Disc Jockey News March 2018 • Issue #150
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PAGE 2 • Disc Jockey News • March 2018
The Art Of Bringing People Together By Mike Walter
There are three options for how you may be reading this article. One, you just got your usual issue in the mail or email in which case you still have time to get on a plane and join almost every DJ you know in Las Vegas at Mobile Beat. Two, you picked up a copy of this issue at Mobile Beat in Las Vegas in which case make sure you get to my seminar We d n e s d a y morning and then subscribe to this awesome publication (in that order, please). Or three, you’ve found a copy of this paper in some postapocalyptic future. If it’s three, congratulations on surviving and good luck avoiding the zombies. Mobile Beat is one of the highlights on my professional calendar every year. It’s an awesome week of networking and education and, oh, by the way, it’s
Las Vegas in March. Hello! But I won’t spend any time talking about it in this space because you’re either going or not at this point. Plus, I’ll probably do my annual recap next month (barring the apocalypse and aforementioned zombies). So let me write about what I’m going to be speaking about (Wednesday morning, 9 am, seriously don’t miss it!) And that’s performance. Specifically, interaction. Interaction in my book is defined by anytime you ask a crowd to do something. Hand clapping and singing along are the two staples, and there are plenty of others. But why do we do this? Why do we, as MCs, ask crowds to do something from time to time throughout the night? And why do party goers love doing it? I’m no psychologist, but I believe it has to do with a sense of community. When we do things in unison, we feel connected with other people in the room. It happens at concerts when people sing along. Think about that for a second. You pay a lot of money to go to a concert to hear a professional singer belt out songs that you know and love. Why do you drown out that singer by singing
along? And why do you love it when the entire audience does the same thing? Because at that moment we are all one. One voice. One message. The same can be said for waving lighters (or nowadays cell phones in flashlight mode) during a band’s ballads. It brings an audience together. For those few minutes, you are connected with the hundreds or sometimes thousands of people who are in attendance. They aren’t strangers anymore. They are brothers and sisters joined by a common passion. We tap into the same emotion when we get our dancing crowds to do things together. Whether it’s a line dance, a sing-along or everyone jumping up and down; we enhance the connection between the guests at our party. They are, after all, guests at the same event so unlike the concert scenario where they are all strangers. And for those brief moments, people are happier for that connection. Please note that I said, “ask crowds to do something from time to time throughout the night.” Prompting and interacting can be effective at your events, in moderation, Cross that line and you can become the annoying DJ who just won’t shut up and wants to make the event more about himself or herself than about the guests of honor. It’s a fine line. Just enough interaction to enhance the party.
Not so much that the guests want to hide your microphone. The analogy I often think of is seasoning a steak. Before I pop a juicy ribeye on the barbecue, I will sprinkle it with some seasoning. Depending on my mood I might use red pepper or Montreal steak seasoning or some other interesting rub I have in the spice cabinet. But I don’t dump everything on it, so it overpowers the flavor of the meat. Seasoning is there to enhance, not overwhelm. Think of prompting your audiences the same way. Enhance the music and the overall vibe of the party, don’t overwhelm them and turn every song into a sing-along, hand clapping, playing air guitar, jumping up and down Zumba class. So if you’re not in Las Vegas, that’s the topic you’re missing. If you are and it’s not Wednesday morning yet, you’ve still got time to see me. I’ll be opening and closing the seminar with some live examples of interaction, and in between, I’ll be showing some video examples of myself or my staff successfully prompting. And if it’s the third option, good luck with the zombies. Mike Walter is the owner of Elite Entertainment of New Jersey and a nationally recognized expert in the area of multisystem company development and staff training. You can contact Mike at mikewalter@discjockeynews.com.
We Are Having A Conversation, Right? By Tamara Sims
I just returned from The Special Event Conference in New Orleans and was lucky enough to see many incredible speakers, but as a salesperson, the most valuable for me was “Alan Berg’s Tips for Better Digital Conversation.” Why was it my favorite? There were so many “Ahha” moments for me that made me understand why I don’t receive as many e-mail responses from brides as I probably should. Use Your Voice: An e-mail exchange IS a conversation, so be yourself. Using canned responses like “Congratulations on your Engagement” is not going to set you apart from other wedding vendors. What makes you and your brand unique? Reply as quickly as you can: When you receive an e-mail from a bride between 9am-5pm chances are she is at work at her computer, and the boss is not around. A quick response will lead to instant conversation. Remember, the early bird... Mirror their Tone: Hi, Hey, Hello, Dear Sir, etc. How did your client address you in their first e-mail conversation? We are more comfortable when we find a common similarity with another. So if their e-mail is “casual & cool,” don’t respond “prim and proper.” Mirror their Energy: Do! You! Love! Using! Exclamation Points! That’s fine if your client loves using them as well. But if you are corresponding with a bride who is quiet or shy, your enthusiasm may be too much for her. I recently corresponded with a bride who started every e-mail with
“Hi Tamara!” ended every e-mail with “Thanks!” So, I mirrored her enthusiastic energy via e-mail, and when I met with her, she was as bubbly and outgoing as her e-mails, and we ended up being a great fit for each other. Mirror how much they Write: Did they ask you one simple question and you e-mailed them back a novel? Yep... guilty as charged. If you know me, you know how chatty I can be, but I never realized that my e-mail “chattiness” was costing me sales. Most brides are e-mailing from their Smart Phones, and your 2-paragraph response looks more like “War & Peace” when they are looking at their phone screen. Edit edit edit before hitting send. Don’t answer if they don’t Ask: Did
they ask for your pricing? No. Then why right off the bat did you send them your pricing and packages? Guilty again! Answer their questions and then ask them one more question. Or as Ala likes to put it “? Send.” Don’t send Attachments: Again, they are e-mailing you from their phones, and PDF attachments are not formatted correctly. Not to mention how overwhelming a 5 or 10-page attachment is. Think about it. Don’t stop the conversation if they haven’t: Most competitors will give up after just a few attempts. Don’t stop unless they say no. Assume the sale! Conversation is key, and I hope these tips from a master will lead to increased conversations and sales!
Please feel free to share your comments with me at: tamarasims@discjockeynews.com or tamara@something2dance2.com Tamara is the Director of Sales and Marketing for Something 2 Dance 2 DJ Entertainment in Schaumburg, IL, which she proudly owns along with her husband Jay Sims. She has over 20 years experience in the wedding industry and loves creating wonderful wedding memories for her brides and grooms.
March 2018 In This Issue:
Page 2: Mike Walter Page 2: Tamara Sims Page 4: Mitch Taylor Page 4: Brian S Redd Page 5: Keith KoKoruz Page 6: Ron Ruth www.discjockeynews.com 29442 120th St. Grey Eagle, MN 56336 Phone: 320-285-2323 Published by The Disc Jockey News
Editor/Educational Production Manager: John Young john@discjockeynews.com 320-285-2323 office 612-597-4499 cell Sales: Rob Drachler 972-325-4470 Cell robd@discjockeynews.com
Page 7: Dean Carlson Page 8: Alan Berg Page 9: Chris Politylo Page 10: Joe Bunn Page 10: Brian Kelm Page 11: Mike Lenstra
Page 12: Dave Ternier Page 13: Brian Buonassissi Page 14: Rob Ferre Page 14: Top 25 Charts Page 14: Different Spin Page 15: Jason Spencer
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Disc Jockey News • March 2018 • Page 3
PAGE 4 • Disc Jockey News • March 2018
Failure Isn’t Failure
Too Expensive Is A Lie!
