Cashing In on the Super Bowl

Meeting Tomorrow, electronics
Mark Aistrope
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Mark Aistrope, Meeting Tomorrow

Last year, the National Retail Federation reported that Americans bought an estimated 3.9 million televisions in anticipation of the Super Bowl. But with frugality setting in among consumers, many will consider an alternative: rentals.

Chicago-based firm Meeting Tomorrow offers short-term audio and visual equipment rentals for corporate events. But thanks to constant calls every year about Super Bowl offerings, the company created a specific package for the big game and began to advertise it on their website. CEO Mark Aistrop was initially reluctant to market directly to football fans, because of their focus on corporate clients, but the decision has brought in a wave of business at a slow time for corporate events.

"While I wasn't quick to embrace it, once we did it, it had a very big impact on our business," says Aistrop.