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Bartering, la alianza entre empresas donde el dinero no es lo primero Saltar al contenido Es muy probable que si te decimos que apliques una estrategia de bartering a tu negocio, no sepas de qué estamos hablando. Y es una pena, porque desde hace décadas grandes empresas se han beneficiado de esta técnica para escalar su negocio. ¿Te ha picado el gusanillo y quieres saber qué es? Pues aquí no solo te lo contamos, sino que te explicamos los distintos tipos que existen y te contamos varios ejemplos para que entiendas a la perfección en qué consiste. Si ha funcionado para marcas importantes, ¿por qué no iba a hacerlo con tu negocio?
Definición de bartering Agárrate que vienen curvas y es que, como solemos hacer, empezamos con la definición de la Wikipedia solo que en este caso, quizás sea un poco difícil de entender:
Acción de relaciones públicas liderada por una organización que puede realizarse de varias formas, ya sea produciendo una pieza no publicitaria que trasmitirá un medio sin que la organización que lo promueve tenga que pagar por su difusión, o facilitando productos que sirvan como reclamo para atraer al público en un contenido entre el contenido editorial y lo publicitario.
¿Te ha quedado claro? Es muy probable que no porque la explicación es bastante liosa. Pero no te preocupes, que para eso nos tienes a nosotros. 😉 Lo primero que debes conocer es que la palabra «bartering» no es inventada, sino que es un término inglés cuyo significado es «trueque». Ahora que sabes eso, podemos darte una definición de bartering mejor:
El bartering consiste en una operación comercial donde el dinero no entra en juego (o al menos solo lo hace de forma parcial), ya que lo que se hace es un intercambio de productos, servicios o cualquier otro tipo de prestacines entre 2 o más empresas con la intención de que todas las partes obtengan beneficios.
Más abajo te contamos varios ejemplos de bartering para que veas en qué consiste en la vida real. Por ahora, basta con que te quedes con la idea de que es una forma de que 2 entidades obtengan un beneficio sin intercambio monetario.
Tipos de bartering Si el tema de por sí no era lo bastante lioso, ahora resulta que existen distintos tipos de batering. Pero antes de que empieces a agobiarte y estresarte, verás que son muy fáciles de entender (aunque si ya es tarde, aquí tienes las mejores técnicas de relajación ):
Directo: es el que se da cuando el acuerdo solo atañe a 2 partes. Es el más sencillo, pero tiene la gran pega de encontrar alguien a quien interese el producto o servicio.Indirecto: cuando el trato se realiza entre más de 2 negocios. Es más complicado de alcanzar pero por otro lado, las posibilidades que brindan se multiplica por cada socio que forme parte del trueque. ¿Ves como no era algo complicado? Al final se reduce al número de participantes.
Ejemplos de bartering Llegados a este punto, ya conoces qué es el batering y los distintos tipos que existen. O al menos tienes una idea más o menos clara, porque está claro que el concepto es algo difícil de explicar sobre el papel. Por eso, y para que nadie se vaya de este post con la más mínima duda, a continuación te contamos los mejores ejemplos de batering . Algunos son genéricos y otros son casos reales que han utilizado empresas para disparar sus beneficios. VIDEO
1. Series de televisión Vale que la opción de producir tu propia serie de televisión no está al alcance de cualquiera… Aunque tampoco necesitas que tu negocio sea un monopolio . De hecho, tal y como avanza la tecnología, hasta una start up puede participar en la creación de una serie de televisión. El tema está en que el tamaño de tu negocio no importa, lo que de verdad es importante es que este es el mejor ejemplo de bartering entre empresas y con un ejemplo verás por qué. Imagina que tienes una empresa de juguetes para niños y que vas a lanzar al mercado una nueva línea de personajes. Como es obvio, quieres dar a conocer tu producto a tus potenciales clientes y para ello, creas un plan de marketing y pones en marcha lo que se conoce como mezcla de mercadotecnia o marketing mix . Y de pronto, a alguien del área funcional de publicidad de tu empresa se le ocurre una idea, ¿y si creas una serie de televisión donde los protagonistas sean los personajes que has creado? No serías el primero en hacerlo y ejemplos de éxito hay varios:
Pokemon. He-Man. Los osos amorosos. G. I. Joe. Mi pequeño pony. Transformers. Etc. Al igual que estos, tú empresa se encargaría de todo y solo necesitas una cadena que te ceda el espacio para emitirlos. Así, tú consigues la publicidad que tanto necesitas y la otra parte no tiene que hacer nada (salvo quedarse con los beneficios que aporte a la cadena 😉 ).