Recently I was binge-watching one of ESPN’s popular series 30 for 30. I came upon their episode, “This Is The XFL.” The XFL debuted in 2001, and they were up and running 12 months after its creation. The fact that they didn’t actually have a game plan, they didn’t have coaches or players or anything and then 12 months later they’re doing it wasn’t a wise business move. One year after its debut, the XFL was gone. It’s amazing it even came to fruition. Many would call it a failure. There were many missteps for the start-up league. They lost a lot of viewership all because they lost a live feed and because someone didn’t get gas in the generator. Many would even say that it was a failed experiment by Vince McMahon of the WWF (now WWE) and Dick Ebersol of NBC, as they were 50/50 partners in the league. A better way to examine it is to look at what innovations came out of the league. The XFL provided its viewers with camera angles that had not been seen before in professional leagues up until that point. The NFL back then was known as the No Fun League. McMahon and Ebersol’s partnership brought passion, fun, and exuberance back to the game that fans loved. Innovation came from the production values, the rule changes and unmitigated access to behind the scenes. Many of these same innovations have been
You meet with a potential client. They give you enough information to determine what this event’s scope of work will be. Based on this, you determine what your expenses plus salary will be to produce this service for them and give them a quote. If they reply with, “Oh, that’s too expensive,” don’t believe it; it’s a lie. Here’s why: “Too expensive” puts the responsibility on you. “It’s not my fault I can’t hire you; it’s yours because you are too expensive.” In reality, what’s actually happening is either they can’t afford you, didn’t budget for you or are just unwilling to pay that amount for you. That’s their fault, not yours. A brand new Cadillac Escalade is something that I can’t afford to buy, but that doesn’t make it “Too Expensive.” I’d love to buy a new Escalade for $10,000. However, Cadillac can’t seem to produce one for that price and are probably unwilling to take a $70,000+ loss on a unit so that I can own one. This makes it my fault for either not having the funds or the willingness to spend them… not Cadillac’s. Some may argue that ‘too expensive’ and ‘can’t afford to’ mean the same thing… and It’s just nitpicking to suggest otherwise. Don’t get me wrong, I don’t believe our potential clients intend to lie,
By Mitch Taylor
what have driven the NFL and other major sports leagues to dizzying heights of popularity and revenue streams to be seen now at unheard levels. So what lessons can you learn from this so-called failed venture? #1: Look for ways to innovate. How can you combine technology into your business to engage your audiences all to the benefit of your client? In the process, of innovation, don’t be a hater. Find a way to take what you were inspired to do from others and make it your own. #2. Fail and fail fast. After you fail, alter your course and take a new direction. It’s not entirely a failure if you learn from your mistakes. #3 Have measurements in place. Have a budget set aside for expansion or growth and don’t exceed it or grow too fast that you can’t keep up with quality. When NBC saw the downturn in ratings, they devised a plan to pull the plug on their involvement with the league even though they had a two year deal with Vince McMahon in their partnership. The bottom line is that you can’t look at anything in your business as a failure if you learned from it. One must learn from their mistakes, take heed to warnings from others who have dealt with similar issues in other industries, and adapt their innovation to better serve their clients. Who knows, you may even have an opportunity (just like Vince McMahon) to bring back your failed experiment) to the spotlight in the future. . Mitch Taylor is an 18 year veteran of the mobile disc jockey industry, starting out on the cruise ships of Carnival Cruise Lines. He is a member of the American Disc Jockey Association. Mitch owns and operates Taylored Entertainment in the Upper Peninsula of Michigan and can be reached at 906.786.6967 or via email at mitchtaylor@discjockeynews.com.
By Brian S. Redd
but words do mean something here. If a DJ, or any other product or service provider hear that phrase enough, they may start believing it and see their prices as the problem. To try and fix this, they may start by doing away with music services and go to Spotify or YouTube streaming. When it comes time to replace equipment, they may go with substandard gear, or just try to get by without. If all of that isn’t enough, they could start reducing their salary. Others may just give their services away for less than it cost to provide them. At this point, they are paying to work. If you think that all sounds pretty ridiculous, it is… and DJs do this kind of stuff all the time. So, what can we do? For starters, any time you hear the phrase “Too Expensive” or even “Too Much,” process that in your brain as what’s being said. There are a few possibilities, and you get to figure out which one it is, such as: “Can’t afford” – This is 100% legit. If someone doesn’t have the money to pay you, then, well, they can’t pay you. Shake hands and part friends. “Unwilling to pay” - There’s not a whole lot you can do about this. Just remember: Not every potential client is your client. Wish them luck and move on. “Didn’t budget for” or “thought it would cost less” – Here’s where you have the opportunity to educate someone. Unless they helped you write your business plan, how could they possibly know how much you actually cost? You can go many different directions with this. I’m a big fan of transparency, Brian Redd Continued On Page 6
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Educate Yourself: Don’t Be The Same, Be Better By Keith ‘KC’ KoKoruz
We are approaching the next round of industry trade shows for mobile DJs and Photo Booth owners. The social media roll call posts are going strong with some people saying that they are excited about attending. Some have said they have personal commitm e n t s and can’t attend. S o m e have expressed that there is no longer a need to attend a trade show because of online education. I am naturally curious what people think about trade shows and why people feel the way that they feel about trade shows. I took the time to email about 100 different DJ friends of mine from all over the country with all different types of business models as well as posted a brief survey on various industry Facebook group pages looking for as much feedback as possible and here is what I have found. For the record: as the producer of the upcoming Marquee Show, I am investing a ton of my own time and money into building a business conference for wedding professionals coming up this July in Chicago. The following information is something show producers need to know, and I hope you find this information as interesting as I have. People who have attended shows and truly have made it a point to embrace the show by attending the seminars and networking with other attendees have all said it drastically changed their business and had increased their revenue, their business, their performing skills, and their profitability. They all said that they couldn’t imagine not attending trade shows and business conferences.
People who attended a few seminars and or just came to walk the trade show floor, and party in the host city said that they had a good time but didn’t learn much. To me, this is simply a reflection on the level of commitment to their business, so there was nothing shocking in these findings. I asked people why they attend shows and the number one reason that they attend shows was for the networking and comradery with other attendees who have become friends. This was not shocking, but honestly a bit saddening. I have lifelong friends that I have made at shows over the years, but I would have guessed and hoped that education would have been number one. The second most popular reason that people attend a show is the host city. Their reason is either due to convenience based on where they live as it pertains to where the show is hosted or how desirable the host city is. Las Vegas is a very fun town for any conference regardless of what industry you are in. If you add in the friends that you have made at these show, a good time will be had by all. I hope that there are some exchanging of ideas and concepts over coffee and breakfast and or over cocktails and dinner. Perhaps you can also actually make some money on the casino floor as well. Atlantic City is a convenient drive-in destination for east coast based attendees, and you can always have a good time in a casino or at the beach in August. The third most popular reason for attending a show was the education put on by the show producer. It saddened me that this was number three and not number one. Show producers put a lot of time into booking speakers and providing training at their events. For the Marquee Show, I wanted the best possible speakers so that this is a unique educational experience. I have a few familiar names you may know, but overall I have reached outside of the box with a lot of new faces. Presenters at DJ shows are similar to songs played at weddings; some people love the classics, and others loathe them. Some of the comments I received in my research were that “it is all of the same people speaking at
Disc Jockey News • March 2018 • Page 5
all of the DJ shows.” Others have said that they love to see specific well-respected presenters year after year as long as they have new, well thought out content in their presentation. The fourth most popular reason for attending a show is the trade show floor. Years ago this was my number two reason for attending. I used to attend shows specifically to see the new releases by manufacturers and to buy weird stuff like roll up limbo sticks and various games that you simply could never find anywhere else. The internet has changed that. Today manufacturers all have a video ready to post on social media the minute that they are ready to ship a new product. While I certainly understand this change, I still love seeing, feeling, and touching the new gear and talking to the manufacturers directly about the features of these products. A lot of them also want your feedback as they design their new products. One thing attendees need to realize is that the manufacturers all spend tens of thousands of dollars to be at these shows. Their participation keeps your ticket price as low as possible. I attend a social media conference every year, and the price for that show’s pass is $1,500. Please make sure that you spend a few minutes at each booth and check out what they have to offer you and your company. The fifth and last reason that people told me that they attend shows is for the evening activities. I have attended these events for years, and now at the age of 48, I simply don’t enjoy them the way that I used to. Based on the turnout at some of the evening events, I think that attendees simply don’t enjoy them as they did in the late 90s and year 2000s. In Las Vegas, I find that it is too hard to compete with Las Vegas. There are so many shows, amazing restaurants, clubs, and of course casino floors that I could never imagine as a show producer wanting to compete against city of Las Vegas. I have performed, competed, won, and judged the competitions in Atlantic City, and I find less and less interest in being at them. Watching a DJ spin or lead a game or dance is simply not my idea of a good time. I feel that they are all well produced, but I find myself wanting to spend my time elsewhere with friends dis-
cussing business ideas and life over dinner and drinks. Considering this was the last reason that people come to a show, I don’t think that I am alone in my thoughts. In my research, I found a large number of industry professionals that simply said that they do not see any value in going to a show. Some have been outspoken enough to say that they think that shows are a waste of time and money. Some have said that they simply can’t afford the time away from their full-time job and family. Some have said that they simply can’t afford to attend a show. Of course, there were also those who have said that they have been doing this for “30 years” and have never had to attend a show. What I find interesting about that last statement was how radically different those who attended a show and were committed to being present at the show felt compared to the people who could never see themselves attending one. This is even after reading about what a positive effect it had on some past attendees’ businesses. I understand there is a ton of information available today. I look for information online. I read blogs and social media group pages. I listen to podcasts. I watch webinars. I watch Shark Tank, The Profit, and Billion Dollar Buyer on regular TV. I even host a weekly internet “TV” show on the DJNTV with Brian Buonassissi. There is no shortage of business education available without ever having to leave your house. I know in my own experience, I love shows of all kinds. I always have and I always will. I would strongly recommend that everyone in this business attend a show and commit to being present at it. My friend Marz once said, “Free your mind, and your ass will follow.” I would love for those of you reading this to choose to attend an industry trade show (there is a great one coming up in Chicago this summer!), but more importantly, I think it benefits everyone in this industry to attend shows regardless of who is producing it. Don’t be the same. Be Better. KC can be reached at KC@discjockeynews.com.
