Insomniac Holdings, LLC, was founded in 1993 by Pasquelle Rotella in Los Angeles. In its 1st 20 years in business, Insomniac has produced well over 250 club events, concerts, and the largest festivals in the US and abroad, as well as merchandise and even Night Owl Radio.
Insomniac produces some of the most innovative, immersive music festivals and events in the world. Enhanced by state-of-the-art lighting, pyrotechnics and sound design, large-scale art installations, theatrical performers and next-generation special effects, these events captivate the senses and inspire a unique level of fan interaction. The quality of the experience is the company’s top priority.” (Insomniac.com, N.p.) . Festival goers are known as “Headliners,” a moniker …show more content…
They enjoy a demographic that is much wider than one would expect. Sell 5 defines strategic prospecting as “a process designed to identify, qualify, and prioritize sales opportunities, whether they represent potential new customers or opportunities to generate additional business” (p. 112). Their target market is 18 and up. Infamous guests such as pictured Baddie Winkle prove that age doesn’t matter. She was born in 1928, and has been known to make appearances at many Insomniac events. All are genuinely welcome, and all are treated as “Headliners,” creating unparalleled customer value. All of this value is defined as “the customer’s perception of what they get for what they have to give up” (p.4). Their ground breaking branding appeals to artists, dancers, music lovers, performers, and art lovers alike. Insomniac’s diffusion of innovation, “the process whereby new products, services, and ideas are distributed to the members,” (p. 9) is an insider operation. Past attendees receive the 1st round of email blasts before the general public. This ensures that loyal customers get early details like the lineup, early bird ticket dates, and the dates tickets will go on sale to the general public, before others do. New merch is sold exclusively at the events, and after it is posted for sale online. These measures insure that insomniac customers experience stimulus response selling, the idea that various stimuli can illicit predictable …show more content…
This is due to the company’s worth, and the fact that it is a proven industry leader. It is likely that the company varies their sales dialog to make the most of each situation. Based on past events, an educated guess would be that most of the focus is on online presence. The company likely uses adaptive selling, which is defined as “the ability of salespeople to alter their sales messages and behavior during a sales presentation, or as they encounter different sales situations and different customers” (p 11). They also employ a strategic prospecting plan to fit the individual needs of the salesperson (p. 119). There are street teams, who target the club market, and pass out fliers all year. Word of Mouth is a huge selling point for Rotella’s events, making them some of the most anticipated shows year after year. They use electronic networking such as journalist’s write ups, blogs, web pages, and social media groups all dedicated to keeping the “Headliners” in the loop. Night Owl radio keeps the fans updated and salivating over the next big artist. Merch sells both on-site and online, in record numbers. Insomniac donates to charitable organizations that operate with the same values of health and safety, arts education, and the environment. They do many ticket giveaways, resulting in untold amounts of internet shares and
Insomniac produces some of the most innovative, immersive music festivals and events in the world. Enhanced by state-of-the-art lighting, pyrotechnics and sound design, large-scale art installations, theatrical performers and next-generation special effects, these events captivate the senses and inspire a unique level of fan interaction. The quality of the experience is the company’s top priority.” (Insomniac.com, N.p.) . Festival goers are known as “Headliners,” a moniker …show more content…
They enjoy a demographic that is much wider than one would expect. Sell 5 defines strategic prospecting as “a process designed to identify, qualify, and prioritize sales opportunities, whether they represent potential new customers or opportunities to generate additional business” (p. 112). Their target market is 18 and up. Infamous guests such as pictured Baddie Winkle prove that age doesn’t matter. She was born in 1928, and has been known to make appearances at many Insomniac events. All are genuinely welcome, and all are treated as “Headliners,” creating unparalleled customer value. All of this value is defined as “the customer’s perception of what they get for what they have to give up” (p.4). Their ground breaking branding appeals to artists, dancers, music lovers, performers, and art lovers alike. Insomniac’s diffusion of innovation, “the process whereby new products, services, and ideas are distributed to the members,” (p. 9) is an insider operation. Past attendees receive the 1st round of email blasts before the general public. This ensures that loyal customers get early details like the lineup, early bird ticket dates, and the dates tickets will go on sale to the general public, before others do. New merch is sold exclusively at the events, and after it is posted for sale online. These measures insure that insomniac customers experience stimulus response selling, the idea that various stimuli can illicit predictable …show more content…
This is due to the company’s worth, and the fact that it is a proven industry leader. It is likely that the company varies their sales dialog to make the most of each situation. Based on past events, an educated guess would be that most of the focus is on online presence. The company likely uses adaptive selling, which is defined as “the ability of salespeople to alter their sales messages and behavior during a sales presentation, or as they encounter different sales situations and different customers” (p 11). They also employ a strategic prospecting plan to fit the individual needs of the salesperson (p. 119). There are street teams, who target the club market, and pass out fliers all year. Word of Mouth is a huge selling point for Rotella’s events, making them some of the most anticipated shows year after year. They use electronic networking such as journalist’s write ups, blogs, web pages, and social media groups all dedicated to keeping the “Headliners” in the loop. Night Owl radio keeps the fans updated and salivating over the next big artist. Merch sells both on-site and online, in record numbers. Insomniac donates to charitable organizations that operate with the same values of health and safety, arts education, and the environment. They do many ticket giveaways, resulting in untold amounts of internet shares and