Rental Viewpoint | November 17, 2005

Are you 'flexible' in your advertising?
By Richard May
++The need to stay in style may prompt Americans to be more flexible with their home furnishings and add more short-term pieces to their home decor. As a result, rental dealers may want to consider promoting RTO's flexibility in their advertising and marketing campaigns.
++A recent article in the Poughkeepsie Journal entitled "Don't Sacrifice Style," encourages the design philosophy to "live in the moment, not for later." The article features rent-to-own as a flexible option for home furnishings and appliances that give residents the option to purchase or return the furnishings.
++The fact that the media and design consultants are citing rent-to-own as a flexible option is a new practice that the rent-to-own industry may want to explore. These articles also coincide with recent customer and potential customer studies showing that if more consumers understood the full value of the rent-to-own transaction such as the flexibility option, RTO owners could take advantage of the enormous potential customer base that exists.
++According to APRO's analysis of the U.S. Census figures, 45 million Americans fit the RTO demographic profile. Industry focus groups and marketing studies show that 4.1 million Americans are "very likely to consider rent-to-own" if presented with all of the options, name-brand merchandise and services rent-to-own provides in a professional and trust-worthy manner of advertising. Currently, the rent-to-own industry serves 2.7 million customers annually.

Country artist teams up with RTO
++Country artist Chris Cagle teamed up with Imagery Marketing's RTO-TV for the release of his third Capitol Nashville album, "Anywhere But Here." On October 1, the Texas singer/songwriter came "face to face" with his ardent fans—as well as new ones—who frequent the more than 600 nationwide rent-to-own stores that subscribe to RTO-TV.
++The Cagle-RTO campaign encompasses point-of-purchase displays, CD images in circulars and in-store video programming. The promotion also includes a contest, with two winners from each store receiving an autographed CD. One grand prize winner will receive an all-expense-paid trip to see Cagle in concert.
++Capitol Nashville Senior Vice President of Marketing Fletcher Foster says the partnership is an ideal way to help launch the album and raise national awareness for the artist. For Foster, it was important to make the most of the retailer's and label's assets. "RTO wanted an October promotion; we had a new album from Chris," he says. "My asset is Chris and the value he has in the marketplace."

Anti-tipping article sparks company policy
++Blue Ribbon Rentals has implemented a company policy to be sure that all range rentals are equipped with a tip-proof safety device. After reading Ed Winn's article, "The Tipping Point" (Progressive Rentals, July-August 2005), Bill Wendell, president of Ohio's Blue Ribbon Rentals, realized the importance of anti-tipping devices and decided to put what he read into company policy.
++Blue Ribbon Rentals is contacting all customers with stoves on rent to make sure that the anti-tipping device was installed at delivery. "It is our company's policy to protect our customers and their children from injuries due to the use or misuse of the products they rent or buy from us," says Wendell.
++Under the policy, Blue Ribbon Rentals will install the anti-tipping device on every rented range at no cost to the customer. When that phase has been completed, the stores will then contact the paid out customers to install anti-tipping devices on their stoves, as well.
++"It's simply the right thing to do," says Wendell. "When we deliver a stove, we have a moral obligation to not only protect the children that will have this stove in their home, but also the small children that may visit that home."
++Wendell is asking for 100 percent compliance from his stores. He rewarded all stores that completed installations on their stove rentals by November 20 with $100. The first store to reach 100 percent compliance received $250.
++"I have four children and I could not imagine the pain that would have come to Barbara and me if one of our children had been scalded by boiling liquid because a stove tipped over on them," says Wendell.

Aarons and NFL make dreams
come true for single moms
++On November 15, Aaron Rents kicked off the first of several furniture donations made in conjunction with Homes for the Holidays, a charitable program founded by National Football League player Warrick Dunn. The program provides deserving single mothers with a completely furnished home.
++At the kick-off event, St. Louis Rams wide receiver Torry Holt surprised the hard-working mother of four by having her home completely furnished, accessorized and stocked with everything her family needs, just in time for the Thanksgiving holiday.
++Homes for the Holidays looks for deserving single mothers across the country and then helps them acquire a home and furnish it with everything their family needs, right down to a fully stocked pantry. Since NFL player Warrick Dunn founded the charity in 1998, more than 50 families have been recipients of this program.

