In June of 2010, Off the Grid (OtG), a popular San Francisco-based “roaming mobile food extravaganza” (and VerticalResponse customer!) opened their first three markets. They say the concept was created “with the simple idea that grouping street food vendors together, similar to an ‘Asian night market’ would create an experience that would allow neighbors to connect with friends and families to reconnect with each other.”
Fast forward to today, and Off the Grid now operate 23 weekly markets in the greater San Francisco Bay Area, with more than 150 food vendors.
This kind of rapid growth doesn’t happen by accident, but with a carefully orchestrated marketing plan involving social media, a mobile app, email marketing and word of mouth. Like a robust recipe, Off the Grid’s successful content strategy doesn’t contain just one single ingredient. It mixes a combination of content created by their own team, as well as user generated content from attendees and food truck vendors.
Take a look at OtG’s Twitter feed. It’s a consistent steam of updates, as well as retweets from vendors and attendees touting locations, menu options and pictures of delicious food.
Mosey on over to OtG’s Facebook page, which boasts over 64K likes. Here, you also get a taste of content being shared by the organization, vendors and the people who love them.
Off the Grid’s content is really smokin’ on their Instagram feed, and for good reason. They share mouthwatering pics that are easy to share, comment on and like. It’s not unusual for their posts to get hundreds of likes. They also share pictures before, during and after the events to attract attendees, as well as get current attendees to try even more of the delectable goods.
Off the Grid rounds out all their social media efforts with email marketing. They have a prominent opt-in form located on every page of their website, and they mail numerous times a week to keep their 40,000 subscribers coming back.
Lastly, OtG serves up content to their followers and fans via their mobile app. The app provides foodies with information, schedules and updates about upcoming street food markets, and available vendors in their vicinity. App users can follow their favorite vendors or markets, and receive push updates with vendor lists, fun things to do in the area, and more.
By providing a variety of content, including events, food and vendors, Off the Grid continues to fuel their patrons appetites, and the company’s continued rapid growth. Have all these examples made you hungry to serve up some sizzling content of your own? We’d love to hear about what you decide to dish out in the comments section.
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