RentalMetrics

Article by RentalMetrics Fouder Doug Mitchell in ARA's Rental Management Magazine

I wrote an article for Rental Management Magazine that has gone live online.  The article is called, "See You On the Web:  Uploading Video Can Build Your Rental Business"

The power and effectiveness of web video is undeniable.  Whether shopping for toasters or pick up trucks online, buyers are 50% more likely to buy and buy from you if you have video explaining a product and demonstrating value. 

It doesn't take a marketing budget increase of $50k to shoot one commercial either.  We've been using "guerrilla video" tactics for over a year now to increase visibility and Internet findability.   If you don't think this is important now, you will.

Give us a call if you need guidance.  Or, visit our sister company www.createWOWmedia.com to see how they're helping small and medium sized companies WOW new customers and leave the competition scratching their collective head.

RentalMetrics ILE membership is closed

Our team has decided to limit membership in the RentalMetrics ILE to current members as we've become increasingly engulfed in projects.  If you're still interested in joining us, feel free to sign up for our free trial membership and we'll let you know when we open the ILE back up.  We want to keep flow of information up and provide new content weekly and we just can't do it with the projects we're involved with.  We plan to reopen membership and up the flow of new content in the Spring of 2009 after we've had a chance to hire additional research engineers and rental technologists.  This is the only fair thing we can do at this stage and we appreciate your continued support.

The back story
As more and more people experienced the multimedia content we produced in the ILE and the robust software platform we built to house it, inquiries came flying in from:

1. Business coaches wanting to use our software and multimedia talents to propel their business to the next level, increase their exposure globally, and create an online business that allowed them to share their brains and strategies with the world...from the comfort of their own home.
2. Consultants who were tired of traveling 150 days per year and being maxed out on income...wanting to have their seminars and sessions video taped and edited into online seminars delivered to anyone with a credit card.
3. Small businesses who wanted to offer higher value to their clients through educational programs and additional paid programs that create a recurring revenue stream, a community of loyal followers, and a platform to expand their business with no additional physical space.
4. Local companies that understand the power of video online who wanted us to create multimedia marketing materials, company intro videos, video blog posts, and custom audio for them.

The net result of those inquiries was the formation of createWOWmedia.

createWOWmedia is doing just that, creating wow for clients through the innovative deployment of video, audio, imagery, and voice over to amplify small and medium business brands.

So RentalMetrics and createWOWmedia are partnered at the hip and share many resources to deliver multimedia services to your rental business today.

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Cresco Equipment Rentals Leverages Online Video Commercials and Gains National Exposure

I'm impressed at the use of video for an online commercial for Cresco Equipment Rental.  This nice article appeared in the WSJ online on the 11th of August.  The piece talks about how businesses are leveraging video to get their messages out without the glitz and glamor of a "TV type production" that blows the marketing budget for the year in one little video shoot.

These programs offer "small businesses a way to capture their target audience...on a larger scale and at a cheaper price," says Josh Martin, a vice president and director of emerging media for New York-based ID Media, a member of Interpublic Group of Cos. "Video commercials offer a compelling way to engage consumers."

Take a look for yourself.  We agree that using what we call "good enough" production values are key to rising above the chaff...without breaking the bank.  We live by mantra as witnessed by our "Get to know us" in the upper right sidebar and through our 60 Second Grill series. 

FleetOwner on Twitter

The folks over at FleetOwner have just announced that they're using Twitter to spread news and information on the sector. Their Twitter page can be found at http://twitter.com/fleetowner

If you are wondering what the heck Twitter is, just consider it a "micro blogging - social networking" platform that more and more business are using to connect.  Sure there's a bunch of "I just ate a burrito" posts out there, but there is a great purpose at work here and filtering through the noise is doable.

Since RentalMetrics is nearer to the bleeding edge of technology and social media connectivity as it applies to the heavy equipment rental/construction sectors...we are happy to be joined by another convert!

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New Series - RentalMetrics 60 Second Grills

Hello there.  We've just released the first in a series of videos called the RentalMetrics 60 Second Grills.  These short videos are designed to get your creative juices flowing.  Do you like Red Meat like we do?  Well you're about to be served up a bevy of bovine enjoyment.  So grab yourself a cup of coffee and share about a minute with us.  WARNING:  Watch AFTER lunch.  The images inside this video will get your mind...and stomach working overtime!

Online Reputation Management

Online Reputation Management may be your company's first foray into social media tools and strategies.  There are many free and some pay methods to easily track what's being said about you or your firm in cyberspace.  There's a great piece in the Wall Street Journal that provides some ways to get started if you're interested.

If you don't believe this is important, ask a company whose customer service practices have been exposed (or even just discussed) online.  The power of social media tools are undeniable.  In a day, one man's quest to return a coffee maker to Starbucks a few years ago became a multi-million dollar image/brand/reputation saving exercise.  He started a website that told his story and the behavior of company representatives.  It wasn't pretty. Ooops.  If someone would have only been empowered to take back that $200 item.   

The bottom line is that even if you're a small construction company or equipment rental company in Des Moines or New York City...people are talking about you.  If you take the attitude that "Those blogger guys are just angry smelly cretins that have nothing better to do than complain"...guess again.  Popular bloggers don't get that way by being egregious jerks.  They typically provide thoughtful opinion that attracts others to comment both positive and negative.

