I Crafted a 3-Layered Sales Strategy for a Music Events Community
Of my own accord, I independently created these project pieces to test my professional skills and expand my knowledge and experience. I was not hired or paid to complete this work.
Here’s a three-layered sales strategy designed for the community Sofar Sounds – a global community that hosts secret concerts showcasing handfuls of local performers in unexpected venues.
Here’s a breakdown:
THE 3 TOOLS
Utilizing three tools, I’ll show you how we’re going to:
ORGANIZE our leads
Using Google Sheets
VERIFY our leads
Using Hunter.io
INITIATE our leads
Using Mailchimp
THE 3 GOALS
With these tools in hand, I set out to achieve three specific goals for Sofar Sounds:
Put on more events
Sell more tickets
Share more music
SALES PATH
For Sofar Sounds, while revenue comes from ticket sales, I wanted to streamline a process to gather leads at the first step of their sales path: acquiring venue spaces to hold shows.
No venue, no talent.
No talent, no tickets.
No tickets, no experience.
To give a bite-size example of how this sales strategy could be applied across Sofar Sounds’ global reach, I used one city: Sacramento, California for demonstration purposes.
Step 1 of 4 : GATHER LEADS
I decided to focus on three main categories of potential venues: wine bars, pubs, and coffee shops.
Next, Google to the rescue. I began by searching "wine bars Sacramento,” "pubs and bars Sacramento," and finally, "coffee shops Sacramento." No shortage of leads there.
Step 2 of 4 : ORGANIZE LEADS
Next, I organized the leads into a Google Sheet document. I recorded the business name and their web domain.
I downloaded my list from Google Sheets and saved it as a CSV file.
Step 3 of 4 : VERIFY LEADS
Next, I went to Hunter.io. This tool enabled me to gather contact information of prospects and build a confident email list.
Next, I uploaded my CSV file to Hunter and got a list of email addresses from those domain names gathered.
Using the “Bulks” feature, Hunter acquired all email addresses associated with the domain names provided and included a “confidence score” on the likelihood of validity.
This saved me endless scrolling, clicking, and searching on websites for email addresses.
Hunter did in seconds what would've taken me hours.
I then downloaded this list of email addresses and uploaded it to my contacts list in Mailchimp.
Step 4 of 4 : INITIATE LEADS
Finally, I used Mailchimp to design an email campaign for the "first hello” making initial contact with my leads.
Accompanied by an intro video created by Sofar Sounds, sales copy reads as follows:
Hey << Test First Name >>
I have an idea I wanted to throw your way. We here at Sofar Sounds host intimate concerts showcasing a handful of local artists in curated venue spaces all across Sacramento and your place came to mind.
I think your vibe fits ours and I had to put the prospect on the table to see what you think.
With the draw of our secret talent, we love bringing our widespread audience of music lovers into local spots like yours that they can support with drinks and grub during the show. Check out what one of our evenings looks like in the video below if I’ve piqued your interest!
If cohosting a night of magic and music sounds like as much of a dream to you as It does to us, let’s chat further!
When’s a good time for me to reach out?
Additionally, I created an automated journey to save me the time of following up with leads after this campaign was sent.
I utilized Mailchimp’s “Customer Journey” tool to do so.
With this feature, I set triggers and rules to the automation of a follow-up email that would reach back out to leads with the following sales copy:
Hi << Test First Name >> ,
I'm curious if you had some time to think over the prospect of cohosting.
Have ten minutes?
I've included my Calendly where you can pick any time available for a quick call and we can go over initial questions and chat about envisioning something together.
Looking forward to touching base!
This three-layered sales strategy can do wonders in helping Sofar Sounds put on more shows, sell more tickets, and share more music as it opens the door to connection with more potential venue spaces in cities all over the world.