BETCO Inc., established in Statesville, NC, in 1984, is the industry’s premier manufacturer of self-storage buildings, focusing on single- and multi-level metal structures. A single-source manufacturer, BETCO markets buildings to consumer investors, self-storage owners, and conglomerates, providing comprehensive self-storage solutions across North America.
The Great Recession significantly impacted BETCO, and sales activity for self-storage buildings had largely dried up. The company had paused all marketing activity for two years when they contracted Gotham to help them build leads and sales.
Gotham conceived a strategic plan to position the B2B and B2C company as a single-source self-storage resource capitalizing on a unique mix of in-house services including consultative sales experience, design/engineering, component, door and building manufacturing, and installation. Results have been dramatic. In the two years the company has worked with Gotham for strategic marketing planning and execution, BETCO sales increased 60 percent in the first year and are on pace to grow another 40 percent in the second (current) year.
Due to demand, BETCO added a second shift at 100 percent of manufacturing capacity. The company attributes this growth to a rebounding real estate market, heightened brand awareness in the marketplace, more leads, and better-quality prospects due to Gotham's integrated inbound and outbound marketing efforts. The relationship ended when the company was acquired by a competitor and the owner retired.
"The first year we worked with Gotham, they were able to build a cohesive marketing strategy, rebrand the company, and create and implement inbound/outbound marketing that helped grow our first year sales by 60%. Our second year sales grew by 40% and enabled us to add a second production shift. Our marketing program is now highly organized and a CRM is used to measure leads and keep our internal sales team organized. Woody, Gotham President, has led our marketing program for the past four years. He is trustworthy, knowledgeable and he understands how to take companies to the next level."
John Barnard - Inside Sales Manager