The California Rental Association kicked off its 2016 West Coast Rental Rally Trade Show with a series of educational events yesterday, co-sponsored by CRA, Mid-Atlantic Tent Renters Association (MATRA) and Scaffold and Access Industry Association (SAIA).
Movement, change, innovation and progress. These seemed to be the keywords throughout the day, whether heard from morning presenter Tom Garrity, certified coach, Gazelles International; social media guru Leah Sadowski, owner of LMS Agency Inc.; or afternoon session speaker Rick Simmons, Simmons Online Solutions.
The topic may have been leadership, Twitter, or Internet marketing, but the message was the same: change is constant and successful businesses are those that are adaptable.
Garrity focused on people and the importance of building a team, one that aligns with a company’s core values. As he put it, "Get the right people on the bus, and the wrong people off." With the right team comes trust, commitment, accountability and, finally, results. Strong leaders recognize the need to delegate tasks, mentor good employees and spread talent throughout an organization.
Knowing the competition is also vital. From Blockbuster grew Netflix: the online streaming service studied its competition and learned how to become more relevant in that market. Do things differently or do different things, but adapt in order to grow.
Sadowski’s presentation focused on the many social media platforms available today for brand promotion. Whether it’s LinkedIn, Twitter, Instagram, Facebook, or Pinterest, the key to an effective campaign is dedication (between 10 and 12 hours a week) and consistency.
The day ended with Simmons’ presentation on Internet marketing and how rental industry professionals can and should capitalize on this technology. He stressed the importance of a good, intuitive company website. When customers visit a site, they want to know about the company: case studies/testimonials, photos, and reviews. Become the resource, create content and educate the audience. But most importantly, monitor for changes. The Internet is constantly changing, search engines are adapting, and mobile devices are delivering data differently. Stay ahead of the game to ensure customers return.
Breakout sessions took place yesterday as well. Jim Erickson, Las Vegas fire marshal, discussed permits and codes; David Johnson, SkyLine Scaffold and SAIA, provided in-depth analysis of scaffold safety and hazard awareness; and there was a tent installation session.
Attendees of yesterday’s education sessions won big. They are now armed with the tools needed to grow their business and become more successful as rental industry professionals. What a great way to start the 2016 West Coast Rental Rally Trade Show.
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