Since last year, the pages of the magazine have been discussing the rules for filling out and...
Journalists need more than just expert commentary. Editors and bloggers also need locations for filming, products for reviews and testing. And also many media outlets will be happy to receive ready-made columns from experts and ready-made texts from corporate writers. All this creates a lot of opportunities for companies to save a lot on promotion, and for the media to get studio space, products for reviews and projects, as well as content for which you don’t have to pay at no cost.
To solve these noble tasks, Pressfeed launched a new functionality - “Streams”. These are specialized platforms created to solve the problems described above.
In chapter "Barter" requests for barter cooperation are published. If you are preparing reviews of any products, creating beauty boxes or looking for other integration formats, leave a corresponding request and collect interesting offers.
In chapter "Locations" Now you can leave requests to find places to record interviews, filming or photo sessions.
If you are looking for ready-made articles or columnists for a publication, place your request in the section "Authors".
And in the section "Texture" the usual requests for searching for expert comments remained.
Morality
Promotion through reviews from bloggers, integration of your products into television projects, reviews and tests in specialized magazines is an effective and inexpensive way.
Editors and bloggers: Post requests for products you need for content and projects, receive them for free and use them to produce content.
"Gifts for the studio!" (With)
Example requests
Locations
If it seems to you that your company has absolutely nothing to say to the media, you don’t have any high-profile business events, but you have a cool loft, a stylish office, textured industrial premises, or a cafe with a stylish interior - this section is for you. Invite the media to film on your territory, record videos, shoot TV stories, do photo shoots, and you will receive mentions, meet journalists, photographers and film crews. Which will obviously bring you considerable benefit.
Companies
Ask the media to whom you will provide a location for filming to put a caption on the photo on the site indicating your company and an active link to it, agree on a “barter” - a detailed mention or some other promotion.
For the media
If you are looking for a place to conduct interviews, photo sessions or filming, post your request in this section. By the way, now the service will be useful not only for journalists, but also for photographers - you can leave a request to find a place for a photo shoot.
Who is it suitable for?
An excellent option for cafes, restaurants and companies with an interesting office and production environment to appear in the media, get mentions and links.
TV companies, magazine photographers, video bloggers - post a request in a couple of minutes and find a suitable location for filming.
Example requests
Authors
In 2017, the company EnglishDom organized. At the same time, the company says that now both 100 and 200 publications per month no longer seem unattainable to them. This happened because the company launched an entire “content factory.” Here's how the company's PR director Margarita Kashuba describes it:
Our PR department is essentially a content production factory that employs 3 specialists, as well as 15 writers and designers.
The EnglishDom company was not the only one on the market to appreciate the promise of content marketing and set up a “text factory” within its walls. More and more companies are acquiring their own “commercial writers”: they hire copywriters and work with freelance authors. Interest in text promotion coincided with the media’s willingness to accept ready-made content created by corporate writers for publication. In this way, sites save on authors and receive high-quality texts written according to editorial standards, but paid for by “someone else.” Companies receive a cheap (for the price of copywriting) and effective promotion tool.
And since there is supply and demand, then there will be a meeting place for them: that’s why we created the “Authors” platform. On it, media publish their requests for articles or invite authors. And companies can figure out for which media and on what topics it would be useful for them to prepare content.
Morality
Welcome to the Uber editorial office!
Who can benefit from it?
Companies that have their own commercial writers, content creation practice, “writing” employees, managers, owners, their own content projects, corporate editorial offices, some of whose resources can be used to prepare publications on external platforms.
Media outlets that have recognized the benefit of bringing in ready-made content from external writers paid for by someone else.
Example requests
Requests for comments and invoices, search for experts - the classic and most common way of interaction between companies and the media, a PR tool. Just follow the requests on Pressfeed, choose the one that suits you and respond. On average, on Pressfeed every second response to a request turns into a publication (we call this “conversion” and on average on the site it is 52%, yours can be much higher). In total, about 1,500 requests per month go through the service - there is a lot to choose from and where to turn around.
