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APRIL 2012 issue of
Rental Management

Meeting customer demand
Meeting customer demand

One comment often heard from exhibitors at The Rental Show 2012 in New Orleans in February was that rental stores were not only buying replacement equipment, but expanding inventory. Many rental stores, it seems, see greater opportunity to increase revenue this year and a key factor in increasing revenue is to have enough equipment on hand to meet demand.

Many also are looking at ways to serve different customer segments, which leads to the search for new types of products to carry to take advantage of the interest in the rental concept from other markets.

Not everyone can see everything available on the show floor during exhibit hours, which is why Rental Management editorial staff members do their best to scour the show floor to find what’s new and different.

We’ve managed to squeeze in information about more than 100 products this year, more than ever, but we also know that this doesn’t cover everything and that we weren’t able to visit every exhibitor or see every new product that’s out there.

That’s why Rental Management also offers two other publications each year that give readers extensive information about products and vendors: The Hot List new product supplement published in January 2012 and the Management Sourcebook/2012 Buying Guide published in December 2011.

The Sourcebook includes an alphabetical list of American Rental Association (ARA) associate members as well as a list of product categories listing manufacturers that supply products related to that category.

TheRentalShow.com also has a “Find Exhibitors” tab, which allows online users to search by product category or exhibitor name to help them find products they may have seen at the show.

These resources are available to help our readers find vendors and products whenever they need them. Each month, Rental Management also has specific product focuses related to Construction/General Tool and Party and Special Event. In May, for example, we will feature job-site equipment and festival and outdoor event equipment.

The rental industry is expected to outperform the economy and significantly grow in 2012, with growth accelerating in 2013 and 2014. Rental penetration is expected to increase at the same time.

That means more demand for rental equipment and the need for our readers to stay on top of product trends and new rental opportunities, which is what Rental Management intends to deliver in each print issue as well as expanded coverage in the premium digital version available exclusively to ARA members.

Our goal is to help our readers better manage their companies and we are dedicated to the success of their equipment rental businesses.

Between mergers and acquisitions drawing the attention of analysts and investors to the equipment rental industry and a slow growing economy that helps make renting equipment the smarter choice for everyone, we may very well be on the cusp of a new golden age for rental.

Those of you who were in New Orleans felt the electricity, excitement and enthusiasm. Now it’s time to execute better business and marketing plans to take advantage of the opportunity. Let us know how we can help.

Wayne Walley is editor for Rental Management, the official magazine of the American Rental Association, 1900 19th St., Moline, IL 61265. He can be reached at 800-334-2177, ext. 253, or 309-277-4253; fax 309-764-2747; wayne.walley@ararental.org.




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