Turning a Simple Service into a Compelling Brand Experience!

“Self-storage may lack glamour, but with the right marketing, it can shine.” This belief, championed by Chris Oosthuizen, Chief Marketing Officer of Stor-Age Property REIT Limited, has ignited a revolution in the self-storage industry. Faced with the challenge of transforming a mundane service into a compelling brand, he has transformed how self-storage is perceived and marketed.

Under his visionary leadership, Stor-Age has expanded its portfolio to an impressive 103 high-quality self-storage properties across South Africa and the UK. This growth is not merely a testament to the company’s operational success but also a reflection of Chris’s innovative marketing strategies that resonate with consumers. He understands that effective marketing can turn even the most overlooked services into sought-after solutions.

Chris’ innovative approach was recently recognized in the ‘Forty under 40 Awards’, which identifies, honours and celebrates a cross-section of Africa’s most influential and accomplished business leaders under the age of 40, where he was awarded the winner in the Marketing and Communication field for 2023.

Drawing from his early experiences in the hospitality industry, he recognizes the power of customer engagement and satisfaction. He believes that the way a product is marketed can significantly influence its success, a philosophy that has become the cornerstone of Stor-Age’s strategy. By fostering a creative culture within his team, Chris has inspired imaginative campaigns that appeal to a diverse audience, showcasing the practical benefits of self-storage in a relatable and engaging manner.

His passion for exceptional customer service and quality has positioned Stor-Age as a global leader in self-storage. His approach demonstrates that with the right vision and strategy, even the most ordinary offerings can captivate and inspire. As the self-storage industry enters a new era, Chris stands at the vanguard, proving that innovation and creativity can transform perceptions and drive success.

Below are the interview highlights:

Can you please introduce yourself and your motivation to enter the self-storage sector?

I am the Chief Marketing Officer of Stor-Age Property REIT Limited. The company opened its first self-storage facility in 2006, with a portfolio today consisting of 103 high-quality self-storage properties. This portfolio is spread across South Africa and the UK.

My journey into the world of self-storage has been unconventional. Growing up in South Africa, I started working in a restaurant at a young age and discovered that the better I marketed the restaurant’s offerings, the higher my tips would be. This experience ignited my passion for marketing and taught me that effective positioning can significantly impact outcomes.

This early insight led me to embrace the philosophy that the product is often a byproduct of how it is marketed. Regardless of what you are selling, there are always unique benefits to highlight and innovative ways to position it for success.

In our case, self-storage might not be as glamorous as some other products, but our marketing strategies have transformed it into a compelling brand. I’ve found tremendous value and satisfaction in this sector, thanks to a creative marketing approach.

Could you please briefly introduce your company and its origin story?

Stor-Age began with a clear vision that recognized the rapid expansion of the self-storage sector in South Africa and we seized the opportunity. Our goal was not merely to be the largest self-storage provider, but to be the best. This meant prioritizing exceptional product quality, outstanding customer service, and top-notch facilities over sheer numbers.

In 2017, we entered the UK market with the acquisition of the country’s sixth-largest self-storage operator, Storage King. During our expansion into the UK, we identified a significant opportunity to market self-storage solutions in regions where we weren’t yet present.

One thing we remain resolute in is our focus on the self-storage product. Despite opportunities to diversify into areas like removals or document storage, we have chosen to maintain our focus on self-storage.

What inspired you to pursue a career in the self-storage industry, and what has been the most fulfilling aspect of your journey so far?

Initially, I had no aspirations to work in the self-storage industry. When I received a call at around 23 or 24 years old to meet with the founders of a small self-storage company with just two locations, I had no idea what self-storage was. But I remembered my late grandfather’s advice: “It never hurts to take the meeting; you never know what might come of it.”

So, I attended the meeting, and I was struck by the founders’ vision and passion. It was clear that the sector had potential, but what truly captivated me was the people behind it. This focus on people has been a recurring theme throughout my career.

The most fulfilling aspect of my journey has undoubtedly been the people I’ve had the privilege to work with. Building and leading an extraordinary team, creating meaningful employment opportunities, and witnessing the impact of these opportunities has been incredibly rewarding.

