Industry Perspective: Marketing…What Marketing?

I’ve spent the past 20-plus years marketing professional audio products to touring sound and A/V rental companies. It seems that every year the hue and cry from the owners of these companies gets louder, who universally claim that their competitors are trashing the pricing of rental equipment and that profitability is sorely lacking. And I happen to believe them. Why is this happening? I believe many factors contribute, including general saturation of rental equipment in the market and poor business management such as a lack of understanding of overhead structure and operating costs within the rental company

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