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PAGE 6 • Disc Jockey News • March 2018
Offer A Money-Back Guarantee? Are You Crazy? By Ron Ruth
At the conclusion of every consultation I have with prospective customers, I provide them with a checklist that puts in writing all of the promises I made during our conversation. I review that checklist with them before parting ways as further confirmation of everything I’ve said and to assure that I’ve covered every aspect of the service I will provide to them. That list is a fairly detailed and an exact summation of everything I bring to the table. I consider it more binding than my contract because it’s also the first and most crucial step in establishing trust with my customer and in managing their expectations---laying out what concierge level of service they can look forward to receiving from me. If my focus should ever stray from the happiness and satisfaction of my customer and if I fail to live up to my promises and the expectations I’ve set for them, I expect to lose whatever trust may have been gained and to be penalized in kind. In my opinion, it’s only fitting to feel that strongly about fulfilling my commitment to my customers because I expect no less from the businesses I entrust with my hardearned money. That commitment to excellence is why I also make the final item I discuss on my checklist my “Absolutely Thrilled Money-
Back Guarantee.” I make it extremely simple for my customers. I tell them, “If I fail to live up to your expectations in any way, don’t pay me. It’s that simple.” There are no qualifiers. No time limits. No nothing. Nada! If my customers feel I failed in delivering on the promises I made in our very first conversation, especially if I knowingly failed to deliver on those promises, then I deserve to be penalized. Some readers may think, “A no-restriction, money-back guarantee?” Are you crazy? Have you lost your mind? Aren’t you worried that customers will take advantage of such an offer?” No. No, I’m not because I’ve removed almost all “flash-points” that could trigger the customer’s “want” for a refund. I’ve been offering my “Absolutely Thrilled Money-Back Guarantee” for almost a decade. I originally included it to gain a competitive advantage because my fees are often 3-to-5 times higher than my competitors. My purpose was and remains to make my service offering even more attractive by removing the financial risk for the customers who see extraordinary value in what I do but may be hesitant to make the added investment. My guarantee also displays a level of confidence in what I do and how I do it that few others in my field have the courage to demonstrate. Since it’s inception, I’ve not had one customer come to me after the fact and request a refund. That’s not because I’ve shown confidence, but because I lived up to and exceeded the commitments I made to my customers in our initial conversation. I’ve built on the trust they’ve shown in me by treating them as creative partners and by dedicating the time and attention needed to make them feel valued, special
and important. In exchange, they’ve allowed me to do my best work because they trust that they will benefit from what I do. Does any of this mean that I’ve never made a mistake? Nope! It means that when mistakes are made that my customers are far more forgiving knowing that they weren’t made due to negligence, taking shortcuts or lack of care. If I were to treat my customers as nothing more than transactions, then they would treat our relationship as strictly transactional and be more inclined to find the faults they need to feel less than thrilled with my service. The chances are that you’ve purchased from a company, primarily because they offered a money-back guarantee. Perhaps you’ve even found the need to take them up on their offer. But, have you ever considered whether or not this sort of guarantee could be something that would benefit your business? Money-Back Guarantees are nothing new. In an article posted on entrepreneur.com, “The origins of the money-back guarantee can actually be traced all the way back to 1868 when doorto-door salesman J.R. Watkins offered customers a full refund of the purchase price on his home-cooked natural remedies if they didn’t like the product.” The article continues, “According to historical sources, Watkins offered the guarantee to combat the fact that his product was totally unknown in the marketplace.” What thousands of other businesses, including my own, have since discovered (along with Watkins, presumably) is that the money-back guarantee reduces the perceived risk of the product and is rarely ever invoked by customers. For some, the idea of selling your services with a Money-Back Guarantee is a scary proposition! There’s no physical product being returned to recover costs. The customer can fully take advantage of your time, talent and expertise and then request a refund, essentially stealing your service from you. Truth be told, scammers are going to find a way to scam. That’s the way of the world. But, that makes it even more incumbent on you to thoroughly screen your clients. If the only attribute you care about in your customers is that their check doesn’t bounce rather than catering your service to high-paying customers who want to see you do your best work, you will get burned. But, for those of you who focus on delivering quality, the economics of the money-back guarantee works. “With a guarantee, they feel confident that they won’t be stuck with their purchase,” marketer Dean Rieck says. “And the very act of offering a strong guarantee lets buyers know you really believe your product/service is worth its asking price.” So, here are four reasons you should consider offering a no-risk, Money-Back Guarantee in your service business: 1. Increased Trust: Customers are more impressed by companies and businesses
that stand behind their service than by the allure of getting their money refunded. In other words, customers are not rooting for you to fail. That’s just crazy talk. Doing so would be counter to the solution to their problem, and they’d be forced to suffer the effects of your failure as well. The fact that you’re offering a money-back guarantee must mean your service is far better than good. 2. Creating Rabid Fans: When you have the guts to back your service with a Money-Back Guarantee, that becomes a clear indicator to the customer that you care about their satisfaction and the value they received. It further validates that your’s is a respectable business that is focused on providing value, and not just a money-grab. As business author Sean McCabe writes, “This builds trust. Trust translates into fans. Fans turn into future sales. Future sales from fans creates rabid fans. This is the cycle you want perpetuated.” 3. Differentiation: A money-back guarantee is a fantastic way to differentiate your business and your brand in a market saturated with other companies offering the same or similar services at a same or lesser price. If the customer perceives that all things are equal, your money-back guarantee will make them more likely to choose your service. You’re communicating to the customer that you don’t want their money if they didn’t get value. 4. Added Value: One of the greatest rewards for me that has come from offering a Money-Back Guarantee, is that it has forced me to focus on delivering the most exceptional service available in my market and profession. In return, that focus to detail has added tremendous value to the service I provide which in turn has allowed me to continually ask and receive more for my service every year. If you want to be known as the standard bearer of excellence at what you do, you must do what is necessary to become the standard bearer of excellence. If you insist on keeping a customer’s money or quibbling over whether a refund is due, even when you failed to deliver the value you promised, and they trusted you to deliver---you’re being miserly. You know what the price for being miserly is? Not noticing the sales lost to other businesses who stand behind their service. Got questions or comments about this article? Reach out to me anytime. I’m happy to be of assistance. Ron Ruth has been on the front lines of weddings celebrations for over 25 years as a Disc Jockey and certified, Wedding Entertainment Director®. He’s a wellknown speaker and workshop facilitator in the DJ and wedding industries, a client experience designer and coach and a self-described Disney “Geek.” Get Ron’s FREE e-book, “The Client Experience Demystified” at RonRuth.com. You can reach Ron at 816-224-4487 or RonRuth@ DiscJockeyNews.com
Brian Redd Continued From Page 4 so I’ll often go ahead and break my pricing down for them. I start with the % of annual costs, followed by equipment rental fees and out of pocket expenses. Then, I have to pay myself, which is the difference between all expenses and the quote I give them. Every time I do this, they seem to get it and appreciate it as well. I hope this article helped someone. Oh, by the way, no piece of DJ equipment is “Too Expensive” either, so stop saying that. Just like with our clients, if
you can’t afford something, that’s OK. Just don’t go blaming a speaker for it. If there is something you want to add to your system that you can’t afford right now, consider building it into your pricing so you can. Practice & Enjoy! Brian S Redd is a Mobile/Club DJ in Milwaukee WI, DJ Youtuber and an official “American DJ” Artist/ You can reach Brian at: brianredd@discjockeynews.com/
Burt Reynolds Mustache By Dean C. Carlson
Recently a conversation came about on Facebook. Yeah, I know nothing good can come from that but this one was near and dear to my heart, and it talked a b o u t DJ package pricing. You see, two years ago I changed my busin e s s model to be somet h i n g very different than most other DJ companies out there, and I got rid of the package model altogether. It was the best choice I ever made and I want to share kind of an update since the last time I wrote about this. Commodity verse Talent: Ok first off you have to understand that I am trying to help our industry with a perception change. Let me explain with a question. Who here like those phone calls that start out with, “How much do you charge for 5 hours?” The answer: no one. The problem is that’s because people see DJs as a commodity. It’s all they know. It’s what every DJ for the last 40 years has been selling, and it’s because like the client we haven’t thought through a better way. Packages come in all shapes and sizes. You have the pizza-named packages: supreme and ultimate. Maybe the precious gems are more your speed, with gold, bronze, and platinum. I have made
a study of this and at one point got cute and named my packages after dances, like the waltz, tango and cha cha slide. But to a T almost always the things that separate packages are, time and more gear of some sort or maybe an extra music mixer. These things by their very nature are commodities, and if that is what you are using to separate your packages, and 98% of you are because I have looked, then you, my friend are selling yourself as a commodity. Now here is the problem as I see it with selling yourself as a commodity, it means that a client has a clear path when comparing you with your competition. You have 5 hours? Well so does X, Y and Z companies. You have different lighting packages, well so do they. So why do you charge $xxx.xx while they charge $aaa. aa? Now what you have is a client wanting to find the cheapest route, because well you are all the same. And truth be told I would do the same thing myself if I were looking at a product that way. But wait a second; did I hear you say you’re different because you also can do grand entrances, cake cuttings and Garter and Bouquet tosses? I am sure you can, and you might even do them slightly different than your competition, but that is not what a shopping client sees. They see packages, with X hours and X gear, because quite frankly that’s what every other DJ is selling, so it’s hard to overlook that. Sell yourself as a commodity, and you have to compete with everyone else. There is a different way, the talent method. Let me ask you another question, back when Burt Reynolds was the biggest box office draw do you think when producers hired him he would say, “you can have me for this price. but if you want the mustache its extra!” No, you hired Burt in all of his glory.
