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Art Koor OÜ

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Middle-aged culture enthusiasts who enjoy attending concerts and have a passion for unique artists or bands.

Audience Type

  • B2C
  • Culture enthusiasts and concert-goers

Needs – Primary Buying Considerations

  • Desire for unique concert experiences
  • Value for money through discounted or bonus offers (Buy 1 Get 2 tickets)

Demographics

  • Age Range: 30-55
  • Gender: Not specified
  • Geography: Estonia
  • Income Level: Middle
  • Profession: Not specified

Psychographics

  • Lifestyle: Enjoys social and music-related outings
  • What they value: Unique concert experiences, exclusive artists or bands performance
  • Pain Points: Lack of ticket availability or pricey tickets for favourite artist's concerts
  • Buying Behavior: Attracted to special discounts and bonus deals

Decision-Making Roles (B2B)

  • Not applicable as the target market is B2C

2. My Message to My Target Audience

Refined Elevator Pitch

  • Art Koor OÜ provides middle-aged culture fans with unforgettable concert experiences by hosting unique artists and bands, so they can enrich their lives with music and shared moments.

Understanding Their Pain Points

  • Limited access to affordable concert tickets
  • Yearning for unique and culturally enriching experiences
  • Difficulty finding reliable ticket purchase platforms

Transformation

  • Access to an exclusive range of artists and concerts
  • Emotional connection to music and shared cultural experiences
  • Enhanced life richness, pleasure, and cultural integration post-ticket purchase

Unique Selling Proposition (USP)

  • Hosting unique and popular artists and bands
  • Regular buy 1 get 2 ticket offers confirming value
  • Reliable, fast, and easy online ticket purchasing process outmatching competitors

Brand Values & One-Liners

  • "Art for All: Because Culture Shouldn't Break the Bank."
  • "Making Concert Dreams Come True."
  • "Bridging You to Unforgettable Musical Moments."

Tone

  • Art Koor OÜ communicates in a welcoming, passionate, and inspiring voice. We want customers to feel excited, valued, and part of a broader cultural community.

Hero Text Idea

  • Flag Text: 'Estonia's Premier Concert Ticket Source'
  • Main Headline: 'Your Gateway to Unforgettable Concert Experiences'
  • Sub Headline: 'Dive into the rhythm of life with our top-notch concerts. Unfold new chapters of your story with every ticket.'
  • CTA: 'Grab Your Ticket Now'

3. The Media I Will Use to Reach my Target Market

Website

  • Build a user-friendly website on Shopify (budget-friendly for ecommerce).
  • Track conversions i.e., tickets sold via the website.
  • Mobile optimization is a must as most consumers use mobile for browsing.

Social Media

  • Engage on platforms like Meta (ex-Facebook), Instagram, and Twitter.
  • Post at least 1x daily on each platform; use stories and live features.
  • Content: artist features, concert clips, customer testimonials.

Paid Advertising

  • Continue with Meta Ads and Google Ads; target middle-aged music enthusiasts in Estonia.
  • Purpose: brand awareness, and ticket sales (use the buy 1 get 2 offer).

Content Recommendations

  • Blog posts featuring artists, concert reviews, and upcoming events.
  • Promote content on social media and in newsletters.

Directories

  • Get listed on Estonia's local online directories and event directories.

Partnerships & Outreach

  • Partner with local music venues and radio stations in Estonia.
  • Sponsorships with local cultural festivals.

SEO and Content

  • Optimize website and blog content around keywords e.g., "concert tickets Estonia", artist names.

Offline and Local Media

  • Local radio advertising.
  • Flyers at music venues and cultural hotspots.

Online Events

  • Host virtual meet-and-greets with artists/bands.
  • Advertise these events on social media.

Online Networking

  • Join relevant Facebook and LinkedIn groups.

Cold Outreach

  • Target middle-aged music lovers in Estonia via email newsletters (discount codes and event info).
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Last minute ticket deal alerts
  • Exclusive 'Meet the Artist' event entries
  • Early bird access to ticket sales

Tripwire Offer

  • Special discounted single concert ticket
  • Limited time offer: Buy 1 Get 2 tickets

Welcome Sequence

  • Welcome email with discount code for first purchase
  • Follow-up email with upcoming concerts
  • Third email introducing 'Meet the Artist' events

Segmentation

  • Segment leads into categories (Rock, Classical, Pop, etc.)
  • Tag customers who have made a purchase in past 6 months
  • Use geolocation to target leads for local concerts

Chatbot and Automation

  • Implement chatbot for instant customer inquiries
  • Setup automatic email response for ticket booking confirmations

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: ActiveCampaign due to its advanced automation capabilities
  • Its ability to segment audience based on behavior makes it more suitable

Sales CRM

  • Recommended platform: HubSpot CRM
  • Useful for automating sales process, tracking pipeline and easy integration with marketing CRM

Automated Follow-Ups

  • Post-purchase, remind customers of upcoming concerts
  • Reactivation emails for past customers who haven't purchased in 6 months

Newsletter

  • Send monthly newsletters
  • Topics: Upcoming concerts, artist features, special offers
  • Segment audience based on their music taste

Retargeting & Ads

  • Continue with Meta Ads, focus on lead ads to capture prospect data
  • Use Google Ads for keyword targeting

Social Media and Content

  • Daily posts on Meta (spontaneous artist highlights, customer testimonials, sale announcements)
  • Weekly blog posts (artist profiles, ECS culture, music trends)

Webinars and Events

  • Arrange quarterly 'Meet the Artist' virtual events

Other Nurture Channels

  • SMS reminders for upcoming concerts for those who opt in
  • Use a chatbot on website for quick customer service inquiries and support

3. Sales Conversion Strategy

Sales Process

  • Map the current sales process from a visitor's first website visit till the end of checkout.
  • Identify any process issues or friction points such as unclear navigation or complicated checkout systems.
  • Simplify the checkout process to be 3 steps or less and clearly display the checkout progress.
  • Send automated reminders to complete purchases to customers who abandoned their carts.