Virginia ColorTyme franchisee
opens second store
++ColorTyme franchisee John Schaller believes his success with ColorTyme stems from investing in his most valuable asset: himself. Schaller's latest achievement is purchasing a second ColorTyme store, in Newport News, Virginia.
++"If I can make a business successful for someone else, why shouldn't I do it for myself," says Schaller. "I believe in myself and the people who work for me, so my ColorTyme stores are going to be a success because my customers see that I'm invested in this business and in them."
++Schaller's 20 years of experience in the rent-to-own industry led him to invest in his own ColorTyme franchise, opening his first store in Norfolk, Virginia, in 2000.

Premier store opens in Charlottesville
++Christopher Darden literally grew up in the RTO industry. Now he has opened his own Premier rental store in Charlottesville, Virginia, partnering with the man who gave him his start—his dad—along with his former supervisor, Mike Hubbard.
++"I got into RTO when I was eight years old," says Dardin, who spent time after school in his parents' rent-to-own store. "I learned proper care and upkeep of product as well as how to interact with the diverse customer base. By the time I was 16, I was out on the truck learning to professionally deliver and service product as well as how to effectively manage customers' accounts."
++With the opening of their new store, the Dardens and Mike Hubbard combine more than 50 years of RTO experience.

2006 winter market dates
++The year may not be over yet, but it's already time to begin planning the 2006 winter markets. The 2006 market calendar is filled with events across the nation.
APRO would like to invite all rental dealers to join us at the Consumer Electronics Show (CES), January 5-8 in Las Vegas. BDI-Laguna will sponsor a dealer hospitality suite 6-7:30 p.m., Friday, January 6 (location to be announced). For more information, call 703/907-7600 or visit the CES Web site.
++The new Las Vegas Market at the World Market Center will be held January 30-February 3. APRO will host a reception for rental dealers on Wednesday, February 1, in the Sandberg Furniture Showroom. For information on the market, call 888/416-8600 or visit the Las Vegas Market Web site.
++Another market of interest to rent-to-own dealers is the San Francisco Mart held on February 2-5. For more information on this event call 514/552-2311 or visit the Web site.
++APRO will also be participating in the Tupelo Furniture Market. The dates for the spring market are set for February 22-25. The APRO booth will be in the lobby of Hall B in the Mississippi Market Complex. Rental dealer attendees are invited for complimentary hors d'oeuvres and drinks 5-7 p.m.,Thursday, February 23, in the Ashley Furniture Showroom in Tupelo Building 4. More information on the market can be obtained by calling 662/844-1473.
++The High Point Furniture Market dates are April 27-May 3 in High Point, North Carolina. Although APRO will not be present at that market, you can get more information by calling 336/888-2700 or by visiting the High Point Web site.

PLEASE NOTE: Nationwide/Rent Direct's Prime Time convention is now scheduled for February 26 through March 1, 2006, and will be held in Las Vegas at the Venetian Hotel. The show was originally scheduled for February 15-18 in New Orleans, Louisiana. Due to Hurricane Katrina, the location and dates have changed.
Consumer Electronics Show, January 5—8, Las Vegas, Nevada
Florida Rental Dealers Association Board of Directors Planning Meeting, January 18, Tampa, Florida
The NAMM Show: The International Music Products Association, January 19—22, Anaheim Convention Center, Anaheim, California
ColorTyme Winter Meeting, January 20—24, DFW Hyatt Regency, Dallas, Texas
Las Vegas Market, January 30—February 3, Las Vegas World Market Center, Las Vegas, Nevada
Click here to view the APROVision industry calendar of events

APRO membership drive offers discount
++There are approximately 8,300 rent-to-own stores across the United States and APRO members account for 2,500 of those stores. That means a minimum of 2,500 rent-to-own experts are a phone call away.
++The value of APRO membership is the members. Just ask APRO member William McCrae of Buzz's Rental-Purchase in San Antonio, Texas. "I want to share my gratitude for what you provide the members of APRO. For all my years in the industry, I had not participated in your organization, but in July [2005] my company joined APRO to determine if membership was indeed a benefit.
++In August we attended the APRO Convention and Buying Show in Las Vegas. We took home many gold nuggets to improve our business practices. The buying show provided cost savings, a first-hand look at other products proving popular in the industry and the networking with other dealers was worth the cost of membership alone.
++In September, Hurricane Katrina hit and half our company operated in its path of destruction. Like many, I had never faced such an extreme challenge. I called APRO for help and within a day you established a conference call for all the dealers affected by Katrina. This provided the information to overcome this disaster. Then you established a fund to provide assistance to employees affected by the hurricane. You had the resources to make it happen—to reach out to those who would volunteer and so generously donate. Thanks for making the best of a bad situation!
++Would I recommend APRO to every rental dealer in the country? After what you demonstrated to my company in three short months, why wouldn't I recommend APRO?"
++Networking is an important part of life. From growing your business to furthering your career to expanding your friends, networking will benefit you every time. An industry is only as strong as its association and an association is only as strong as its membership. By joining APRO you support the future of your business, your employees and their families—and the future of the industry.
++?Join now and reap the benefits of APRO membership for 50 percent off your first year’s dues. Call APRO at 800/204-2776, e-mail APRO's Director of Membership Laurie Hill or visit the APRO Web site to find out what membership special awaits you.