To work more efficiently with requests, create a . You will receive priority access to requests, be able to communicate directly with journalists in chats, and set up notifications so you don’t miss anything relevant.
And of course, use new ways of promotion in the media - Locations, Barter and providing the media with ready-made materials for publications.
May the power of Pressfeed and no-budget marketing be with you!
Teacher-expert in applied socio-economic programs at the Specialist Educational Center at MSTU. N.E. Bauman
Barter conditions and relationships with sponsors are a favorite type of partnership that helps to significantly optimize costs, organize charity events and attract the media. However, this is always labor-intensive and only the most persistent and stress-resistant can do it. Event studio “Amazing People” is happy to share life hacks for finding barter partners.
Clear structure of the event
To find barter, you need to understand the concept of the project. Looking for something for a project without a clear plan is a pointless waste of time. A list of uncovered areas will speed up the search for what you need. Need a product? We are looking for everyone who is in one way or another connected with him: manufacturers or owners trademark. No show program? We are compiling a list of all possible (and impossible) artists and creative groups. Believe me, even famous people can take part in the project for free if you offer them interesting conditions. The main thing is to remember that barter is, first of all, a mutually beneficial partnership and building relationships.
Barter terms of cooperation
If the sponsor's participation is expected to be free of charge, it is important to discuss this immediately. It’s even better to record all agreements on paper. As nice bonuses provide your partner with a mention on the website, social networks, other POS materials, as well as a photo report featuring his brand. Remember about Thanksgiving letters. It will cost you practically nothing, but for the partner company it is an opportunity to become a joint participant in the project.
Designer men's clothing Boris Rimar, partner of the Fashion Fest project. Moscow, Flacon design factory, 2012. Photo: Agata Brockmiller
It won't happen quickly
When planning a project, do not expect to be able to find the necessary sponsors in one call. Finding good partners means dozens of calls. There are, of course, miracles when everything is resolved in one call or even SMS. But this is the exception rather than the rule. It must be remembered that finding a barter sponsor is painstaking work.
Respect your partner, his work and time
Any product or service has its own value. Everything that partners provide through barter costs money. For a company, this form of participation always means lost profits, production costs and man-hours. Therefore, you should always take care of your partner’s interests first.
Optimism is the key to success
You can achieve high results only by believing in yourself and your business. If you receive refusals, do not despair and continue your search. If there are clear goals, then there will be clear people who will help realize them. Be bold and don't be afraid to communicate.
Sincerity, openness, real emotions
No comments.
Dance company "Nota G", Birthday of the radio station Retro FM, Cheboksary, 2013.
To summarize, we note that the main thing is to be a self-confident, unkillable optimist, respect your partners and be attentive to them. Remember that even a small barter can serve as fertile ground for further productive interaction. Value barter conditions as much as “real” money and success will not take long to arrive.
Event studio “Amazing People” invites you to communicate on VKontakte vk.com/banda.komanda and on Facebook facebook.com/banda.comanda.
Every day more and more PR managers and marketers resort to barter in the process of organizing events: press conferences, presentations, seminars, social events... The effectiveness of barter is beyond doubt, if only everything is done correctly. We talked about the key nuances of barter events with leading marketers and representatives of PR agencies.
Irina Gaeva Head of PR and Marketing Department, Salon of elite ceramic tiles and sanitary ware "Atmosphere"
Three important steps during barter negotiations.
1. Give yourself an answer to the main question: “What benefits does my proposal bring to my partner?” (It is better to write down all the advantages of the proposal in order to use them wisely during negotiations and thereby avoid negotiations going into the “service for money” channel.
2. Identify the pool of potential partners who are important for solving the tasks. If we are talking about a large volume of barter transactions (for example, information support for a design competition - what we are currently doing), then it is better to start with key players who will then serve as “anchors” in negotiations - that is, whose names can be unobtrusively used when communicating with other market players, making it clear that if the “anchors” are interested in the offer, then others should take advantage of it.
3. Record all agreements (if we are talking about a large volume of barter transactions, it is difficult to remember all the obligations).
