In an age of incessant online shopping and socializing, face-to-face interaction and practical product assessment often fall by the wayside as people succumb to the convenience and immediate gratification of the Web. But in self-storage, theres still a place for the personal. Facility owners and managers seek opportunities to talk one-on-one with experts in the field, exchange ideas with peers, and get their hands on the products that make their businesses run smoother, better and more profitably.

The ultimate such experience is on the horizon as the Inside Self-Storage World Expo approaches, March 14-16, at the Paris Hotel & Resort and Las Vegas. The industrys largest networking, education and commerce event will provide attendees with the attention and resources they crave, including ample time to talk with authorities in every segment of the business and try out the latest product and service offerings. Whether theyre after insider tips, expert advice, peer support or live product demos, storage professionals will find what they need at the ISS Expo.

Excelling in Education

The shows foundation is its 30-plus seminar education program, built around the industrys most pressing needs. New this year is a Hot Picks track showcasing several of the industrys top concerns: manager compensation, online marketing, financing and rental delinquency. Other areas of focus include:

Facility management. A devoted education track as well as the Management and Legal Learning Live Workshops address key issues faced by todays facility operators. Topics include lien sales, rental agreements, insurance coverages, workplace conflict, manager training, facility maintenance and much more.

Marketing and sales. These skills reign supreme on every operators list as markets saturate, consumer dollars dwindle and competition comes to a head in many areas. Our dedicated marketing and sales track covers branding, how to create marketing materials, grassroots efforts, mystery shopping, closing techniques and others. Online marketing takes center stage with a new three-hour workshop presented by eMedia Strategist Eric Shanfelt and seminars such as Free Ways to Get Self-Storage Tenants Online.

Investing and building. Industry pundits predict recovery for the commercial markets, and investors are getting ready to wheel and deal. Those interested in buying, selling, developing, building or financing a self-storage project will get what they need in an insightful four-prong education track as well as the ever-popular Developers Seminar. 

Questions Answered

Perhaps one of the best aspects of attending live industry events is the opportunities they afford for asking questionsand getting immediate answers. Though many industry professionals have found in outlet in online communities such as Self-Storage Talk, many still enjoy the intimate connection of face time, whether it be meeting a fellow manager over coffee, getting advice from a speaker after a seminar, or soliciting group input during a roundtable discussion.

This years ISS Expo includes the popular and favorite Self-Storage Q&A, an anything-goes open forum where attendees speak candidly about the challenges and victories of their businesses. Moderated by well-known experts Jim Chiswell and Mel Holsinger, the Q&A is open to everyone, and all industry-related questions are welcome.

Roundtable discussions, held immediately after the forum event, provide a venue for meeting in small groups to discuss a wide range of topics. Each table is lead by an expert in the field, but the floor is open to all who would like to share or get info.

The Tech You Need

Theres no question that technology is playing an increasing role in the operation of self-storage facilities, and yet some operators remain intimidated by the wealth of options. The expo provides a user-friendly, streamlined environment in which to explore, use and ask questions about the tech tools available today. Self-storage products include mobile devices, kiosks, call centers, feature-rich software, advanced security systems, call centers and others.

Our technology track of seminars includes two new and unique panel discussions. In Self-Storage Software and Security: Evaluating Options, Maximizing Products, experts and operators join together in a candid conversation about choosing and using packages, including pitfalls to avoid and how to get the most out of your purchases. Then in New Technological Tools: Automation, Sales and Operational Support, join the fun as our panel debates the tools available and how they can be used to maximize time and revenue.

Finally, dont miss the Technology Marketplace, a two-hour interactive practicum for investigating the industrys many choices in software, security equipment, online directories and more. Dozens of companies will participate. Many will offer live product demos.

Hot Shop Opps

The ISS exhibit hall represents the self-storage industrys largest assembly of quality vendors. Dont miss this opportunity to meet one-on-one with the people who design, develop, manufacture and build your most essential facility components. See these products and services in actiontouch and try your purchasing prospects first-hand. Heres a small sampling of what youll see on the show floor:

• Gates
• Keypads
• Cameras
• Doors
• Buildings
• Portable containers
• Locks
• Software
• Boxes
• Signage
• Rental trucks

Represented services include marketing, legal, insurance, accounting, payment processing, contracting, engineering, appraisal, real estate, financing and much more.

