This is a recent article from DJ Times:
Getting Weddingwired: Everyone’s Favorite
Online Review Site Has Exploded in the Past Year.
Is It Too Late to Join the Gold Rush?
Online Review Site Has Exploded in the Past Year.
Is It Too Late to Join the Gold Rush?
The Florida bride was thrilled, ecstatic that she was booking the very best DJ for a wedding reception that was sure to not only be thrilling for her family, but also for her guests. Yet she’d never before personally observed a performance by JR Silva or any other employee of Silva Entertainment.
Welcome to the 21st century and the world of social networking sites such as WeddingWire, which seek to provide engaged couples with an online tool to easily book the best vendors for receptions based primarily on referrals and reviews from previous customers.
Naturally, this type of site provides business owners with yet another way to market themselves over the Internet for no cost, and therefore a guaranteed return-on-investment.
DJs from around the country have varying opinions on the effectiveness and impact of sites such as WeddingWire, with most claiming to have observed a marked increase in profits, yet with others saying that they’ve found even better options.
What kind of response do these sites garner for promoting a DJ business and guaranteeing higher charges? How do mobiles actually use online reviews to effectively market their businesses? And what specific methods do DJs use to garner even more positive reviews?
“I wouldn’t say that I concentrate on getting the reviews, but it is an added part of our customer cycle,” says the Orlando-based Silva. “We used to just ask for their feedback on the event, while now we ask for their feedback in addition to sending them to the WeddingWire site to leave their response.
“As soon as brides began telling me they were reading the reviews and using them to guide them on who to call, I knew we had to be there.”
Silva says that keeping our attention on the needs and goals of an engaged couple is key to finding success on WeddingWire, since the way to successfully better our business through the site is to get great reviews by delivering even more than the couple expects.
“Being on WW doesn’t guarantee me that I can charge higher fees, but our good reviews filter us in a bride’s mind,” he says. “It gets us a chance to sit in front of them. Then we have to be in customer service and sales mode from there. Having good reviews simply helps drive the bride and her fiancé to my website or to make a phone call.”
As an example of how WeddingWire worked well for Silva, he quickly rattles off an example:
“Several of the guests at our reception commented that this was a great wedding,” said one satisfied bride. “Andres did an excellent job as MC. He had an entertaining personality that was a hit with our families, and he included the right mix of Latin, country and regular party music. Meanwhile, JR himself did a great job of planning the event and was first-class and professional.
I believe that hiring Silva Entertainment was the key ingredient in making our wedding reception an overwhelming success, and for that we thank you.”
Obviously, the above review gives evidence that Silva performed with the style and professionalism that resonates from one bride to another.
Blake “Sticky Boots” Eckelbarger in South Bend, Ind., says he began utilizing WeddingWire’s reviews in 2010, and claims the results have been amazingly positive.
“Almost every bridal prospect I’ve spoken with has heard of the site and many are very familiar with it, having done a great deal of research on vendors before meeting with them,” says Eckelbarger. “I’ve also had many brides comment that they like WeddingWire due to the fact it’s much more organic and doesn’t require them to register to look at vendor information and reviews.
“It has a much more visible focus on entertainers.”
From a marketing standpoint, Eckelbarger says another positive aspect of WeddingWire reviews is that they allow prospective couples to read honest ratings of their service from actual brides who are free to write anything they like in an independent forum.
“They can also see ratings on specific points like ‘quality of service’ and ‘value,’” he says. “In my opinion these types of reviews convey much more to a prospective client than some random scanned thank-you notes posted on a company’s website. Most of our clients also mention their entertainer by name in their review, which allows others to see reviews on each of our DJs—not just me.”
Eckelbarger’s company, The Music Place, links to WeddingWire prominently on their website. Many times on the phone they’ll directly reference WeddingWire and encourage the prospect to check out their reviews, especially when brides are considering one of their DJs over another.
“It’s a powerful tool to say, for example, ‘Jeff does a fantastic job in mixing Top 40 songs with classics, so make sure to check out his reviews on WeddingWire where past clients have raved about him,’” he says. “We also make sure to publicize each new review via social media to let our fans know that we continue to be at the top of our game.”