Generally speaking, barter transactions today are a whole trend in PR activities, and if you do not master this tool, then we can say that the PR service is not working well, to put it mildly. Without the ability to achieve a goal without spending company funds, public relations loses its essence.
Tatiana BurchenkovaGeneral Director KorkinoLake
In my opinion, barter is the best tool for business, which you need to be able to use correctly. Our experience gave us the opportunity to use several types of barter, including unsuccessful ones, and each of them taught us something. I can definitely say that barter is beneficial to those who have a larger share of their payments in services, or who have a high margin in advance (including due to the level of average retail prices).
Organizing a barter event is easy. For example, our site willingly accepts barter offers, but only for certain types services, for example, for team building events. Naturally, when making calculations, I must understand the cost of the service and know the average retail price. Thus, the customer receives the service at market value, and we receive the product offered by the customer.
It should be noted that it is important to understand the feasibility of barter. We had a case when a well-known brand of expensive suits and accessories approached us with a request. In addition to a specific list in the face value of their product, a limitation was imposed on the period of use of their offer. We were not satisfied with this option due to the lack of need for the product offered.
Since we hold a lot of banquets, we have experience in this type of service. This is one of our not very successful experiences. Any service must contain net profit. In our case, we considered barter cooperation possible based on the cost of the menu, but did not include staff costs, depreciation taking into account heating, washing, fighting, cleaning and restoration after damage. On the part of the customer, his services were offered. It’s not easy to admit mistakes, but in that particular transaction, barter was beneficial to the customer, but not to us.
However, we have a sufficient number of positive cases. For example, our business is seasonal and we regulate a number of issues during the low season through barter opportunities. In my opinion, business will always be interested in barter. It is more profitable than a standard deal: if market price services are 100 rubles, and the cost is 10 rubles, then with the right agreement you actually get the desired product or service with a 90% discount.
Victoria Goreva Interschool News Agency
Barter relations are very relevant for government organizations- educational institutions. Including where funding for activities such as PR, advertising, design, etc. is not provided. It is precisely on this line that barter relations work. When organizing festivals, competitions, and other events, these are not only prizes and awards from sponsors (partners), but also performances by professional masters, additional platforms for posting information.
What, it would seem, can an educational institution, for its part, promise to the “giver”? First of all, these are products that are produced by students within the framework of educational process. In our case, these are articles, radio stories, television programs, photo reports created by young journalists. Practice shows that representatives of commercial companies who will receive materials about their activities written by schoolchildren are interested in this kind of “exchange” products for gifts and prizes. This is especially true if the company is a manufacturer or supplier of goods (services) specifically for schoolchildren.
The second case is the media. By providing free space for posting information about an event, they receive in return thematic materials that may be in demand for various reasons (they won a grant for covering youth issues, they need to submit a report on covering youth problems, etc.). The result of one-time barter relations in our case were projects that were of interest both to the media themselves and to the institution of additional education.
Maxim Sundalov Head of the online English language school EnglishDom
For about a year and a half now, we have been recording an increase in interest in barter in the PR market in the most different areas. Based on barter, you can find almost everything: from high-quality writers and SMM specialists to halls, transport, and catering services. In our case, we actively cooperate with a number of media outlets, helping them in three main areas - quality content, translations of English-language articles, and a promo code for a year of free online English training. In exchange, we receive press mentions and promotion, which is extremely important to us.
An equally important area of barter and cross-advertising cooperation is cooperation with bloggers and coworking spaces. Their audiences are also of great interest to our school; we, in turn, increase the value of their content for users thanks again to free training English language. We managed to launch interesting cross-advertising projects with a number of cinemas - both online and offline. And although a number of our colleagues criticize barter as a trend that is killing the system paid services However, our experience shows how wisely applied barter can be an effective tool for startup development.
Alexander Yanshev Creator "Drive to Russia
1. It is not a big problem for a specialist to find companies to participate in a barter event. But I would like to clarify that without a base of loyal contacts and a wide circle of friends, it is quite difficult to quickly agree with partners on the services provided for organizing events.
