Manhattan Mini Storage
Encyclopedia
Manhattan Mini Storage is a family-owned and operated self storage
and moving company based in New York City
, USA. It is the largest personal storage company in New York, and one of the largest in the United States. The firm has 17 storage locations throughout the city, open 365 days a year and some of which are open 24 hours per day. Manhattan Mini Storage has approximately 250,000 clients. Facilities include high-tech security system, free concierge and onsite managers.
Manhattan Mini Storage also operates a service with Portero through which customers can "dispose of unwanted valuables that clutter their storage units."
The firm conducts blind auctions
of the belongings of customers who fail to pay their storage bills.
using the tagline: "Your closet's so shallow, it makes Paris look deep." In one of their previous advertisements, they pictured a gay man with the tagline: "Don't make us send 5 queer guys to your place." In phone booths, the company has posted stickers saying: "Your closet’s scarier than Bush’s agenda." or "Your closet is so narrow it makes Cheney look liberal." A billboard, with a picture of chihuahua wearing pearls and the words "Your closet's so shallow it makes Paris look deep", attracted a cease and desist letter from her lawyer.
Additionally, some of their advertising was noted in local press outlets for its mainstreaming of gay characters. One such ad under its "I Store!" campaign, featured a doctor seated on the subway with copy that listed what he stored, "Boyfriend's Artwork, Vinyl Albums, Chemistry Set". This ad, depicting a gay character in an off-hand way, was praised for its inclusion of gay characters as normative and not only relevant for stereotypes or demographic pursuit.
Manhattan Mini Storage's 2011 Ad campaign included topical and New-York centric billboards such as "Michele Bachmann says God told her to run for President. How come God never talks to smart people anymore?" "Remember if you leave the city, you'll have to live in America," "Why leave a city that has six professional sports teams, and also the Mets?" and "If you don't like gay marriage, don't get gay married" (released prior to NY's passing of the Marriage Equality Act
). The company's gay marriage ad was also accompanied by a promotion aimed at gay newlyweds after the NY Marriage Equality act was passed in July 2011.
Adweek
’s Tim Nudd writes about the 2011 campaign in a March post: "Remember, if you leave the city, you'll have to live in America" — one of most quintessential New York headlines you'll ever see."
A series of their ads have spotlighted the company's charitable giving, under the tagline "Save more than your stuff."
Self storage
Self storage is an industry in which storage space is rented to tenants, usually on a monthly basis. A self storage business provides rooms, lockers, containers, and/or outdoor space in which tenants can store and access their goods. Self storage tenants include businesses and individuals...
and moving company based in New York City
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
, USA. It is the largest personal storage company in New York, and one of the largest in the United States. The firm has 17 storage locations throughout the city, open 365 days a year and some of which are open 24 hours per day. Manhattan Mini Storage has approximately 250,000 clients. Facilities include high-tech security system, free concierge and onsite managers.
Manhattan Mini Storage also operates a service with Portero through which customers can "dispose of unwanted valuables that clutter their storage units."
The firm conducts blind auctions
Unique bid auction
A unique bid auction is a type of strategy game related to traditional auctions where the winner is usually the individual with the lowest unique bid, although less commonly the auction rules may specify that the highest unique bid is the winner...
of the belongings of customers who fail to pay their storage bills.
Marketing
Manhattan Mini Storage prides itself on "identifying what matters to New Yorkers," and markets itself as "an extension of your home where you can keep the things you want to keep but can't quite accommodate in your tight Manhattan apartment." The company is known for its controversial, political, and pop culture- related advertisements that speak to the people of New York City, such as one in which it made fun of Paris HiltonParis Hilton
Paris Whitney Hilton is an American businesswoman, heiress, and socialite. She is a great-granddaughter of Conrad Hilton . Hilton is known for her controversial participation in a sex tape in 2003, and appearance on the television series The Simple Life alongside fellow socialite and childhood...
using the tagline: "Your closet's so shallow, it makes Paris look deep." In one of their previous advertisements, they pictured a gay man with the tagline: "Don't make us send 5 queer guys to your place." In phone booths, the company has posted stickers saying: "Your closet’s scarier than Bush’s agenda." or "Your closet is so narrow it makes Cheney look liberal." A billboard, with a picture of chihuahua wearing pearls and the words "Your closet's so shallow it makes Paris look deep", attracted a cease and desist letter from her lawyer.
Additionally, some of their advertising was noted in local press outlets for its mainstreaming of gay characters. One such ad under its "I Store!" campaign, featured a doctor seated on the subway with copy that listed what he stored, "Boyfriend's Artwork, Vinyl Albums, Chemistry Set". This ad, depicting a gay character in an off-hand way, was praised for its inclusion of gay characters as normative and not only relevant for stereotypes or demographic pursuit.
Manhattan Mini Storage's 2011 Ad campaign included topical and New-York centric billboards such as "Michele Bachmann says God told her to run for President. How come God never talks to smart people anymore?" "Remember if you leave the city, you'll have to live in America," "Why leave a city that has six professional sports teams, and also the Mets?" and "If you don't like gay marriage, don't get gay married" (released prior to NY's passing of the Marriage Equality Act
Marriage Equality Act
The Marriage Equality Act is a 2011 New York State law that allows gender-neutral marriages for both same- and opposite-sex couples, while prohibiting state and local courts and governments from penalizing religious and religious-supervised institutions, their employees, or clergy for refusing to...
). The company's gay marriage ad was also accompanied by a promotion aimed at gay newlyweds after the NY Marriage Equality act was passed in July 2011.
Adweek
Adweek
Adweek is a weekly American advertising trade publication that was first published in 1978....
’s Tim Nudd writes about the 2011 campaign in a March post: "Remember, if you leave the city, you'll have to live in America" — one of most quintessential New York headlines you'll ever see."
Community Outreach
Manhattan Mini Storage has sponsored community groups such as: Friends of Hudson River, Medieval Festival, Project Back to School, Friends of Carl Shurz Park, NYLaughs, Furnish a Future, Aids Walk, NY Class, I Care, Score!, NY Dream Center, Animal Haven, NY Classical Theater, and The Diabetes Research Institute.A series of their ads have spotlighted the company's charitable giving, under the tagline "Save more than your stuff."
Sister Companies
- Edison ParkFast
- Workspace Offices & Studios
- Executive Suites at the Hippodrome
- Pre-Built Suites at the Hippodrome
- The Ludlow
- The HippodromeNew York HippodromeThe Hippodrome Theatre, also called the New York Hippodrome, was a theatre in New York City from 1905 to 1939, located on Sixth Avenue between 43rd and 44th Streets in the Theater District of Midtown Manhattan. It was called the world's largest theatre by its builders and had a seating capacity of...