Step inside the Mile High Flea Market, and you’ll feel the buzz. It’s a legend, a business and a party all at once. This open-air market has been giving Denver a spot to buy and sell for more than 40 years. Got fresh produce, tools, live music, great food or a six-inch dancing wombatroid to sell? This is the place. But the Flea’s traffic had remained flat for years. And they weren’t happy to double down on a dwindling base. They asked us for the impossible. We had to drive increases across three audiences: new buyers, repeat buyers and sellers.
To increase the volume of first-time and inactive sellers, Heinrich supported a promotion for $25 discounted spaces. This didn’t cost the Flea much, and it allowed us to develop a hyper-local incremental media approach that consisted of quick-to-market, high-profile tactics that we could run in realtime.
click-through compared to standard display
Col 2 Title
In 2018, we found the future. We initiated a disruptive, AI-powered mobile display campaign aimed at buyers. This was even more difficult than it sounds. Increasing visitation is two-pronged—you need to attract new customers and increase the frequency of existing customers. We used real-time data points stemming from the devices that are with all of us all the time—our mobile phones. Evaluating our highest-potential target audience’s travel time to the Flea, their behavioral attributes and their location-based device ID history data allowed us to pursue both metrics. We engaged customers who hadn’t been around for six months at least. And we re-engaged and retargeted customers who had. The campaign was optimized against incremental visits and footfall uplift in real time.