Chaired by Matt Barbet
Speakers: Chris Hickman, Cuboid & Will Corbett, Storage Operator Solutions and Will Sowerby, H*ld Self Storage
In an increasingly competitive market, standing out requires more than standard promotions, price discounts and “business as usual” advertising. Many operators are finding new ways to connect with customers, build stronger brands and drive demand through creativity and originality. This panel session will share examples of innovative campaigns, bold branding initiatives and creative digital strategies to encourage you to rethink your approach to marketing. Panelists will explain what they did, why they took the risk and the measurable impact it had on enquiries, occupancy and brand recognition. You can stay commercially focused and still experiment with new ideas.
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Matt Barbet
Conference Chair
Matt Barbet is a news broadcaster and journalist. He presented 5 News Tonight on Channel 5 for a decade. Matt has also previously presented Breakfast, BBC London News (BBC 1), The Cycle Show (ITV 4), The Wright Stuff, The 5 O'Clock Show (Channel 5) and News Hour (Daybreak).
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Chris Hickman
Cuboid Self Storage
Head of Operations, Cuboid Self Storage. Just over 3 years ago Chris took over the reigns of a small project within the FI Groups business structure, looking at renting containers to its existing tenant base. However, the plan wasn’t quite working out and it then re-aligned its marketing strategies to offer this product to end consumers. Fast forward to today, Cuboid is operating out of 38 sites in 31 geographic locations, and is hunting down future growth by way of land purchases and business acquisitions. Chris rolled out the “Worlds Largest Charity Advent Calendar” in December 2025 obtaining worldwide coverage around the campaign.
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William Corbett
Storage Operator Solutions
William Corbett is the Managing Director of Storage Operator Solutions (SOS), specialising in helping self-storage owners streamline operations and boost profitability.
He previously served as Director of International Operations at OpenTech Alliance and Head of Sales at Janus International Europe. William is known for his hands-on expertise in operations, technology, and project delivery, and for introducing innovative solutions — including robotics/Automation/Innovation — to the sector.
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Will Sowerby
H*LD Self Storage
Will Sowerby, fractional CMO of HOLD Storage
Will Sowerby has been a marketer for over 15 years, helping launch the HOLD Self Storage brand in 2023. His background is building and growing challenger brands in the technology and consumer space.