Accept No Substitute

While it can sometimes be nice to hide behind a computer, theres no substitute for the knowledge, information and connections to be gained from a live industry event. Dont miss the self-storage industrys largest conference and tradeshow. Come to the Paris Las Vegas during March 14-16 for the best education and interaction in the business. For details about the agenda including seminars, speakers, exhibitors and events, visit www.insideselfstorageworldexpo.com.

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Get Your Discounts!

Its not too late to take advantage of show discountsbut you have to act fast! Register by Jan. 15 and take advantage of early-bird savings of up to $300. Missed the EB deadline? Never fear, the next tier of pre-registration discounts remains in place through March 11. Visit www.insideselfstorageworldexpo.com for details.

Book your room now and enjoy a great rate. The Paris Hotel & Resort delivers opulent amenities at an affordable price. Register by Feb. 18 and pay only $139 per night for single/double occupancy. To make reservations, call 877.603.4389 and mention the ISS Expo to secure the discount rate. To view hotel information, visit www.parislasvegas.com.

Supply Side USA, a provider of retail products for the self-storage industry, is partnering with Kinek, a service for online shoppers where packages can be securely delivered to a specific location.

Addresses of storage locations participating though Supply Side USA will be built into the Kinek database, enabling an online shopper to have products delivered to a Kinek drop-off location. Consumers will be able to find these locations by ZIP code. The package is then shipped to the Kinek point for pickup by the customer, who pays a minimal service charge at the time of pick up.

The alternate-delivery service will be a complement to a new self-service shipping program Supply Side is testing for roll-out later in 2011. The shipping kiosk concept is designed to be an additional revenue stream and an add-on for commercial-storage clients and walk-in traffic.

Supply Side USA is owned by PWC International, an innovative corporation specializing in packaging services, pallet manufacturing, warehousing, pick and pack services, and logistics.

The U-Haul Co. of North Texas has purchased an existing self-storage facility in Aubrey, Texas. U-Haul Storage of Little Elm Aubrey features 549 storage units411 of which are climate-controlledand 72,700 square feet of storage space. The facility has one two-story and two single-story steel structures and also features outdoor, drive-up storage and boat/RV storage.

The facility will sell a variety of environmentally friendly packing supplies including boxes made out of recyclable materials, 100 percent biodegradable packing peanuts, and moving pads made from recycled denim. Also on site will be a Take a Box/Leave a Box display, which allows anyone in the community to leave moving boxes or unwanted electronics boxes for others to reuse for free. 

"We are pleased to be expanding our presence in Aubrey and look forward to continuing our long-standing relationships with local communities throughout Texas," said Gerald Crumley, president of the U-Haul Co. of North Texas.

Launched in 1945, U-Haul has more than 1,090 self-storage facilities through the United States and Canada. Its facilities comprise more than 395,000 units and 35 million square feet of storage space.

Imagine one of your new self-storage tenants leases a 10-by-30 unit but then asks for a favor: "Please send me payment notices by fax or e-mail because I won't receive them by mail. I travel a lot, and mail notices are futile."

While it may not be reassuring to know your tenant has trouble with snail mail, Its not unreasonable to expect electronic payment notices in this day and age. Cell-phone, utility and other service providers often e-mail customers when bills come due (or are past due), and then provide an electronic means for payment.

Several facility operators have turned to Self-Storage Talk, the industrys largest online community, to discuss this issue, as the above scenario actually happened to California manager and member hurlco. On a thread titled Can I send notices via fax or e-mail, members have responded with varying stances.

The law in most states requires that self-storage late notices be sent via traditional mail or, in many cases, Certified Mail. Some say it's unreasonable for the tenant to expect notices by any other means. After all, it's the customers responsibility to pay on time, and if the facility offers an auto-pay option, the tenant ought to use it.

Yet other members see the benefit in e-mailing notices, and have even gone so far as to call for a change in the law that will make electronic notices the preferred method. One member suggested the tenant could sign something waiving the right to Certified Mail notices and use an alternative method. (Of course, consulting an attorney before making such a move is suggested.)

Have some insight on late-payment notices? Would you prefer an electronic system to Certified or traditional mail? Share what you know and give your opinion on the thread. If you haven't registered an SST account, which is necessary to post, you can do so for free at www.selfstoragetalk.com.

Live and growing since 2008, Self-Storage Talk is the official forum of Inside Self-Storage. The community has approximately 3,870 members, 23 different topical forums, 3,870 discussion threads and 33,500 posts.

