| Barter, or trade, is very common in the advertising | | | | often expensive for a straight ad - do they have |
| world. In our radio business, for example, we have | | | | some sort of sponsorship options that get your name |
| barter accounts with a car repair business, several | | | | out there without producing a traditional ad? Radio is a |
| restaurants, local sports teams, a web designer, a | | | | frequency medium. You want to run a lot of ads, but |
| florist, and more. They exchange their product or | | | | they are often much less expensive and very easy to |
| service to us for on-air ads. Here are the things you | | | | produce. Newspapers are around for a day, so |
| should consider if you want to approach a media outlet | | | | timeliness matters, for example. Think about who is |
| to propose a trade. | | | | your potential customer and what media they are likely |
| First, what do you have to trade? Is it straight product | | | | to consume. Are you part of your product |
| such as food, gift baskets, copier repair? Is it some | | | | demographic? What media do you listen to, watch, or |
| sort of service such as web design or analysis? | | | | read? |
| Counseling or Coaching? Is it something that could be | | | | Once you have decided what type of media you |
| given away to contest winners? Used to reward | | | | would like to use, contact them by phone and ask to |
| employees? Decorate an office? Give as gifts to | | | | speak to the local advertising manager or general |
| clients? Basically, if anyone buys your product, there is | | | | manager. Tell them you are exploring trading your |
| a chance that media businesses consume it too. They | | | | product or service for advertising and ask if they |
| may need the product or service themselves, or use it | | | | would like to meet to discuss it. Be prepared for them |
| for promotions and giveaways. | | | | to reject this idea in favor of paid advertising - in all |
| Second, identify all the local media outlets in your | | | | fairness to them, they have bills to pay too. If they say |
| immediate area. You want to make a list of all | | | | no, then make sure to tell them to get in touch with |
| television stations (yes, include public and public | | | | you if they ever need your products for giveaways, |
| access), radio stations, magazines, and newspapers. | | | | etc. or if they change their mind. Then try another |
| Start with the locally owned and operated ones. These | | | | outlet. |
| have the ability to take action quickly if it serves them, | | | | The key to successful barter for advertising or |
| without running through layers of corporate approvals. | | | | publicity is to offer something the media outlet needs in |
| Third, decide what type of advertising or publicity | | | | exchange for something they have plenty of these |
| would be most beneficial to you. Television is visual, but | | | | days - advertising space or time. |
