Who is your competition?

USDJ said:

After the fact they always wish they went to the quality vendor first. This is human nature....and will never change. The $1000 ice sculpture, the chair covers, etc, etc. None of these can set the actual tone of the event.

Best,

Paul

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Paul, I think there are too many variables, to put a blanket statement about what sets the tone...


When a person sets foot into a venue for an affair, they may already be in a bad or good mood (usually depending on their mode of travel). What first will influence them (IMHO), is what they see, and how they are greeted. A sour mood can then be changed, by a simple doorman. A good mood will be enhanced by said doorman.

The decor will influence their mood when they get inside.

The DJ will influence them when they are dancing.


So, it's a bunch of things, and no vendor has any greater influence than another. Conditions have to be right across the board, to set a tone that people will remember. That's why I think it's so important to work with the other vendors on an equal basis, and stop trying to figure out who is top dog...




@Tommy: Couldn't help but comment on this one.

Keep files on the DJs in the area. Know their price.

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We obviously know you work for the federal government -- you didn't have to reinforce that thought... :shocked:

SoftJock Rick said:

Paul, I think there are too many variables, to put a blanket statement about what sets the tone...


When a person sets foot into a venue for an affair, they may already be in a bad or good mood (usually depending on their mode of travel). What first will influence them (IMHO), is what they see, and how they are greeted. A sour mood can then be changed, by a simple doorman. A good mood will be enhanced by said doorman.

The decor will influence their mood when they get inside.

The DJ will influence them when they are dancing.


So, it's a bunch of things, and no vendor has any greater influence than another. Conditions have to be right across the board, to set a tone that people will remember. That's why I think it's so important to work with the other vendors on an equal basis, and stop trying to figure out who is top dog...




@Tommy: Couldn't help but comment on this one.




We obviously know you work for the federal government -- you didn't have to reinforce that thought... :shocked:

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True...... however I go the upbeat road without the cheese. Most folks I do weddings for are pleased with what Gail & I do. You can lift a dull room up without being pushy. Usually at most weddings we do we are the timeline folks to keep things moving. At a recent wedding with almost 300 people the so-called "planner" was a friend of the family.......we saw her for about 10 minutes then she proceeded to drink herself silly.We seek out the venue's host and work closely with their needs about getting the cake cut and when the would like to serve dinner and so forth.

The Government..........LOL they've got a file on everybody these days......

Best,

Paul

USDJ said:

The Government..........LOL they've got a file on everybody these days......

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Mines pretty funny -- it's always cool when you put in a back door -- that's what I call competition...

SoftJock Rick said:

it's always cool when you put in a back door

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Isn't that Rob's department???? yorofl:

SoftJock Rick said:

Paul, I think there are too many variables, to put a blanket statement about what sets the tone...


When a person sets foot into a venue for an affair, they may already be in a bad or good mood (usually depending on their mode of travel). What first will influence them (IMHO), is what they see, and how they are greeted. A sour mood can then be changed, by a simple doorman. A good mood will be enhanced by said doorman.

The decor will influence their mood when they get inside.

The DJ will influence them when they are dancing.


So, it's a bunch of things, and no vendor has any greater influence than another. Conditions have to be right across the board, to set a tone that people will remember. That's why I think it's so important to work with the other vendors on an equal basis, and stop trying to figure out who is top dog...

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I agree...and this is exactly what I mean about competition nowadays. It is never one other DJ, a DJ company or even your failure to have a target audience. It is the uninformed bride that does not do her research combined with the other variables. It doesn't help when you have idiots on craigslist claiming top notch professionalism and clients believing them. Same with company parties - "we need three quotes" and they pick the lowest rate. It's no wonder the same corporations contact us year after year after year! They were obviously not happy the previous years -why not fix the problem? Oh wait...that is our government hard at work! LOL

blacktiedjs said:

I agree...and this is exactly what I mean about competition nowadays. It is never one other DJ, a DJ company or even your failure to have a target audience. It is the uninformed bride that does not do her research combined with the other variables. It doesn't help when you have idiots on craigslist claiming top notch professionalism and clients believing them. Same with company parties - "we need three quotes" and they pick the lowest rate. It's no wonder the same corporations contact us year after year after year! They were obviously not happy the previous years -why not fix the problem? Oh wait...that is our government hard at work! LOL

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LOL. The C/L thing. I advertise there in my area. In the midst of desperation posts crying Price! Price! Price!..........can be found my tasteful ad. I'm pleasantly surprised at the results. This free format gets me an average of 6-8 gigs per year. Regardless, it is a resource free for use. And it works.

