Clicks 2 Bricks Ep 88: Dayna Hathaway is the Senior Vice President of Marketing for Extra Space Storage
The storage space industry has some pretty unique challenges, especially when it comes to marketing. Not only are you trying to set yourself apart in a need-based business, but you also have to manage constant churn and fluctuating occupancy rates. So what does it take to launch and maintain a successful marketing strategy in this kind of environment? And how do you go about doing it? There is perhaps no one better to answer these questions than today’s guest, Dayna Hathaway, Senior Vice President of Marketing for Extra Space Storage, where she has spent 25 years learning what it means to master marketing for storage companies. Tuning in you’ll learn about their unique approach to brand marketing, why most people are surprised at the sophisticated nature of their internal operations (especially as a storage company), and why they put so much effort into their distinctive online presence across social media platforms, from Facebook to TikTok. We delve into their strategies for staying ahead of their competitors and their rigorous methods for maintaining high search rankings, before learning about their conscientious approach to AI, plus a whole lot more. If you’d like to hear all of Dayna’s thought-provoking insights on storage, marketing, and how to set yourself apart online, then be sure to tune in for this fascinating conversation!
Key Points From This Episode:
- A warm welcome to today’s guest, Dayna Hathaway.
- An introduction to Extra Space Storage: what they value and their recent growth.
- Dayna’s insights on what it takes to market storage units.
- Why they need to be better than their competition; from large companies to small operators.
- A breakdown of their digital vision: empowering customers to transact however they choose.
- Their commitment to ensuring that the customer journey is always excellent.
- Extra Space Storage’s highly active social media presence (including on TikTok!)
- Insight into the surprising levels of sophistication within their operations.
- How they balance their high occupancy rates with marketing efforts and constant churn.
- Their rigorous approach to data analysis and maintaining high Google rankings.
- Unpacking their decision to invest 100% of their marketing efforts in digital.
- Their unique approach to brand marketing and comprehensive investment in search engines.
- How they prioritize SEO, promote and encourage reviews, and do reputation management.
- Their AI strategy: exploring in-house opportunities before using it externally.
- An overview of how they are using AI internally for data and efficiency.
- Dayna’s long and positive history with the company.
- How she came to be Senior Vice President of Marketing.
- Where you can reach out to Extra Space Storage for career opportunities.
Links Mentioned in Today’s Episode:
Extra Space Storage on Instagram
Extra Space Storage on YouTube
Extra Space Storage on Facebook
Extra Space Storage on LinkedIn