When we were asked to create an “outside the box” self storage marketing plan by one of our clients, we had no idea where it would take us. During our research we found that almost every self storage facility operated their marketing system exactly the same. It was a “cookie cutter" world. Everyone was doing the same thing and achieving the same results. The primary difference between high profits and mediocre profits was location. Not only were all these facilities using copycat marketing endeavors, but they were throwing away a lot of money on advertising and marketing that was unnecessary and nonproductive. Everyone was tripping over the dollars to pick up the pennies. We also found that many facilities weren’t evaluating their customer acquistion cost. How could anyone ignore this powerful marketing tool? Higher profits hinge on using this information. Needless to say, we were baffled. But, providence was smiling once again. We found a new path that allows us to assist and benefit self storage operators seeking to implement an effective self storage marketing plan.