Best,

Paul

The range of competitor's Tom cites aren't always relevant because you and they each have unique selling positions that are not anchored in the product itself.

For example, you can argue that all donuts are essentially the same - with only minor differences from one brand to the next. A glazed donut doesn't change very much from Dunkin, to Honey Dew, or Crispy Creme. Not so with DJs. The differences lie in the customer not the DJ.

DJs are very different. Some have dance talents others have great voices, and some are very personable and well connected in a given community. Others have degrees in business adminstration but, lack the artistry of someone centered in the creative aspects of entertainment.

You're only real competition is someone with an identical profile to your own. Hence - you don't see much competition between Bar Mitzavh DJs and Wedding DJs, or between school dance DJs and the Black Tie metro-sexuals. However, step inside one particular genre and you will see the constant one-upsmanship and intense competition.

Then you've got the strata of each segement itself. Weddings for example: - where the competition is actually defined by the customer profiles - not the DJs. A $16,000 wedding and $125,000 weddig are such different customer profiles they are not likley to end up between competing DJs. DJ competition tends to be rather predictable. You are only competing with DJs matching the same customer profile that you attract.

Proformance said:

You're only real competition is someone with an identical profile to your own. Hence - you don't see much competition between Bar Mitzavh DJs and Wedding DJs, or between school dance DJs and the Black Tie metro-sexuals. However, step inside one particular genre and you will see the constant one-upsmanship and intense competition.

Then you've got the strata of each segement itself. Weddings for example: - where the competition is actually defined by the customer profiles - not the DJs. A $16,000 wedding and $125,000 weddig are such different customer profiles they are not likley to end up between competing DJs. DJ competition tends to be rather predictable. You are only competing with DJs matching the same customer profile that you attract.

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Not necessarily true. I strongly believe that competition is anyone who in the client's eyes can substitute what we do. Therefore, competition begins from the client viewpoint not the DJ/Service as you describe. I have plenty of club DJs (and Mitzvah/Teen/School DJs) as competition. Why? Because a client sees a club DJ when they go out, enjoy that DJ in the club environment and assumes DJs just play music. That club DJ does NOT have the same profile has mine, but he is HUGE competition! I have heard this rationale from clients for 30 years. THEN, when they do approach that DJ and say "you play great music, would you be interested in playing my wedding?". That DJ sees $$$$ and takes advantage of that. Nevermind that he has never done a wedding - he thinks it's easy just as did I when I was a club DJ. Charges them $300 for 5 hours and that client never even thinks of calling us, much less doing research for their wedding DJ.

Customer profiles however, is more true but most weddings that are shopping for DJs will be well below the $125,000 budget. Those are very high end weddings and usually hire bands. The average wedding budget that hires DJs in the DC area is roughly $50,000 all the way down to $15,000.

blacktiedjs said:

I cannot compete with the 22 year old living with mommy and daddy, has no wife, no kids, no car payment, no mortgage....

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I could not stop laughing at this statement....

So because someone chooses to live a certain lifestyle they should not be allowed to be in the industry? News flash....it is not just 22 year olds that live like this. I have no wife, kids, car, mortgage and my TOTAL (no business) living expenses for a month is under $500....so I should somehow be penalized for choosing to live a low profile lifestyle?

My competition moved away and I hated to see him go... Mr. Jon Tuck! But then, it was more of an alliance based on friendship and mutual respect.

sightsandsounds said:

I could not stop laughing at this statement....

So because someone chooses to live a certain lifestyle they should not be allowed to be in the industry? News flash....it is not just 22 year olds that live like this. I have no wife, kids, car, mortgage and my TOTAL (no business) living expenses for a month is under $500....so I should somehow be penalized for choosing to live a low profile lifestyle?

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Of course not - that is ridiculous. But the question is "who is your competition". What I am saying is that people who have no costs to their living can AFFORD to charge $400 for a 5 hour wedding. Some of those DJs can do a decent job, but the majority suck. I HAVE SEEN THEM and I can give you example after example. The clients find them very easy and because the average bride & groom are not informed and not know how to compare DJs, choose the cheapest one without asking any other questions. They never even GET to the phone call to us because they book them on the spot.

