Self Storage: Marketing During a Recession

Is a 2023 recession inevitable? Most economists agree that a recession is coming, but the timing is questionable. Many thought it would occur by the end of March, but now it looks like it might happen later this year. In this blog we will discuss options on how you can continue marketing during a recession.

According to Forbes, layoffs in tech and finance will spread to other sectors. Inflation is still increasing at a fast pace and businesses are feeling the pain.

During an economic downturn, it is crucial for businesses to modify their spending habits. By implementing strategic marketing strategies, a company can still experience growth, even in the middle of a recession. It is imperative that no details are overlooked when considering ways to navigate through tough economic times.

Marketing During a Recession

Marketing During a Recession

Marketing during a recession can be a daunting task for many businesses. During an economic downturn, consumer behavior changes. Companies need to adapt to these changes to survive. However, marketing during a recession is not just about survival but also about growth opportunities.

In uncertain times, businesses need to focus on building brand trust, loyalty, and customer relationships. Effective marketing strategies can help businesses maintain their market share, attract new customers, and even gain a competitive advantage.

This requires a different approach to marketing than in times of economic prosperity. However, with the right strategies, it is possible to thrive during a recession.

The FineView Marketing Team understands how to customize your marketing strategy no matter what kind of economy you’re facing.

Ten Effective Marketing Strategies that Work During a Recession

Focus on building brand trust and loyalty through transparent communication with customers.

Trust and credibility are critical to making sales, but recessions often reduce the trust that consumers have in companies. Building brand trust and loyalty is crucial in the self-storage industry to attract and retain customers. One of the best ways to achieve this is through transparent communication with tenants and prospective customers.

Always be honest, keep customers informed of changes, and respond promptly to complaints and questions. Ask customers for their feedback and suggestions on how to improve your services. This not only shows that you value their opinion but also provides an opportunity to improve your services.

During a recession, price becomes extremely important. Showing that your services have value and letting customers make their own decisions will go a long way in developing loyalty.

Pinpoint consumer spending trends to create marketing strategies that make sense.

Review available data and take a hard look at spending trends. You might notice people buying more of one thing than another.

For example, during a recession, people may be renting larger units. Even though they may have to downsize their homes and businesses, they need a safe place to keep their belongings. As a result, the downsizing trend might show more families purchasing moving and packing supplies due to a change in location.

Understanding the impact of psychology, demographics, and location during a recession could help you solve a need in your target market.

Create content that resonates with your target audience and provides them with value.

High-quality, valuable content is always essential. During an economic downturn, it’s even more critical to show your customers why they should continue to spend money with your company.

Whether you’re offering a solution, sharing vital information, or connecting the dots between topics, value-based content eases your reader’s pain points.

Valuable content should help consumers see your brand as trustworthy and dependable.

Reevaluate your marketing tech stack to keep your business financially viable.

Reevaluating a marketing tech stack during a recession is crucial for businesses to stay financially viable. Companies need to make informed decisions on which technologies to keep, which to let go of, and which will streamline operations and reduce costs.

The first step is to evaluate the current marketing tech stack and identify its strengths and weaknesses. You can research new technologies that can replace or supplement existing tools from there.

Consulting with team members can provide insights into the effectiveness of the current tech stack and identify areas for improvement.

Finally, when choosing new technologies, consider the cost and the potential impact on ROI. It’s important to prioritize technologies that can automate tasks and reduce manual labor. This frees up resources to focus on more critical business functions.

Have a well-thought-out plan to evaluate ROI for everything

It’s crucial to have a marketing plan in place to ensure that your business continues to thrive. One of the most important things to consider during a recession is to have a plan to evaluate ROI for everything.

To do this effectively, you need to track all your marketing efforts and their corresponding costs. This includes online advertising, print ads, billboards, direct mail campaigns, and any other marketing strategy you employ. By measuring the ROI of each campaign, you can determine which are working and which need to be adjusted or eliminated.

Leverage social media to engage with your audience and build brand awareness.

Make sure to utilize social media platforms to promote your self-storage business. Social media is an inexpensive and effective tool for reaching a wider audience. You can use platforms like Facebook, LinkedIn, and Instagram to share information about your business, specials, and promotions. Interact with potential customers by responding to their messages and comments.


By concentrating on marketing fundamentals, you can better understand the best way to update your marketing strategy. Always consider customer needs, keep branding and messaging consistent, and focus on achievable goals.