Another DJ owner who has found WeddingWire to be immensely helpful is Greg Hollman, owner of Ambient DJ Service in East Windsor, N.J., who says his business has experienced a high return on investment as a featured vendor.
“Prospective clients take the time to read testimonials and ratings from our former clients,” Hollman says. “The testimonials provide a good sense of our style and what in particular people liked about us. The WeddingWire team is constantly expanding its distribution, and also offers monthly conference calls to advertisers on relevant industry topics.”
How can you maximize the impact of positive reviews on the WeddingWire? Hollman says he is quick to answer when brides and grooms at the end of their reception offer to provide positive references based on their positive experience with Ambient.
“At that time, I mention that I’ll be following up with them in a few weeks, so about three weeks after their reception—I give them some time to settle back in after their honeymoon, but while the buzz is still hot—I send a thank-you e-mail and a link to our WeddingWire storefront so all that they have to do is click through,” he explains.
“I don’t provide any coaching in what they should rate us or write, so the reviews appear organic and real. And even more than that, I don’t invite all clients to review us on WeddingWire—though, of course, they still may do so on their own accord.
“Brides who are raving about their reception seem so eager to tell their story that they’re about to explode are the ideal candidates.”
Yet another user and advertiser on WeddingWire is Scott Goldoor of East Norriton, Pa.-based Signature DJs, who claims he’s gotten decent feedback as a result of receiving guaranteed placement on the site’s front page for local DJs.
“Even more importantly with regard to the reviews, by keeping ongoing, continuous and current reviews, it shows my customers the testimonials for all of the DJs who work with my company,” Goldoor says. “It’s also helped me become more diligent with my follow-up phone calls and e-mails with my customers.
“Obviously, in a down economic climate you need any leverage you can get. If you’ve also noticed, other sites like The Knot have been following suit.”
Goldoor says he’ll often have a specific DJ available for a customer’s date who will contact the client directly. He then follows up with a review or two—plus a reference or two—from people who have used this specific DJ.
“This way a potential client is speaking and meeting with their DJ, and has a recent testimonial or review, as well as a reference to speak with about their recent performance,” says Goldoor.
“I’ll also be integrating this into a new re-design of my website, by adding pictures, video, etc.
“I just received an inquiry from a father of a bride who said, ‘We see you have a lot of really good reviews, and want to set up a meeting right away.’ I proceeded to schedule a meeting with him, his daughter and future son-in-law for later that week. And they ended up writing me a check for the deposit at the end of our very first meeting.
“Would they have found me or booked me had it not been for the WeddingWire reviews? Quite possibly, but it certainly helped and is an added reinforcement to marketing our services.”
While admitting that reviews are important for booking the most (and best) gigs, Jake Riniker of Platteville, Wisconsin’s Riniker Rhythm says he’s received better reviews from The Knot than through WeddingWire simply because The Knot is “not” so crowded.
“I am listed on WeddingWire but I don’t focus on it as much as The Knot, where I have all of my bride’s reviews,” Riniker says. “There are so many DJ companies using WeddingWire that I feel I’ll get lost in the mix. I also don’t like the way vendors are arranged, when you type in an area code for a search.
“My feeling is that it should be closest to furthest, which it’s not.”
Still, Riniker is adamant that reviews are crucial for this day and age, not only for the rating but also for the content.
“I encourage past brides to review me so others can hear what I do differently, and also so I can hear what brides and grooms like so I can continue what they mentioned,” he says. “Reviews have helped me branch out of my local demographic into other more populated areas.
“Future brides read these reviews and say to themselves, ‘This is what I want in my area!’ without ever seeing or hearing about my company. It’s made bookings faster, because now most of the ladies that contact me only want to know if I’m available.”
Riniker claims that his reviews on The Knot have generated three weddings within three months from larger market areas, such as Iowa City and Cedar Rapids in Iowa.
“The wedding in Iowa City, which is will be held in June of 2011, was a very simple one to book,” he says. “The bride contacted me saying, ‘I read your reviews online and like that you have a DJ/Photo Booth package, but are you available this date?’ The reviews made the sales pitch for me, which is huge.”
