Rentcycle is an online platform for rental businesses. The brainchild of Silicon Valley entrepreneur Tim Hyer, this startup offers web-based hosting and software utilities to help rental companies streamline their business process and improve customer conversion. In addition, the site aims to become a portal for consumers wishing to rent goods or services.

Once registered, companies get a branded online storefront to present their wares, along with reservation systems, inventory management and analytics. Customers can search both by product or provider in their area, and can order and pay for items through Rentcycle. There is also a messaging service delivering reservation reminders and SMS updates on customer inquiries.

While small businesses in many sectors are squeezed out by the economies of scale of their web-based competitors, the market for equipment rentals relies on local outlets. Rentcycle has recognised this, and developed a solution to help those outlets become more efficient and accessible. With sustainability an increasing factor in consumer decisions, the rental market should be on every entrepreneur's watchlist. (Related: Marketplace for P2P rental.)

Website: www.rentcycle.com
Contact: info@rentcycle.com

Spotted by: Kare Anderson

Small businesses in need of marketing help already have countless resources out there at their disposal, including crowd-based efforts such as FreshlyBranded and Concept Feedback. One we hadn't seen until recently, however, is an initiative that encapsulates thousands of marketing ideas in three decks of cards.

Australian ChildsPlay Marketing aims to help business owners create their own marketing campaigns without spending an arm and a leg hiring experts. Toward that end, it now offers a set of cards containing 125,000 different marketing ideas. The first deck helps businesses identify the target audience for their campaign—first-time clients, journalists or passing traffic, for example. The second, meanwhile, offers a variety of potential offers such as promotional sales, samples or new services. The third and final deck helps business owners choose a communication vehicle, with options including cinema advertising, packaging or mail-outs. Zeroing in on a card from each deck, then, guides businesses toward the best campaign to fit their needs.

ChildsPlay Marketing Cards are priced at AUD 69, including GST. One to try out on your next campaign—or, to partner with and localize for small businesses near you?

Website: www.childsplaymarketing.com
Contact: support@childsplaymarketing.com

Spotted by: Kathie Holmes

Back in 2008 we wrote about MakeTheTea.com, a online tool created by dairy brand Cravendale to facilitate the tea-making process among groups. Now, Danish butter brand Lurpak is similarly encouraging online conversation about their brand via a new website called Bake Club.

Targetting consumers in the UK, Bake Club is an interactive baking club that allows amateur bakers to connect and have bake-offs. Bakers create a group, invite people to join and set up a baking schedule. Members are called to task via an e-mail alert with a date for baking. Members then share, rate and comment on each other’s bakes. Pictures of people's cakes, cookies and pies are displayed both on the website and on Flickr.

Blending one part viral marketing, one part life hack, one part social network and a generous dollop of the most vital ingredient — consumers — Lurpak obviously hopes to build name recognition and sell more butter. With tea-making and baking covered, will we see other brands join the club?

Website: www.bakeclub.co.uk
Contact: www.bakeclub.co.uk/contact

Spotted by: Ant Cauchi

Timing is everything, as a wise Greek poet once said, and in few areas is that more true than pop-up retail. Case in point: Recognizing that many consumers are particularly focused on fitness at the start of a new year, Gap has transformed its rotating New York City concept store into a workout haven for a month.

Through a partnership with fitness chain Crunch, Gap's temporary Fitness Lab at 680 5th Ave. now features workout attire from its new GapBody Sport collection along with demonstrations by Crunch personal trainers, discounts and opportunities to win free stuff. Shoppers at the store, which will remain open through Feb. 7, can win free Crunch guest passes, for example; in addition, each day one lucky winner is chosen to receive a free, year-long, all-access Crunch membership. Existing Crunch members, meanwhile, can enter to win a USD 500 Gap gift card, Racked reported.

Far from fading away, the longstanding pop-up retail concept seems to just be getting stronger—both for major brands and for minipreneurs—and timely tie-ins stand to make its impact even greater. An example worth emulating for pop-ups the world over! (Related: Appealing to gravanity of smokers who plan to quit — A public incentive to stick to one's goals — Fitness class by Reebok and Cirque du Soleil.)

Website: www.facebook.com/event.php?eid=250293389784
Contact: www.gapinc.com/public/About/abt_contact.shtml

Spotted by: Racked via Judy McRae

We've seen myriad examples of hotels partnering with non-hotel brands, including W Hotels' collaboration with Puma for in-hotel fitness services, as well as sponsored rooms in various hotels. Now taking the branding even further is La Casa del Camino Hotel in Laguna Beach., Calif., where every one of the hotel's 10 newly renovated suites features a different, immersive branded experience.

Billabong Suite 206, for example, is designed to be a surfer's paradise, with artwork including a 3D piece that tells the company's history through images of surfers, palm trees and the Billabong logo cut into reclaimed wood. Glacéau Suite 315, meanwhile, features aquatic hues and fabrics made, appropriately, from recycled plastic bottles. Other brands involved include Rip Curl, etnies, Roxy, Quiksilver, L* Space and Lost International. A different designer was recruited to create the theme in each branded suite; together, they are all part of the Casa Surf Project in the Riviera Magazine Design series. Pricing for each suite begins at about USD 250 per night, and a portion of the proceeds is donated to charity during the hotel's first year. Pets are welcome.

Whereas many of the in-hotel branding efforts we've covered have amounted to tryvertising initiatives, this one is closer to a collection of brand spaces, offering patrons an immersive look at each brand's signature style. In addition to tapping into the name recognition of those brands, of course, La Casa del Camino's use of corporate sponsorship also no doubt helped subsidize the costs of renovation. A model to emulate, particularly during tough economic times! (Related: Beer cans that sleep two — Hotel as retail space.)

Website: www.casasurfproject.com
Contact: stay@casaresortsinc.com

Spotted by: Adam Hicks