Why it is imperative to be a referral driven business.

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djcrazychris

DJ Extraordinaire
Jun 12, 2018
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Was just reading a local statewide wedding group page on Facebook...just to see what brides are talking about...

Saw a half dozen posts over the last couple weeks that all read about the same... LOOKING FOR RECOMMENDATIONS : DJ WHO DOESNT CHARGE AN ARM AND A LEG ..... DOES ANYONE KNOW AN INEXPENSIVE DJ.... DJ RECOMMENDATIONS NEEDED: TIGHT BUDGET.....etc...etc

These same brides want recommendations on limos... horse and carriage entrances... high end photography.... thousands of dollars worth of seat covers and centerpieces... but the bastard child seems to be the dj....

if i were to spend my days chasing down those leads and begging for their business... it would probably be quite heartbreaking....but i see all these dj's on there doing just that.... its a fools parade

cc
 
I think "inexpensive" is THE word of the day (year) for brides these days. The photography industry has been wrecked by bottom-feeders, probably even worse than DJs. I will say, however, that DJs are the absolute low man on the totem pole. It's one of the most vital functions and yet girls are just obsessed with getting cheap and not caring if there's a difference. I only hope venue rentals don't follow suit.
 
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I think "inexpensive" is THE word of the day (year) for brides these days. The photography industry has been wrecked by bottom-feeders, probably even worse than DJs. I will say, however, that DJs are the absolute low man on the totem pole. It's one of the most vital functions and yet girls are just obsessed with getting cheap and not caring if there's a difference. I only hope venue rentals don't follow suit.
I thought it was the low end brides you were targeting with your venue rental?
 
I thought it was the low end brides you were targeting with your venue rental?

Initially, yes, but that's not where I want to stay forever. Time will tell what that market (AL) will bear. It does seem however, that overall brides are really on a "budget" train. Fewer of them are plopping daddy's credit card down so seems they're all jumping all over the cheapest option.
 
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i get the impression brides want it all.... they want every little thing they see on pinterest... they want giant letters that say love... they want the great venue...be it barn or ballroom... and they trim the fat on the most important thing (entertainment) simply because many dj's acomodate them price wise. I honestly havent heard of many local photographers who bottom feed...but im sure there are some... but most stick to a fairly high price... and that in effect creates a fair market where each can make a healthy living at it.... most brides will not bat an eye at a 2500 photographer... but a 1200 dollar dj is "out of their gd mind" lol

Thankfully with referrals .... 95 percent of the time... they just ask if the date is open...and where to sign

cc
 
The wedding I just attended probably had a total amount spent under $3,500 by the couple. ...Ad it was a 2nd cousin of mine (Related by Great Grand Parents)

That is not the typical wedding, but there are many couples like them who are young, and simply do not have the income to put on a "normal" wedding day for their guests.

...I have notced that my typical couple is over the age of 29 today. In the last 3 years, only maybe 25% of my couples have been below the age of 29 or so. The couples who have weddings where they are dishing out over $20,000 on their wedding are older, and have professional Careers. The top 3% to 5% of high cost weddings that are occuring are likely by couples who came from Upper Class Families, and they have lots of money, and their parents are footing most or all of the bill.

We are noticing this behavior towards "Low Cost, and "inexpensive DJs" because of a few factors.

- The middle class is shrinking
- The cost of living continously increases every year
- Wages are virtually stagnant since 1998 for most in comparison to inflation
- Technology has made it easier for more to enter the industry in attempt to make money (Bringing down the average prices)
-There are a limited number of venues in most areas to handle all of the events on SATURDAY (SINCE MOST EVERYONE WANTS SATURDAY), and venue prices have DOUBLED, and in some cases TRIPLED in the last 15 years because of this.
- Labor Costs are cuased Catering Prices to increase steadily since the recession. In some areas, Higher end Caterers have to offer $24/hr+ for every staff member that is working a wedding
-Venues, and Caterers are taking a rather large chunk of the budget...more so than 15+ years ago causing couples to choose to go cheap on the DJ, Photographer etc in many cases to try to keep costs down.