2. Espacio en páginas web de autoridad Seguro que en más de una ocasión han visitado alguna de tus páginas web favoritas y has visto un contenido que hablaba solo de forma positiva sobre un producto o servicio. Si vuelves a él y te fijas, lo normal es que por algún sitio ponga algo como «contenido patrocinado» o algo así y es que, al igual que ocurría con el ejemplo anterior, las empresas crean contenido para las mejores páginas web de su ámbito. De este modo, consiguen un extra de visibilidad de su público ideal y, si no lo hacen de forma muy descarada, incluso puede parecer que lo ha escrito alguien ajeno a la marca. Por ejemplo, imagina ahora que vendes ordenadores para videojuegos. Si hay un blog especializado en tu temática y en consigues «colocar» un post hablando sobre las bondades de tu último producto, no solo es que más gente lo conocerá, sino que serán personas interesadas en ese tipo de productos. Y el autor de la web se ahorra crear un contenido , por lo que todo el mundo gana.
3. El precio justo Este concurso se podría describir como el paradigma del bartering en televisión. Por si eres demasiado joven o la memoria te falla, te recordamos en qué consistía. La mecánica era muy simple y, de forma básica, podemos decir que consistía en que varios concursantes adivinasen el precio de los productos que se iban mostrando, o por lo menos acercarse el máximo posible sin pasarse. Todo ello mientras el presentador contaba las bondades de los productos en cuestión, productos que las propias marcas cedían al concurso y que, por supuesto, les proporcionaban una publicidad increíble casi a coste cero. Para que veas hasta que punto era así, en sus inicios en España el consejo de administración de RTVE criticó el formato, porque decía que parecía más un escaparate para las marcas que un concurso. VIDEO
4. Publicidad dentro de un programa Esta es el método de proceder que más estandarizado está en la actualidad. Y es que, ¿quién no ha estado viendo un programa (como las noticias, el tiempo, etc) y de repente, el presentador empieza a hablar sobre un producto o servicio y en la pantalla aparece la marca en cuestión? ¡Bartering al canto! Y ahora puede que estés pensando, ¿eso no es publicidad sin más? En parte tienes razón, sobre todo porque el trueque al final no es más que otra forma de hacer publicidad . ¿Cómo puedes distinguir entonces si se trata de batering o no? Si lo que dicen los protagonistas tiene un guión, puedes apostar que lo es. Porque si es así significa que la marca se ha encargado de hacer todo, y el responsable del programa lo único que ha tenido que hacer es prestar esos segundos para que se lleve a cabo lo preparado.
5. Procter & Gamble Y para terminar, volvemos a ver un ejemplo real de como una empresa se benefició del bartering para escalar su negocio y convertirse en todo un referente. Porque puede que Procter & Gamble no te diga nada pero, ¿y estas marcas?:
Gillette. Ariel. Dodot. Fairy. H&S. Estas sí, ¿verdad? Pues todas ellas (y muchas más) forman parte de este gigante que empezó vendiendo jabón y que, en el año 1930, empezó a producir y patrocinar sus propias radio novelas. De hecho, de ahí viene que en inglés a las telenovelas se les conozcan como «soap opera» (soap es jabón en inglés). Hoy en día, P&G tiene su propia división dedicada a la industria del entretenimiento y como curiosidad, es la empresa detrás de una de las series más conocidas en los últimos años, Dawson crece.
¿Te ha sorprendido el bartering y todo lo relacionado con él? Para ser algo que quizás no conocías, resulta que el bartering está más estandarizado en nuestra vida de lo que podía parecer al principio. ¡Si incluso algunos de nuestros recuerdos de la infancia lo son! Y ahora que sabes eso, ¿qué te parece si jugamos un rato? A ver si eres capaz de recordar otros ejemplos de trueque que formen (hayan formado) parte de nuestro día a día. Pero cuidado que no te de un ataque de nostalgia. 😉