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GARAGE SALE PROGRAM CASE STUDY
Who:
The Denver Newspaper Agency uses the Garage Sale Locator Map from Classified Concepts as a cornerstone of their strategy to keep their classified sections rich and their private party customers engaged. They publish the garage sale map and directory every Friday, Saturday and Sunday in print and feature it online as well.
Results:
The Denver Newspaper Agency packages their garage sale rates and were able to take a 17% increase on package prices with the addition of the map in print and online. While garage sales are extremely seasonal in Denver, they showed year-over-year growth in volume after implementing the garage sale program in July of 2005. Promotion is a key component of Denver's success. They promote heavily in their paper and online, and also send postcards to all of their past garage sale advertisers every spring reminding them that it's the season for spring-cleaning and garage sales. They report that they've received great feedback from their advertisers and readers.
"We are very happy with the garage sale program from Classified Concepts. Our readers like it. Our advertisers like it. We showed growth the first year with the program and are flat now to last year. We can't say that in many areas. It has helped us protect our garage sale category, a category that is inherently classified. The launch and ongoing process have been extremely smooth. Classified Concepts is great to work with."
Michelle Ackerman, Special Products Manager
Denver Newspaper Agency, Denver, CO
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