Len Lothian U-Store

Len Lothian U-Store is a family owned company that's been in the business of storage for over 45 years. They have large sites in Edinburgh and Glasgow. They offer easy solutions to store your belongings and offer accessible storage for business and home that's simple, quick and safe.

Challenge

The company’s year on year growth was starting to decline due to a national competitor moving into the Scottish marketplace. The company had no marketing expertise and the brand needed re-positioning to assist with internal and external awareness.

Objectives

• Stop the decline in year on year growth
• Raise awareness of Len Lothian’s service offering
• Increase growth

What we did

Through analysis into the company, their industry and services, we developed an understanding of the following;

• Their customers – existing and previous. Profile, demographics & location.
• Revenue streams.
• Operations and people.
• Processes - handling of sales enquiries.
• Current marketing activity and analysis of ROI.
• Competition.

• Company SWOT (Strengths, Weaknesses, Opportunities and Threats).

The outcomes

 A re-organisation of their marketing activity which resulted in;

• New customer centric website developed with back-end integration to allow online customer reservations.

• New marketing strategy with key online focus coordinated with TV and other online promotions.
• Marketing plan with quarterly focus and associated tactical activities.New measurement and reporting framework.
  
  

 The Results so far 

• Month on month increase in sales which has reversed negative growth trend.
• 500% increase in number of completed online goals.
• Prospect to sale conversion rate increasing month on month.
• Rationalisation in staffing levels and reduced costs.
• Increased brand awareness (measured by use of key words by search engines).