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Marketing Mistakes

 

 

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 Common DJ Marketing Mistakes

Tom Quiner from Breakthrough Marketing gives you a list of the most common mistakes DJ companies make when marketing. This master of the art of marketing deserves a permanent place in our Resources.

  Common Mistake #1: INVESTING IN EQUIPMENT AT THE EXPENSE OF MARKETING.

     

  • 96% of Disc Jockeys say improved marketing will give a bigger return on investment than better equipment.

  • But Disc Jockeys spend about one and a half times as much per year on equipment as marketing.

  •  Your investment in marketing NOW allows you to invest in much more equipment next year.

  •  Most effective advertising methods on a 1 to 10 scale according to a national survey of Disc Jockeys conducted by Breakthrough Marketing in August of '96:

        Bridal Show 6.53
        Yellow Pages 6.02
        Wedding Magazines 5.52
        Direct Mail 5.45
        Telemarketing /Internet 5.30
        Newspaper 4.19
  • Wedding Disc Jockey Trends:

        1994 Average Bookings - > 110
        1995 Average Bookings - > 127
        1994 Average Sale --> $409 per wedding

        1995 Average Sale - > $465 per wedding

 

 Common Mistake #2: PUSHING PRICE INSTEAD OF BENEFITS.

     

  • Price offers encourage price shopping.

  • Price shopping reduces your service to the level of a commodity.

  • The more price is pushed, the less secure is your future in this business. The more you promote quality, excellence, and professionalism, the more secure your future becomes and the more upside potential awaits you.

  Common Mistake #3: APPEALING TO INTELLECT INSTEAD OF EMOTION.

     

  • The Prime Motivators

        1. Fun.
        2. Romance.
        3. Stress & fear reduction.
        4. Acceptance.
        5. Individuality.
        6. Value

         

 Common Mistake #4: COPYING THE MARKETING OF YOUR COMPETITORS.

     

  • Carve your own identity.

  • Seek out unique ways to grab prospects' attention (different formats, benefits, graphics, logo, offers, etc.)

     

 Common Mistake 05: UNDEREXPOSURE.

     

  • The more you use direct mail, the better it works.

  • Disc Jockeys who mail fewer than 250 pieces a year give it a 4.6 rating.

  • Disc Jockeys who mail more than 250 pieces a year give it a 5.8 rating.

  • Wedding professionals of all types invest 15% of their total sales into advertising & marketing.

  • Wedding Disc Jockeys on average invest only eleven percent.

     

 Common Mistake 06: FAILURE TO UTILIZE TESTIMONIALS.

     

  • Testimonials build trust and provide credibility that you're good. Use them in...

1. Brochures

2. Sales letters

3. Handouts during your sales presentation

4. Direct mail

5. Signs

6. Demo videos

 Common Mistake #7: INADEQUATE USAGE AND IMPLEMENTATION OF PROACTIVE MARKETING TOOLS.

 

  • Nothing can unleash more response than implementing a direct mail campaign and following it up with a telemarketing campaign within one week.

  • Disc Jockeys who mail 250 pieces or more a year book two and half times as many weddings as DJs who don't use direct mail.

  • The post office is rewarding companies who barcode their mail and penalizing those who don't.

  • How the top 20% of DJs invest their marketing dollars compared to everyone else...

Direct Mail:

$2.70 to $1

Yellow Pages

$1.72 to $1

Bridal Shows

$1.60 to $1

Wedding Magazines

$1.34 to $1

 Common Mistake 08: DOING IT YOURSELF.

     

  • In 1995 DJs with no brochure booked 30% fewer weddings than companies who had a brochure.

  • In 1995 DJs who hired a professional to create their brochure picked up 10% more bookings than do-it-yourselfers.

  • In 1995 DJs using a Breakthrough brochure picked up 82% more bookings.

  • How to create an effective brochure:

    1. Grab attention with strong headlines and graphics.

    2. Appeal to the bride's self-interest using emotional appeals.

    3. Establish credibility with testimonials.

    4. Close strong.
     

 Common Mistake 09: CHARGING TOO LITTLE FOR YOUR SERVICES / NOT BELIEVING YOU'RE WORTH MORE MONEY

 
Compare the difference between the top 20% and everyone else .

  • Highest package price averages $1409 compared to $688 for the rest of the industry.

  • Lowest package price averages $480 compared to $316 for the rest of the industry.

  • Both the top 20% and the rest of the industry average 3.6 price levels.

  • How do the highest priced DJs get more money? They ask for it!

  • The bride doesn't believe you're worth any more than you do.

     

 Common Mistake #10: NOT PURSUING REFERRALS

 

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