Marketing tips for DJ's / Entertainers

Pricing competitively
The pricing structure under which mobile DJs operate varies greatly and depends on a number of different factors. These include pricing by the competition in your market, the type of occasion you are booking, the time of year, the day or evening and location of the event, and the 'extras' added to your primary rate. $100 to $150 is the average hourly rate in the industry; however, hourly rates can range from $75 an hour to $500 an hour or more, depending on lighting effects, dancers, props, Karaoke, and so on.

Experience and reputation are two factors to consider when determining your pricing structure. A newly-formed business may want to consider charging less than an established business with years of experience and a solid reputation. As your reputation and experience grow, slowly increase your rates.

It is wise to base your prices on a three-hour minimum with higher rates during peak periods (summer). Peak periods include New Year's Eve, Friday evening, and Saturday day and evening, as well.

Weddings and some corporate events are typically booked at a higher rate than other types of affairs. It is standard to charge a higher rate than other types of bookings for functions where the entertainer has the dual responsibility of being both the DJ and the MC.

Sometimes a good incentive for people to hire your DJ service is to offer them a discount. Consider offering discounts to:

* Non-profit organisations.
* Customers willing to prepay for an event.
* Corporate clients who book your DJ services four or more times in a calendar year (apply the discount to the last job).

You can earn additional monies through playing overtime at events. On-site, about a half hour before the job is over, ask the client if they want you to play overtime. The overtime rate is typically 50 percent of the hourly rate you have quoted for each thirty minutes of overtime you play.

It is extremely important that you do not under price your service. As an industry, mobile disc jockeys need to better understand their value and not be willing to bend too far on price just to get a job. If every DJ added just 10 percent to the cost of their existing services, the entire industry would benefit from this price increase. I am not referring to "price fixing"; I am referring to creating an industry standard where there is room for low-, middle-, and high-end packages. Always be worth your asking fee and give your customers even more than you have promised.

Getting paid what you are worth
As professional mobile disc jockeys you are also Music Programmers, Masters of Ceremonies, Audio and Lighting Technicians and Event Planners. What's more, you have technical and motivational skills, the ability to "read" a crowd to ensure the music and actions are in line with customer desires, and you can teach participation dances, and host contests and games. Do you warrant a premium fee? Of course you do!

Selling over the phone
If your marketing and advertising program is working, your telephone should be ringing with inquiries. This is the time to sell your services. Here are some tips for successfully converting telephone inquires into bookings:

* Ensure that the people responding to your customers' enquiries are thoroughly knowledgeable about your company's services and products.

* Ask the potential customer how they came to learn about your business, and write down the answer so you can track your advertising and marketing to determine cost versus return.

* Ask the potential customer if they have any specific needs or concerns. Write down all pertinent information.

* Promptly answer all questions with accurate information in a clear, concise, and professional manner.

* Always describe your services and products before quoting prices.

* Ask for the sale! If the person is unwilling to commit, attempt to advance the inquiry to an in-person consultation. If the person is still unwilling to commit, offer to send information in the mail and do so promptly.

* If information is mailed, do a follow-up phone call one week from mailing.

* If a booking was made, promptly send out a contract.

Using DVD/Video as a Sales Tool

A polished DVD or video of your company's disc jockeys in action can greatly enhance your ability to make a sale with clients who view it. The video needs to include all pertinent information about your service, the types of events you do, and any special features or packages you offer. The video is especially important to close sales with wedding and corporate prospects.

You may consider having a different video or segment on a video for each type of function you perform. A senior class advisor will not necessarily be impressed by a wedding video, nor would a bride or groom be "wowed" by watching an outrageous prom video with lots of CHR and alternative music. Match the appropriate video or segment to the client and the occasion.

An enterprising way to get a wedding video made is to barter with a videographer at a wedding where you are booked. Ask that person to videotape the important parts of your performance. This person is already being paid by the client, so the charge to you should be minimal.

A wedding video for a mobile DJ service should include wedding party introductions, motivating patter, the bouquet and garter toss, cake-cutting ceremony, your leading of participation dances, and footage of people dancing.

Strong consideration should be given to the creation of some form of company audio-visual tool. Be sure it is professionally produced and edited, and no longer than fifteen minutes in length.

Generating referrals
Many DJs find that after a couple of years, the most significant percentage of their business comes from referrals. Referrals will come from several sources and there are actions you can take to increase the number of referrals you will receive.

First and foremost, you and all of your DJ entertainers should consistently put on a stellar performance. Propose a reciprocal arrangement for referrals with videographers, photographers, banquet managers, caterers, bridal store and tuxedo shop owners or managers, and so on, where each of you receives a dollar amount or other incentive for every referral that leads to a booking.

Another, and perhaps the most profitable affiliation you can have, is with your past clients. A happy client who tells others about your service is your best advertisement. After every job, send the client a thank-you note with two business cards enclosed and a postage-paid evaluation card. The thank-you note can offer $25.00 off their next booking for every inquiry through them that leads to a booking. The evaluation card can ask brief questions about the company and the DJ's performance.

Send past clients a note reminding them of your offer, along with two business cards every six months to a year.

Tips for Maximizing Your Profit

* Keep your references, marketing materials and music lists current.

* Have an ample supply of business cards and other printed materials that are "billboards" for your DJ service.

* Perform networking and telemarketing activities on a daily basis.

* Join clubs and organisations and attend their mixers.

* Acquire a great quality DVD/Video for your company.

* Conduct direct mail campaigns to specific target markets.

* Perform quarterly cost versus return analysis on your advertising and marketing campaigns.

* Read your local newspapers to generate ideas for wedding clients, corporate events and other types of functions.

* Ask the people/vendors you spend money with to recommend your services. Offer incentives.

* Clean and maintain your equipment regularly.

* Add more "profit centers" to your business and become a one-stop entertainment shop.

* Listen to and read motivational and marketing CDs and books as well as the trade publications/

* Attend trade shows.

* Rent space at bridal shows.

* Sub rent space in your existing location or seek out a successful non competing service that you can sub-rent from to reduce overheads.

* Value yourself and your services.

* Maintain balance between your work and professional life; mind, body and spirit.

* Be charitable and choose a few organisations yearly for which you will DJ at no cost. When we give freely, our efforts come back to us multifold.

* Ask for the sale.

* Avoid burnout and have lots of fun.

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