Marketing tool finks businesses globally.

• Author: GOULIQUER, DIANNE

Believe it or not, a farmer, in Emo, a lawyer in Thunder Bay and a restaurant owner in Manitouwadge can have more in common than one might think. All three could be part of the Northwest .Trade Exchange, a unique marketing tool that spans the northwest and links businesses around the globe.

Northwest Trade Exchange president Kevin Palmer says members of the exchange benefit in ways no other form of marketing and sales venues can offer.

He says a 40 per cent reduction in long-distance costs, inclusion in the Northwest Trade Exchange's directory and access to "hard goods," such as photocopiers and office supplies, are just a few of the benefits of joining the exchange.

The most substantial benefit, he adds, is the ability to increase business while at the same time cut expenses.

The Northwest Trade Exchange is a barter system. Each member offers his/her services in exchange for the services of another member either in the northwest or in another part of the world. Palmer says joining the network is an excellent way to maximize equipment usage and move, inventory that might otherwise not sell.

"Members can rid themselves of under-utilization of equipment, and each member receives the benefit of increasing their circle of influence," Palmer says. "The primary thing we do is conserve their cash and attract them new business."

The Northwest Trade Exchange is a member of the International Reciprocal Trade Association, the organization that governs barter exchanges around the world. It is also a member of Universal Currency, which enables members' access to the goods and services of trade exchanges around the world.

"There are 670 trade exchanges in the world," Palmer says. "One hundred twenty of them are affiliated with us.'

On average there are about 1,000 members in each trade exchange, ranging from dentists, farmers and restaurant owners, to hotel chains, lawyers and vehicle repair shops. Palmer estimates there are about three million' people worldwide who are members of. some form of trade exchange.

Members of the Northwest Trade Exchange, as with most other trade exchanges, use trade dollars in conjunction with cash to purchase items or services from other trade exchange members.

Using the example of a restaurant, Palmer says the Northwest Trade Exchange can help increase traffic when business is slow.

"Imagine you have a restaurant with empty tables every day between 1 p.m. and 5 p.m.," Palmer says. "The staff, the rent, the heat and...