Disc Jockey News • March 2018 • Page 7 For people looking to hire my company, they hire talent. Gone are the hours or extra charges for gear. One price gets you everything I can do, except for Uplighting which I hate doing, and Officiant Services, because then I have to bring another person with me for sure, so they have to pay for that. Also, they would have to pay any extra for certain creative choice they might make. I.e., when we got a pro sports announcer to do a voiceover for their grand march, well the client had to pay for that. Second, the price I charge is enough that it will cover any tools I need to make their day exceptional. Burt Reynolds Mustache is just a tool, why would you charge more for that? For DJs, tools can be extra hours, ceremony sound and equipment, Love Story, Monogram, Custom Recordings, extra lights for the dance floor, extra speakers to cover the room. I know some of you are saying, well that how I make more money, well what if you made all the money even if you didn’t use some tools? You see when I first start the creative process with clients I don’t know yet what it’s going to take to make their day great. But I do know that thinking x,y and z are going to cost me more can change the outcome of an event. It will hinder the creative process, and then you might miss something, some tools that will take their event from good to great. Let me bring this back to sales again, 90% of my business is referral based. I don’t use Wedding Wire or the Knot. I do two bridal shows a year, just for exposure. So when it comes to my events, why wouldn’t I do everything I can do to make an event awesome? Did you know that there are 4-6 couples on average at each wedding that are either engaged or are getting engaged in a year or so? DO everything, and I mean everything within your power to make an event the best it can be, and my friend packages are limit-
ing that. Now the cool thing about being talent based is you have packages build in if you have more than yourself working in the company. For me, I have two other DJs working for me, and their training and number of shows and years of service are all different than mine, so I charge a different rate for them. It’s like hiring Jennifer Lawrence or Anna Kendrick, both good at their craft but each gets different pay. Another huge reason I went to Talent based was because of what happens if I wanted to hire someone new? Well is it fair to the client to send our X DJ on Y package? This way I have a build in system for charging accordingly. The client knows what they are getting. Finally, if you truly want to be different, then it requires bold moves like this. When I first did this change, it was tough to explain it to clients because I was still unsure of it myself. But after two years I would never go back. Instantly I have something to talk about with clients. “Oh, you want to know about what different packages we offer? Well, we don’t, here at Night Magic your hire Talent, kind of like hiring a movie star.” Now we can have a conversation about possibilities that aren’t hung up on their worries about will this cost me more, or does what I want to fit this package. No, you hire me for the day, and I will do everything I can do, and it will be spectacular! See the conversation isn’t about commodity things it’s about personalized pieces that will enhance their wedding day, and make it one where all of their family and friends will say, where did you get this guy? And those questions will allow you to charge a price that includes any tool you might need to make the day great. Good luck and great shows. Dean Carlson can be reached at deancarlson@discjockeynews.com.
PAGE 8 • Disc Jockey News • March 2018
The Photobooth Section Are You Living Insider Your Comfort Zone? By Alan Berg
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When’s the last time you were outside your comfort zone? Last year? Last week? Today? We spend most of our time inside our comfort zones. Unless you’re an adrenaline-junkie, you can’t spend every day on the wild side. That said, if you’re not pushing yourself, you’re putting a cap on your abilities and your success. None of us know what we’re capable of until we try something new. It doesn’t have to be something big. You don’t have to go bungee-jumping off a bridge in New Zealand, or skydiving. For some, it’s trying a new food. For others, it’s learning a new skill. Can you raise your prices? When is the last time you raised your prices? I’ll bet it seemed a little scary, didn’t it? What if they all say, “No” to the new price? But then, when the first customer says, “Yes” to your new rate, it suddenly doesn’t feel so scary. Fear of the unknown is natural. If you’re not feeling a little uncomfortable about your new rates, they might not be high enough. A little price resistance shows you that you’re probably at a good level. As long as enough people are saying “Yes” to fill your calendar or at least your most popular dates, then you’re probably in a good place. If everyone is saying “Yes,” without much resistance, then go higher. What’s your Someday Isle? I talk about Someday Isle in one of my books, and some of my presentations. Are you living there? You know, someday I’ll go to Italy. Or, someday I’ll write a book. Or, someday I’ll go bungee jumping off a bridge in New Zealand. These are the things we put off because we either think we don’t have the time or we’re afraid to take the first step. I’ve been there. And then – when we actually do it – it’s not so scary. What’s the worst that could happen? I used to worry too much about what people might think if I went out on the dance floor and tried something new. Or what they would think if I failed. Let me let you in on a secret… most people couldn’t care less about your failures or your successes. They’re too focused on their own “stuff” to worry about yours. Most situations aren’t life or death. So what if you look silly on the dance floor? I’ll bet you’re having more fun than the people watching everyone else! Next time you think about trying something new, whether in your business or personal, ask yourself, “What’s the worst that could happen?” Then, imagine that it actually has happened. How will that affect your business? How will that change your family? How will that affect you personally? Is it the end of the world? Probably not. Most likely it’s a speed-bump, not a roadblock. Most successful people have failed more than you have The road to success is rarely a
straight line. Sure, the filtered version of people’s success we see on social media often makes it seem that way, but there are few, true, overnight success stories. Thomas Edison, Michael Jordan, and most “famous” people have failed their way to success. Muhammed Ali famously said (paraphrasing here) that it’s not how many times you get knocked down, it’s how many times you get back up that matters. Each of us has our own bumpy, pothole-filled road to where we are now. Mine includes health issues, getting downsized and more. What’s yours? When you’re living your reality, you have to deal with what’s in front of you – right now. I don’t have to live your reality, and you don’t have to live mine. I don’t have the time If I had a dollar for every time, I put off doing something because I “didn’t have the time” I’d be a very rich man. And then, one day I realized that I could get lots of things, but more time isn’t one of them. We’re all racing through our lives, eating up 24 more hours, every day. Once you decide to get off Someday Isle, you find the time. Sure, you’re really just taking it from one place and shifting it to another, but that’s prioritizing. Have you ever changed a meeting, or put off some work, because a friend called with two tickets to the game, or concert or (fill in your own diversion)? You can change your priorities – any time you want. They’re yours to make and yours to change. Our comfort zone isn’t a static place. It’s constantly changing. After all, once you do something that seemed scary, it doesn’t seem scary anymore, pushing your comfort zone boundaries. Starting a business is scary. Hiring your first employee is scary. Asking out that cute guy or gal is scary. You don’t do those things thinking you’re going to fail. You plan to succeed. Sometimes it works out, sometimes it doesn’t – but you keep going; you keep getting up. Are you ready to get uncomfortable? Are you happy with the status quo? Not trying something new is akin to standing still. Every time I do consulting, or speak to wedding and event pros at a conference, I always hear complaining about new competitors. Are they trying new things? I’ll bet they are. Are they disrupting the status quo? You bet. And the more you’re worried about them, the more disruptive power you’re giving them. You can’t be them, and they can’t be you. Those things that make each of us who and what we are, can’t be copied. They can copy your marketing, website, and list of services, but they have to deliver on them, and they’re not you. So, all each of us can do is be our best selves. We can also push ourselves to achieve more. We can, in other words, get a little (or a lot) uncomfortable. Are you ready? Alan Berg has been called “North America’s Leading Expert and Speaker on the Business of Weddings and Events”. Find out more about his speaking, website reviews, consulting, books, DVDs and audio presentations at http:// www.AlanBerg.com - email or call Alan, 732.422.6362
Disc Jockey News • March 2018 • Page 9
The Photobooth Section The Ad Network You Forgot About. By Chris Politylo
Over the years I’ve wrote about my success with advertising my photo booth business on Google Adwords and Facebook. About 6 months ago I decided to test advertising my photo booth rentals on another ad network, one that is often forgotten, written off or not even considered. This new advertising venture has been successful and I’m going to continue to give them money. Alright enough teasing, two words. Bing Ads. Just in case you have no clue what Bing is. Bing is Microsoft’s search
30% of all internet searches. Furthermore, Bing is used by other companies as well. Bing’s search also powers Yahoo, Apple’s Siri and Amazon’s Kindle. When I think about which photo booth customers are using Bing to search, the first one I think of is grandma. The grandma who is researching photo booths for the class reunion committee she’s a part of. The grandma who wants to find a photo booth for her grandchild’s birthday, Sweet 16 or graduation party. The grandma that is looking for a photo booth for her granddaughter’s wedding or baby shower.
