Editorial: A common link to success
Understanding your customer needs leads to success.
by Clair D. Urbain
I have been a part of several magazine startups and rescues in my career. The most successful ones started with broad-based market research to fully understand the needs and challenges of the target audience.
The ones that were less successful were more verdicts looking for a jury. In those cases, concepts conjured up more on individual opinions and less on in-the-field market research usually led to poor ad sales and indifferent audiences.
In the eight years that I have been a student of the equipment rental industry, I see there are amazing parallels to successful launches in publishing. Rental center decision makers who have their ear to the ground consistently bring relevant and high-ROI equipment into the fleet for its customers. However, rental centers that rely on seat-of-the-pants equipment selection are much more likely to suffer from low equipment rental demand and subsequent lower ROI.
This issue’s cover story, Rent2Go out of Pahrump, Nevada, falls into the first camp. It is slowly but very steadily building its rental fleet on what its customers are asking for and backing that up with firsthand knowledge of working as construction contractor. It understands the immediate need nature of construction and is available 24/7 to help their customers meet their deadlines with reliable and relevant equipment models.
PRO CONTRACTOR RENTALS MAGAZINE
Pro Contractor Rentals provides information of value to rental centers who focus time, resources and attention on meeting the demands of construction contractors and other equipment rental customers.
