Local Businesswoman Builds A Flea Market Festival With Professional Marketing
By Angie Kay Dilmore
Lake Charles celebrates more than 75 fairs and festivals each year. On the list is the Flea Fest, a biannual flea market held at the Burton Complex Event Barn every April and November. Organized in 2013 by Lisa Sonnier, this event is much more than a glorified garage sale. With more than 240 vendors selling everything from vintage toys and furniture to original works of art to homegrown goodies at the farmers’ market, there is truly something for everyone.
According to the National Flea Market Assoc. (NFMA), the U.S. has more than 1,100 flea markets. “Flea marketing is hot right now — it’s really big,” says Sonnier.
Thanks to popular cable television shows such as American Pickers and Pawn Stars, as well as the environmentally minded repurposing movement, flea market aficionados are seeking unique items and unexpected treasures at bargain prices. “You never know what you’re going to find,” says Sonnier.
To understand what Flea Fest is requires understanding what it is not. “I think a lot of people have a misconception of what it is. Some people look at flea markets as being ‘low-end.’ But it’s not. We have vendors selling high-quality art, handmade furniture. It’s not trash.”
While there is a large proportion of antique dealers at the event, there are also authors selling books, artists peddling pottery and paintings and jewelry makers. “One vendor makes jewelry out of old typewriter keys,” says Sonnier. “At the last show, carnivorous plants were a big hit.”
Men are drawn to vendors selling tools, sporting goods, and army surplus. Farmers’ market vendors hawk fruits, vegetables, and plants.
There are also entertaining activities for the kids, including a petting zoo, pony rides, and face painting. Food booths add to the fun festival feeling.
The crowd at the first Flea Fest in April 2013. Photo by Dave Mathis.
MAKING HER DREAM A REALITY
Sonnier had dreamed of organizing a flea market in the Lake Area for many years. “I like antiques and vintage things. My parents started me out on that when I was a kid. They were always dragging us to antique stores. We hated it, as kids. Then I started liking it.”
Sonnier had worked in corporate radio for 20 years. She currently operates an advertising agency out of her home. But she longed to do something else.
“I wanted to have a big flea market show. I’ve been to Canton [Texas, which is known for its colossal flea market], and I guess I was thinking along those lines — not near the scale as that, but something like a festival with a fun atmosphere. I didn’t want it to be the same old thing. I wanted it to have some atmosphere.”
A SMASHING SUCCESS
The first Flea Fest was held in April, 2013. Sonnier and her associate Traci Mobley had no idea what to expect, but the event was more spectacular than they could have imagined. They had hoped for at least 5,000 attendees at their inaugural Flea Fest, but 8,500 showed up.
The second event drew 10,000, and this April, more than 12,000 flea marketers flocked to Burton Complex in search of treasures.
How did Flea Fest gain so much popularity so quickly? The secret was a well-thought-out and well-funded marketing plan. Sonnier took a big chance when she organized her endeavor. She didn’t know whether her dream would be a success. But as a businesswoman, she knew there could be no success without risk-taking.
She relied on her background in advertising and media to get the ball rolling. “I borrowed money from my 401K because I knew I’d have to put a lot of advertising money into the campaign. I had to put my money where my mouth was. Like I tell my clients, I had to spend money to advertise. I had to take my own advice. And it worked!”
Advertising was key. But Sonnier’s plan required more than money for promotion. It required a lot of work.
She came up with a clever name for the event. She designed a cute logo. Then she hit the road to promote the event and encourage vendors to come.
“I went to flea markets and antique stores in Houston, Galveston, Washington, La., and New Orleans. Everywhere I went, I’d hand out my little cards. I’m not the most outgoing person. But I made myself do it.
“I got the word out. I did all of my own marketing. I made my own radio and television commercials.
“Facebook was a huge part of making Flea Fest a success. We’ve grown our Facebook page to almost 12,000 fans in a short period of time.
“We marketed it properly. You have to advertise and let people know an event is happening.”
