Critical Thought Needed For My Flea Market Lead Generation Strategy.

5 replies
Hello All:

After seeing an agent of mine have some excellent success generating leads at a local flea market, I am intrigued on trialing out a "flea market lead generation" campaign and would like advice from those who have sold at flea markets, or have generated leads at trade shows.

The reason I like the flea market lead generation concept is three-fold:

1) Beyond the sunk costs of billboards and marketing collateral, the on-going investment in renting a booth is extremely cheap. Flea markets attracting low-thousands on the weekends charge $10 to $20 for a booth. Total lead acquisition cost after a few days should be extremely cheap.

2) Flea markets attract the type of clientele interested in my product (working class stiffs and retired people).

3) As mentioned above, the flea markets around these parts attract some serious traffic.

With that said, here's the strategy I have in mind:

1) Pick 2 or 3 local flea markets to operate my booth in.

2) Advertise an "Enter to Win!" campaign at each booth at each flea market. The pull will be to win a Grand Prize of a 40-inch TV (one awarded every 3 or 6 months) and a weekly prize of something drawing on the affinity of my ideal prospect, say, like Season 1 of Gilligan's Island, or Season 1 of Walker, Texas Ranger, etc.

3) As people approach the desk to fill out the entry form, they are required to fill out complete contact information, as well as information about their life insurance information. If all requested information is not completed, then they cannot enter to win. I believe I'd get some serious follow-through on providing all information requested with the prospect of winning a $500 MSRP television.

4) At the end of each day, drive by to collect entry forms, and begin calling on them to do a sit-down to discuss life insurance.

That's the gist of the plan. Here are some concerns I wanted some input on:

a) To leverage this strategy, I would need to operate all 3 booths UN-manned, as flea markets are held simultaneously Saturdays and Sundays. Anybody see any potential problems running the program this way? You guys think I'd get more or less leads generated this way?

b) What are your thoughts on the "Enter to Win" lead generation strategy? It is an extremely broad approach to generate a lead, so I know the leads are going to need a lot more massaging to generate appointments. The only other way I know to qualify the lead more is to actually be present at the flea market and basically field questions and ask for appointments. I'd prefer not to do it this way, because I think I can generate more prospects the broad method. But if anyone has a "middle ground" idea to generate semi-qualified leads in a decent amount of volume, I'm all ears.

Thanks for any input y'all can provide.

#critical #flea #generation #lead #market #needed #strategy #thought
  • Profile picture of the author AmericanMuscleTA
    So, is your booth going to be for you to sell Life Insurance??

    I wouldn't like the "Enter to Win" once you start asking about other things besides name and contact info.

    David Hunter | Duke of Marketing

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  • Profile picture of the author James Hensley
    You could qualify them right on the form, make an extra check box area that says something like, "I am interested in alternative life insurance".

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    • Profile picture of the author PDLaughlin
      Hey Dave,

      This is an interesting concept. Unfortunately I don't have experience in this. But would love to hear how it goes if/when you test it.

      I would suggest doing one flea market to start and man it. To be it doesn't make sense to leverage it before its leveragable.

      Also, admittedly I am not in your target market but you may need to soften them up a little more before you start talking life insurance. Meaning, instead of calling them and telling them, "even though you didn't win the TV let's set up an appointment and talk life insurance." you can tell them they didn't win but you're going to send them an unannounced second place prize. Which is your book or short report about whatever big benefit it is that you sell. Personally, I would be more open to receiving your report than setting up an appointment during that first call.

      Does that make sense?

      - Drew

      P.S. When calling them do NOT ask if they want the report but rather tell them you're sending their second place prize.
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  • Profile picture of the author Peter Lessard
    I generated leads for some of the top selling agents in Canada.

    It seems unlikely to me that someone will "fill out complete contact information, as well as information about their life insurance information." at a flea market for some possibility of a future prize. There would be no trust on their part. You might get a first name/email and even then people are suspicious.

    Then in the next step trying to get them to agree to an appointment will likely not yield results any better than cold calling.
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  • Profile picture of the author vndnbrgj
    I know of a water softener company that generated leads in a somewhat similar fashion.
    They held a giveaway at a mall, where people enter to win a new washer & dryer. By entering, they agreed to be contacted by the water softener company. Then, the water softener company would have their telemarketers call and set appointments to test the entrants water. (Which was part of the pitch) They had hundreds of leads each week.
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