(cost per click) rates are significantly cheaper. Some sources cite that Bing ads are as much as 30% cheaper. If you’re not quite ready to spend money on Bing ads, at the very least, list your photo booth rental business on their directory, it’s free. Their business listings are called Bing Places for Business, get your business listed there today if it’s not already.
I’m still tweaking and learning the ad platform, but overall it’s easy to use and understand. Currently I’m spending about $10 per day on Bing. Last month, I received 50 clicks and about 1,000 impressions via Bing ads. You can contact Chris at chris@ photoboothtraining.com.
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engine, which is the default search engine for Microsoft’s, Internet Explorer, web browser. Bing Ads are Microsoft’s version of search engine marketing or pay per click advertising. They are the equivalent of Google’s Adwords, where you pay, through a bidding system, to appear first in their respective search engines Personally, I don’t use Bing as a search engine, nor do I use Internet Explorer as a browser. I’m a Chrome and Google man all the way. However, after some observation, I noticed that people of certain demographics and/ or people who aren’t very technology savy, they use Bing. Think of it like this, when someone (especially someone 65 and over) purchases a Windows PC, Internet explorer is the default browser and the default homepage utilizes the Bing search engine. There are plenty of people who will never download Chrome or Mozilla Firefox, nor will they change the default homepage. In my opinion, not using the Bing ad network to advertise your photo booth business, is leaving money on the table. Various internet sources report that Bing searches make up approximately
Another type of customer that uses Bing, are some of those who search at work. Many employers utilize Windows PCs and Internet Explorer is the default browser. Some IT departments won’t allow downloads of other browsers or it takes all kinds of approvals. I personally can attest to this, as it was a huge pain to download Chrome on my work computer. So the other customers that may find you through a Bing ad, are those teachers or students planning the prom or school dance. Another is the human resources employee, who is planning an employee appreciation day or holiday party for the company. Then there’s the customers who just use their work computer for personal business. People using Bing may have more money to spend. Since Bing searchers are usually a bit older that Google searchers, they may have more disposable income to spend. There’s also the opposing view, that since some Bing users are much older, they may have fixed incomes and less money to spend. Bing ads are generally cheaper. While everyone is competing and spending money on Google Adwords, Bing is often an afterthought. There is a lot less competition on Bing and therefore CPC
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PAGE 10 • Disc Jockey News • March 2018
Is It Time For New Material? By Joe Bunn
If you follow any of my marketing or social media at all, then you’ll know that I’m a huge fan of photos and videos. In fact, I think it is a large reason for the success of the company. I also think it could be how so many DJs know me now. To say that these elements are important in your marketing campaign is an understatement! Let’s first talk about photos. I’ll admit it; I love to get my picture taken. I don’t know why - vanity I guess. Whether you like it or not, get used to it. First and foremost, having an updated headshot is critical in this business. I don’t mean to bust Mike Walter’s chops, but for a long time, he was using a super dated photo as his promo shot. He had that combed straight down Caesar haircut, zero grays, and I think even his clothes were dated. I remember posting a graphic for our PhDJ Workshop one time with pictures of us on it, and someone in the comments on Facebook ruined him with a “Dang Mike, isn’t that pic like ten years old?”. I was rolling. Soon after, he changed it. The first tip about getting a new headshot/promo shot is this…hire a pro! Find someone that you are going to be comfortable around; maybe it’s someone that you do a lot of weddings with each year. Next, ask them straight up, “Are you good at headshots?” and see what they say. Some
photographers will admittedly say it’s not their thing. If they seem up to the task, Google “great headshots” and see what comes up. Move a few that you like to a Dropbox folder and then send that to them for examples of the look you’re going for. Once the shoot day comes, I would take a few different looks-suit, casual, favorite t-shirt, etc. If you’re there, you might as well get several different options for different types of marketing-website, social media, flyers, announcements. Take some photos smiling, some serious. Work that camera! Once you get them and pick your favorites, save them! Don’t create some Facebook album and show the world all at once. Trickle them out for the next couple of months. Don’t forget about your staff either! Make sure to get a new group shot at least once a year. People come and go, people change. You want your staff photo up to date and awesome. Video is king right now in my opinion. Scroll down your Facebook or Instagram feed right now. How many of those posts are videos? I’m guessing a lot. Listen, am I saying get on Craig’s List and buy a car and chop the top off and build a DJ booth where the back seat used to be? NO! However, using video is key in marketing your DJ business! You have an awesome job, show the world what you do via video! Again, approach local videographers and ask them if they would be willing to either a) share trailers with you of past weddings you have done (see the DJ bios at www.bunndjcompany.com for example) or b) see if you can hire them to shoot you or several of your guys one weekend. I would go ahead and pay them to edit your favorite shots together for a reel kind of like what plays in the background of our website on the homepage. We got a lot of
compliments on that. You can also shoot short “tips” videos that help your clients or fellow DJs. Video also includes going live on Facebook and tackling a topic. It’s a fact that better photos and videos will lead to more bookings, more referrals, more social media engagement. So get out there and start networking! Find the right folks to handle this going forward, and hopefully you can stick with
them for a long time. That has worked for me for many years. Remember, I’m always here if you need some help finding the right look or coming up with an idea. Joe Bunn is the co-founder of The PhDJ Workshop (www.pdhdjworkshop. com) and also the creator of the videos “Selling the Music” and “Marketing the Music” which can be found at djjoebunn. com.
Serve Like No Other! By Brian Kelm
People are rarely amazed these days with the level of service they receive from restaurants, phone support, and overall feelings when help is needed. A sense of shock is felt when “WOW!” is experienced to how infrequent it happens. The greatest opportunity for improvement/ progress lies in what is missing, and that is how much you can be of service and how amazing the customer experience can be. The Chinese Proverb says, “To serve is to rule.” Being of service in every moment without measure will always go further than expecting something in return. Measuring instead of giving freely will add up for the long-term. Remember, what we do isn’t about is. No guest is showing up at a customer’s event to see us. Be grateful, honored, humble and selflessly give your all to them!
