Need a way to positively impact P&L and save the marketing budget too?  Consider Corporate Barter.

Corporate bartering can provide some creative problem solving – turning challenges into opportunities.  During these tough economic times, corporate barter allows clients to trade distressed assets that have lost value and convert the trade into a working marketing budget. 

Empower MediaMarketing can help initiate and facilitate the barter process, which typically begins with a meeting between Empower, the barter company and the client’s marketing and finance departments.  Since the barter deal impacts the P&L, it is critical that all parties be a part of developing the terms of the agreement upfront.   

How does it work?  Typically, barter companies create trade credits for clients in the categories of media (TV, radio, online, print, & out of home), travel, printing and transportation services.  Areas that usually are an expense on the client’s budget can be paid through the barter deal, allowing marketers to get the most out of every dollar. 

It starts with the barter company offering to pay fair market value for distressed assets in return for the client buying goods/services from the barter company.  Empower writes the media plan and determines the best media placement that will positively impact the consumer’s purchase decision and ultimately; sales.  The barter company secures and maintains the media, while Empower provides counsel on how to most efficiently spend the trade credits to address marketing and media objectives.  Together, the two properties deliver a strategically and financially sound deal.

Barter provides a great opportunity to take advantage of the upside in a down economy.  Talk to your Empower MediaMarketing strategist about how corporate bartering can potentially benefit your media budget.

By: Cathy Shaffner, VP, Client Strategy