DEFINITION April 2022 - Newsletter

RENTA L ROUND TABL E INDUS TRY.

MARNER: Funding has massively changed over the past two years. Before the pandemic, it was relatively easy to get financial support, our industry was super strong and the outlook was extremely positive. The pandemic has made it hard to obtain funding, unless you were able to take advantage of the government schemes. The situation gets worse because most company accounts will show poorer results over the past two years, which in turn makes it even harder to get support. My view is that funding will improve as companies start to show positive numbers with their accounts, while confidence returns to the marketplace.

“My view is that funding will improve as companies start to show positive numbers with their accounts, while confidence returns to the marketplace”

focused our investment on the items our clients need the most regularly, and the products which have a short lifespan. In turn, our clients are able to invest in longer-lasting products like lenses and grip. LOLLIOT: While we have traditionally been known for our broadcast work such as Ambulance , Married at First Sight and Escape to the Country, among others, we have a strong base in natural history and expedition, as well as commercials and branded content. Variety has also been a strong suit for us, as it has allowed a wide range of stock and skills, plus it keeps every day interesting. Speciality-wise, over the last four years we have expanded our natural history sector the most, adding a range of unique lenses, grip and accessories to be able to create unique set-ups and make those never-seen-before shots happen.

Every rental outfit is different – and that’s great because creatives need variety. How did you find your sweet spot in terms of what equipment to offer or specialise in, as well as any other extras you provide as a business? SMITH: Dynamic are B2B only, sub- renting high-quality kit to other rental companies exclusively. We’ve been clear about our intentions from the start and it’s fuelled our growth – trust is extremely important to us. Our clients know we are not a competitor, which allows more candid discussions and the opportunity to build our offerings based on their feedback. Our LTR programme is a perfect example of this. Previously, our LTR offerings were one-off deals. We’ve revamped the entire product for 2022, turning it into a programme with our lowest prices ever, understanding client needs for kit daily, weekly and monthly. Simplicity was the key. We’ve also

63. APRIL 2022

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