Serving others come deep from within, can’t be faked, and when authentic, it’s real. It’s who somebody is everywhere in their life consistently, not once in a while. As a professional committed to serving, ask yourself in every moment, “What is in the best interest of the customer?” If a customer truly values you as a creative partner/trusted advisor, they know you are looking out for them to have the most extraordinary experience possible. Immerse yourself in this question, “How can you be of service?” There are no limits to this for every customer, family, and opportunity you have in life. There is ALWAYS something you can do to make a difference, put your customers in a better place, and be of service! Prove what you do by how well you serve and any selling will take care of itself! Brian Kelm, CWEP, CGWP, WED Guild is a 25+ year wedding entertainment and planning professional that has been all over the United States. Based in Wisconsin. Serving Anywhere. He can be reached at briankelm@discjockeynews. com
The Way I See It: The Cost Of Money
Disc Jockey News • March 2018 • Page 11
By Michael J. Lenstra
Some years ago I was reading a post on a DJ chatboard (that should tell you how long ago it was) where a fellow Mobile DJ was telling the story of starting out on a family vacation. He pulled into a gas station to fill up and while there checked the voicemail on his cell phone and discovered that he had a call from his local country club, which was a good client of his. It seems they had an event that evening and the band they hired had not shown up, and now they were in a panic. In haste, the DJ called them back, got the details, and told them he was on his way. He relayed the situation to his wife, turned the car around, and headed back home. Once there he loaded his gear and headed to the Country Club, only to discover the band was there! Sorry, false alarm, the country club told him, but thanks for being so accommodating. Now he is miffed, his wife is not speaking to him, and his children are heartbroken, so he turns to the chatroom to vent. “What would you have done?” he asks. Of course, under the cloak of anonymity and much braver with a keyboard in front of them, most of his fellow DJs told him what an idiot he was. I agreed, not so much with his decision but with the fact that he put it out there on social media for all the world to judge him. The truth is, in the early days I may have done the same thing, and I’m sure many of us can say looking back to our early years there are decisions that we made or events that we undertook, that we would not do again today. But in our
eagerness to build our business, in our enthusiasm to be relevant in our market, we did make those decisions. It’s part of being in business, we reasoned. It’s the cost of money. WHAT IS THE COST OF MONEY? We’ve often heard talk of balancing life between family and work, and I’m sure most of us will adamantly attest that we do exactly that—but if we put a stopwatch to work activities versus family activities, I’m guessing it would be quite revealing. I know myself I can boast that I was a member of our middle school’s PTA for several years. I helped build sets for my children’s school plays and took a family vacation every year. Yet I also know there were family events, such as birthdays or anniversary parties, that I was not able to be present for. There were times that I couldn’t be there for that photo-op moment when my son or daughters walked out the door as they headed for prom or homecoming. I looked long and hard for a quote I wanted to use for this article and could not find it, but I remember it came from Neil Diamond (and yes, I know I’ve quoted him before) and it went something like “We do what we do (chase success) under the disguise that it’s for our family, but in truth, it’s for ourselves and the family is the one thing it hurts the most.” Amen, Neil. I’m sure that explains somewhat the high divorce rate among entertainers—and it seems like there’s a song to be written in there somewhere. Most of us I’m sure to have heard some variation of the phrase that we never arrive, that we always must be evolving. Arrive where? Evolve to what? It’s like chasing the pot of gold on the other side of the mystical rainbow. Spoiler alert: You’re never going to get there. Recently after interviewing another DJ for an article, we talked a bit afterward off the record. He mentioned a few of the annual DJ conventions he regularly attended and asked if I had been
to those. One I had attended once, the others he mentioned I had not been to yet. He seemed a bit surprised, me being a “national industry columnist” and all. The truth is I am a big believer in education. On the bookshelf in my office are books and DVDs pertaining to our craft. I’ve been to nearly a dozen national conferences or seminars. I’ve participated in several educational opportunities through our local chamber, and I am a member of one of our local toastmasters’ group. I have also participated in the local community theater scene, which is said to have benefits for our business. But being in a mass group of DJs and their egos and listening to their stories of how much money they make and how people love them and how world-changing they are is often more than I can take. It sometimes gives you the whole Andy/Barney complex, you know, from “The Andy Griffith Show.” You attend a conference feeling like Andy, a big fish in your little pond, doing great in your market and getting tons of great reviews. Then you attend a conference, listen to some of the stories about DJs who book $3000 gigs without ever meeting the couple, or how some couple wants to fly you across the country just to have you at their wedding. You leave feeling like Barney, a dope who’s not sure if you’re doing anything right. I should add here that I’ve had the privilege of breaking bread with some of the most well-known and successful in our industry, those who are giving the seminars, and they are the most sincere and helpful people you will meet. They’ve long ago checked their egos at the door. I can tell you Ron Ruth and Mitch Taylor are the first two names that pop up in my mind, and there are others. The wannabes are a different story. So that, and the fact that it takes a lot of time to attend these conventions and conferences is the other detractor, and that, my friends, is the true cost of money. Maybe it’s because I’ve been in business for quite awhile now, maybe
it’s because the bald spot on the back of my head is getting a bit bigger, but I’d rather now spend that time elsewhere. Last year I scheduled myself to be off at least six weekends for other activities and events—and I’m not talking just the “off” season. And you know what? All of the bills got paid, and the calendar is just as full for this year. FINAL THOUGHTS The way I see it, the cost of money is time, and how much you want to make depends on how much time you are willing to spend on chasing it. However, that is time spent away from family, time spent away from doing things that you may enjoy—like perhaps participating in a sport you’ve always loved, or gardening, camping, or just reading a book. Rather than looking for new ways to increase your SEO, fly across the country to attend yet another workshop or conference, or try to figure out Facebook’s latest algorithm, the answer you are looking for might be very close. If you treat your family like they are your clients and you treat clients like family, everything will work out so much better for you. We love seeing those Five Star reviews from our clients, but will we get the same lavishing praise from those that mean the most to us? Until next month, ~ Michael ~ Michael J. Lenstra is a 20-plus-year veteran of the Mobile Disc Jockey Industry, a full-time entertainer, and owner of Alexxus Entertainment in Dubuque, IA. He can be reached at mikelenstra@discjockeynews.com
PAGE 12 • Disc Jockey News • March 2018
Essential Thoughts Of 2017 By Dave Ternier
There you have it…another year gone. Adiós 2017, hola 2018! I ended 2017 feeling a little bogged down (hence the silence here at the blog), but overall, it was a wonderful year. I pushed myself to accept some new and uncomfortable challenges (remember my theme for 2017?), and I grew both personally and professionally. I hope you experienced some of the same. Business last year for Special Request Weddings was great with some incredibly memorable weddings, even though I did not meet the prior year’s financials. 2016 saw extraordinary growth which I did not expect to maintain for 2017. Having said that, the year ahead may surpass both 2016 and 2017 totals, so I have much excitement to look forward too. In addition to starting Wedding Chat on Disc Jockey News TV: https://djntv. com/category/wedding-chat-with-daveternier-and-jeremy-brech/ with my good friend and colleague Jeremy Brech, 2017 was the year that I fully committed to producing more thoughts for this blog than ever before. While I had hoped to produce a new thought for you each and every week on my blog at www.ADJThought.com, the total of newly published posts for the year landed at 39. This is still an achievement I am very proud of, but let’s see if I can’t get that number closer to 52 this year, OK?! Your support and that of all the readers and commentators on the blog and in social media was remarkable yet again. The comments I see on Facebook, and the replies to the weekly emails are truly special to me. The satisfaction that comes from someone taking the time to write a response to something I wrote is difficult to describe. Thank you all! With that being said, let’s have some fun catching up on some of last year’s most popular thoughts with the second annual installment of Essential Thoughts. Essential Thoughts of 2017 Based on website traffic, the following 2017 thoughts were the ten most popular over the last 12 months. **ALL LINKS ARE CLICKABLE WITH THE ONLINE VERSIONS OF THE PAPER** The End Of The DJ: http://adjthought. com/2017/08/the-end-of-the-dj/ Getting Face Time: http://adjthought. com/2017/01/getting-face-time/ What Are You Saying?: http://adjthought.com/2017/07/what-are-yousaying/ How I Get Paid: http://adjthought. com/2017/08/how-i-get-paid/ For The Record pt. II: http://adjthought.com/2017/11/for-the-record-ptii/ Let’s Agree On Agreements: http:// adjthought.com/2017/02/lets-agree-onagreements/ What They Don’t Ask For: http://adjthought.com/2017/08/what-they-dontask-for/ For The Record: http://adjthought. com/2017/02/for-the-record/ The Problem With Raising Price:
http://adjthought.com/2017/10/the-problem-with-raising-price/ How I Finally Learned To Love A Wedding Show: http://adjthought. com/2017/09/how-i-finally-learned-tolove-a-wedding-show/ My theme for 2018 is going to be “Saying No To Say Yes.” I’ll share more about that with you all very soon. Cheers, and here’s to a great 2018! ~ Dave Based in Manitoba, Canada, Dave Ternier is a single operator DJ/MCfor his company, Special Request Weddings and he is the founding author of aDJthought. com. Dave Ternier can be reached at DaveTernier@discjockeynews.com.
