Must be Inconsistent

Consistently means in the same manner, without variation. While I believe that some of the business practices you use, must be consistent, such as management skills for a multi-op, or showing up for all weddings and events on time, or being consistent in pursuing your goals. However, too much consistency in your performance will make you average and mundane.

I am not advocating rapid and constant change, what I am saying is that a statement in your marketing materials that says “Fifteen Years Experience” can mean two totally different things. I can mean that you have been constantly evolving, learning and changing your business for the better, or it can mean that you have one year of experience, repeated fifteen times. The sad part is that the clients have no idea which description is actually correct for you. If you want to be known as an outstanding DJ/Entertainer and to be able to get paid a living wage for your services, you must be willing to try new things, learn ways to be different and unique and take knowledge you obtain and make it uniquely yours. Failing to change is the death of a participant in an evolving industry. If you fail to change, you will simply fail!

As a wedding DJ/Entertainer, I have learned through the years some things that have made me different than the other DJs in the markets where I have worked. I will share some of those concepts with you. First, your primary goal for your wedding clients is to make sure that their special day is stress free, romantic, fun, classy and memorable.

You must be able to exude respect, sincerity and trust. You must be able to create emotion and elegance throughout the wedding day. You must be interested and prepared to listen without judgment so that you can translate the vision of the clients into a meaningful reality. You must be as enthusiastic about their celebration as they are. You must love your clients and respect and protect them from the pitfalls that can come up during wedding planning and on wedding day. The final thing is to deliver far more than their expectations, doing the extra things that are not really in your job description.

Follow these simple rules and you will be pointed in the right direction.

Pricing for mobile DJ

Have all of your packages and prices predetermined and WRITTEN DOWN. You can have different price levels for different types of parties, but have this predetermined and in advance. Combine popular items into packages rather than selling them ala-carte. Have packages for different combinations of service (say one price point for a Bar/Bat Mitzvah reception with a DJ, and an MC). Make additional options available as “upgrades” (such as party dancers, party motivators, props, lighting, etc.), which you should try to sell according to your feel for what the prospect wants. 

Sell in packages that increase in services and dollars. A good package name is essential. Don’t use stereotypical names (gold, silver, bronze). DO use “party package”, “performance package”, etc. Keep package discounts realistic. Have a wide range of packages. 

Charge MORE for overtime added on at the party. Rationale: they’re having a good time, and they want you. You’re worth it. Charge more for bigger affairs (such as weddings, Bar & Bat Mitzvahs, proms, etc.) than for smaller affairs. If you’re not losing some jobs because of price, then you’re not charging enough. You might want to charge higher prices for weekend/peak times then during the week. Charge more for proms than for a regular dance. Charge a premium for proms from mid May to mid June (especially since this is a time that is also popular for weddings). DON’T charge more for a last minute/emergency booking than you would have charged for that same booking if you got it many months in advance—the customer might pay what you ask, but will probably not give you any repeat business. 

When you are turning away a lot of business because you are already booked, then it is time to raise your prices and get more money. Charging top dollar is also the best way of differentiating yourself from your less experienced or under-priced competition. The way to fight bottom-feeders isn’t to sink down into the mud with them, but to stay on top where you belong. Charging more will automatically elevate you up to the better sites, and away from those low-budget photographers and caterers whose unprofessional antics and shortcomings drive you crazy. August 1996 DJ Times—TCB Column by Karen Roy
 

If you want to market a new (for you) service/feature/option (which you eventually intend to be able to sell as an upgrade), try giving it away for free at a few of your key parties. Make sure you tell those clients that this is something you’re giving them for free because its new, and that it will eventually be an extra-cost add-on (so their friends won’t expect to get it for free). Choose which parties to do this for so as to expose it to referrals that will want to pay for the option. 

Offer “dark time” (early setup but not playing) at half price (never for free).

To be A Pro DJ

DJing is art. To be a DJ means that you are on top of the music scene. To be a REALLY good DJ means that you are on top of all the other DJs around you. That is simple logic.

So what makes a good DJ? We believe, first and foremost, playing for the crowd. If the crowd is jumpin' n screamin' to your cuts, then you know that you are rocking the party.

These days, everyone wants to hear the latest and hottest tracks. This responsibility lies upon the DJ. Exclusiveness has certainly brought about the success of some of the top DJs out there today.

In today's club scene however, being able to play the tracks the crowd wants is not simply enough. You need to hype the crowd up by being able to pull 'stunts' on the decks that no other DJ can. We all know of one such way, and that is turntablism. The problem with scratching is though, unless done to perfection, the crowd is not going to respond to it.

Technology is great these days, and due to this, DJing has come a very, very long way. Still, no DJ can do the things a remix can, live on stage. Well perhaps, but not on every single track. It will take planning and a lot of pre-work. Why go through all that when most of the crowd will think that you're playing a remix anyway? The only real thing you should be doing is be able to switch tracks to fit the mood of the crowd, or be able to change the mood of the crowd by selecting the tracks you choose to play.

Playing DJ remixes is the answer to that problem. We have remixes in the DJ industry today, simply because they are effective in what we want to achieve, and that is, dance floor hype.

The only set back is, most of the remixes that you have that are not done by you, the next DJ to jump on the decks will probably have. In fact, it will probably be on the net for the whole dance floor to download anyway. Not very 'exclusive' is it?

So, if you can play what the crowd wants, which is essentially the latest material mixed up with old crowd favorites, and you can deliver it in a such a way that the crowd is dazzled, and nobody else can do what you can do, then Mr. DJ, put the record on, because you are going to be the latest craze in the club scene.