There are other factors, but those are the primary ones.


Honestly, I do not see things changing for the DJ industry for the better in the future as a whole. Same goes for photographers. There will be even more options for couples to choose from 10, 15, 20+ years from now for photography, and DJ/Music.
 
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For my events coming up:

Aug 3rd. - Referral from another DJ who was referred by venue
Sept 1st. - Bridal Show attendee, booked with special price at the show 2 years ago (delayed wedding 1 year due to groom having health condition)
Sept 13th - Saw me at a venue Open House, and liked me better than 2 other DJs that were there.
Sept. 21st - Thumbtack
Sept 28th - Referral from Planner
Oct 5th - Referral from Planner
Oct 12th - Referral from Planner, but compared my quote to 6 others before making a decision
Oct 19th - Referral from Planner
Nov 1st - Google Search, inquiry on website
November 9th - Referral from another DJ who was a referral via Planner
Dec 13th - Repeat Client (3rd year in a row)

May 24th, 2020 - Referral from previous client

Past Events this year
-July 6th - Referral from DJ who was referred by a Planner

1/26 - Gig Masters Client (This event led to me being invited to the venue open house which in turn led to another booking)
3/27 - Gig Masters Client
April - 1 Google Search client, 1 Gig Masters Client
May - 1 Client Referral, 1 Referral from another DJ
June - 3 Referral clients


I would say most of my bookings this year have been referral.


I have also lost 3 prospects this year who were referred by previous clients. I lost 3 prospects who were referred via venues. I booked my brother on a number of Google and Gig Masters leads. Things are certainly slower though. I have not booked my sister, or other DJ at all this year. I seem to be doing enough business for myself and my brother (as long as we have aother source of income to add to the DJ income).

My free listing on Wedding Wire, and The Knot have turned up ZERO bookings for 2019.

I would say that referrals are a big influence on my bookings wether directly, or inderectly.
 
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For my events coming up:

Aug 3rd. - Referral from another DJ who was referred by venue
Sept 1st. - Bridal Show attendee, booked with special price at the show 2 years ago (delayed wedding 1 year due to groom having health condition)
Sept 13th - Saw me at a venue Open House, and liked me better than 2 other DJs that were there.
Sept. 21st - Thumbtack
Sept 28th - Referral from Planner
Oct 5th - Referral from Planner
Oct 12th - Referral from Planner, but compared my quote to 6 others before making a decision
Oct 19th - Referral from Planner
Nov 1st - Google Search, inquiry on website
November 9th - Referral from another DJ who was a referral via Planner
Dec 13th - Repeat Client (3rd year in a row)

May 24th, 2020 - Referral from previous client

Past Events this year
-July 6th - Referral from DJ who was referred by a Planner

1/26 - Gig Masters Client (This event led to me being invited to the venue open house which in turn led to another booking)
3/27 - Gig Masters Client
April - 1 Google Search client, 1 Gig Masters Client
May - 1 Client Referral, 1 Referral from another DJ
June - 3 Referral clients


I would say most of my bookings this year have been referral.


I have also lost 3 prospects this year who were referred by previous clients. I lost 3 prospects who were referred via venues. I booked my brother on a number of Google and Gig Masters leads. Things are certainly slower though. I have not booked my sister, or other DJ at all this year. I seem to be doing enough business for myself and my brother (as long as we have aother source of income to add to the DJ income).

My free listing on Wedding Wire, and The Knot have turned up ZERO bookings for 2019.

I would say that referrals are a big influence on my bookings wether directly, or inderectly.
But only 3 (maybe 4 if I missed one) out of 21 events are referrals from past clients... that’s what I see. I would wonder why it's not 18/21 events coming directly from past clients who had amazing experiences and couldn't wait to tell others about you. There are referrals, and then there are REALLY good referrals. The best referrals come directly from past clients. Other vendors, planners, venues, etc... they aren't emotionally attached to you or the perspective client, they don't know the clients social circle and the real expectations they might have for an event. When I'm asked for recommendations for other vendors I always give a few options as I don't know what will satisfy the clients needs. A referral from a past client has a better idea of what type of event this perspective client attends and the overall expectations. They also talk more freely usually and can address any concerns one may have about a certain vendor category. Of course the absolute best referrals are from clients who attended past events of yours. I didn't see any of that on your list of events.

