In my last column, we talked about DJ marketing — creating a go-to-market strategy. The first order of business is to use compelling differentiators. What makes you different? Why would a client choose you?
A large majority of the clients you meet won’t really care what type of equipment of you have, how big your music library is, how many years you’ve been in business, how many events you’ve done in your lifetime, etc. They ONLY care that you will treat their event with a high level of professionalism and you’ll get the job done.
By giving some thought to what makes your company unique, you should be able to develop compelling differentiators.
While, we do know many clients only pick their entertainment based on price, many will also choose their entertainment based on how well you stand out or how unique you are versus the last DJ they talked to.
If you walk into a consultation saying almost the same exact stuff that the last few DJs they met with said, there really isn’t anything that will make that client choose you.
DJs should focus on how they can stand out, and yet not make their marketing about themselves. By giving some thought to what makes your company unique, you should be able to develop compelling differentiators — one or more clear reasons a client will select you over an apparently similar DJ. Too many DJs are out there using the same content in their sales pitches:
- “I’m the best because I’ve done this, and played this many events…”
- “I own this type of gear which means I’m good….”
- “I have this many songs in my library and no one else has what I have…”
- “I’m cheaper than the next guy so that’s why you should hire me…”
Statements like these are not strong differentiators. They don’t give the client proper reassurance that you’re the right one for them. Clients don’t care what you own or what you’ve done. They just want to be confident that you will give them what they are looking for, make their guests happy and not have buyer’s remorse.
Some better differentiators that DJs can use when they are talking to clients are:
- Maybe you have worked in nightclubs and can mix music a certain way that a younger client will love.
- Maybe you are a dancer and you can help guests with choreography.
- Maybe you’re friends with a celebrity who can do a video message or even “crash” the event to surprise the client.
- Maybe you’re the only person in your area that uses turntables and clients are looking for that classic look.
- Maybe you offer something really different like Dance Battles between guys and girls, or Lip Sync Battles, or something else to that fact that no one else does.
- Offer a unique business model: Maybe all of the DJs in your area bill by the hour, but you offer a fixed fee with packages — voilà, a perfect differentiator is born!
Clients are always looking for MORE or something that makes you more unique than the last person. Specialize in having clients or doing a lot of events that share a common characteristic:
- Clients who are active festival or club goers
- Themed weddings and events (Disney, Harry Potter, SciFi, etc)
- Country music fans who have country/barn themed weddings
- Military/police/fire/EMT clients
- LGBTQ clients and events
- and so on!
Having an impressive client list is a plus for many entertainment businesses. But what if you take it further? Some DJs differentiate themselves based on their client list. For example, if you do events for the higher education market and your clients are Harvard, Yale, and Stanford, you have a differentiator.
Or maybe you are a tour DJ that opens for certain musical artists, or maybe you do a lot of celebrity events. These are things that put you in a different category and higher level than the next DJ.
Do business with a distinctive level of service
In most cases, offering good customer service is simply the price of entry. Everyone does it — or claims to. So to become a differentiator, your level of service really has to truly stand out that will WOW your client.
Personalization, Personalization, Personalization: Here’s a great example. State Farm promises to treat you “like a good neighbor,” meaning, as an individual who deserves personal attention, instead of just another policyholder. A good neighbor takes an interest in your well-being and is someone you feel comfortable asking for help. Don’t treat your clients like just another client or a number. Act like they are your ONLY client and their happiness and satisfaction determines you getting more business.
Going the extra mile with your DJ marketing: Avis car rental promotes themselves as “We try harder.” They’re not promising better, cleaner cars or quicker service, just that they will try harder than the competition to ensure you have a good rental experience. Doing this means your customers appreciate the effort.
Act like they are your ONLY client and their happiness and satisfaction determines you getting more business.
It’s important for DJs to have solid differentiators because if every DJ is doing the same thing, saying the same thing, and doing events exactly like the next guy…the industry will be a pretty boring place.
So while having strong differentiators is good for your business and for clients, it’s also great for the industry as a whole. It helps DJs grow, increases positivity, and makes DJs think outside of the box so clients are not getting a cookie cutter or one size fits all type of service.
When he’s not writing a monthly column about DJ marketing, Joshua Volpe uses his MBA in marketing to run Kalifornia Entertainment in Rochester, NY.