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This past weekend I attended the annual World’s Largest Garage Sale in Warrensburg, New York. What an event it was! Warrensburg is a relatively small town, located just north of Lake George in Warren County. Although, the town is geographically and physically small, this event is considered the large highlight of their year. There are hundreds of vendors that will set up tents along Main Street with their quality merchandise hopeful that they will be rewarded with high sales revenue. This event lasts from Friday afternoon to Sunday evening resulting in a weekend of fun, advertising, sales, and more sales! So what does this have to do with Professor Scardillo’s Advertising class? Quite simple, with the already large number of options for consumers, one must make their products appeal and different from their competition. The main way to do this is segmenting their market correctly.
Before a vendor even decides to engage with Warrensburg’s World Largest Garage Sale, they should understand the descriptive characteristics of the population of Warrensburg. The reason for using descriptive characteristics are that they are easy to understand and easy to measure. Demographics are widely known as descriptive characteristics. I know you all understand what demographics are because I have smart readers, but incase you forget in your busy lives, demographics are measurable characteristics of a consumer that can help advertisers group them into smaller segments (i.e. age, gender, income, and education level). According to Nielsen, the people are Warrensburg are 98% Caucasian, over 50 years old, evenly split between male and females, and earn an average of $50,000/yr. So as a vendor, you should not be selling Michael Kors suits because this is out of the reach for the target market. This means you must provide a product selection that would meet the needs and desires of your target market. This was reflectively shown through the actual product selection available. I noticed a lot of more products that were associated with the woods, beer, hunting, sports, and other rustic goods.
This picture captured above is a small sample that shows that one must understand their market segment in order to ultimately increase their number of sales. As you can see if the picture above, this is a table full of products that are made of out wood and would be associated with a cabin in the woods. There was not a lot of materialistic things like you would find in Crossgates Mall in Albany, New York.
Overall, I was very surprised by the turnout of the World’s Largest Garage Sale. I would estimate that approximately ten thousand people ranging from Canada, Vermont, and Southern New York State. It was quite the experience to see the amount of business that was brought to the town of Warrensburg. The energy of the town was also electric. You had satisfied adults, with high-energy kids, and satisfied vendors that are sitting back and counting their money as I write to you all. I had a great time and personally caught some great deals and got some cool things! I am anxious for it’s return next year! See you all next week!
Dean Maloney From Siena College