Out of 72 events for 2019, my stats are as follows for comparison purposes:

40 saw me at a previous event or were told about me first hand from a past client of mine
26 are repeat clients
2 saw youtube videos
2 found me on instagram
2 found me via a google search
1 was a venue referral


So the question I would ask is... why are your past clients not leading the way for referrals. I always ask this to anyone whose complaining about leads and bookings.
 
Every job I get these days is a referral from a past or present customer, or a repeat customer.

I think you will attract whatever it is you perceive the market to be, because your presentation is solely shaped by your expectation. The Law of Attraction is as simple as tunnel vision - you will make a bee-line to that which you choose to see and be blind to that which you refuse to acknowledge or know nothing of.
 
I recently got a referral from a wedding i did in 1996. Doing their daughters wedding 2 states away. The mother of the bride said they'd have it no other way... absolutely gives me goosebumps to think about the span of time theyve remembered that day...and what my small part of it meant to this couple.

We arent entrusted with these once in a lifetime events because we have huge speakers... or cutting edge wireless mics...or fancy facade... We are entrusted because we cared for that occasion... and we did not let them down in any way.

I was flashing back to that event from 96....and the key vivid memory i have of it was that my amp blew... and my back up was being serviced (murpheys law in effect) . I had about 2 hours to remedy the situation (always been an early set up guy...even as a guy in my early 20's) so i contacted a cousin of mine that had a large home stereo amp... and gave him 50 bucks to bring it over...and we rigged it up... the sound was ok...though not as great as id hope... but the bride and groom never knew there was an issue... they danced the night away and never spent a moment worried about their special day being ruined.

Treat every event as if every future gig depended on it... as if it were for your own daughter...

cc
 
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There's something that will never change no matter what. You mentioned clients spending a ton of money and at the end looking for an inexpensive DJ to do their event such as you mentioned a wedding. I don't want to get into what a DJ on here thinks is a cheap price for a DJ to do say a wedding. That argument will never be solved. What one DJ sees is a cheap price to do a wedding, another will disagree. There are those people who don't consider the DJ to be important. All they are going to do is play music. Even a simple idiot can do that. They don't look at the years a DJ has spent homing their craft and having the proper gear to use for an event. What they don't realize is a DJ can make or break an event.

What I've seen happen is after an event is over normally that client that wanted to look for the cheapest DJ or near cheapest DJ they can find regret making that decision. At that time it's too late. The event is over, the event was a hot mess and people leaving angry because of the clients choice. What it's about is hocus pocus keep the focus. Worry about what you can control and that is you and the job you do for the clients you work for. Do the best job you can and keep it moving. There are those people no matter how great your presentation is they will still be in search of someone willing to do it for less.

What's real sad is I've seen ads where a bride is looking for a DJ to do their wedding and don't care if it's a beginner, so long as the price is right.
 
My take -
Treat every event as if every future gig depended on it... as if it were your own wedding!

The one most important day for most couples - if it was your own wedding, would you hire yourself? Most of us would choose someone who knocks your socks off!!!!!!!
....and IMHO, that kind choice will usually be done based upon past experience, or trusting the opinion of someone they know - a referral.

This is not unique to DJ'ing. I think there is too much information in the "information age", and therefore most of life's really important decisions ARE NOT made from reading a brochure or the internet. Sure, we check that stuff, but then we usually end up talking to someone. I'm not talking here about buying a $500 camera lens.

In the U.S., three months prior to you turning 65, your mailbox will start to fill up every day with Medicare advertisements - a huge amount - and 99.9% to 100% of it will go right in the garbage, because your health care decision will probably be based on you talking to someone.
 
