Results Snapshot

  • 18.7% increase in overall revenue
  • 133% increase in customer lifetime revenue
  • 21% increase in profit
  • 185% increase in qualified leads
  • 48% increase in storage volume sales
  • 103% increase in storage sales conversion
  • 67% increase in insurance sales conversion
  • 38% decrease in cost per lead
  • 183% decrease in customer acquisition and conversion cost
  • 95% ‘Employer of Choice’ rating
  • 27% improvement in customer service

Gallup’s prior success in growing Kent’s storage business within his Kent Group remit led to a spin-off of the Storage division and appointment to significantly grow Kent’s storage revenue and increase profitability, while concurrently creating a comprehensive business plan for a much broader integrated storage offering.

High-level Goals

Kent Storage’s initial high-level goals were:

  • 10% annual increase in overall revenue

  • 10% annual increase in profit

  • reation of a comprehensive business plan for a new, much broader integrated storage business.

Gallup and his team leveraged their prior Kent solutions while developing others, to implement a broad range of integrated branding, marketing and sales initiatives to further exceed Kent’s goals.

Strategic Solutions

  • High-level Strategies – We created comprehensive fully-integrated branding, marketing and sales strategies, as well as step-by-step processes to effectively measure, schedule, budget and manage them.

Branding Solutions

  • Intelligence – We derived actionable insights from the research, measurement and analysis of Kent Storage’s, and their primary competitor’s, existing brand, awareness, perception and positioning.

  • Communication – We redefined Kent Storage’s promise, value propositions, differentiation, positioning, mantra and identity.

  • Identity – We created and implemented a complete division-wide rebrand, which included:

    • Creating new traditional and digital sales and marketing assets and collateral across 12 locations nationally
    • Creating robust brand management and communication policies and procedures, including detailed and rigorously managed brand guidelines and archives.
  • Perception – To strengthen Kent’s brand perception we engineered and drove broad national multi-channel reputation amplification programs, which included:

    • An integrated ‘review nurture and leverage’ solution that automatically managed the acquisition, posting, distribution and amplification of ‘storage’ service reviews
    • Generating and leveraging various awards and accolades across varied digital and traditional channels.

Marketing Solutions

  • Intelligence – Extensive marketing intelligence initiatives included:

    • Identifying all critical company marketing KPIs, analytics and competitor metrics, and then creating and/or installing the necessary measurement mechanisms
    • Engineering and building a separate divisional business intelligence dashboard to measure, monitor and provide actionable insights from over 50 real-time marketing KPIs and competitor metrics.
  • Digital – Created comprehensive fully-integrated national multi-channel digital marketing program that included:

    • Market and competitor disrupting national and hyper-localised organic search, PPC, UX and conversion optimised website
    • Sophisticated, highly organic search and conversion optimised referral websites and citations
    • Exceptionally conversion and ROI optimised online advertising campaigns
    • Diverse reputation management, social media, PR and content marketing campaigns
    • Regular strong performing electronic direct mail (eDM) marketing campaigns.
  • Traditional – Produced highly ROI-driven sales and marketing collateral, advertising, sponsorship and direct marketing, including:

    • Creative, compelling and highly effective sales and marketing collateral
    • Fully leveraged national sponsorship opportunities
    • Informative, engaging and persuasive video content and advertising
    • Definitive and especially valuable storage guides, checklists and other resources as the keystone to successful content marketing initiatives
    • Various successful direct mail (DM) campaigns.
  • Technology – Utilised leading-edge marketing automation, website development, analytics and optimisation technology which included:

    • Creating a highly search engine and conversion optimised website, featuring an industry first instant online end-to-end ‘fixed price’ storage quoting and booking system
    • Custom development of a CRM-integrated lead management and optimisation platform, as well as an division-wide business intelligence dashboard to measure, monitor and report sales and marketing KPIs and competitor metrics.

Sales Solutions

  • Intelligence – Extensive sales intelligence initiatives included:

    • Identifying all critical sales team and division KPIs and competitor pricing, and then creating and/or installing the necessary measurement mechanisms
    • Creating comprehensive business intelligence dashboard to real-time monitor, analyse and performance manage sales teams.
  • B2C Sales – We adopted and further leveraged numerous integrated B2C sales initiatives that we had created previously for Kent Removals, which included:

    • Our recently recreated Kent insurance product, collateral and sales training process
    • Custom creating and implementing a unified 3-pillar national customer service and sales improvement program which included extensive training and development, stringent performance management systems and processes, and improved recruitment and retention policies.
  • Technology – Implemented best-practice sales lead generation, nurturing, conversion, analytics and training technology, as well as custom developed and integrated industry-specific CRM and CMS solutions, which included:

    • Developing engaging search optimised interactive lead capture mechanisms
    • Creating and delivering nationally a custom online, multi-media, user interactive sales training and development platform
    • Developing an exceptionally high performing desktop and mobile lead converting website through the expertise and utilisation of leading-edge web development and sales conversion optimisation technologies.