Over on the West Coast, an online review site called Yelp seems to be overwhelming WeddingWire usage, with users utilizing Yelp to find local businesses such as dentists, hairstylists, mechanics and even mobile DJs.
In the San Francisco Bay Area, Mark Haggerty of Denon & Doyle says DJ services tend to live and die based on Yelp reviews.
“I was speaking to someone just last weekend about this and she knows some people who have been hurt very badly by Yelp,” Haggerty says. “The reviews don’t drop off very fast, and that hurts if they’re bad.
“Still, we actually solicit these Yelps from our clients in our follow-up emails after a gig, and we’re blessed to have so many outstanding reviews and comments. It has actually helped our business and the individual DJs that we employ.”
Haggerty says the benefit of such online reviews is that if D&D has a problem with a particular client, they can make it right before that individual gets too steamed over something—and they usually can fix the problem before the client is driven to post a negative Yelp.
“To ensure better reviews, aside from doing the job that you’ve promised the client, follow through and give a great performance,” advises Haggerty. “I’ve usually had a solid rapport with my clients leading up to the event and I check in with them at times during the event, and then someone from our office will how everything went. I never ask that last one myself—if I was the actual DJ—because I want them to be honest. Some people may feel put on the spot, so one of our office people will send the email to make sure the customer is happy with the end result.
“If there was a problem we can therefore try to make them happy, or straighten out a misunderstanding before they get all fired up to write a bad review. We can usually isolate the problem down to one segment of the party—say the microphone cut out—and then offer them a refund equivalent to the problem.”
Of course, the danger of sites such as WeddingWire, The Knot and Yelp, according to Jerry Bazata of DJ Jaz Music and Entertainment, is that the emphasis is oftentimes placed on getting reviews to be noticed.
“The clear problem,” says the Ogunquit, Maine-based DJ, “is that 90-percent of the reviews that DJs post come from brides only and 95-percent of the reviews state the obvious three positive aspects of the mobile DJ: that the DJ was professional, the music was great and that everybody commented on what a great time they had at their wedding.
“This becomes a vague and narrow observation on which almost every bride bases the decision to choose a DJ service,” he says, “yet we are driven to beg and even bribe a new married couple to comment on our services. Yes, I’m correct in saying ‘bribe,’ as I recently saw on a few DJ websites that if a bride sent them a comment about their service they could win a gift certificate.
“In 2011, I’ve made a decision to seek the endorsement of wedding professionals such as photographers, banquet managers, wedding/event planners and corporate clients as opposed to brides, who basically don’t provide the insight or candid testimony to the value my service provides.
“Would it not make more sense to demonstrate that you can work well with a banquet manager in assisting in the flow of the reception, coordinating the time-line and specific instances where you helped out in a crisis situation? Endorsements or recommendations such as these will help to demonstrate our ability to work under pressure, and understand the importance of communication and teamwork during a party or event.”
Bazata claims that attention to detail and the ability to communicate and follow up accordingly, along with providing insight and fresh ideas, will create a memorable evening—and not just a packed dancefloor.
“When it comes to proms and school events,” he says, “I’m focusing on the advisers and school administration to provide me the endorsements and feedback. Students only want to know that you have the latest music in your library; however, the issue with sexually suggestive dancing and inappropriate version of songs is on the spotlight of administration and teachers.
“Today the mobile DJ is seeking to expand beyond just weddings. Event planners are looking for you to assist with fashion shows, product launches and client/customer appreciation events—looking for you to deliver that ‘wow factor’ to other clients. Therefore, getting the testimonials from the corporate executives will enhance your ability to win high-value engagements and more profitable business.”
Mike Mahoney of M&M Entertainment in Portland, Maine, couldn’t agree more with the need for proper follow-up, as he says the most important job for any DJ entertainer is to do the job to get a proper review.
“When someone is looking for references, I send a few links to testimonials,” he says. “The great thing about the testimonials is that, depending on the event and the things you did for it, your review will be different, so they don’t end up all looking like the same ‘You played great music’ testimonials.