Disc Jockey News • March 2018 • Page 13
Are You Evolving The Client Expereince With The Latest In Planning Tools By Brian Buonassissi
I read a business book not too long ago that had this quote – “Your vision is sacred. Your strategies are not”. That resonated with me. Obviously, it pertains to the business direction for any company in any industry, but I do think it has direct application for DJs – and we’ve seen this play out in many ways with our vocation. A big piece of what a DJ does is play music. You could say, in a sense, that it is part of the vision of a DJ. However, the way we do that has strategically changed over the years from the medium of music (vinyl to CDs to Mp3s) to the hardware that controls the medium (turntable to CD player to controllers). Even PA sound systems for the mobile DJ have evolved. We’ve gone from non-powered speakers with amps to 2 speaker tops/subs to now these line array speaker systems that are super portable. The latest example would be with DJ décor. DJs historically set up on six-foot banquet tables. There’s been a shift to DJ furniture and a focus on making sure our set-up looks aesthetically pleasing to the eye. The vision (playing music) has remained constant, but the methods are now different. I’m proud to be a part of an industry that is continually progressing with what the next generation of DJs (and by proxy, our clients) are needing. However, one area in our field of mobile DJ’ing that
hasn’t seemed to keep up is “event planning” tools. While our clients are busy making playlists on Spotify and using apps for other aspects of their wedding or event celebration, the DJ is stuck with providing outdated solutions to our clients on that front. That is, until now. On Monday, March 12th, at 12 PM, I will be introducing the DJ community to the next generation of music and event management for DJs (and their clients) at the Mobile Beat Show in Las Vegas, NV. I believe this is a game changer for our industry. Let me share with you some of the big features to whet your appetite: *It’s a mobile app (with custom branding)! ~ What a concept. In a day and age when apps are commonplace, somehow the mobile DJ world has been left on the outside looking in. Now you have an app that your clients can download to take care of all their music and event planning needs. It is custom branded with your company info and each specific event can be branded as well. *Spotify Integration ~ How many clients of yours are creating Spotify playlists for their event? More than you think. When it comes to their event, they currently have to do double entry to get you those songs. Now, with a click of a button, your client can import their Spotify playlist into the app. *Automatic Song Matching ~ Once you get all your client song requests, you search your song library to make sure you have them. Depending on the depth of requests, that can take a ton of time. With this feature, it scans your library, and within seconds you’ll know what song requests you have and which ones you need to acquire. *Compatible with DJ Software ~ A lot of DJs create digital crates in their DJ software with that event’s formality songs as well as other song requests. Talk about a
time suck. This feature takes the info from the app and creates a crate for you with all the songs already in it! *Social Share ~ Similar to Instagram or Facebook, you have the option to enable a “guest request” function where, not only can clients invite their guests to add in song requests, but guests can “like” other song requests. This is like getting the cheat sheet to a test. If you see a song has 20-30 likes, you can program it in a place that has maximum impact. *Customizable Planning Forms ~ We all need planning forms and don’t want to send clients to a different place for that. With this feature, you keep your client all in one place. Forms are easy to create and modify. Bonus: your client doesn’t have to be at a computer to complete it. It’s mobile friendly and easy to complete on their mo-
bile device. This just scratches the surface of what this product can do. See me Monday at Mobile Beat, and I’ll walk you through this app in depth. This app has not only saved me time but has helped me book clients just because I’m offering this revolutionary tool. You deserve better, and so do your clients. Finally, a forward-thinking solution by DJs for DJs.. Based out of NYC, DJ Brian Buonassissi is a successful internationally traveling DJ/MC specializing in luxury destination private events. He runs a multi-city mobile DJ/event business with offices in Southern California, Destin, FL and New York City. You can connect with him at brianbuonassissi@discjockeynews.com.
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PAGE 14 • Disc Jockey News • March 2018
How To Create An Unforgettable Mobile Beat Experience By Rob Ferre
We are coming upon my favorite time of year when DJs of the world unite in the city of lights and entertainment - Las Vegas. The first time I ever attended this show was in 2009 when I was barely in my third year as a mobile DJ business owner. My good friend Paul Helms, a fellow member of the ADJA in Utah, convinced me to go and told me it would change my life. He was right. My trajectory as a mobile DJ, business owner, and e n t e r t a i n e r, changed the day I stepped foot into Mobile Beat. In 2009, Mobile Beat was held at the Riviera, which is no longer around, God rest its soul. The first lesson I learned is that it is always best for conference at-
tendees to stay at the conference hotel. Staying on site allows you to be where the action is - having easy access to the conference sessions, expo floor. You can always quickly go back to your room to change your clothes, rest or catch up on work. Plus, staying at the host hotel always helps the conference as a whole because buying into the room block gets you an exclusive rate and credits the conference. Most importantly, networking happens in almost every hallway. At any moment in the lobby or on the casino floor, there are groups of DJs chatting and exchanging ideas. This has always been one of the most valuable aspects for me. At my first Mobile Beat, I was introduced to important influencers and speakers in the DJ industry. Some of these people went on to become not only my mentors, but also my friends - the likes of Mark Ferrell, Scott Faver, Randy Bartlett, Peter Merry, Rob Peters, and Ron Ruth to name a few. At the end of his kids’ event presentation, Rob Peters said, “If you’d like to pick my brain to buy me a cup of coffee.” I’d have been crazy not to take
him up on that offer. The next day I bought him a cup of coffee and took furious notes as I picked his brain. You don’t get that just anywhere, only in the hallways of Mobile Beat. I also introduced myself to Ron Ruth, a fellow Disney fanatic. We talked all about Disney and our connections to the mouse. Our friendship was forged in the hallways at Mobile Beat. My wheels started spinning about the endless opportunities for my future as a mobile DJ when I attended Mark Ferrell’s presentation at Mobile Beat. I had no idea who this man was, but I remember Bill Herman gave him the most rousing introduction I had ever heard. Then, Mark was given a standing ovation before he even spoke! I was in my seat thinking, “What’s the big deal?” Little did I know that day his message about “Getting What You Are Worth” would be a foundation for my business. I would also go on to take his continuing education MarBecca workshops. The lessons and experiences the Ferrell’s shared have transformed my performance as a Master of Ceremonies and have opened the doors to whole new
worlds beyond DJing. In addition to the education and networking that Mobile Beat presented, there was entertainment. I was giddy to see Otis Day and the Nights followed by Vanilla Ice. I made sure to get there early and be in the front row right by the stage. I had a blast watching those performances and maybe also losing my hearing. Ear protection is on my packing list now. Hanging out with my fellow DJs, rocking out to some great entertainers in the music business is the best kind of bonding and always a blast. I look forward to doing it again this year with an encore performance from Vanilla Ice and, additionally, Fatman Scoop. If you are going to be at Mobile Beat, take advantage of the education, the networking in the hallways and the entertainment they provide. It only comes once a year, and this reunion of peers in the DJ industry is something I look forward to every year. I hope to see you there! You can connect with him at RobFerre@discjockeynews.com.
