March 9, 2004
Written by Bob Meyer, Editor of BarterNews
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Bentley Commerce Forms Strategic Alliance With Hotel & Travel Industry Online Resource
Bentley Commerce Corporation (OTCBB:BLYC) has announced a new business alliance with the Ozean Group (www.hotelresource.com), a business to business network under the Hotel Resource umbrella that was launched in 1998. The network has grown to include an industry news wire service and other online products for the hotel, hospitality, and travel industries. Consumer Network was launched with Hotel Insider, an online hotel booking service with a database of 50,000 hotels.
Bentley Commerce (www.bentleycommerce.com) has launched two online barter exchanges, www.hotelresource.vbarter.com and www.restaurantresource.vbarter.com, for the 39,000 hotel and restaurant industry subscribers of Ozean's publications.
Ozean will provide marketing and promotion for the new barter exchanges on its web sites that reportedly receive millions of visits annually, and in its industry subscription newsletters and publications. The company will add trading information to its web sites to educate hotel and restaurant owners/managers, as well as vendors and suppliers to these industries, about the benefits of barter.
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"Official Oscar Gift Basket" Just Another Example Of Barter's Ubiquitousness
Products Exchanged For Valuable Exposure & Panache
The nominees of the six major categories at the Academy Awards are all winners, even though only one wins the coveted Oscar trophy. That's because the "losers" get a basket of goodies valued at close to $100,000! Various manufacturers gladly provide their product in exchange for the good will and publicity derived from the "exchange." Included in the gift basket were:
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Hottest TV Producer, Mark Burnett, Insists On Barter Component For New Reality Show
A new economic reality, and a major turning point in what TV networks are willing to give to secure the most sought-after programs, was announced by NBC two weeks ago.
Reality TV-show producer Mark Burnett (the "Survivor" franchise on CBS and "The Apprentice" on NBC) and Sylvester Stallone are partnering together on the new show, "The Contender," which is about the real lives of professional boxers.
The twosome signed a contract with NBC that gives them six 30-second commercial advertising spots, revenue rights to any product placement in the show, as well as other licensing and merchandising dollars. (NBC will share in advertising revenue generated from the bartered spots.)
ABC Has Similar Barter Deal With Media Agency MindShare
ABC put together a similar arrangement several months ago with MindShare, wherein they will share advertising time within the show with the media buying agency.
MindShare will produce the show with money from their clients, such as Unilever and Sears, which in turn will get ad spots on the show. The new barter business model provides low-risk advantages to both parties: ABC gets to air a new original drama without putting up any cash, and if they produce a huge hit MindShare benefits because they own half the time spots.
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McDonald's Does It Again...Bartering For Olympic Sponsorship
Food Payment Feeds Hundreds Of Thousands Of Volunteers & Athletes
In the past issues of BarterNews we have reported on the enormous amount of in-kind trading that takes place between the large corporate sponsors and the Olympic Games. Staging an Olympics is unlike any other sporting event...similar to doing two Super Bowls a day for 14 consecutive days. Thus, the amount of goods and services needed for the Games is staggering.
McDonald's Corp. has been an Olympic sponsor for nearly three decades. And once again they've renewed their commitment, paying more than $50 million for the worldwide rights. Much of the payment will be in meals for the hundreds of thousands of volunteers and athletes attending the Games. The deal enables the world's largest hamburger chain to use the Olympic rings in its marketing efforts, and entitles McDonald's to call itself the official restaurant of the Olympics.
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Outdoor Gear Specialists Embraced Barter To Launch Company
Jim Holland and John Bresee, two self-described ski bums, started an online business of selling outdoor gear on a proverbial shoestring—$2,000. BackcountryStore.com has turned a profit for five years straight, and expects to ring up $15 million in sales this year. (They're the No. 2 online gear seller behind REI.)
Without start-up capital the two followed the path of other successful entrepreneurs—they put on their barter hats.
Wanting to maintain frugal but fanatical customer service, Holland and Bresee persuaded fellow ski bums to become phone reps as well as "experts." This was accomplished by rewarding the reps with free gear for "testing" new products, i.e. tents, hiking boots, etc. (Customers would then get firsthand knowledge from the reps.)
Holland and Bresee also pushed for a form of barter in the advertising arena by working out partnerships with thousands of affiliates where a commission was paid in exchange for pushing business to their site. To view their efforts go to www.BackcountryStore.com.
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