“Beyond that, I’ll send a quick follow-up email before sending the survey, asking if they were fully satisfied or had any thoughts for how I may improve my service for future couples. We’ll take care of any issues there and then I’ll send out the survey link.
“As far as this giving me the ability to raise rates—not yet. But I do believe this combination will allow me to improve my services even more and raise my rates accordingly in the future.”
Welcome to the 21st century and the world of social networking sites such as WeddingWire, which seek to provide engaged couples with an online tool to easily book the best vendors for receptions based primarily on referrals and reviews from previous customers.
Naturally, this type of site provides business owners with yet another way to market themselves over the Internet for no cost, and therefore a guaranteed return-on-investment.
DJs from around the country have varying opinions on the effectiveness and impact of sites such as WeddingWire, with most claiming to have observed a marked increase in profits, yet with others saying that they’ve found even better options.
What kind of response do these sites garner for promoting a DJ business and guaranteeing higher charges? How do mobiles actually use online reviews to effectively market their businesses? And what specific methods do DJs use to garner even more positive reviews?
“I wouldn’t say that I concentrate on getting the reviews, but it is an added part of our customer cycle,” says the Orlando-based Silva. “We used to just ask for their feedback on the event, while now we ask for their feedback in addition to sending them to the WeddingWire site to leave their response.
“As soon as brides began telling me they were reading the reviews and using them to guide them on who to call, I knew we had to be there.”
Silva says that keeping our attention on the needs and goals of an engaged couple is key to finding success on WeddingWire, since the way to successfully better our business through the site is to get great reviews by delivering even more than the couple expects.
“Being on WW doesn’t guarantee me that I can charge higher fees, but our good reviews filter us in a bride’s mind,” he says. “It gets us a chance to sit in front of them. Then we have to be in customer service and sales mode from there. Having good reviews simply helps drive the bride and her fiancé to my website or to make a phone call.”
As an example of how WeddingWire worked well for Silva, he quickly rattles off an example:
“Several of the guests at our reception commented that this was a great wedding,” said one satisfied bride. “Andres did an excellent job as MC. He had an entertaining personality that was a hit with our families, and he included the right mix of Latin, country and regular party music. Meanwhile, JR himself did a great job of planning the event and was first-class and professional.
I believe that hiring Silva Entertainment was the key ingredient in making our wedding reception an overwhelming success, and for that we thank you.”
Obviously, the above review gives evidence that Silva performed with the style and professionalism that resonates from one bride to another.
Blake “Sticky Boots” Eckelbarger in South Bend, Ind., says he began utilizing WeddingWire’s reviews in 2010, and claims the results have been amazingly positive.
“Almost every bridal prospect I’ve spoken with has heard of the site and many are very familiar with it, having done a great deal of research on vendors before meeting with them,” says Eckelbarger. “I’ve also had many brides comment that they like WeddingWire due to the fact it’s much more organic and doesn’t require them to register to look at vendor information and reviews.
“It has a much more visible focus on entertainers.”
From a marketing standpoint, Eckelbarger says another positive aspect of WeddingWire reviews is that they allow prospective couples to read honest ratings of their service from actual brides who are free to write anything they like in an independent forum.
“They can also see ratings on specific points like ‘quality of service’ and ‘value,’” he says. “In my opinion these types of reviews convey much more to a prospective client than some random scanned thank-you notes posted on a company’s website. Most of our clients also mention their entertainer by name in their review, which allows others to see reviews on each of our DJs—not just me.”
Eckelbarger’s company, The Music Place, links to WeddingWire prominently on their website. Many times on the phone they’ll directly reference WeddingWire and encourage the prospect to check out their reviews, especially when brides are considering one of their DJs over another.
“It’s a powerful tool to say, for example, ‘Jeff does a fantastic job in mixing Top 40 songs with classics, so make sure to check out his reviews on WeddingWire where past clients have raved about him,’” he says. “We also make sure to publicize each new review via social media to let our fans know that we continue to be at the top of our game.”
Another DJ owner who has found WeddingWire to be immensely helpful is Greg Hollman, owner of Ambient DJ Service in East Windsor, N.J., who says his business has experienced a high return on investment as a featured vendor.