2. After studying the offer, the partner understands what he receives in return for his services. And decides how it can integrate into the event. The main criteria for such interaction are advertising, publications, expanding the circle of clients, and meeting potential customers. In some cases, partnerships are direct profits from participation in the event.
3. The higher the status of the event, the more famous people taking part in the event and the number of media outlets, the higher the standard of packages for sponsors and partners. On the part of sponsors, of course, provided that the event suits them - this is the level of media, the number of publications and the planned coverage target audience. The ability to communicate directly with the audience targeted by the sponsor’s business.
4. Interest in barter is growing. Through cross-marketing. Intersections of potential partners arise in completely different areas of business - a great event always attracts attention.
5. The difficult thing about being a newbie is that he is a newbie! The most important thing is trust, which takes a long time to develop, and the possibility of losing it is immediate. The potential participation of proven and successful agencies greatly increases the chances of new professionals working with partners.
Andrey Likhanov Leading PR Manager, AMC Communications Group
Practice shows that companies in almost all sectors of the economy have reduced their advertising budgets, but have not stopped looking for alternative options for PR promotion. Barter is one of these tools that allows you to achieve PR goals and at the same time save money. The interest in cooperation among potential sponsors is fueled by the brightness of the event, as well as the participation of media persons and opinion leaders in it. For effective PR promotion, it is also necessary to understand the scale of media coverage of information partners.
The forum is an official event, mostly of interest to business publications. Presentations, business breakfasts and lounge events tend to attract industry media. Thus, by providing a barter service, a company can count on exposure in the media (especially TV), and gets a chance to talk about its product in industry publications.
It is also important in terms of promotion that the logo of the company that agreed to barter is placed on all possible media provided by the platform and media partners, in major press releases and subsequent publications, including in social networks.
An indicator of a successful event is feedback from partners and participants. During one of the car presentations, we established friendly relations with the dealership. The result was further fruitful cooperation. But when offering to do something through barter, it is important to set your priorities correctly. Finding and agreeing on a location is primary, otherwise the event will be in jeopardy. Next comes the stage of agreeing on the details of the program with partners. At one of our events, a partner refused to provide alcohol at the last minute. We had to urgently look for a compromise option and offer barter, because the budget had already been drawn up.
Therefore, you need to understand which of the partners is exactly interested in working together on the sponsorship package provided by the organizers. Nice site holding and high-quality information partners are the basis of a barter event.
Huge headache For large quantities organizers - providing the event with a sufficient number of options and advantages with, often, a limited budget. It's no secret that barter - that is, mutually beneficial cooperation in the provision of goods or services by the organizer and the contractor in equal monetary terms without direct cash payments - is a very common option for working during events. How to make barter cooperation as “environmentally friendly” and beneficial for both parties as possible?
Let's start with the fact that you can get almost anything through barter. Venue, catering, souvenirs, printing, transfer and accommodation, information support— the list could take a very long time. And, it should be noted that barter partners are no worse, no less significant than commercial ones. Working with them is done in exactly the same way. And the big question is - where to find those who, as an organizer, will be ready to provide you with everything you need, and what can you offer in return so that the other party is satisfied? The algorithm for searching for barter partners is usually as follows:
List of services from a barter partner
Making a detailed list of what you need for the event and what you would ideally like to barter. Just sit down and write a list from the very beginning:
- site - and describe in detail what it is, your requirements for it, if there are specific options - list them;
- drinking water— coolers or bottles, how many;
- coffee break - what it should consist of, how many times during the day it should take place;
- wi-fi - what speed, how many participants;
- printing - list of items with detailed description, quantity for each;
- photography - what tasks, what time interval, how many photos and in what time frame do you want to receive;
- the list can be continued endlessly.
List of partner services
Making a detailed list of what you can give your partner in return. It is important to remember that barter is a mutually beneficial cooperation. If there is no reciprocity, then this is sponsorship.
Typically, the organizer can offer basic options (posts on the event’s social networks, a logo on the website, on printing and the press wall, a stand, a logo during breaks on the screens, handouts in the participant’s package, branding of volunteer T-shirts/lanyards for badges/networking area, announcement by the moderator with scenes, drawing at the event). Larger packages on your part imply a large amount of barter support from the potential partner.
