PODS Brief

Brief: PODS (Portable on Demand Storage)

Why do we need to advertise?

Founded in 1998, PODS (or Portable on Demand Storage) makes moving and storing simple by acting as a pick up and delivery service. The customer orders containers varying in sizes that are delivered to their home and once loaded, is taken away. The service combination, along with the ease of use, has been so successful that they have over 300,000 units currently in use. But recent negative press from dissatisfied customers has slowed down sales and in turn decreased revenue.

Our goal is to increase sales by improving the company’s image.

How is the advertising going to accomplish this?

Married couples with children

Who are we going to connect with?

“Empty Nesters”

What are the most insightful things we know about them?

They have more time to themselves. They feel free to make changes, they want to convert a room into an office, a den into a sewing room, they have the freedom to re decorate but feel overwhelmed by the now excess furniture. They have ideas for their newly empty nest but have grown attached to their belongings, feel guilty about getting rid of their kids belongings but want the free space.

What is the single most effective message we can tell them?

Move the nest out

What else do we know to support this message?

In 12 years, the self storage industry has grown so rapidly that as of 2007, their gross revenue has risen to $20 billion dollars. Also in that time, it has gone from 1 in 17 households to 1 in 10.