Get Slightly Famous: Anatomy of a Major Media Placement

June 17, 2006

Anatomy of a Major Media Placement

I've been working with a BizExchange, a local barter exchange that I've belonged to for 3 years. As a Client, I advised BizX to make their member recruitment efforts easier and more effective by generating targeted media coverage that, aside from attracting reader/prospects, could be used to as reprints to aid in their sales efforts.

Because business bartering is a relatively new concept for many businesses, barter education is the cornerstone of our efforts. Media placements serve as an educational, credibility-boosting tool. To this end, I am helping BizX target strategic industries where they'd like to generate more members. By targeting trade magazines in the restaurant, printing and contracting industries, we are already lining up contributed articles about business bartering that we will write and submit for publication.

Here's our most recent success story: a major story in the Oakland Tribune that ran this weekend. This placement has already resulted in several inquiries that are likely to become new members.

Ask yourself: what value would it have for your business -- in leads and sales credibility -- to appear in major media that reach your prospective clients and customers?

Bartering gives businesses alternate way to pay By David Morrill, BUSINESS WRITER
WHEN Henry Vortriede opened Montclair Bistro about 20 months ago, he was confident it would succeed.

But to truly compete with the best culinary establishments in the East Bay, he also knew that his restaurant was missing one central ingredient: a state-of-the-art banquet room for corporate events and wedding receptions.

Vortriede had to have one, but because so many restaurants fail within the first few years he also knew that he couldn't risk burning through the Oakland establishment's cash. Especially when it would cost about $60,000 to build.

But Vortriede found another way to get his banquet room built. He turned to bartering — the practice of trading one business' service for another's in lieu of cash.

"Without having to use up our cash, we now have something that looks like a room you'd find at The Ritz-Carlton for the price of throwing a few parties," he said.

Almost everybody has heard of bartering, but not everyone fully understands it. Bartering is often misconstrued as another term for an "under-the-table" type of deal. But the kind Vortriede is involved with is 100 percent legal, and experts call it a legitimate tool to help a business grow. There are even exchange services that help streamline the barter process.

"Getting into barter is like a mini-economythat you join," said Steven Van Yoder, who barters his marketing and public relations services through his San Francisco-based Get the Word Out Communications. "When businesses find out there's a way to trade services, there's this suspicion that this is too good to be true, but really it is common sense."

To read the rest of the story, click here:
http://www.insidebayarea.com/business/ci_3925336

Posted by Steven Van Yoder on June 17, 2006 | Permalink

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