By Susan Weinman

At the time of this writing, consumers are performing 660 million searches per day on mobile devices. That represents 15 percent of all Web searches. By the time you read this article, the number will have grown.

According to marketing research company ComScore Inc., smartphones are now used by one in four U.S. mobile subscribers. Estimates are that by the third quarter of 2011, they will outsell feature phones. Add to that the sales of iPads and other tablet-type brands, which should see $55 million sales in 2011, and you see the trend toward mobile Internet use is a powerful tool to market small businesses.

What Does This Mean for Self-Storage Operators?

A few years ago, all a self-storage owner had to do was buy a Yellow Pages ad and wait for customers to call. Those calls converted well to sales because Yellow Pages is a directional medium, meaning customers only rely on that type of advertising when they have a need. While statistics show that that Yellow Pages is still a high-performing advertising tool, consumers now also turn to the Interneton the desktop and on their phoneswhen looking for local businesses.

As the mobile channel evolves, data shows that the consumer doing mobile search for a product or service is a highly qualified buyer. Consumers using their smartphones to conduct a business search have an immediate need and are likely to make a purchase within a short period of time. In addition to search and directory applications, they will often use a navigation or mapping application to perform the search and have a high likelihood of downloading directions or maps if they find a local business that matches their needs.  This means more physical site visits and a better opportunity to close the sale.

Taking it a step further, the newest technology in development is geo-fencing, which will have the ability to track a GPS search to see whether the prospect actually did go to the facility. You cant get better tracking data than that!

Remember that self-storage is geocentric, meaning our customers typically come from within a 3- to 5-mile radius. Thats what makes local search so relevant to this industry. The new local search is called hyperlocal, which is the type of search that has been feeding the growth of mobile-advertising revenue.  

What Are Your Mobile Options?

First, get on the bandwagon before your competitors. Mobile advertising represents a largely untapped new source of leads for self-storage. This will quickly change as mobile-phone penetration continues to grow and the desire to reach the audience becomes more competitive.

The early adopters to mobile marketing will be able to get an early mover advantage and stand out to a greater degree, within a medium where a growing number of buying empowered and demographically attractive users are increasingly spending their time, says Michael Boland, senior analyst and program director of BIA/Kelsey, which offers strategic and financial services to media, telecommunications and technology industries.

There are two ways you can take advantage of todays mobile marketing: mobile search and mobile display. Heres how each works.

Mobile search. Mobile consumers search for local businesses in a variety of ways. They may search using the mobile Web (i.e., mobile versions of Google or Bing), or by using applications (apps) downloaded to the phone. The iPhone has more than 225,000 available apps, while the Android has more than 70,000. Of these, there are many search, directory and navigation apps, such as YPmobile, that can drive customers to your location for a relatively low fixed cost, around $1,200 per year per market. In addition, there are new providers that offer reach by delivering search results across a broad network of more than 20 top apps, providing the attractive option of a pay-per-call campaign.

Mobile display. Mobile advertising also offers highly targeted display or banner ad opportunities. Your banner ad can be targeted not only geographically but also by specific demographics. For example, finance and travel apps are used more frequently by 30- to 49-year-olds than any other age group and attract a primarily male audience. People ages 50 to 64 access news on a regular basis. If you want to attract a younger and primarily female demographic, media and entertainment is the answer.

A banner ad can be purchased on a targeted app, mobile website or network of sites. The rate is dependent on the geographic reach and number of impressions.

Do Some Research

There is no cookie-cutter approach to making an investment in mobile search. Its dependent on a number of variables, ranging from your market to number of locations to, of course, your budget.

Do your research, test one or more of the options. Often, there are pay-for-performance and short-term testing options available. Try a mix of mobile apps and mobile Web to get optimum leads. Give it enough time to produce results. This is a medium thats growing exponentially. If you get into it early, you may be able to secure some good placements. Remember when Yellow Pages was the only game in town and those early adopters bought double trucks to secure first position? It paid off for a long time. So will mobile search, especially if you get in on the ground floor.

Sue Weinman is business development executive at Michaels Wilder, a full-service marketing and media firm specializing in generating leads for the self-storage industry since 1989. To reach her, call 800.423.6468; e-mail sue@michaelswilder.com ; visit www.michaelswilder.com .  