It’s all about finding the right people, placing them in the right roles, and then stepping back to let them shine. That’s what makes it all worthwhile.

As CMO, how do you foster a culture of creativity and innovation within your marketing team? Can you share an example of a successful campaign that resulted from this approach?

This is about creating an environment where people can truly enjoy the creative process. While it’s important to understand the core of a concept or brief, encouraging the team to explore ideas beyond traditional boundaries can lead to the most innovative solutions.

Creativity thrives when people feel free to experiment and have fun, even if that means stepping outside of the usual constraints before refining ideas into practical solutions.

Understanding how each team member best expresses their creativity is key. Some people thrive in collaborative brainstorming sessions, while others may find inspiration through different methods. Tailoring the creative process to suit these individual preferences helps ensure that creativity flourishes.

An example of our unique approach to marketing and branding is when we attended the Federation of European Self Storage Associations annual conference in Rotterdam last year. We simply placed the words ‘self-storage’ on a cap and then distributed them to attendees of the conference.

We took something that’s typically seen as uncool, in this case, a retro cap with the words self-storage, and made it into something that became an overnight sensation. The caps were unexpectedly popular and were spotted all over the world, from luxury yachts in Monaco to the Formula One circuit. This was a reminder that sometimes it’s about taking something that’s dismissed or overlooked and giving it a fresh perspective.

What are some of the key challenges you’ve faced in your role, and how have you navigated through them while maintaining a positive team environment?

In my role, the most significant challenges have invariably been related to people. While we always bring new team members on board with the best intentions and hope for their success, not every individual is the right fit for our business. This is a crucial realization and one that requires thoughtful management.

The composition of your team profoundly impacts its culture. Adding new members to a small team can create a substantial shift, while the effect on a larger team might be less noticeable but still significant. A mismatch in team dynamics, particularly in a field like digital marketing, can be as disruptive as major market changes or regulatory shifts.

When faced with such challenges, it’s essential to address them proactively. If you identify someone who isn’t aligning with the team’s needs, it’s important to provide them with the resources and support necessary to improve. Clear communication of expectations is key. However, if it becomes clear that a particular individual is not a good fit, it’s vital to handle the situation with empathy, helping them transition to a role where they can thrive elsewhere.

Navigating these challenges while maintaining a positive team environment involves balancing support with decisive action. Ensuring that every team member is well-suited to their role helps maintain a cohesive and productive culture, ultimately contributing to the overall success of the organization.

Can you describe your leadership style and the strategies you use to motivate and empower your team members?

My leadership style centers on the empowerment of team members. I believe in putting individuals in positions where they can take ownership of their responsibilities, fostering a sense of accountability, and providing them with the necessary resources, tools, and support to excel.

I adhere to what I call the ‘replacement model,’ which essentially means my goal is to work myself out of a job.

I strive to set my team up for success by hiring the right people, equipping them with what they need, and then stepping back to allow them the space to thrive. My role becomes one of support and facilitation, ensuring they have everything required to excel in their roles while I provide guidance and assistance as needed.

How do you stay updated on the latest marketing trends and best practices in the self-storage industry, and how do you apply this knowledge at Stor-Age?

First, we allocate dedicated time for reading and staying informed, especially within our leadership team. This involves sharing relevant topics and engaging in discussion forums to keep everyone aligned with current trends.

We also stay current with technical advancements through courses offered by platforms like Meta and Google.

Given the vast amount of information available today, our challenge is not finding information but selecting the most relevant and useful insights. To address this, we are intentional in our approach: we regularly reflect on our business, assess what’s working and what isn’t, and identify gaps that need addressing. We then seek out information and trends that specifically address these gaps.

For technical, creative, or market-specific challenges, we first isolate the problem before searching for targeted solutions. This focused approach helps us avoid the pitfalls of information overload and ensures we are utilizing the most pertinent resources.

Additionally, with a diverse management team, we ensure that information is strategically selected and shared across various areas of influence. Documenting our learnings and maintaining operating standards is crucial. By systematically recording and sharing insights, we unlock significant value and continuously enhance our practices.

What advice would you give to aspiring marketers or young professionals looking to make their mark in the self-storage or real estate sectors?

