How to quickly capitalize on being busy

The American Rental Association offers ways to prevent your marketing activities from taking a back seat on your to-do list.

Summer is arguably the busiest time of year for most rental businesses in the country. Whether you’re running a large operation or a small business, busy season can be a time when marketing efforts fall lower on the priority list. Understanding that, experts at ARA commend a few effective ways to capitalize on your crazy busy schedule that quickly can have a large impact on  your marketing. 

  1. Take photos and videos. Research shows that, often, people remember only 10 percent of what they read vs. more than 75 percent of information that is presented visually in a photo or video.
    With that in mind, capture a picture of a wedding planner and bride picking up the linens or snap a photo of the DIYer who is about to create his or her own kitchen backsplash. Pictures of people using your inventory are more relatable and can help potential customers remember your brand the next time they are looking to rent.
  2. Follow-up when customers return. There are two reasons why this interaction with your customer is crucial: The first is to gain access to even more photos. If the customer is willing to give you access to before and after photos or event photos, which you can use to promote your services. The second is to get the highly-coveted customer review. Eighty-eight percent of consumers trust online reviews as much as a recommendation from a friend. That means your customer’s positive review on Google or Facebook could tremendously affect your business. So, when they return your equipment, kindly ask them to do so. Most people are extremely willing.
  3. Put it on social media. Now that you have pictures and reviews, keep your online following up to date by posting on social media. Studies show businesses that posted pictures on Facebook gained 53 percent more likes and 104 percent more comments than text-heavy posts. You do not have to post every day, in fact, it’s better if you don’t. Every three days or so, log on to Facebook, Twitter, Instagram or LinkedIn and share what’s new. 

For more information, check out these American Rental Association (ARA) Marketing Minutes modules about social media use and online marketing basics.