Article By Mark Johnson in MB 108

I really like Mark's articles. He has another good one just a few pages back in the same issue on playing through a wedding using only the Top 200.

The associations can certainly do more in a number of areas, this being one, another being schools, which is critical for societal reasons as well as our own selfish ones. That's an area where this industry(?) can make a very positive impact.

As for Mark, gotta love when common sense steps to the plate.His articles are plain spoken and to the point.

I also agree with the assessment of someone on another board that the current issue of Mobile Beat is the best ever. Ryan and his staff are doing a great job.

Chuck, you have chillax? Share, baby, share!

So.....are you saying I didn't already know that? :sqerr:

Chillaxin'...I see a Jimmy Buffett song coming! Nice word!

Fred Stewart said:

The industry associations have been preaching to the choir for many years. They're marketing to DJ companies.

That's all well and fine when you're trying to build a memberbase and achieve strength through numbers. Now that the associations have the numbers (and member dues), it's time to promote to our target audiences.

Professional promotion don't come cheap. It won't succeed if it's done on the cheap. But the dividends will be evident.

Click to expand...

Fred-

That is so right on. The industry associations are nothing but window dressing unless membership means something to our clients. I've been a member of NAME for a while to get the insurance and I just joined the ADJA in June, despite admonitions from industry friends who have said "I can't see how that's going to make me more money".

So far potential clients are totally oblivious to both organizations, so I'd have to say the industry friends are right. Instant backup? Don't care. Professional certification? Don't care. Extra education? Don't care.

Bottom line: What can you do for me? What do you charge?

It's all well and good to encourage DJs to raise their rates, but that should only be in conjunction with a concerted effort to market ADJA and NAME to bridal, corporate, and school related clients.

The ADJA and NAME will both be relevant when, and only when, membership in those organizations holds meaning for our clients!! Until then, it's just the DJ equivalent of a good ol' boys network.

Rick H

I agree 100% with you, Chuck, and that's why I plucked down $400 this year for both organizations. But.......

While those plaques on the wall in the local tire store make you feel warm and fuzzy once you get there, you might not be there in the first place if you had first seen a high-end ad that directed you to a competitor.

That ad might have in some way scared you into going to the competitor by showing you what might happen if you didn't have tires with a certain type of certification. I mean really scared by showing you a potential blowout with kids in the car juxtaposed to the certified tire surviving the blowout and getting you safely stopped.

For example, in my ADJA membership packet, I received about 50 post cards which I assume are to be sent out to banquet halls, caters, etc. The picture is of a chagrined bride sitting with a boom box and a batch of cds. What's that all about? The card promotes finding that last second DJ via the ADJA hotline. Isn't the entire concept of a last second DJ because of a no show contrary to what the we are trying to accomplish?

To the point, how long is a co-vendor's memory when it comes that last second assistance that you gave them covering a gig?

My experience with other vendors has been that a bad experience for them can easily lead to a good experience for me. It's not the no-show DJs that create the problems, it's the do show DJs who do a legendarily bad job, who miss cues, play inappropriate music, make inappropriate remarks, sing along with every song on the mic......pick your complaint here. The best recommendations from other vendors for me come right after they have worked with someone like that.

All I'm saying is why not address that fear in the marketing materials? Why not show the sloppy set-up with the dangling wires or the late DJ slugging the equipment in through the guests?

I'm not saying that I don't appreciate the cards and I'll certainly send them out with my labels on them so they can see who it comes from. I expect them to go on file, but some will quickly forget who sends them. I'm just saying that we can do better.

The ADJA has been in existence for what, 20 years, and about 10-15 for N.A.M.E. and yet we are an industry still struggling, in some ways, to be taken seriously. Why?

At the Summer Mobile Beat, Drax gave an passionate plea for our industry to help the schools and I agree that they desperately need our help. I was very moved by it and I will respond, but consider another opinion put forth by Cap Capello in an interview that I heard.

"The problem with schools is that they don't follow their own rules." Cap pointed out that every plumber, electrician, and other professional that comes to a school must be licensed or certified in some way, why not DJs?
Why do schools form a special committee headed by a few teachers for each event and then turn the hiring of the DJ over to a student (we've all gotten that call). Who's the decision maker here? Who knows whats right over the long haul?

I'm just saying we should market a little to those fears, not the fear of the DJ who doesn't show, but the fear of the DJ who does and then creates a disaster, the DJ who sounds great to the student committee, but only has unedited music.

It seems to me that marketing in that fashion make membership in these organizations meaningful to potential clients.

Woa, this is a long post, guess this is kind of a flash point for me.

FDR said "all we have to fear is fear itself". So let's not fear it, let's market to it!

Rick H

I started advertising on Graigslist...

...and I guess it should be no surprise that I haven't received ONE inquery... GO FIGURE!

Everyone here, should make an ad like this... slowly but surely, we may get the message out.

Most Expensive DJ Disc Jockey in the 5 state area...

--------------------------------------------------------------------------------
Reply to: [email protected]
Date: 2007-08-02, 10:08PM CDT


Have you noticed that 90% of the DJ ads on this page are from the same 4 or 5 services? They're taking up a lot of your time and a lot of space. If they can't "catch" you with one ad, they'll try another? One guy on this page has over 30 ads listed with different formats. Not my style... this is my ONLY ad.