These type of people were NEVER our major competition 20 years ago. Before the internet, there was a higher cost of doing business if you wanted to be a player in the industry. You had to advertise in the yellow pages, newspapers, bridal shows, etc back then. Otherwise nobody would have heard about you. Now...just need the internet.

If your living expenses are under $500 per month - GOOD FOR YOU! You are definately doing something right. No chance you could live in the DC area on that budget. Utilities alone will run you about $300/month. One of our DJs couldn't find a 1 bedroom apartment for less than $1000/month. Even when I was single my expenses were about $1000 per month including mortgage, groceries, utilities - and that was 20 years ago! I guess it is regional and less expensive where you live.

blacktiedjs said:

Not necessarily true. I strongly believe that competition is anyone who in the client's eyes can substitute what we do. Therefore, competition begins from the client viewpoint not the DJ/Service as you describe. I have plenty of club DJs (and Mitzvah/Teen/School DJs) as competition. Why? Because a client sees a club DJ when they go out, enjoy that DJ in the club environment and assumes DJs just play music. That club DJ does NOT have the same profile has mine, but he is HUGE competition! I have heard this rationale from clients for 30 years. THEN, when they do approach that DJ and say "you play great music, would you be interested in playing my wedding?". That DJ sees $$$$ and takes advantage of that. Nevermind that he has never done a wedding - he thinks it's easy just as did I when I was a club DJ. Charges them $300 for 5 hours and that client never even thinks of calling us, much less doing research for their wedding DJ.

Customer profiles however, is more true but most weddings that are shopping for DJs will be well below the $125,000 budget. Those are very high end weddings and usually hire bands. The average wedding budget that hires DJs in the DC area is roughly $50,000 all the way down to $15,000.

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I'd have to say give yourself some time to rethink an organize. You started off saying exactly what I did - that if you "have the same custmers then you are competitors."

Then I feel you ran right off a cliff suggesting that people are too stupid to know what they want at their own event or compare DJs with respect to their own personal priorities. People are not mindless robots. If you can tell two DJs apart - so can they.

blacktiedjs said:

and that client never even thinks of calling us, much less doing research for their wedding DJ.

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I think this is the sticking point for a lot of DJs.

What I hear when you say "research" is just a desire to make someone else agree with you. That's not what sales is about. You have to first find a clients who hold your same set of core values and then show them how they align.

The fact that a given client does not agree with your opinion of what constitutes "qualified" to do a wedding does not make them "uninformed."

This is not an advertising or communication problem. "Educating" someone on your point of view will not change their core values.

I'm in the market for a new vehicle. I'm goig to buy used because I am not going to spend more than $25,000 for a vehicle. That doesn't make me a "price shopper." I am not looking for the lowest price - I am looking for the best car under $25,000.

Proformance said:

I think this is the sticking point for a lot of DJs.

What I hear when you say "research" is just a desire to make someone else agree with you. That's not what sales is about. You have to first find a clients who hold your same set of core values and then show them how they align.

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I agree with your philosophy that sales is about aligning your core values with the clients.

The fact that a given client does not agree with your opinion of what constitutes "qualified" to do a wedding does not make them "uninformed."

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This is not an advertising or communication problem. "Educating" someone on your point of view will not change their core values.

Bottom line is that I agree with much of what you say. I just think that clients don't even reach us as easily as they used to (by phone, email or otherwise) because they make a quick, uninformed decision by hiring DJs without asking any questions and basing ONLY on price. If they don't even reach us, we cannot even make the sale.

Proformance said:

The fact that a given client does not agree with your opinion of what constitutes "qualified" to do a wedding does not make them "uninformed."

This is not an advertising or communication problem. "Educating" someone on your point of view will not change their core values.

I'm in the market for a new vehicle. I'm goig to buy used because I am not going to spend more than $25,000 for a vehicle. That doesn't make me a "price shopper." I am not looking for the lowest price - I am looking for the best car under $25,000.

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You are mixing apples with oranges. First, I am not saying a client doesn't agree with my opinion. I am saying many clients believe a DJ simply plays music - nothing else. That is ABSOLUTELY an uninformed client. I have educated clients to the contrary MANY times. They come in thinking that, and they end up booking.

Buying a car is a bad example as that is a product not a service and people shop for cars several times throughout their lives. Most people hire a DJ once or twice in their life.