Our Special Journey,
Our journey begins in the Food & Beverage industry, specifically- Wingstop, a fast-casual restaurant. The concept was a easy sell, with a focus on fresh, always cooked to order chicken wings. And, as one of the fastest growing restaurant chains in the nation, Wingstop had a great media presence, with lots of fans all over the world. Charlotte was perfect for the newest locati
on. Unfortunately, not many have heard of Wingstop in Charlotte, since most fans of the brand were concentrated in CA and TX. This presented for both a challenge and an opportunity. The Challenge,
How do you best market a new concept not many have heard of yet, and on a budget? The solution quickly became obvious: Digital marketing paired with engaging social media. The Opportunity,
Create an in-house agency that can benefit from hands on restaurant experience and unlimited artwork material (wings) to work with. Success Story,
> Over 21K engaging Facebook fans in Charlotte, in 3 years time (see page)
> 207.8x affinity on Facebook for Charlotte residents, 3rd out of all Charlotte FB pages (see more here)
> Second highest growth location among 800 Wingstop restaurants world wide
> 9x return on every dollar spent
> Over 400 rave reviews (+4/5) stars on Google and Facebook
> New location opened in 3rd year, an another scheduled soon
Keys to Success,
When it comes to marketing there are numerous channels to consider: radio, TV, billboards, print…and much more. We decided to focus on digital and social for three main reasons:
> Cost – started with low budged but grew it proportionally to sales and results
> Flexibility – unlike other channels, we could adjust our strategy, copy and budget based on what worked
> Real time results – data, data, data, it can be more valuable than gold (if used appropriately)
Sharing our success,
Considering our success, we decided to take our in-house grown marketing agency to the rest of the world. We encourage you to check out other inspiring Success Stories and Reach Out for a free onsite consultation. Overtop,
We don’t advertise. We connect your business and brand with your community by communicating in a personal and meaningful way. We humanize your organization to supporters and potential clients/customers. Our conversational approach inspires solution-oriented, authentic messages that engage and convert by evoking real emotional response. Our Approach,
We believe in measuring connections that count for you to help see the true impact of your marketing with exact measurement up to the minute. OVERTOP detailed measurement solutions focus on people to give you a complete understanding of who sees your message and how they react to it.
> Measure results based on real people: Cookies alone aren’t reliable on mobile or across devices. People-based measurement accurately depicts your campaign’s impact on its target audience. With these insights, we can optimize your advertising to reach your objectives and grow your business.
> Measure the metrics that matter to your business: Popular metrics like clicks can be a poor substitute for actual results. We help pair your business objectives with metrics that matter. Accurate measurement can help inform decisions that drive real business results and lead to better outcomes.
> Measure across everything: People use multiple devices, touch multiple channels, discover new brands and make purchases both online and in-store. Understanding how media spend impacts your audience, brand and sales goals gives you a clearer picture of how effectively your marketing investment is working. We know and well understand the challenges small and medium size companies like yours encounter on a daily basis, that’s why we made YOU our focus. Supporting our Community,
OVERTOP is a proud ongoing supporter of Moldova World Children’s Fund, a local NC 501 (c) (3) nonprofit.