As for my fee: A Disc Jockey's fee is his/her testament as to what they're worth. I believe I'm the best, and my fee reflects that. If you're looking for a discount DJ, then I'm not who you're looking for... check with the guy with 30 ads. I've been doing this for 15 years, and I know my craft.

I'm a full time DJ at a Northern Minnesota nite club, so I know the music and I know how to entertain a crowd. My big light show is amazing, and has intelligent lights that you'd see a a pro concert. Most DJ's have only seen these lights, let alone own and operate them. And, I have lasers too!

I have a million dollars worth of liability insurance (ask that guy with 30 ads if he's covered before you hire him). When you hire a $395 DJ service... that's just what you get. Now these other guys are not going to like my ad... the truth hurts! Don't be fooled... you've heard the horror stories, and you're smart enough to grasp the concept.

I also know that most of these guys are going to call me and pretend to be brides/grooms looking for a DJ... again, that's not my style. If you're price shopping, then thanks for you time reading this far. If you are looking for an amazing evening of entertainment, then check out my web site... www.dj-mn.com Easy and professional address to remember!




Location: Brainerd Lakes Area
it's NOT ok to contact this poster with services or other commercial interests

Thank you, sir. Nice! http://www.chillaxin.com/

Guess I'm not a very hip DJ. That term flashed by me completely.

Regarding you guys perception of the negativity, I'm sure I'm a little jaded by what's been a very tough year for me. I've actually contacted several of the DJs in my market this year, people that I consider on pretty much on the same level, trying to get them to come up to at least a realistic figure for weddings. I've also laid out the money for two web sites, the memberships in NAME and ADJA, insurance, conventions, etc. and virtually no one else in my immediate area has done any of that, including a few of my close associates. The net result is that a couple of guys actually went down to last year's rate after raising them (they freaked out over a few open dates) and reception prices are stuck at around $600 in this market, which is tough for everybody (I'm currently at $800...thanks for asking).

Maybe I'm a little testy about this stuff, but I still say that you have to get their attention in some way (they being clients and vendors). I don't know how, if I did I wouldn't be struggling with these issues. Geico has their caveman, you know.

My suggestion was that the ADJA and NAME address the quality issues involved and then we can follow up with the positive people dancing, I'm here to save the day message. Then when you say I'm a member of the ADJA it means something.

You know, except for one DJ around here, I think that I'm the only one who has liability insurance. Is it unfair of me to think that the halls and vendors doing the recommendations should know that? Is it wrong that I would like them educated without me being the one to throw the dirt? :sqconfused:

OK, let me have it. I'm still gonna love you guys anyway!

Rick

That's a real good idea, Chuck. I've kinda started down the path with some phone and email contacts last week, perhaps now the time is right to take it to the newsletter level.

Still say the organizations could do a better job, though!

Chuck The DJ said:

Maybe even a TV spot late at night. Yes I am sure these would be expensive, getting the message out, how to word it would be hard.

Click to expand...

Oh, how wrong you are, at least on a local level. LATE NIGHT TV spots in Philly can be had for LESS than the cost of a Happy Meal...... and no, I am NOT KIDDING.

Fred Stewart said:

Rick,

Get in touch with Steve Miller in Rochelle. Steve ain't overly impressed with industry associations but he's got his finger on the local pulse.

Steve knows what's goin' on. He can get you in touch with the people who matter.

Click to expand...

'Preciate it, Fred, but the problem that I'm facing is a little different. Steve seems to be in the trenches with anybody here who's anybody in the bar or restaurant business and I guess some of the halls.

Funny, Steve and I have actually switched places a few times over the years. Fire him, hire me.....fire me, hire him, sometimes a coupla times in the same place. I've got a lot of respect for what he does, but I don't know how he does it, slugging his stuff into the bars 5-6 nights a week. I kinda left the karaoke and bar scene behind a few years ago and I don't think I'll look back.

The marketing issues that I have revolve more around the high end venues like the country clubs, inns, and wineries. That's where opportunities are being wasted because of everyone's haste to fill the calendar, thus the $600 price that I described earlier in this thread. This problem is exasperated by the fact that while there are two local booking companies that dominate the market are band-based and they do well, so the money's there, we DJs just aren't getting it and never will with the current "regime". One agent actually tells the DJs here that if they want to book out faster, drop the rate.

This is what led me to the Bubble parties and the Trivia games. They are gonna be my insurance policy. That leads to the other problem that I personally have, which is that while I am a great performer, I am a lousy marketing person. I'm trying to get better, reading sales and marketing books, etc., but it's outside of my box, so it's not very comfortable, like going from a size 10 to a size 11. I'll get there.

"Til then, I reserve the right to whine! LOL

Rick

Chuck The DJ said:

I watched a motivational movie last night. The way to bring positive things to you is to think that way.

In the ADJA ads, wanna bring more brides to you, do it by sending a positive message. If you send the message "look at this poor lady sitting here with a boom box...." that is the energy you will get back. Send a message of "look at that bride dancing and having fun".... that's the energy you are going to get back.

The secert is to send out what it is you want, not what it is you don't want.....

Click to expand...

You have hit the "nail on the head". Every time you mention the $398, $250 Competitor you are offering free advertising for them.

Negative statements are received by the viewing public as "sour grapes". ".......You are only saying that because you want higher fees.......".

A Good add in this, or any business, should only mention your name and all of your positive components, to your company, no reference to any competitor should be made. :dbiggrin: