here are many differences between mobile storage operators in climate. But, one thing that everybody in the industry is on the same page about: lowering expenses to increase bottom line profits. This can be a tricky task though. not as simple as cutting everything you spend money on each month. After all, some of those expenses are necessary to run your business from day to day. But even trickier are those expenses that really expenses at all. Marketing often falls into this category. My goal with this article is to share affordable and inexpensive marketing strategies with you. In order to achieve that goal, I must teach you how to define and in marketing terms. An advertisement that is only $100 could be the most expensive ad you have, while your $5,000 per month campaign might be the most affordable. Allow me to explain The Power Of Marketing Now I admit that biased towards marketing, but please let that taint the power of what going to share with you in this article. I fell in love with marketing more than a decade ago due to its power. nothing else that found in business that will give you as large of a return on your money as effective marketing. Business innovator and leader Peter Drucker said it best when he said, the purpose of business is to create a customer, the business enterprise has only functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the Think about that for a minute. Take the time to read it again. No other activity in your business is as profitable as effective marketing, especially as a mobile storage operator. Traditional self-storage facilities do not have near the opportunity for growth as a mobile operator. limited to the amount of units they have before they must build another facility. You have a 30-mile radius that is full of opportunity. If you can figure out how to generate customers at a reasonable cost, and if you are thinking straight about marketing, then you have it made. Many operators view marketing as an expense. It might be for some, but, if done right, marketing is a powerful investment that should be made over and over again as much as you can bear. Let me explain. If I told you, me $100 and give you $750 without fine print or a how would you react? Of course, test me out to see if I would come through with my end of the deal. Then, if I did, I assume head to the bank to get as many hundred dollar bills as you could. Right? What I just described is a very simplified, but accurate, depiction of exactly what marketing can do for you. First Quarter 2010 Mobile Self-Storage Magazine