you can choose to store your goods with multi-site national brands, or put your trust in a family-run company — the result being that each will propose to you different solutions corresponding to what they consider is best for your needs.
Self storage on film
This divergence in solutions has the consequence that the only element they share, namely publicity, is treated differently according to their conception.
Indeed, our experience allowed us to witness a range of promotional strategies, the most innovative being video. Some of the companies literally gave their best shot using state-of-the-art technologies, delivering short video clips worthy of Hollywood blockbusters. Some of these chose a comic approach, trying to appeal to the client’s sense of humour — and succeeding at least in making two Swiss students grin in front of their computers.
Website films also include some the most eccentric examples of self storage publicity. A dark alley at night, a shaky hand on a camera, a mumbling voice describing a fuzzy location — the stage is set: you want to know what happens next. With a handmade and amateur effect, some of these website videos add a humane dimension, such as the lovely grandpa reading his text in front of his camera and praying you believe in his personalized services… And of course, you do!
More than a mere experience to expand and improve our knowledge of the English language, this time spent in London allowed us to discover a new culture, to get to know genial and charming people, and it offered us a wonderful opportunity to work in London. Thus, we would like to thank the whole team of Storage.co.uk, who welcomed us more warmly than we could ever have hoped.
3 Responses to “Self storage in the UK: viewed from the outside”
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It would be interesting to see some of those movies you talk about. I wonder how far advanced they are.
Kind regards,
Scott Manning
Wow, that really is being thrown in at the deep end, phoning 50 storage companies. I’ve noticed the move towards video within the industry with different companies attacking it in different ways. I just wonder how useful the potential customer finds them.
John
VI’m not convinced that videos are the way forward or that potential customers take the time to view them. It’s a price lead market and and people just Google for 5 minutes loiking for the best price in the required location.
Just my 2 pence worth. Gary.