Important: be prepared to not just send out comps (that won't get you anywhere), but to actually work really hard with your potential partner and get creative to come up with an integration that will help your opponent fit into your event in a relevant way and get the most out of it. This is very important point- no one owes you anything, and you are just as interested in the goods or services that you want to receive for free, as your partner is in helping him get the most exposure in front of your audience.
I have a Google Doc where I collect interesting ideas for potential future partnerships - because simply placing logos and stands is no longer interesting to almost anyone, adequate and high-quality integration of a partner into a project, both commercial and barter, is much more relevant today.
Unique offer for partners
For each direction, compilation of a separate, unique offer for partners. It is important to understand that the printing house, taxi service and public speaking school are interested in different activities at your event, different options that you can offer. Therefore, it is very important to carefully approach the development of an offer for each niche, for each company. Believe me, it pays off in the long run.
Market analysis
Market analysis and compilation of a list of potential barter partners for your event. Let's look at the example of drinking water: in a search engine you ask the query “Water delivery” - and study the first 2-3 pages that appear for your request. Call the indicated numbers, find the person responsible for marketing/sales/PR - in different companies Representatives of different departments can solve the same issue. And then it’s up to you how you can convey the value of your offer, and whether you can guarantee the presence of a relevant target audience at your event. There is another option - ask fellow organizers who supplies water to them, and under what conditions. The third option is that you don’t have to ask, but look at photo reports from other people’s events and draw conclusions. True, in this case you will not know for sure whether it was barter, catering included in the event budget, or simply the purchase of water in Auchan.
Negotiation
Search for contact persons, distribution of the comprand and telephone conversation. The most important and difficult thing when working with partners of any level is to find a decision-maker - a person who is competent to make decisions on your issue. The key task is to persistently seek a conversation with him, because, in fact, all other employees of the company will still not be able to resolve your issue. It is also very important to understand that it is easy to send Commercial offer, even beautifully and correctly compiled specifically for a specific company, is not enough - you need to make sure that it is received, read and considered. This can only be done if telephone conversation or a personal meeting.
Important: When you start interacting with contact persons in the companies you are interested in, you are faced with the fact that this is a huge layer of work, where one of the key elements is personal contact. Therefore, accept right away - if you are chaotic and/or introverted, then it will be very difficult for you to engage in partnerships. Because, in fact, working with barter partners takes as much effort, time and energy as working with commercial partners.
Hall without rent + projector as a gift!
Conclusion of a mutually beneficial agreement
Searching for an interaction option that suits both parties, concluding an agreement. It is clear that if you want to receive catering services from a partner for 600,000, and in return are ready to offer placement of a logo on the site, then this may only make sense for the partner in a situation where it is the site of the Olympics. But seriously, measure your options with money and don’t be greedy when discussing who, to whom and how much. An adequate assessment of your offer and “reasonable consumption” of what your partner can offer you will most likely be the key to a signed contract.
Coordination and control of deadlines and volumes
Coordination of terms, volumes, procedures for the parties to receive what is due to them. I will not tire of repeating - sign all agreements. Especially if you are interacting with a partner for the first time, especially if you feel insecure about receiving what the other party promises you. Calculate the time frame for the production of what you need, promptly request all the materials you need to fulfill your part of the obligations. Make sure that everything is done in strict accordance with the signed partnership package.
Acknowledgments and summary
After the event, be sure to thank your partner and receive feedback, close all documentation. Barter relationships, as you probably already understand, are just as important and frequent as commercial ones. And clear and timely fulfillment of obligations on both sides is extremely desirable for positive conclusions about joint work on the project. If everything went well and you and your partner were mutually satisfied with each other, then it is likely that the first joint event will become the basis for regular barter relationships. At least, this is often what happens to me.
Sometimes a situation arises when one of the parties is dissatisfied with what they ultimately received. For example, you invited a coffee spot via barter, assuming a natural flow of participants at the event of 5,000 people during the day. The coffee point does not pay for participation, but serves unlimited coffee to your entire team of 50 people, making money on sales to everyone else. But something went wrong, hail, storm and +12 instead of the +25 you expected - and instead of 5,000 people, 700 came.
