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The weekly newsletter for everyone interested in barter--the world's most versatile business tool! |
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June 10 , 2003 Written by Bob Meyer, Editor of BarterNews Part II Hoteliers Use Barter To Build Name Recognition...Thereby Increasing Traffic Despite predictions of a travel upturn, there is now little likelihood the hotel industry will see much improvement until at least 2005, according to PricewaterhouseCoopers. Their study shows the average daily rate for a hotel room ($83.46) is at a trough right now. And hotels' annual revenue-per-available-room, at $19,619, is expected to be lower than it was in 2000 when it reached $19,840. In the past month, every segment of the hotel industry from luxury to economy experienced a drop in revenue-per-available-room, according to Tennessee-based Smith Travel Research. With a recovery still out on the horizon, it behooves hoteliers to start promoting their properties with a greater efforttrading unsold rooms for advertising. Despite predictions of a travel upturn, there is now little likelihood the hotel industry will see much improvement until at least 2005, according to PricewaterhouseCoopers. Their study shows the average daily rate for a hotel room ($83.46) is at a trough right now. And hotels' annual revenue-per-available-room, at $19,619, is expected to be lower than it was in 2000 when it reached $19,840. In the past month, every segment of the hotel industry from luxury to economy experienced a drop in revenue-per-available-room, according to Tennessee-based Smith Travel Research. With a recovery still out on the horizon, it behooves hoteliers to start promoting their properties with a greater effort-trading unsold rooms for advertising. Make Checklist Before Negotiating Once your hotel decides barter is a viable way to expand its advertising reach and/or reduce cash outlays on advertising, you need to negotiate a contract or written agreement with the barter company. A pre-contract checklist will include the following.
What To Expect From The Barter Company Once your checklist has been taken care of, you're ready to negotiate the key elements (to be listed in next week's issue) that will give both you and the barter company a maximum-benefit minimum-risk contract. Although you should personally anticipate unforeseen business surprises, neither your attorney nor your accounting department should negotiate the media or room credit value issues. These are marketing issues, and barter programs are uniformly housed in the marketing department of the hospitality industry. Next week: The final segment will conclude with the key elements of the contract.
For information on The Barter Market Place click here. International Monetary Systems Acquires TradeMasters Of Louisville...Continuing Barter Industry Consolidation International Monetary Systems (OTCBB:INLM) continues its relentless move forward in its proactive acquisition policies, acquiring the assets and client list of TradeMasters of Louisville, Kentucky. Don Mardak, IMS president and CEO, says, "We're pleased with this acquisition in Kentucky. It's another step in our effort to consolidate the barter industry." Veteran Barbara Martin, vice president in charge of the south central region of the company's Continental Trade Exchange barter network, will oversee the Louisville operation. IMS Held Annual Meeting Of Shareholders International Monetary Systems held their annual meeting at the Milwaukee Art Museum on Wednesday June 4, 2003. Named to a two-year term, expiring at the 2005 Annual Meeting were: Thomas Delacy, president and CEO of Independent Inspections, Wayne Emmer, president of Illinois Cement Co., and Dale Mardak, vice president of IMS. Extraordinary Revealing Report - Click here. Every barter company in the world is listed on our web site, click through to our global list of barter companies. PLEASE NOTE: The Global List and the U.S. List of Barter Companies have been recently updated. Check out the new companies added, as well as changes made to the existing listings. Atlanta Convention & Visitors Bureau Embraces Barter To Promote Area What do you do when an advertising budget is cut from $420,000 to $165,000? Get creative, think out of the box...such was the thinking and actions of the Atlanta Convention and Visitors Bureau (ACVB). ACVB turned to the city's resourceshoteliers, restaurants and various attractions like the Atlanta Braves, Six Flags Over Georgia, Stone Mountain Park, the Atlanta Zoo, and Atlanta's Botanical Gardenswhich provided in-kind payments (free passes and tickets) this year, rather than the usual cash donations. ACVB then went into action, putting together 900 packages. A typical prize would be a three-day trip to Atlanta for a family of four with tickets to four attractions. These packages were then exchanged, along with some cash (from $165,000 cash budget), on a leveraged basis to acquire 2,500 television spots and 5,400 radio ads, valued at $1.5 million, and still growing. (Ads are also running in secondary markets, including Florida cities such as Jacksonville, Tallahassee, and Pensacola.) The media moved unsold inventory, ACVB reminded millions of people about the delights of Atlanta, and the city's resources benefited from the traffic and greater awareness that were brought about through barter. It's a good bet that other convention and visitors bureaus will take note, and soon follow suit. Attention Trade Exchange Owners. . .It's GROW OR GO! The magic bullet for growth is sales, always has been and always will be...yet the industry's overall growth is anemic. Why? Maybe it's because we're not providing on-going education about our unique way of doing business. Knowledge is always a pre-requisite to taking sustained action. And for those newcomers, the lifeblood of an exchange, awareness of and understanding about the value of trading is even more important. If you expect prospects to come aboard and your members to be more active traders, but you are perplexed when the results are less than you desire...there's a good reason. You must continually educate and motivate every month--month after month after month! Such action is necessary because, let's face it, more cash business, not trade, is of paramount importance to your members. You must break through this "cash only" focus and redirect their thinking toward barter. Although most exchanges don't see the importance of doing so, many industry leaders are taking action and so can you. As the owner of your own operation, there is an easy and inexpensive solution for moving forward...look into using The Competitive Edge newsletter. It's a camera-ready, 4-page, professionally written, informational marketing tool...available in PDF format as well as print. So regardless of how you reach your prospects and clients, you will have the necessary vehicle. Written especially for you, the busy trade exchange owner, I am certain it will be the best investment you ever make. For more information about The Competitive Edge, and how it can benefit you click here. If you haven't read the current issue of BarterNews, get yourself a copy now! Orders are shipped the same day we receive them. (Click on Order Form.) Get New Money-Making Ideas, and Valuable Contacts! You can obtain these ideas and contacts in every every available back-issue of BarterNews. Here
And There. . .
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