WOW-factor storytelling: Helping a PE-backed storage giant with its narrative

By Brad Luttrell / Prologue Founder, CEO

Warehouse on Wheels (WOW) has been onboard with Prologue from the very beginning. They were already consulting with me directly, and when I founded Prologue, they rolled into working with Prologue. 

From day one, the task was simple: Help the company scale. 

The CEO, John Brooks, reached out to me on LinkedIn because he'd seen me tell my story, and figured I could help him tell his. Seriously—that's how we got started together.

Brad Luttrell and John Brooks, CEO of WOW, on location at WOW HQ for a podcast shoot 

I started off doing some simple marketing work, and quickly we ended up working together in a much bigger capacity. As of today, the Prologue team has helped WOW shift its story from "we rent trailers" to "we're a mobile storage company." With new web copy and a new marketing team in place, we're just about to start scaling this story out. 

Before we get there, I have to tell you how WOW came to be. 

Their story is cool

When John Brooks started WOW, he wasn’t chasing the shiny new trailer business or trying to be just another leasing company. He saw a gap in the supply chain: businesses stuck in long, expensive warehouse leases when what they really needed was fast, flexible storage they could scale up or down on demand.

WOW Trailers at their FITS location in Kentucky. 

Today, WOW has grown from a single local operation to a network spanning the U.S., Canada, and Mexico, with more than 40K trailers in their fleet. They offer their customers simple, smart storage. No red tape, no long-term commitments. Just a dependable partner who shows up when it matters most (and what's wild is they can usually help someone expand their warehouse footprint by about 5K square feet in 24 hours, and can scale that up to about 50K square feet in just days). That local, boots-on-the-ground service and national reach is why WOW has a winning recipe for scale. 

How we're telling it visually

Prologue is working with WOW for strategic podcast services, where we help their team find and land as guests on other podcasts that strategically align with the company's audience or content goals. This initiative fired up an idea: What if we shot our own mini podcast series?

So we did it.

Brad "hosted" the show, just so we could guide the team and create an opportunity to tell their story. 

Within weeks of coming up with the idea, we were headed to Northern Kentucky to WOW's HQ, where we shot 3 hours of interviews with a multi-camera setup. From there, we headed down to one of WOW's regional brands, FITS. We also shot at Meisler, another one of the brands, to bag a little bit more b-roll.

This simple day and a half project for WOW is creating serious storytelling output:

• Social content (both posts and videos)
• Marketing content (blogs, emails, website pages)
• 3 podcast episodes for our mini series
• Content for our paid marketing spend
• And more but we can't give away all of our storytelling secrets

 You can see the full trailer for the company up top. If you want to see the sizzle reel, you can click here. 

Shout out to the team at WOW for helping us make this happen. Everyone at the HQ, FITS and Meisler were awesome to work with. These assets are going to be really helpful for telling WOW's story over the next year and beyond. 

“I’ve worked with the Madison Avenue types to the “offshore” experts. Brad and his team are world class. The team takes the time to LISTEN, they learned our business THEN they design a plan. Brad and his team will be our partners as long as I am leading Warehouse on Wheels.“

— John Brooks, WOW CEO

Tell your brand's story

Prologue audits brand stories all the time, helping companies in a number of ways:

• Analyze competition's messaging / positioning
• Find the competitive "white noise" which gives clarity for "white space" across message and voice
• Audit your brand's messaging against the white space opportunity
• Provide itemized list of improvements to help your brand resonate with customers better
• Help you come up with a podcast strategy (either to launch a show, mini series or just help land you as a guest on some big name shows)

These audits can be completed fairly quickly. If you're interested, reach out.