Marketing Strategy and Implementation for Ready Steady Store
When Ready Steady Store’s growth was not meeting expectation, Mehran Charania, Chief Executive Officer, undertook a full review of the business.
Ready Steady Store opened its first store in 2006 providing secure storage facilities with a high level of customer service that differentiates them in the self-storage industry. With their bold new business model, challenging the traditional approach to self storage, Ready Steady Store has grown rapidly since its inception, adding stores each year. However CEO, Mehran Charania, convinced that growth could be stronger, conducted a thorough review of all aspects of the business and developed a new marketing plan.
With their proven expertise in strategy development and implementation, Verve Consulting was appointed by Ready Steady Store to validate the plans and make recommendations on the marketing strategy.
Verve Consulting initially undertook an analysis of the current business and marketing activities, the competitive landscape and developments in the media. This involved staff internally and researching externally.
From the analysis, Verve Consulting recommended a strategy that challenged the industry’s traditional views on the marketing mix and expenditure required for a successful storage facility. The strategy addressed all aspects from internal resources and collateral to target audiences, the use of new media, and perhaps most critically of all, measuring the return on investment for marketing spend.
Following the approval of the strategy, Verve Consulting has managed the implementation of the plan involving not only internal and external marketing resources and budgets, but also operational and sales personnel, helping Ready Steady Store to gain the added value from the synergies of an holistic approach.
Ready Steady Store is now seeing tangible benefits from the new strategy with more efficient spending on marketing and revenues growing significantly at a time when the industry overall is experiencing severe pressures with many businesses losing revenue.
Mehran Charania, Chief Executive Officer, explains, “ Verve Consulting has impressed us by challenging the industry’s preconceived notions, and with the methodical approach to accountability and justifying returns on marketing investment.”
Finally, on Verve’s overall contribution, Mehran added, “ Verve Consulting has made a valuable contribution to our start-up business by reducing risk and increasing our credibility with investors.”