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Go Mini's

Using Brand Alignment & Digital Advertising to Thrive Online

Go Mini’s may have billion-dollar competitors, but this hasn’t stopped the portable storage and moving franchise from topping organic search results and experiencing significant growth.

The Goal

Transitioning from Dealer Organization to Franchise

Go Mini’s is one of the fastest-growing portable storage and moving companies in North America. Since transitioning from a dealer organization to a franchise in 2012, the brand has experienced about 30% growth in revenue a year and has doubled the size of its franchise network to more than 90 locations.

As Go Mini’s started rising in reputation and market share, however, a serious issue became apparent. Dealers had been unified under a single brand and franchise model, but they were still operating as independent businesses when it came to their marketing. They had websites competing against each other, with conflicting messages and branding, and this was killing their visibility and reputation online—where most people search for such services.

That’s when Michael Lohman, Go Mini’s CEO and owner of five franchise locations, decided it was time to leave the brand’s long-time marketing vendor and start working with a new partner who could give Go Mini’s the Internet presence it deserved.

Michael Lohman, Go Mini's CEO
The Solution

A Complete Overhaul

With Go Mini’s, the challenge was to build a unified digital presence across numerous locations and platforms, while also improving online visibility for the brand and its franchisees. “We had to rebuild the entire structure of our online presence so we could create a more unified franchise brand moving forward,” said Michael. “It was a challenge, but Scorpion helped make the process as painless as possible.” Using our industry-leading technology and expertise in marketing and branding, our team at Scorpion delivered just what Go Mini’s needed.
Website Structure

Consolidation & Simplification

For Michael and the Go Mini’s brand, consolidation was essential to pave the way for success. So, we created a website that encompassed the entire brand. “Now all our franchisees’ web pages are together under a single website domain, which has improved our rankings in search engines,” said Michael. While we used this as an opportunity to align the Go Mini’s brand and messaging, we left some areas open for customization. Franchisees can use imagery specific to their area or feature certain ZIP codes to show customers which areas they serve. According to Michael, “This customization helps us create a better online experience for our customers.”
Diverse Digital Advertising

Smarter Marketing. Real Results.

With digital marketing, diversification can make all the difference in getting a brand to show up online. Go Mini’s needed to reach customers in numerous places across the Internet, so our marketing strategists diversified their campaigns, maximizing exposure and getting a better return on investment. The outcome was more potential franchisee leads and more customers for existing locations, both of which are key areas of growth for any brand. “Our old marketing company was very PPC-heavy. They wanted us to spend all our money on Google Ads campaigns, which was becoming very expensive. In contrast, with Scorpion, we diversify our digital advertising, which helps us to be smarter about how we’re spending our marketing dollars.”
Technology & Service

Transparency & Hands-On Support

At Scorpion, we take pride in combining time-saving technology with hands-on service. With the ability to access his online dashboard at any time, Michael always knows what’s going on with his company’s marketing campaigns. Using data insights delivered through this system, he and his Scorpion team can continually optimize performance across his franchise network. What’s more, there’s always someone readily available if there’s a question or need. Michael had this to say about his team at Scorpion: “When I email my marketing team, I’m all but guaranteed to get a response within 10 minutes.” We’re constantly working to help Go Mini’s succeed.

Taking Their Website to
a Whole New Level

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“The key difference with Scorpion is they talk about the future. They educate us on where the industry is going and where we need to be as a franchise.” Michael Lohman CEO, Go Mini's
Continuing Success

Looking to the Future

Since partnering with Scorpion, Go Mini’s has experienced brand alignment and growth, with container rentals at each location steadily climbing, 86% of its primary keywords ranking on page one of top search engines, and greater visibility.

Michael and the entire Go Mini’s team, we’re all in when it comes to building a better future for your brand and franchisees. Let’s keep it up!

Go Mini's truck

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