Or, for example, you gave an information partner options in the amount of a large partnership package (handouts, printing, stand, press wall, posts, logo, etc.) - in return you received 300,000 banner impressions on the main page of this partner’s website, and also participation in newsletter, and also posts on social networks with tens of thousands of subscribers. And there were as many as 12 transitions from this information partner via labeled links. Will you be satisfied? Is this mutually beneficial? No.
However, when working with barter, there are some partnerships whose results cannot be predicted without a test. Therefore, you always need to be prepared for the fact that negativity from barter partners will have to be dealt with, and some will have to be added, if not to the black list, then definitely to the list “not recommended for the future under any circumstances.”
Another important thing is that the organizers have this position: “Either we can do without barter or without this option.” Initially the message was wrong. If you were unable to attract any barter partner, but, for example, you still need drinking water, don’t be greedy, even just rent a cooler and buy cups. It’s inexpensive, but without it it will be worse for the participants of your event, and, consequently, for your organizational karma.
Also, there is no need to try to attract a partner who is obviously unequal to you through barter. If, for example, you are planning a local handmade fair, it is unlikely that Megafon will be interested in becoming your Internet partner and providing you with wi-fi for barter participants. Balance weight categories when compiling and sending proposals.
Never forget that in addition to providing options on your part directly at the event, you can offer options to support the barter partner on your other projects. For example, when at our conference “Severe St. Petersburg SMM” I participated in barter kids club(you could come to the conference and leave your children under the supervision of teachers, so as not to be distracted from the reports), to whom, in addition to posting on advertising media, on the website, in printing and on social networks, we offered to post in our group “Children’s Petersburg” - she has nothing to do directly with the conference, but the partner found this proposal relevant and interesting - because there are more than 60,000 target audience, St. Petersburg mothers. Always make up full list their capabilities, and do not forget that for individual partners they can become a decisive factor when deciding on barter relations with your event.
The history of the emergence of barter transactions goes back to ancient times, when only barter trade existed on the principle of “give for give.” IN modern world This type of transaction also remains relevant, implying a direct non-monetary exchange of goods or services.
In market conditions, when certain goods or services lose their value for various reasons, then it is rational to conduct transactions on the principle of barter. In such cases, there is the benefit of being able to get rid of goods that are not needed, which are often called illiquid stock.
Is cooperation through barter possible in Moscow?
Of course, there are some difficulties in finding a suitable partner for a product or service, this is especially problematic when your product or service is not particularly popular in the market. During a crisis, many business areas begin to suffer losses. People stop spending money on entertainment, ordering expensive gifts, and going on vacation.
And to avoid downtime, let’s say at a country hotel, barter cooperation will be a real salvation. Sometimes the search for partners to complete a transaction is delayed and in some cases the issue of barter becomes irrelevant.
Registration on the site is absolutely free. Here you can also publish an advertisement for free for a non-monetary exchange of any product or service, or use the already existing extensive catalog to find a suitable barter transaction.
Each registered user of the site creates a personal profile indicating his full name and contact email address. It is mandatory to keep records of completed transactions with the results, on the basis of which a so-called “trust rating” is created, by which one can judge the reliability of the partner.
After some agreement between the partners on the terms of the transaction, it is possible to draw up a virtual agreement, a sample of which is posted on the website. If desired, additional and individual conditions for completing a transaction can be specified in the contract in order to avoid disputes and misunderstandings regarding its content.
It is important to note that failure to comply with the clauses of even a virtual contract, as well as refusal of the transaction, after its approval and signing without good reason, leads to a decrease in the “trust rating” of the client’s profile. Thus, concluding an agreement on the site is some guarantee of the transaction.
Forming a “trust rating” of clients and drawing up a virtual contract are just some of the advantages of the 1barter.ru website. before other similar sites on this profile. But we never stop there, and constantly continue to improve and optimize our work. If you have some suggestions for how the site works, we will always gladly accept any suggestions and advice.
