2015 Summer Newsletter

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[ ] Social Media Doesn’t Matter in the Rental Industry...or Does It? Whether you’re in the party, equipment, tool, or AV industry, social media can help take your rental business to the next level. By: Alexa Mihalick, Marketing Coordinator, Point-of-Rental Software Ah, social media. You likely use at least one social network on a daily basis to keep in touch with friends and family, right? In many ways, it has changed the way we communicate and connect today, and the power of the social space certainly extends further than our high school friend group. Smart companies realize that social media is a powerhouse for advertising, making valuable connections, and humanizing their brand. Yet there are still some people who believe these misconceptions: “Social media is a waste of time”, “Nobody cares about social in the rental industry” or “It doesn’t do anything to help my business.” But in reality, social isn’t a waste of time because it will help your business, and there are definitely companies in the rental industry excelling with social media. Let me ask this – do you use Facebook on your phone? What about Twitter? Do you have a LinkedIn profile? Perhaps even an Instagram or Pinterest account? If you nodded your head to any one of these, you’re a part of more than 1.7 billion people using social media today. 1 Yes, that’s billion, with a “b”. With that large of a pool of people you could potentially reach, is there any reason not to use social media in your marketing efforts? In my free time, I’m a photographer, so my favorite platform is Instagram. For those who may be unfamiliar with this app, it’s a social channel where users share only photos and videos. I use it for inspiration and mainly follow accounts that post interesting photos. That having been said, it’s natural to assume I would only follow photographers, right? Actually no. I follow companies and brands that post relatable and inspiring pictures. In fact, after about five months of following a camera bag company on Instagram, I decided to purchase one of their fairly expensive products. All because of their social media account! I love traveling, and they convinced me, without being pushy, that this bag was perfect for my needs. Here’s the catch though: I never would have known about their bags if they didn’t have a profile on Instagram, if they weren’t actively posting photos, and if I didn’t follow them. I share this personal example to demonstrate the power of social media in a consumer’s eyes. If you, as a company, are posting interesting, engaging content on your social platforms that people can find value in, they will take notice, like, comment, and share your business with their friends. That’s essentially free advertising! Below, I’ve included several social media statistics that further communicate the value social has for businesses, and on the next page, detailed two of our customers in the Party/Event and Tool/Equipment industries that are succeeding in the social space. SOCIAL/VIDEO FOR BUSINESS STATS of small businesses use social 80% for their business to drive growth 2 of Twitter users say they follow 90% businesses to get discounts/promos 2 1/2 Americans say Facebook is the #1 influencer of purchases 3 of mobile video viewers 92% share videos with others 4 of consumers say that watching 52% product videos makes them more confident in purchasing decisions 4 of shoppers’ buying decisions 93% are influenced by social media 5 For sources, visit www.bit.ly/RentalSocial 11 POINT-OF-RENTAL.COM / SUMMER <strong>2015</strong>
Party/Event Industry: A to Z Event Essentials Located in Madison, WI, Event Essentials provides tents, seating, linens, tables and more for events of all sizes. Why are you using social media? Facebook and Pinterest are highly visual mediums—perfect for displaying gorgeous photos from our events. Twitter is a conversational platform where we can share articles about event design and engage with followers. Social strategy: Inspire users to make their dream event come to life. Post photos, articles and blog posts 2-3x’s per week, engage with followers and boost well-performing posts through Facebook ads. Three ways social has helped your business: Clients, especially brides, love to see photos of our work. Posting photos of new products, installations and the whole event helps with bookings. It’s also a way to show our community involvement and cross promote. What are tips you would give a rental company in the Party/Event Industry? 1. DIY and events are huge on social right now! Share relevant information and incorporate popular hashtags. 2. It’s not about you, it’s about your audience. Users aren’t interested in sales pitches, they want helpful information that benefits them. 3. You don’t have to be on every platform. Pick one/two that make the most sense for your brand. What are your favorite posts and why? Blog posts are interesting/informational and we’re able to incorporate products without getting too “salesy.” They receive the most engagement. Follow them! : A to Z Event Essentials : @EventsAtoZ : Event Essentials Tool/Equipment Industry: Acme Tools Located in North Dakota, Minnesota and Iowa, Acme Tools offers tools, equipment and supplies to help you get every job done right. Why are you using social media? We not only keep an eye on the accounts that we’ve already established, but also those that are trending/new. Social media has a niche relevancy toward connecting to our customers and we want to communicate and connect with them how they want to be reached. Social strategy: Supplemental marketing, overall branding, finding new ways to engage the consumer & connecting with them on a more personal level. What’s the best thing about social media for your business? It’s an opportunity to stand out in the crowd, to relate to our fans and form a relationship beyond being a seller or a buyer. What are tips you would give a rental company in the Tool/Equipment Industry? 1. Learn who your customers are and confirm whether or not they are using the platform(s). 2. Develop and tailor a strategy according to what feedback you receive, what the engagement levels tell you, and how consumer behavior begins to shape your plan. What are your favorite posts and why? The Facebook posts to the left are probably some of our better performing ones. That’s the fun with social media; you don’t know when or how a post will be successful, but when you capture the audience’s attention, you connect with them beyond just being a retailer and you get BIG results. Not only does this make social media fun, but it also then sets the stage or challenges you to try to make it happen over and over again. Follow them! : Acme Tools (The Official Acme Tools Page) : @AcmeTools : Acme Tools POINT-OF-RENTAL.COM / SUMMER <strong>2015</strong> 12
Page 1 and 2: To The Point Insight for the Rental
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2015 Summer Newsletter

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