If you want to begin the process of managing your online reputation you can contact us at RentalMetrics or simply signup for our Interactive Learning Environment for a mere $97/month with no contract or commitment to take classes in the subject on your own time...possibly while working out with your iPod.  Just let us know how we can help.

(If you're in the Des Moines metro area, watch for the West Des Moines Community Education catalog.  Yours truly will be teaching "Blogging for Business" on Wednesday evenings from 6:30PM-8:30PM at Indian Hills Jr. High School, Sept. 24 - October 15.) 

Here's the class teaser:

Blogging is a cost effective and powerful marketing tool for businesses small and large. This class will give you all the tools you need to start reading, subscribing and creating influential blogs…while becoming more findable on the web.

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The future of business travel: Not doing it

Think Scotty was on to something when he beamed captain kirk around the galaxy? 

Well get ready to be blown away. Are you ready to have virtual meetings with holographic images of team members that really don't look different than their actual...physical selves? Take a look at this video and witness the Cisco On Stage TelePresence project. (click play)

This is truly the future of an interconnected world with no travel boundaries.  Personally, I think the airlines (the ones left) should make a move to OWN this technology.  That way they could offer "book a flight" or "book a holographic conference" at a conference center (airport) near your town.  Imagine how happy people would be knowing they were just driving to the airport to have a meeting vs. fly!

I'm guessing Des Moines wouldn't be on the same hot list as LA or NYC of San Francisco...but we'll wait. 

You see...at RentalMetrics we're already taking the bold steps to embrace this world.  It may only be 10 years before this is a common reality for everyone.  Shouldn't we start getting used to it now?  Flying is already a nightmare.  Now that it costs an arm and a leg to "buy that nightmare", I think it makes sense to leverage all things virtual. 

Our subscribers get a web cam for free when they sign up.  They also get access to an online Interactive Learning Environment that powers them at home, in the office, or on the road. 

We're headed towards the world of tomorrow...today.

The Rise of the Home Warrior...and Fall of the Road Warrior

We often tout the benefits of our subscription based Interactive Learning Environment (ILE).  We deliver rich content using audio, video, web conferencing, etc. from the home office here in Des Moines, Iowa.  We're proud to say that we travel little, leaving our funds readily available for reinvestment in our business (resulting in more value for your business).  But we used to be road warriors, wearing frequent flier miles and hotel status levels as badges of honor. "I can go around the world twice and stay at the nicest hotels for free...how 'bout you?"

Well no more.  We're a bit ahead of the curve since we stopped traveling before costs for EVERYTHING went ballistic.  But now more than ever, companies are cutting back on travel and looking at alternative methods to communicate with remote workers, business partners, and clients.

There's a great article in Business Week called:  The Waning Days of the Road Warrior
The piece discusses the likely possibilities that we may NEVER go back to our "5 states in 3 days whirlwind trips to see potential clients".  Many firms that ditch expensive gatherings are cutting the costs and using alternatives only to find BETTER results and less wasted time.

So say goodbye to your Platinum Status and say hello to your family at dinner time.  Ahh the benefits of high travel costs.

Care for a look at our ILE?

Keys to Communication with Remote or Virtual Teams

The RentalMetrics business model leverages more collaborative technologies to execute than you're probably used to.  We believe in producing our RedMeat content that makes you more money instead of flying around the country and filling up rental cars with $4.00 gas on your dime.  We're very comfortable with technologies and strategies to communicate with our clients...virtually.

So now you are working with or managing teams all over a metro area, a state, or the world.  Did anyone give you a manual on how to communicate effectively in the brave new interconnected world?  I'm guessing no. If you're not used to working with teams remotely, challenges will arise.

Luckily, there are some very smart people out there to help us through this.  No matter the technology used, there are some great guidelines provided by Michelle LaBrosse in her piece called: 

Business in a Knapsack: Six Keys to Clear Virtual Communication

Can you run your projects when you're on the run?

My favorite idea is #2

2. Manage results, not activity.
In the physical office environment, "busy work" often gets mistaken for real work. In the virtual environment, when you can't see what people are doing, the key is to manage results. Set expectations and monitor the results, not the daily activities.

Do we practice what we preach here at RentalMetrics?  Heck yeah we do.  I see most of the folks in our organization in person once a week at most.  Usually, those are 2-3 hour sessions to brain storm new course ideas or have lunch to catch up and simply connect.  Otherwise, we're using collaboration workspaces powered by Central Desktop, instant messaging, video conferencing, text messages, and those darn cell phones.  We simply state the desired result and attach expectations to the outcome. 

Getting used to remote communication methods and tools may just be the wisest investment you'll make over the next few years.  It won't be long before those video game playing, ipod listening, text messaging "young people" are the seasoned leaders in your construction/rental organization. 

For more on how companies have adapted to remote/flexible workers...take a look at how Best Buy has "Smashed the Clock" with fantastic results.

 

 

Educating Employees on New Technology

I wrote a piece that is now live on the Construction Business Owner.com site called Educating Employees on New Technology.

Here's a quote:

Change is a Four-Letter Word: I.C.A.N.

New technologies in a construction business environment fail most often because employees are not educated on why the change is happening and how that "upgrade" will improve the business. 

Too often, companies mistake training for true education. The training session, which most often comes after decisions have been made, contracts have been signed and IT has invested a tremendous amount of time configuring the new system into the overall structure of the company, is too often an employee's first introduction to a technology upgrade.

The article highlights the I.C.A.N. change management process that we recently debuted in our Change Management Course inside the RentalMetrics ILE.