Under the guidance of its new management company, the Flea Market at Eastern Market, a Washington, D.C., landmark, is reaching out to shoppers with an innovative marketing campaign. The new management company is Diverse Markets Management, run by DMM president Michael Berman. The company is devoting $40,000 to the new marketing drive, according to a press release.
The advertising campaign starts off by giving away $20,000 in coupons, each granting the shopper a $2 discount on a fair purchase. The coupons are being printed on 10,000 postcards and given away to shoppers. Anticipating the objection that the discount is not truly substantial, Berman rebuts, “We know that $2 doesn’t sound like a lot, but between the hundreds of items priced below $10 at the market every week and many items below $5 in our food court, as well as some exhibitors incorporating additional promotional discounts; the cards can be redeemed for significant savings.”
In addition, the market has several other new marketing strategies it is rolling out:
- New market signage and banners created by a vendor at the market.
- A new Facebook page.
- Display advertising in a local paper.
- A revamped Web page at EasternMarket.net.
- Participation in the “Arts on Foot” show in September.
Diverse Markets Management took over from longtime manager and founder Tom Rall, as reported previously by FleaMarketZone.