High-level Goals vs. Results

Kent Storage’s high-level goals versus results were:

  • Annual increase in overall revenue; Goal = 10% vs. Actual Result = 18.7% (plus 133% increase in customer lifetime revenue)

  • Annual increase in profit; Goal = 10% vs. Actual Result = 21%

  • Delivered comprehensive business plan for an industry first fully integrated storage business

  • Additional branding, marketing and sales results are outlined below.

Branding Results

  • Communication185% annual increase in lead generation and 103% increase in sales conversion was driven in part by effectively rebranding, repositioning and redefining Kent Storage’s value propositions in order to target, and compete well against, traditional self storage.

  • Identity – We successfully created and implemented a complete division-wide rebrand, which included:

    • Creating new traditional and digital sales and marketing assets and collateral across 12 locations nationally
    • Creating and implementing robust brand management and communication policies and procedures, including detailed and rigorously managed brand guidelines and archives.
  • Perception – We measurably improved Kent’s Storage brand image and perception by engineering and driving broad national multi-channel reputation amplification programs, which included:

    • An integrated ‘review nurture and leverage’ solution that automatically managed the acquisition, posting, distribution and amplification of ‘storage’ service reviews
    • Generating and leveraging various awards and accolades across varied digital and traditional channels.

Marketing Results

  • Intelligence – Driving strong marketing results (185% increase in leads and 38% decrease in cost per lead) started with solid marketing intelligence, which included:

    • Successfully identifying all critical company marketing KPIs, analytics and competitor metrics, and then creating and/or installing the necessary measurement mechanisms
    • Effectively engineering and building a separate divisional business intelligence dashboard to measure, monitor and provide actionable insights from over 50 real-time marketing KPIs and competitor metrics.
  • Digital – Created a comprehensive fully-integrated multi-channel national digital marketing program that delivered market and competitor disrupting results:

    • 185% annual increase in qualified leads
    • 183% annual decrease in customer acquisition and conversion cost
    • 38% annual decrease in cost per lead
    • (See details within slides above).
  • Traditional – Exceptional lead generation increases and cost per lead decreases were helped in part by highly ROI-driven sales and marketing collateral, advertising, sponsorship and direct marketing.

  • Technology 185% annual increase in leads and 103% annual increase in sales conversion was driven greatly by leading-edge marketing automation, website development, analytics and optimisation technology which included:

    • Creating a highly search engine and conversion optimised website, featuring an industry first instant online end-to-end ‘fixed price’ storage quoting and booking system
    • Custom development of a CRM-integrated lead management and optimisation platform, as well as an division-wide business intelligence dashboard to measure, monitor and report sales and marketing KPIs and competitor metrics.

Sales Results

  • Intelligence – Achieving 18.7% increase in annual revenue, 133% increase in lifetime revenue and 21% increase in profit started with solid sales intelligence derived from:

    • Successfully identifying all critical sales team and division KPIs and competitor pricing, and then creating and/or installing the necessary measurement mechanisms
    • Effectively creating comprehensive business intelligence dashboard to real-time monitor, analyse and performance manage sales teams.
  • B2C – 185% annual increase in qualified leads coupled with the creation and implementation of a national customer service, sales training and performance management program, ‘rightsizing’ the sales team and rebuilding the insurance product, delivered the following results:

    • 18.7% annual increase in overall revenue
    • 133% annual increase in Customer Lifetime Revenue
    • 21% annual increase in profit
    • 48% annual increase in storage volume sales
    • 103% annual increase in storage sales conversion
    • 67% annual increase in insurance sales conversion
    • 183% annual decrease in customer acquisition and conversion cost
    • 38% annual decrease in cost per lead
    • 27% improvement in customer service
    • (See details within slides above).
  • Technology – Remarkable sales results were achieved in great part by the implementation of best-practice sales lead generation, nurturing, conversion, analytics and training technology, as well as custom developed and integrated industry-specific CRM and CMS solutions, which included:

    • Developing engaging search optimised interactive lead capture mechanisms
    • Creating and delivering nationally a custom online, multi-media, user interactive sales training and development platform
    • Developing an exceptionally high performing desktop and mobile lead converting website through the expertise and utilisation of leading-edge web development and sales conversion optimisation technologies.