Mark your calendar for
2006 APRO events!

Register now for APRO legislative conference
++The 2006 Dave Egan Legislative Conference will be held February 28-March 1 in Washington, D.C. Look for a bright yellow postcard in your mailbox soon that will give you all the pertinent information about APRO's two days in D.C. Seasoned RTO veterans and newcomers alike are urged to attend the conference and meet with their federal representatives to further the federal legislative cause.
++The 2006 Dave Egan Legislative Conference will be held at the L' Enfant Plaza Hotel at a special room rate of $199. To receive this rate, your hotel reservations MUST be made by January 20. Please make reservations directly with the hotel by calling 800/635-5065. You can register for the conference online or contact Jeannie Hutchison at 800/204-2776, ext. 108. Conference registration ends January 27.

APRO Mid-Year Conference dates set for March
++Rental dealers and vendors are invited to experience a desert oasis at the annual APRO Mid-Year Conference on March 20-22 at the Hilton El Conquistador Golf and Tennis Resort in Tucson, Arizona. This year's conference highlights include Ed Winn's 2006 RTO legal update, a cocktail reception with tabletop exhibits, an in-depth discussion with Sidney Burton about why 94 percent of your customer base does not rent and a golf tournament benefiting the APRO Scholarship Foundation.
++Full conference registration for APRO members is $200 and includes all events and a complimentary spouse registration. The registration fee for non-members is $400. Look for more information in your mailbox and on the APRO Web site in January 2006.

APRO Convention moves to September
++The biggest event in the rental-purchase industry, the APRO Convention and Buying Show, has moved its dates to September 20-23, 2006. The event will remain in Orlando at the Gaylord Palms Resort and Convention Center.
++Online registration for the event will begin in January 2006. Visit the APRO Web site to view the schedule and to view details and plans progress. We hope to see you there!

++The following rental companies and vendors joined APRO in October 2005.

Cynthia Baber-Strunk, Gulf Coast L&P Inc., dba Rent-N-Roll, Mobile, Alabama
Wade TenHaken, Home Furnishing Solutions Inc., Phoenix, Arizona
Daniel Cohen, JACL Inc., dba Rent-n-Roll Pittsburgh, Pittsburgh, Pennsylvania
Steve Kaplan, Kay Furniture Co., West Memphis, Arkansas
Trinidad Rubio, Ultima Gemini Group Inc., dba Premier Rental-Purchase, San Antonio, Texas

++As part of our ongoing effort to recognize Rental Training Online students who took courses over the past three years, here is a list of students who took courses in October 2005:
Michele Christner and Georgia Willis of A Full House; Isaias Ramirez of Alliance Rental Cener; Jason Bell, Byron Bowers, Carla Cutshall, Derek Henderson, James Johnson, Cierra Kaltofen, William Key, Nick Lee, Shelia Martin, William Martin, Harry Montgomery, William Norton, Rodney Stice, Carmela Tillery and Eric Tussey of American Rentals; Sheila Raymond and Adrian Yother of CM City; Turhan Berne, Winston Brodhurst, Lydia Delli-Pizzi, George Knight, Anthony Matthew, Pedro Sosa and Carmelo Torresq of Dial Rent To Own; Edgar Ceballos, Robert Griffin, Austin LaViolette and Nicholas Walker of House of Television Rentals; James Phillips of KLQ/Quality Rentals; Terri Gibson of Quality Rent-to-Own; Eric Aguilar, Amador Gamez Jr, Larry Gilbert, Tonya Greenrod, Norman Harrell, Rose Moore, Michael Roberson and Justin Spencer of Rent City; James Foster, Schaun Jones and Sara Little of SKC/Rent One; Mindi Reams and Sandra Swecker of STAR Rentals.

Visit the APRO Web site or call the APRO office at 800/204-2776.

November 17, 2005
Volume 4, Issue 23

PUBLISHED BY APRO
1504 ROBIN HOOD TRAIL
AUSTIN, TX 78703
800.204.2776
APROVISION.ORG

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