“Prospective clients take the time to read testimonials and ratings from our former clients,” Hollman says. “The testimonials provide a good sense of our style and what in particular people liked about us. The WeddingWire team is constantly expanding its distribution, and also offers monthly conference calls to advertisers on relevant industry topics.”
How can you maximize the impact of positive reviews on the WeddingWire? Hollman says he is quick to answer when brides and grooms at the end of their reception offer to provide positive references based on their positive experience with Ambient.
“At that time, I mention that I’ll be following up with them in a few weeks, so about three weeks after their reception—I give them some time to settle back in after their honeymoon, but while the buzz is still hot—I send a thank-you e-mail and a link to our WeddingWire storefront so all that they have to do is click through,” he explains.
“I don’t provide any coaching in what they should rate us or write, so the reviews appear organic and real. And even more than that, I don’t invite all clients to review us on WeddingWire—though, of course, they still may do so on their own accord.
“Brides who are raving about their reception seem so eager to tell their story that they’re about to explode are the ideal candidates.”
Yet another user and advertiser on WeddingWire is Scott Goldoor of East Norriton, Pa.-based Signature DJs, who claims he’s gotten decent feedback as a result of receiving guaranteed placement on the site’s front page for local DJs.
“Even more importantly with regard to the reviews, by keeping ongoing, continuous and current reviews, it shows my customers the testimonials for all of the DJs who work with my company,” Goldoor says. “It’s also helped me become more diligent with my follow-up phone calls and e-mails with my customers.
“Obviously, in a down economic climate you need any leverage you can get. If you’ve also noticed, other sites like The Knot have been following suit.”
Goldoor says he’ll often have a specific DJ available for a customer’s date who will contact the client directly. He then follows up with a review or two—plus a reference or two—from people who have used this specific DJ.
“This way a potential client is speaking and meeting with their DJ, and has a recent testimonial or review, as well as a reference to speak with about their recent performance,” says Goldoor.
“I’ll also be integrating this into a new re-design of my website, by adding pictures, video, etc.
“I just received an inquiry from a father of a bride who said, ‘We see you have a lot of really good reviews, and want to set up a meeting right away.’ I proceeded to schedule a meeting with him, his daughter and future son-in-law for later that week. And they ended up writing me a check for the deposit at the end of our very first meeting.
“Would they have found me or booked me had it not been for the WeddingWire reviews? Quite possibly, but it certainly helped and is an added reinforcement to marketing our services.”
While admitting that reviews are important for booking the most (and best) gigs, Jake Riniker of Platteville, Wisconsin’s Riniker Rhythm says he’s received better reviews from The Knot than through WeddingWire simply because The Knot is “not” so crowded.
“I am listed on WeddingWire but I don’t focus on it as much as The Knot, where I have all of my bride’s reviews,” Riniker says. “There are so many DJ companies using WeddingWire that I feel I’ll get lost in the mix. I also don’t like the way vendors are arranged, when you type in an area code for a search.
“My feeling is that it should be closest to furthest, which it’s not.”
Still, Riniker is adamant that reviews are crucial for this day and age, not only for the rating but also for the content.
“I encourage past brides to review me so others can hear what I do differently, and also so I can hear what brides and grooms like so I can continue what they mentioned,” he says. “Reviews have helped me branch out of my local demographic into other more populated areas.
“Future brides read these reviews and say to themselves, ‘This is what I want in my area!’ without ever seeing or hearing about my company. It’s made bookings faster, because now most of the ladies that contact me only want to know if I’m available.”
Riniker claims that his reviews on The Knot have generated three weddings within three months from larger market areas, such as Iowa City and Cedar Rapids in Iowa.
“The wedding in Iowa City, which is will be held in June of 2011, was a very simple one to book,” he says. “The bride contacted me saying, ‘I read your reviews online and like that you have a DJ/Photo Booth package, but are you available this date?’ The reviews made the sales pitch for me, which is huge.”
Over on the West Coast, an online review site called Yelp seems to be overwhelming WeddingWire usage, with users utilizing Yelp to find local businesses such as dentists, hairstylists, mechanics and even mobile DJs.
