35 Advertising and marketing services for the equipment rental industry; Arranging and conducting trade shows in the field of rental equipment; Association services, namely, promoting the interests of the equipment rental industry; Association services, namely, promoting the interests of the equipment rental industry to the consuming public; Association services, namely, promoting the interests of the rental equipment industry and standardization of metrics and methodology for financial accounting and reporting data and statistics for the rental equipment industry; Business information services, namely, gathering and reporting economic and financial information for the equipment rental market industry; economic forecasting and analysis for the equipment rental market industry; business analysis of rental equipment investment data; reporting on economic, sales and marketing topics, namely, competitiveness, marketing and merchandising, government affairs, financial management, inventory management and market development, business planning, risk management, training, equipment rental industry news, practical tips on rental and small business management in general, and news features for the equipment rental market industry; Online business directory services in the nature of rental store locator services featuring the goods and equipment of third parties in the fields of general tools, products for homeowners, goods for parties and special events, products in the fields of construction and industrial goods, namely, providing a website that enables consumers to find rental stores using a zip code or the name of the product; Online directory services permitting user to locate rental stores in their geographic area by zip code of city and state, and either by the type of rental store, namely, general tool, homeowner, party and event, construction and industrial, or by specific product, via a web site on the Internet; providing business risk management services for the equipment rental industry