For 25 years or more, I've tried to be a Paul Revere type of warning system to those who think that charging more and working less for a little more or minimally the same income is so flawed and dangerous that by the time one figures it out on their own, their career is already in dire jeopardy.

The more people you get yourself in front of, the more opportunities arise for future business. I don't know about you folks, but I like to get paid well for my advertising, not having to pay someone else to do it and thus getting those negative, debilitating, mind-crushing, f' it all . "How much do you charge? "as the first question lead. My only trusted successful form of advertising and promotion is my performance...period. And the more people that see my performance, the more my phone rings.

Do the math for goodness sake. 100 weddings a year at $1,000 per wedding at 150 people per event. You're in front of 15,000 potential new customers who are seeing your work first hand. There's your advertising. There's where word of mouth builds.

So now you double your rates but your events drop in half. 7,500 people. How in the world are you going to make up for 7,500 lost in-person interviews?? You can bet that your gig rate will decline proportionately. And now the downward begins to spin out of control.

GWYW was a short term solution that does not apply to a career-long journey. GWYW was like dot com stocks.
 
Was just reading a local statewide wedding group page on Facebook...just to see what brides are talking about...

Saw a half dozen posts over the last couple weeks that all read about the same... LOOKING FOR RECOMMENDATIONS : DJ WHO DOESNT CHARGE AN ARM AND A LEG ..... DOES ANYONE KNOW AN INEXPENSIVE DJ.... DJ RECOMMENDATIONS NEEDED: TIGHT BUDGET.....etc...etc

These same brides want recommendations on limos... horse and carriage entrances... high end photography.... thousands of dollars worth of seat covers and centerpieces... but the bastard child seems to be the dj....

if i were to spend my days chasing down those leads and begging for their business... it would probably be quite heartbreaking....but i see all these dj's on there doing just that.... its a fools parade

cc


I see a lot of that here but I have a different take on it...For starters they ask those questions because they don't know what else to ask. I also see many referring me in those threads. The last one 7/10 comments were me and 6/7 were former clients. I'm by a long shot not the cheapest in town and if they see me as inexpensive then it's because I provided value...They could easily get a DJ half my price or less in these parts. I'm not Super DJ I might not even be the best in the market but I am way above average for here and I give them what they want


I recently got a referral from a wedding i did in 1996. Doing their daughters wedding 2 states away. The mother of the bride said they'd have it no other way... absolutely gives me goosebumps to think about the span of time theyve remembered that day...and what my small part of it meant to this couple.

The last two weekends I've played 25th anniversaries for people I did weddings for 25 years ago. When the Husband was doing his speech he mentioned that I was the DJ for the wedding and I'm back tonight so you know it's going to be a good time. A little over the top but it was nice

GWYW was a short term solution that does not apply to a career-long journey. GWYW was like dot com stocks.

You and I both in a land far far away Cap. I actually got calls threatening to sue me from one fellow who thought GWYW was the only way. I told him that would be the only way he'd make money LOL
 
I can completely understand how referrals from people who have seen you 'in action' are the best source of income.They will be able to understand that you're not just "pushing play". For those brides who are looking for deals and cheap dj's I think it's because there is this misconception (maybe based on poor dj's they's seen...those who do not mix...those who sit down at a table...no presentation...) that this what a dj is and their perceived value is very low. In contrast, they look at extravagant decor or venues or place settings on Pinterest etc and there is immediate perceived (visual) value. So clearly, a "wow" presentation visually and in the mix from an audio and entertainment standpoint is critical in establishing value that will actually book clients.
 
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So the question I would ask is... why are your past clients not leading the way for referrals. I always ask this to anyone whose complaining about leads and bookings.

I think that's obvious! I'm just one of those sucky push button DJs that play the YMCA, and Old Time Rock N Roll, Love Shack, and 3 or more MJ songs at every gig that uses the Sync Button, and looks like every other cheesy DJ that's been seen at a wedding out there ! ...I might as well start sitting in a chair at every gig! :)

I just don't have what it takes I guess! :dontknow:
 
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