Sales Assets

  • Develop a standard follow-up template for customer inquiries.
  • Create an FAQ section addressing common concerns about ticket prices, event details, and refund policies.
  • Invest in retargeting ads for visitors who have shown interest but did not purchase.

Testimonials and Case Studies

  • Design a system to gather customer feedback post-event and turn the positive feedback into testimonials.
  • Feature these testimonials prominently on the website and in marketing materials.

Conversion Rate Insights

  • Use Google Analytics or similar tools to track conversion rates.
  • Identify weak points in the sales funnel where potential customers drop off and improve these areas.

Urgency and Offers

  • Promote limited-time 'buy 1 get 2' ticket offers to incentivise immediate purchase.
  • Use scarcity messaging such as 'Only X tickets left' to drive urgency.

Guarantees and Risk Reversal

  • Provide clear refund or reschedule policies to reassure the customers in case the event does not proceed as planned.

Shock and Awe

  • Consider surprise bonus events or experiences for some lucky ticket owners.
  • These surprises could range from backstage passes to merchandise packages.
  • Publicise these bonus rewards in your marketing to excite and attract potential buyers.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Greet customers with welcoming, artist-themed emails after ticket purchase
  • Provide downloadable ticket immediately after purchase
  • Share an interactive digital "concert guide" with venue details, artist bios, and safety measures

Communication Cadence

  • Bi-weekly event emails featuring upcoming concerts
  • Countdown messages for upcoming concerts customers have tickets for
  • Artist news and concert reminders through SMS and push notifications

Client Education

  • FAQ section on website covering ticket buying process and event policies
  • Video guides on "How to maximize your concert experience"
  • Blog posts highlighting the unique aspects of attended concerts

Personalized Touches

  • Birthday emails offering a discount on upcoming concerts
  • Handwritten thank-you postcards mailed after first concert attendance
  • Celebrate customer milestones e.g. '5 concerts attended' with bonus deals

Visuals and Documentation

  • Share concert highlights via email post-event
  • Compile video recaps of popular concerts, share via social media and email
  • Maintain high-quality event calendars and artist portfolios on website

Feedback and Proactive Support

  • Post-event survey sent via email
  • 24/7 chat support on website for immediate issue resolution
  • Use survey feedback for continuous experience improvement

Guarantee or Promise

  • "Concert-Cancel Promise" that assures a full refund or ticket swap in case of event cancellation
  • Commitment to bring unique artists to Estonia

Operational Excellence

  • Guarantee fast and glitch-free ticket purchase on website
  • Maintain high punctuality and organization in concert schedules
  • Implement a strict conduct code for operational team to assure customer safety and comfort

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Launch a season pass for multiple concerts at a reduced price
  • Create membership tiers for priority and exclusive ticket access

Upsells & Cross-Sells

  • Offer VIP packages with backstage access or meet-and-greet sessions
  • Bundle deals for tickets, merchandise, and refreshments

Bundling & Packaging

  • Create tiered ticket options (standard, premium, VIP)
  • Bundle concert tickets with artist merchandise

Loyalty & Retention Programs

  • Implement a loyalty program offering points for every purchase, redeemable for discounts or freebies
  • Offer early bird discounts to repeat customers for upcoming gigs

Custom Services and Personalization

  • Option to upgrade to VIP for personalized experience, such as meet-and-greet
  • Personalized recommendations based on previous concert attendance

Pricing Strategy

  • Value-based pricing, where popular concerts are priced higher
  • Early bird or Last-minute discounts to increase demand dynamically

Customer Data and Insights

  • Implement a CRM to track customer purchases and behaviour
  • Send surveys post-concert to gather data on customer preferences and experiences

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Provide tiered rewards for referrals (e.g., 1 referral = 5% off next ticket, 3 referrals = 15% off, 5 referrals = 1 free ticket).
  • Offer referred friends a 10% discount on their first purchase.

Shareable Assets

  • Design digital referral cards customers can share on social media or email.
  • Provide ready-to-use social media posts promoting referral scheme.

Timing and Triggers

  • Ask for referrals after a concert when customer satisfaction is at its peak.
  • Introduce a pop-up on the website after ticket purchase completion to promote the referral scheme.

Client Success Stories

  • Develop a section on the website to share customer concert experiences/testimonials.
  • Encourage customers to share their concert experience on social media, tagging the business.

Referral Contests

  • Run quarterly referral contests with incentives like VIP concert experiences.

Partner or Affiliate Programs

  • Establish affiliate relationships with popular music blogs and influencers.

Thank-You Experience

  • Send personalised thank-you emails alongside referral rewards.
  • Give shoutouts to top referrers on social media platforms.

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