A self-storage owner in Roanoke, Va., will soon open a restaurant in a retail center near his facility.

Scott Winter, owner of Winter's Mini Storage, is partnering with Joe Gallo to open Smoqin' Odie's Grill and Smokehouse inside a vacant space at Washington Court, a strip center at 2445 E. Washington Ave. Winter owns Washington Court through his company, Winter Properties Partnership.

Gallo, who has experience in the food industry, will run the eaterys day-to-day operations. Smoqin' Odie's will be a casual eatery offering smoked meats, side dishes, salads, soups and desserts. The restaurant is expected to open this spring.

Police in Newark, Del., are looking for a man involved in a burglary at a self-storage facility Thursday afternoon.

The manager of Pencader Self-Storage on Executive Drive was behind the counter around 1:45 p.m. when a man entered the office and demanded cash. The suspect then went behind the counter, pushed the manager out of the way and grabbed money from the register.

Police are looking for a man 5-foot 10 inches to 6 feet tall, and 160 to 190 pounds with an average build. The man was wearing sunglasses, a dark multi-colored jacket, blue jeans and dark-colored shoes.

In an age when the ability to provide good customer service is critical to business success, staffing is among the challenges faced by self-storage facility owners. On Feb. 9, industry professionals Larry Rolando and Steve Lavery will present a free webinar for operators titled, "How to Successfully Operate a Mid-Size Self-Storage Facility With One Person," which will address issues of efficient staffing for properties of 500 units or less that have traditionally operated with two or more people on staff.

Rolando, vice president of business development for OpenTech Alliance Inc., and Lavery, vice president of property management for Herman & Kittle Properties Inc., will talk about:

• Business drivers for evolving to a more efficient staffing model
• Cost-savings benefits of streamlined staffing
• Challenges that must be addressed
• Call-center reservations completed at kiosks
• Technology and third-party services that increase efficiency

Herman & Kittle owns and manages a portfolio of more than 25 self-storage facilities under the Infinite Self Storage brand. Formerly employing up to three full-time staffers at each facility, the company now operates these properties with one full-time employee or less per location. Lavery will share his experience of converting to a more efficient staff model.

OpenTech provides seven models of its INSOMNIAC self-storage kiosk as well as the INSOMNIAC Live! call-center services and the INSOMNIAC Self Storage Network for online storage reservations. Rolando will offer insight into the integrated self-service and call-center solutions implemented by Herman & Kittle.

Registration for the webinar should be completed in advance at MiniStorageMessenger.com.

OpenTech will also participate at the upcoming Inside Self-Storage World Expo in Las Vegas, March 14-16, at the Paris Hotel & Resort. The company will present as part of the Technology Marketplace on March 15, a roundtable-style forum where attendees can ask questions and demo technological self-storage products. OpenTech will also exhibit on the show floor.

The ISS Expo in Las Vegas is the self-storage industrys largest conference and tradeshow, featuring three full days of seminars, workshop, networking events and exhibits. For details and to register, visit www.insideselfstorageworldexpo.com.

Axxcess Capital Ventures LLC and Troy Downing, former president of Universal Self Storage Acquisitions, have formed a joint venture to acquire self-storage properties in major markets throughout the United States. The new venture, AC Self Storage Solutions LLC, will operate under the brand name AC Self Storage. It plans to acquire and hold more than $1 billion in income-generating self-storage units over the next several years.

AC Self Storage will also focus on niche markets such as mid-sized communities anchored by military installations, and resort and second-home markets where boaters and outdoor enthusiasts need secure locations to store equipment and small boats and trailers during the off season.

Over the past 10 years, the principals of AC Self Storage have managed more than 40 real estate equity funds totaling more than $1 billion in raised equity and 75 self-storage properties representing $2 billion in asset value.

Downing is a managing member of the joint venture, headquartered in Newport Beach, Calif., and a principal in All American Property Management Inc. of San Diego. Beginning his eclectic career in academia as a research scientist in New York University Media Research Lab, his professional accomplishments include teaching in the NYU Information Technology Institute, launching technology company WebCal Inc., which was later merged with a fledgling Yahoo!, investing in Silicon Valley startups, and selling institutional-grade properties worth $125 million.

Axxcess Capital is owned by Newport Beach, Calif.-based Axxcess Capital LLC, which provides advisory services in alternative investments, wealth building, real estate client services, and acquisitions for institutions, corporations, individuals and foundations.