Monday, September 26, 2011
Did he just say that?
I was recently reviewing some notes from a tradeshow I attended in
a couple of weeks ago. This was a typical SSA show, the usual vendors, some new guys, and great storage people we had quality conversations with. During the show I had the luxury of attending the “keynote” session given by Dean Jernigan of U-Store-It. To my surprise much of this keynote was a sales presentation. This seemed to surprise many of the people in attendance as well. Much of the audience were independent self storage owners, so you can imagine their surprise when the chairman of a larger self storage operator makes a statement about his company’s efforts in gaining first page ranking on Google by purchasing multitudes of key words and how they buy more key words than anyone else in the industry. I believe the quote was, "if you're not buying the right key words or first on Google you're losing." Wow, not the best thing to say to a group of owners who are desperately trying to gain relevance on the internet more so now than ever and you’re telling them you’re doing your best to outbid them. My opinion, this came off sounding more like, my budget is bigger than yours and good luck trying. Las Vegas
From my perspective I can tell you what I heard and what we do. I can also tell you that we’ve never charged our eMove Storage Affiliates an additional dime for the placement we’ve gotten them on Google or any online directory nor have we had to bid on keywords to gain relevance on the internet. We have a dedicated team of hard working people working to get our network members visibility on the internet. We’ve committed resources to these efforts many years ago because of our mutually beneficial interests, SURVIVAL IN THE SELF STORAGE INDUSTRY. Don’t believe me, ask the 400 plus local sites we’re listing our Affiliates on and not charging an additional dime for. It’s because of this many of our network members our able to sustain a competitive online presence. As far as bidding on keys words here’s my advice; Bidding on keywords is not a sustainable practice for the smaller operator, don’t believe me just try it. Better yet, I’ll give you my $100 “free” advertising coupon I received from the Google Small Business Team last month. Google even allows you to set your daily budget to spend this $100 in free online advertising; you might get a whole day out of it.
Back to our original topic…I commend Dean’s efforts to get his new name out there in front of a captive audience but there’s a better forum for it. His presentation would have been best left for his investors. Maybe I should be saying, Shame on you SSA.