Top 25 Song Charts For March 2018
The Weekly Printable Charts (Top 50 and Recurrent) are available at http://www.discjockeynews.com/charts for Subscribers Pop
1 NF Let You Down 2 ED SHEERAN Perfect 3 DUA LIPA New Rules 4 G-EAZY & HALSEY Him & I 5 CHARLIE PUTH How Long 6 BRUNO MARS & CARDI B Finesse 7 SELENA GOMEZ X MARSHMELLO Wolves 8 MAX Lights Down Low f/Gnash 9 CAMILA CABELLO Havana f/Young Thug 10 BEBE REXHA Meant To Be f/F.G.L. 11 HALSEY Bad At Love 12 ZEDD/MAREN MORRIS/GREY The Middle 13 MACKLEMORE Good Old Days f/Kesha 14 CAMILA CABELLO Never Be The Same 15 THE WEEKND & KENDRICK LAMAR Pray For Me 16 KHALID Young Dumb & Broke 17 JUSTIN TIMBERLAKE Say Something f/C Stapleton 18 MAROON 5 Wait 19 KENDRICK LAMAR LOVE. f/Zacari 20 DRAKE God’s Plan 21 DEMI LOVATO Tell Me You Love Me 22 LAUV I Like Me Better 23 N.E.R.D. & RIHANNA Lemon 24 TROYE SIVAN MY MY MY! 25 IMAGINE DRAGONS Whatever It Takes Urban 1 DRAKE God’s Plan 2 CARDI B Bartier Cardi f/21 Savage 3 MIGUEL Sky Walker f/Travis Scott 4 KENDRICK LAMAR LOVE. f/Zacari 5 BLAC YOUNGSTA Booty 6 BRUNO MARS & CARDI B Finesse 7 G-EAZY No Limit f/A$AP Rocky, Cardi B 8 JACQUEES At The Club f/Dej Loaf
9 DEREZ DE’SHON Hardaway 10 MIGOS MotorSport f/N. Minaj & Cardi 11 MIGOS Stir Fry 12 RICH THE KID New Freezer f/Kendrick Lamar 13 A$AP FERG Plain Jane f/Nicki Minaj 14 KENDRICK LAMAR & SZA All The Stars 15 N.E.R.D. & RIHANNA Lemon 16 SZA Broken Clocks 17 BALL GREEZY Nice & Slow 18 REMY MA F/CHRIS BROWN Melanin Magic (Pretty Brown) 19 STEFFLON DON Hurtin’ Me f/French Montana 20 H.E.R. Focus 21 KODAK BLACK Roll In Peace f/XXXtentacion 22 QUALITY CONTROL Ice Tray f/Quavo & Lil Yachty 23 THE WEEKND & KENDRICK LAMAR Pray For Me 24 OFFSET & METRO BOOMIN Ric Flair Drip 25 JAY ROCK/KENDRICK/FUTURE King’s Dead Adult Contempory 1 ED SHEERAN Perfect 2 P!NK What About Us 3 SHAWN MENDES There’s Nothing Holdin’ Me... 4 THE CHAINSMOKERS Something Just Like This 5 ED SHEERAN Shape Of You 6 CHARLIE PUTH Attention 7 PORTUGAL. THE MAN Feel It Still 8 ZEDD & ALESSIA CARA Stay 9 CAMILA CABELLO Havana f/Young Thug 10 SAM SMITH Too Good At Goodbyes 11 IMAGINE DRAGONS Believer 12 MAROON 5 What Lovers Do f/SZA 13 MAX Lights Down Low f/Gnash 14 IMAGINE DRAGONS Thunder 15 P!NK Beautiful Trauma 16 CHARLIE PUTH How Long
17 JUSTIN TIMBERLAKE Say Something f/C Stapleton 18 KESHA Praying 19 THE REVIVALISTS Wish I Knew You 20 CALUM SCOTT You Are The Reason 21 DEMI LOVATO Sorry Not Sorry 22 JAMES ARTHUR Naked 23 BRUNO MARS & CARDI B Finesse 24 DUA LIPA New Rules 25 SHANIA TWAIN Life’s About To Get Goody Country 1 SCOTTY MCCREERY Five More Minutes 2 THOMAS RHETT Marry Me 3 CHRIS STAPLETON Broken Halos 4 OLD DOMINION Written In The Sand 5 DEVIN DAWSON All On Me 6 BRETT ELDREDGE The Long Way 7 LUKE BRYAN Most People Are Good 8 JORDAN DAVIS Singles You Up 9 HIGH VALLEY She’s With Me 10 KELSEA BALLERINI Legends 11 KEITH URBAN Female 12 DARIUS RUCKER For The First Time 13 JASON ALDEAN You Make It Easy 14 MIDLAND Make A Little 15 GRANGER SMITH Happens Like That 16 BEBE REXHA Meant To Be f/F.G.L. 17 LEE BRICE Boy 18 KANE BROWN Heaven 19 BRANTLEY GILBERT The Ones That Like Me 20 DAVID LEE MURPHY Everything’s Gonna Be Alright 21 BLAKE SHELTON I Lived It 22 DIERKS BENTLEY Woman, Amen 23 MORGAN WALLEN Up Down f/Florida Georgia Line 24 MICHAEL RAY Get To You 25 CHRIS LANE Take Back Home Girl f/T. Kelly
Profit First: The Envelope System Explained By Jason Spencer
It was April 4, 2014, now just shy of four solid years, since I received the confidential manuscript of “Profit First” from author Mike Michalowicz by email. He fondly referred to me, and a handful of other people he trusted, as the “Fab Fifteen.” That was the original, self-published edition of the book. If you were sad to see Mike’s publisher remove the pink piggy bank from the cover of last year’s “Revised and Expanded” edition, you weren’t alone. I didn’t even write the book and many of those I introduced to it sent me letters of disappointment. But I digress. My initial readthrough of the manuscript came with mixed emotions. It all sounded so easy, somewhat overwhelming, a tad time consuming, and vaguely familiar. That familiarity came in the form of what
many affectionately refer to as the envelope system. So, what is the envelope system? Depending on your generation, your greatgrandmother, grandmother, and possibly even your mother likely used the envelope system. Before Venmo and Apply Pay, before credit and debit cards, most people used cold hard cash in their daily transactions. A crude way of budgeting their paycheck was to put the money into various envelopes, divided up by category. Typical categories are groceries, entertainment, gas, clothing, and rent or mortgage. How the Envelope System Works The short and sweet of how it works is that if you get paid twice a month and have a monthly budget of $450 for groceries. When you receive your first paycheck of the month, you would take $225 of that deposit and place it into the envelope for groceries. You’ll do the same for your second paycheck, putting another $250 into that envelope. At the end of the month, you should have $450 in your grocery envelope. Pretty simple, right? And you do this with all your envelope categories. Determining your monthly cash spend beforehand is critical and figuring that out (at
Disc Jockey News • March 2018 • Page 15
least accurately) is a story for another day. Using the money is just as simple. You head to the grocery store, and you would pay from the money that’s in the grocery envelope. That’s its sole purpose in life – to put food on your table, and only from the grocery store (eating out would be a different, separate envelope). However, once you run out of money in the envelope, you’re done until your next paycheck. That means that if you are at the store and ring up $140 worth of groceries, but there’s only $125 in the envelope, then you’ll need to remove a few things from your grocery cart and put them back on the shelf. Take It To The Bank With Profit First, we take the same envelope concept that so many of us already know, and we apply it to your business. Only we’re going to change the envelopes to be physical bank accounts – a safer place to store your money and operate a business. The foundation of the system allows you to run your business using five main accounts: Income, Profit, Owner Compensation, Taxes, and Operating Expenses. Once you get the hang of these, or if you’re working with a Certified Profit First Professional, then there are advanced accounts that help you maximize implementation in your business. I’ve found that one of the most useful for event-based companies is an advanced account called the Drip Account, where you trickle deposits and additional payments into your cash flow leading up to the actual event date. That’s opposite of what many business owners do, which is spend that large deposit check within a few days (or hours) of it clearing the bank. Don’t Cheat on Your Envelopes As you start working the envelope system, you’re using money based on the purpose of the envelope – or in this case – the bank accounts. That’s why we named the foundational ones things like Owners Compensation, the account where you’ll pay yourself a regular salary; and Operating Expenses, the place where you handle all your company bills. Just remember: Be careful not to borrow from the other accounts. When it comes to the envelope system, it can be very tempting to
shuffle available money from one account to fund another. Let’s say you used up all the money in your Operating Expenses account. The first thing most people do is try to “borrow” (or steal) from one of the other accounts. Remember, the whole purpose of the system is to control your spending behaviors and help you stick to your budget. You did step through a budget before you got this far, didn’t you? At any point, if you’ve run out of money for Operating Expenses, then it’s time to face some cold hard facts. You’re likely overspending in your business (most are) and need to cut down your expenses (most can do 3% to 7% right off the top). When the money is gone, it’s gone. You don’t pay that bill at the end of the month. Get on the phone and negotiate. It’s forced innovation as you begin to find creative ways to stretch your money when the balances in the accounts are getting low. TIP: If you have employees and payroll, you’ll find that this is often the most significant spend in your Operating Expenses account. It may mean you are overstaffed or need to implement better systems to reduce the total hours your employees are working. If you’re partners in the business, be sure that all of you are involved – even if one of you is the operations guy and the other is the evangelist. It’s a joint decision because it affects all the partners, including their salary and profit reward. Rewarding Yourself…or Resolving Old Debts You’re probably wondering about that Profit account. Well, this is where you have budgeted a way to reward yourself for not running your business into the ground. It’s a great feeling to take a quarterly profit distribution in your business and doing what you want with that money. Rewarding yourself along the way is important because it helps keep you motivated. And I don’t care if you have $10 or $10,000 in that Profit account, you are celebrating! Even if you have debt, you’ll first take a portion of that Profit account and do a happy dance. But then you’re going to utilize all the remaining funds in that account (and only that account) and put them towards paying off any debts (we prefer the “debt snowball” method). Remember, debt is simply an expense you incurred in the past and haven’t paid for yet. Of course, it’s not just a matter of putting the money in an account, and it magically solves itself. But the Profit First method of the envelope system is a powerful weapon in the fight against overspending in your business. Put the system to work for you and give each dollar a purpose before spending your money. To learn more about implementing Profit First and take control of your business financials once and for all visit www.profithoodacademy.com and discover the resources Jason has made available to you. Jason Spencer is a Certified Profit First Professional and founder of Profithood Academy. He has over 20 years of wedding and event industry experience and is the owner of Spencer Weddings and Entertainment in Northern California. He can be reached at 916264-9777 or by email at jasonspencer@ discjockeynews.com.
PAGE 16 • Disc Jockey News • March 2018
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