Don’t be swayed by preconceived notions about a sector or brand. Whether you’re looking at real estate, tire manufacturing, or any other field, avoid letting popular perceptions dictate your choices.

Often, the most rewarding opportunities lie in niche sectors that others might overlook. While it might seem more glamorous to market well-known consumer products like clothing or energy drinks, focusing on a specialized area can offer significant advantages. By becoming an expert in a niche sector, you can carve out a unique space for yourself and excel where others might not.

My advice is this: resist the allure of more glamorous fields. There is tremendous value in sectors that may not seem immediately attractive but offer the chance to become a leading expert. Embrace the niche, understand its unique aspects, and build your expertise. You might find that the most success and fulfillment come from those less obvious paths.

Can you share a pivotal moment in your career that significantly influenced your approach to marketing and leadership?

A pivotal moment in my career came early on when I had the opportunity to work under a less-than-ideal line manager at a large FMCG. This experience was profoundly enlightening for me, as it vividly demonstrated the crucial impact a manager can have on their team and the significant responsibilities of leadership.

This lesson has stayed with me throughout my career. Despite not always getting it right, I’ve learned the importance of surrounding yourself with the right people and celebrating their achievements. Recognizing and supporting your team’s successes is not only vital for their growth but also for your success.

By empowering your team, allowing them to shine, and standing up for them, when necessary, you create an environment where everyone can thrive. This early experience taught me that effective leadership is about fostering the success of others and embracing the mutual growth that comes from it.

In your opinion, what are the most important qualities or skills that a successful CMO should possess in today’s competitive business landscape?

In today’s competitive business landscape, I believe that a successful CMO must excel in several key areas. First, being data-driven is crucial. I use analytics and metrics to inform decisions and measure the effectiveness of our strategies. This approach ensures that our marketing efforts are not just creative but also grounded in solid data.

Additionally, strong leadership and team management skills are essential. I focus on leading diverse teams, fostering collaboration, and driving performance to achieve our marketing goals.

Finally, agility and adaptability are vital. The ability to pivot strategies quickly in response to market shifts or disruptions helps us stay ahead and remain competitive in a rapidly changing environment.

How do you maintain a work-life balance while managing the demands of your role as CMO, and what strategies do you use to avoid burnout?

The best advice for avoiding burnout is to genuinely love what you do. I know it might sound repetitive, but having a team of great people who are all aligned with the same goals is crucial. When everyone is heading in the right direction and feels empowered, it greatly reduces the risk of burnout.

Your career path and the office culture you choose are some of the most significant decisions you’ll make, second only to personal decisions like choosing a life partner or raising children.

It’s also important to delegate and trust your team to handle challenges, allowing them the space to learn from their mistakes and grow. You don’t need to fix every problem yourself; instead, give your team the autonomy to take ownership of their responsibilities.

If you could give your younger self one piece of advice as you began your career in marketing, what would it be?

If I could give myself one bit of advice as a young marketer, I’d say, just understand. This is quite a personal thing, but I’d say just understand your influence. Understand that you’re influencing people, whether you like it or not. At every single turn of the road, every engagement, every conversation, every meeting, every client discussion, you’re always influencing people.

You’ve got a responsibility with how you communicate with people. You’ve got a responsibility with what messaging you put into the world in terms of marketing. You’ve got a responsibility to the environment that you’re in. So, one thing I’d say to myself is to just understand your energy and your influence. And be responsible with your engagement with people.

And then I’d also say to myself, you’re not always going to get it right, and that’s perfectly okay; just try your best and just keep working through it. As long as your intentions are good, you will be just fine.

What are your long-term goals for Stor-Age Property REIT Limited, and how do you envision the company evolving to serve its customers better in the coming years?

Our approach is twofold: we will pursue traditional growth strategies while staying attuned to the evolving landscape of self-storage. As the sector progresses, we aim to not only adapt but also to lead in key areas, ensuring that we remain at the forefront of industry developments.

Our commitment to innovation and improvement is unwavering, and we’re excited about the opportunities that lie ahead. Our focus remains on delivering exceptional service and maintaining a high standard of quality as we grow.