In the past DJOC had an ongoing battle in defending our prices. Potential customers usually call with their primary concern being our price. This question is asked without us knowing what type of event, where it is taking place and most importantly, the talent level desired in a DJ.
Over the past several months DJOC has been going through a restructuring. We looked at what clients needed and wanted in order to feel good about selecting a DJ. Speaking with over twenty brides with weddings either taking place during the latter months of 2011 and the earlier months of 2012, many of them have become wary, or should I say skeptical, over what they read on message boards and review sites. "Everyone with ratings have outstanding ratings!". "No one has anything lower than (the top rating)", stated one client. So I asked them to tell me, "What does a good DJ for your wedding look like?"
Everyone had a different criterion for making their selection. The one time, aside from price, that was consistent throughout our survey was the need for the DJ to be professional. Talent was not an immediate requirement. In fact, many who we surveyed stated that meeting with the DJ to "see if his or her style fits what we want" was a necessity. So I then asked, why is that the case and more than half said, "because I read that in a bridal magazine".
Let me say this, bridal magazines know just as much about entertainment and the process of producing great entertainment as DJ does about being a world class photographer. Meaning, they rarely know all that is involved in insuring that the entertainment is above and beyond expectations.
Continuing the discussion with my focus group I presented them with the following questions:
- Is having a talented DJ with an extensive resume a luxury
- Should your entertainment have full knowledge of the venue
- Aside from not showing up, what is your biggest fear about the entertainment
To the majority of them, having a talented DJ with an extensive resume, was merely a second thought. Many looked at the reputation of the company via their website and the guidance of a bridal or party site. They were more willing to take the word of an event planner or another vendor with whom they had already secured and had built a level of comfort in their product and knowledge of their event.
They also wanted to make sure that the DJ had performed at the venue previously. Why? Because the magazine's said this is important. Let's be truthful, with today's technology and the ability to pick up the phone and talk to the manager of a venue, about the venue, this should never be a requirement.
But it is and to top it off, they just want to be sure that the DJ knows how to read the crowd. Now, I am going to say this as delicately as I can without sounding harsh:
ALL OF THAT IS 100% BS!
When securing entertainment for your event, they should be professional, talented, ask questions and above all else, have an agenda on getting to know you. The events that are successful and the energy is great is because the entertainment knew the crowd. They discover their likes and dislikes the night of the event. It was done prior. If it is a club, we get to know the crowd, the people who like the scene and what makes them dance prior by sitting, observing and embracing the culture and ambiance of that venue.
Clubs, lounges and bars are marketed towards specific demographics, i.e., advertisement through specific radio stations. With a wedding we have got to build a music profile and get to know the client so that we understand what they mean when they say 80's and 90's and nothing cheesy. There is so much to do prior to the event that insures a successful event that it carries with it an element that most people fail to recognize: VALUE!
As a consumer, you have to take the time to ask yourself questions. Questions that we, the entertainment provider, should be able to answer quickly and clearly. 1) Why is your price as presented and 2) What do you do to get to know me and my musical preferences?
An entertainer's style and approach should never be a question because 1) You know what you like and 2) Once you have explained what you like, they should be talented and versatile enough to be able to do your job and professional enough to say no, I am not the entertainment for you.
IT'S YOUR EVENT, YOU SHOULD GET WHAT YOU WANT!
When looking at references of any entertainer, have a list of questions for the reference that addresses the entertainers personality, ethics and did everyone dance. Be sure to know what the client preferred in terms of music genres and be sure to ask how flexible they were in their working within your means. All of this determines the value of the entertainment along with one other key item, EXPERIENCE!
The bottom line, what a DJ does prior to the event, time spent and process preparing, their talent, resume, the company's infrastructure and code of ethics all pay a part in the value of the DJ. If they are able to convey this to you in a clear and concise manner, then their price will be more than justified
