Special Event Marketing

Case Studies

Inbound Marketing Strategy for “On The Tracks – A Food and Wine Event”

Increasing event attendance and building brand ambassadors with attendees

Verge Pipe Media contracted with Opelika Main Street in April 2013 to help redesign the event website and overall inbound marketing strategy for, “On The Tracks” a bi-annual event in downtown Opelika, Alabama that features food, wine and local artists and businesses. Opelika Main Street had hosted nearly 15 events with much success, but ultimately realized it needed outside help to fully leverage its social media platforms. It also became apparent that the foundation for this project would be a website redesign in order to make every aspect of the event mobile friendly.

The Challenge

On The Tracks is a food and wine event dedicated to raising money for Opelika Main Street. It also seeks to advance the downtown businesses of Opelika. Verge Pipe Media was brought on board to help further this mission and turn an already successful event into an extraordinary event while further growing the “On The Tracks” brand. The ultimate goal of the partnership was to continue the ticket sellout streak, while increasing customer service initiatives and social proof.

The Strategy

Verge Pipe Media immediately pointed to the fact the event website was not mobile friendly, which was a deterring factor in the ability to make ticket purchasing user friendly. After it was realized that a mobile friendly site was needed, it was then conveyed that the overall social media strategy could be fueled by this new site. Being able to drive people to the new website for ticket purchasing via social media posts and making this experience seamless on all devices was a must.

Feature Points for this Project

We can’t overstate this enough, for events of all size and scope, you must allow adequate time for planning. Proper planning will minimize the chances for surprises and challenges that may arise as your event approaches. Creating a timeline/project plan will help you stay on track with the major tasks that need to be completed for the event to run successfully.

As it relates to the entire event, we found that the project plan and other checklists were the most important factor for entire team coordination and buy-in. This item needs to be nearly complete and brought to your first all-team meeting, so everyone involved can see what is expected during the duration of the entire project. All critical meeting dates, deadlines, project assignments, posting times, etc. will be dictated by this plan.

Live Event Support

Part of what makes this event so special for attendees, is the live event support Verge Pipe Media provides by responding to questions and comments in real time on Facebook, Twitter and Instagram.

Constant Innovation

We’re not content to sit back on our successes! For the April 15, 2016 event, Verge Pipe Media designed and deployed a custom Snapchat geofilter for event attendees to use while enjoying all that On The Tracks had to offer. With over 10% of the attendees using the filter, we added another 3k+ views to the event.