In the San Francisco Bay Area, Mark Haggerty of Denon & Doyle says DJ services tend to live and die based on Yelp reviews.
“I was speaking to someone just last weekend about this and she knows some people who have been hurt very badly by Yelp,” Haggerty says. “The reviews don’t drop off very fast, and that hurts if they’re bad.
“Still, we actually solicit these Yelps from our clients in our follow-up emails after a gig, and we’re blessed to have so many outstanding reviews and comments. It has actually helped our business and the individual DJs that we employ.”
Haggerty says the benefit of such online reviews is that if D&D has a problem with a particular client, they can make it right before that individual gets too steamed over something—and they usually can fix the problem before the client is driven to post a negative Yelp.
“To ensure better reviews, aside from doing the job that you’ve promised the client, follow through and give a great performance,” advises Haggerty. “I’ve usually had a solid rapport with my clients leading up to the event and I check in with them at times during the event, and then someone from our office will how everything went. I never ask that last one myself—if I was the actual DJ—because I want them to be honest. Some people may feel put on the spot, so one of our office people will send the email to make sure the customer is happy with the end result.
“If there was a problem we can therefore try to make them happy, or straighten out a misunderstanding before they get all fired up to write a bad review. We can usually isolate the problem down to one segment of the party—say the microphone cut out—and then offer them a refund equivalent to the problem.”
Of course, the danger of sites such as WeddingWire, The Knot and Yelp, according to Jerry Bazata of DJ Jaz Music and Entertainment, is that the emphasis is oftentimes placed on getting reviews to be noticed.
“The clear problem,” says the Ogunquit, Maine-based DJ, “is that 90-percent of the reviews that DJs post come from brides only and 95-percent of the reviews state the obvious three positive aspects of the mobile DJ: that the DJ was professional, the music was great and that everybody commented on what a great time they had at their wedding.
“This becomes a vague and narrow observation on which almost every bride bases the decision to choose a DJ service,” he says, “yet we are driven to beg and even bribe a new married couple to comment on our services. Yes, I’m correct in saying ‘bribe,’ as I recently saw on a few DJ websites that if a bride sent them a comment about their service they could win a gift certificate.
“In 2011, I’ve made a decision to seek the endorsement of wedding professionals such as photographers, banquet managers, wedding/event planners and corporate clients as opposed to brides, who basically don’t provide the insight or candid testimony to the value my service provides.
“Would it not make more sense to demonstrate that you can work well with a banquet manager in assisting in the flow of the reception, coordinating the time-line and specific instances where you helped out in a crisis situation? Endorsements or recommendations such as these will help to demonstrate our ability to work under pressure, and understand the importance of communication and teamwork during a party or event.”
Bazata claims that attention to detail and the ability to communicate and follow up accordingly, along with providing insight and fresh ideas, will create a memorable evening—and not just a packed dancefloor.
“When it comes to proms and school events,” he says, “I’m focusing on the advisers and school administration to provide me the endorsements and feedback. Students only want to know that you have the latest music in your library; however, the issue with sexually suggestive dancing and inappropriate version of songs is on the spotlight of administration and teachers.
“Today the mobile DJ is seeking to expand beyond just weddings. Event planners are looking for you to assist with fashion shows, product launches and client/customer appreciation events—looking for you to deliver that ‘wow factor’ to other clients. Therefore, getting the testimonials from the corporate executives will enhance your ability to win high-value engagements and more profitable business.”
Mike Mahoney of M&M Entertainment in Portland, Maine, couldn’t agree more with the need for proper follow-up, as he says the most important job for any DJ entertainer is to do the job to get a proper review.
“When someone is looking for references, I send a few links to testimonials,” he says. “The great thing about the testimonials is that, depending on the event and the things you did for it, your review will be different, so they don’t end up all looking like the same ‘You played great music’ testimonials.
“Beyond that, I’ll send a quick follow-up email before sending the survey, asking if they were fully satisfied or had any thoughts for how I may improve my service for future couples. We’ll take care of any issues there and then I’ll send out the survey link.
“As far as this giving me the ability to raise rates—not yet. But I do believe this combination will allow me to improve my services even more and raise my rates accordingly in the future.”