Tracy Mobley and Lisa Sonnier at the first Flea Fest. Photo by Dave Mathis
THE FUN FACTOR
“Giving Flea Fest a fun kitschy feel helped our marketing,” says Sonnier. “The logo is fun. We wanted the event to be fun, not stuffy. We’re Flea Fest! Come out and have a good time!”
Location was also an important part of the planning. “We wanted it to have an outside feeling, but not be subject to weather.”
A FOCUS ON VENDORS
As part of Sonnier’s Flea Fest marketing plan, she places much importance on the vendors. “Our goal is to grow the number of vendors. We know when we have more vendors, we’ll have more shoppers.”
At the first Flea Fest, there were 100 vendors. Last spring, Sonnier drew around 240 vendors and hopes for more this fall.
Booths are offered for reasonable rates and come in various sizes and locations in the four-acre Event Barn.
After the first show, Sonnier was delighted that the vendors were so pleased. “I had three or four of them come up and hug me and say ‘thank you so much!’ The vendors were surprised at how well they did. We had a lot of good comments from shoppers, too.
“People are so excited about it. We’re branching our marketing out farther, trying to attract people from Texas. We’re becoming a destination.”
PLAN NOW TO ATTEND
“We’re so thankful to the public for supporting Flea Fest,” says Sonnier. “We are so happy they have embraced it. And we’re happy we can give them something to look forward to.
“We were told over and over that we’d needed something like this for so long. We’re going to continue to try to make it better and grow it as much as possible. We want people to come out and have fun, make a little money or find something unique at a great price.”
The next Flea Fest takes place Nov. 15-16. Vendors should register online soon as booths are filling up fast. Gate admission is $5. Children 12 and younger are admitted free. Early birds are welcome for a $10 gate fee. For more information, see the website at www.fleafest.com.
HELPING OTHER BUSINESSES GROW
Lisa Sonnier owns and manages the advertising firm XACTA. Her list of clients is as varied as the vendors’ wares at Flea Fest. She manages accounts for the Southwest District Livestock Show and Rodeo and other rodeo organizations; a professional sports team in Shreveport; a political client; a dental office; and a veterinary clinic, just to name a few.
Her business is successful for several reasons. The fact that she grew up in Southwest Louisiana contributes to her success. “I’m local. I’ve been here my whole life, so I know the area; I know the people,” she says.
Sonnier keeps her client base at a manageable level so she can focus on each client’s needs. She takes on a new client only if she’s certain she can help them. “We put together a complete media plan for our clients and we handle every part of that. We buy their advertising for them, so they don’t have to think about how to do that. Advertising is so confusing. Business owners wonder, ‘Where do I spend money?’ There are so many choices.”
Sonnier admits no business owner can afford to put advertising money into every advertising outlet. She helps owners make wise choices. She helps a client determine whom to target and how to get that target to move in a particular direction — specifically into the store or business.
She also advises people on in-store details, such as product placement and interior design. “I grew up working in retail. I bring that to the table as well. It takes the burden off our clients that they don’t have to figure it all out. Everyone we’ve done business with has grown their business or event with our help.”
Sonnier says some business owners think they can’t afford to hire an ad agency. But she reminds them their time is valuable. “Clients discover they save money by hiring us because we negotiate for them and we know how to buy advertising. If you own a plumbing business, why should you know how to do advertising? You should know the plumbing business. Let us handle the advertising for you.”
Dwayne, Lisa and Parker Sonnier. Photo by Ernie Monceaux
WISE WORDS
Sonnier has decades of entrepreneurial savvy under her business belt. She has this advice for women interested in a career in business:
“Be passionate about your business and exercise that passion. You have to take risks. Nothing you do is going to be great without some degree of hard work. Nothing is going to be handed to you. You have to work for it.
“If you put in the work, and you still fail, that’s OK. You can’t grow unless you fail sometimes. You learn from your failures. Exercise your passion, work hard, and don’t be afraid to fail.”
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