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DIFFERENTIATING, PROCURING, PRICING

— HERE’S HOW TOP MOBILE DJS HANDLE THEIR BUSINESS CHALLENGES

By Stu Kearns

Owning a mobile-DJ business comes with unique challenges. Are you an entertainer first — or are you a business owner? If you want to expand, how can you make a carbon copy of yourself?

As a DJ-business owner, one thing you do know is that every gig is an opportunity to showcase what sets you apart from other DJs in your area. It’s an idea that has Scott Siewert of Full Tilt DJ’s & Photo in Madison, Wis., says provides professional fuel.

“I have been in business since 1981, and the two keys to staying in the game this long is to always exceed expectations of the client,” says Siewert “Always put 150-percent of your heart and soul into, not only the production part of your performance, but also the other things that the client doesn’t see. Be nice to people. Make sure they know you care. Lastly, surround yourself with great people that are supportive.”

Differentiating Yourself from Competitors

One of the best ways to stand out from other mobile DJs in your area is by offering something new and different. This could mean providing additional services, such as karaoke or creating custom playlists for each event. It could also involve investing in high-quality equipment that will make your sound system stand out from the crowd.

Offering unique packages and bundles can also help you differentiate yourself from other local DJs, while still offering competitive prices that will keep customers coming back for more.

Or it could mean providing bubble parties, like Mike Wieder of Ultimate Sounds Entertainment has been doing for the last few years in New Jersey.

“With bubble parties, I have more avenues to go for as well as more dates to fill,” says the East Windsor-based Wieder. “I can work every day of the year if I want, while in the DJ world the majority of events – weddings and mitzvahs – are on the weekends.”

On Expanding

One challenge many DJs face is expansion — how do you duplicate yourself? The answer is training, or what Chris Bartosik of Raptor Productions in Baltimore, Md., says are the three S’s — Scaling, Staffing and Stress.

“When you’re building something, it’s so much bigger than one or two people,” says Bartosik (aka DJ Raptor). “You need to develop talent. You need to find ways to encourage growth, while respecting the differences we all have. You have a huge responsibility when you onboard employees. You have to consider every decision you make and how it affects others. Are you making the right investments? Are you scaling too quickly? Can you support the workload you’re carrying?”

Another way to expand is to merge with a like-minded competitor. That’s what Chris Hintz of Pinnacle Productions in Sioux Falls, S.D., did in 2014.

“Jeff Meuzelaar, the owner of Musical Edge, and I had known each other for a couple years, had developed a friendship, and worked together in a couple different events and ventures,” says Hintz. “The thought process was to develop a deep talent pool to be better than one or two deep. In the multi-op world, it seems like there is one superstar and a bunch of subordinates.”

Hintz says Meuzelaar (aka DJ Kor) is “insanely talented in marketing, social media, and web, and he’s an incredible promoter and has developed relationships on a national level, doing very high-end events for some very high-end clientele.”

Meanwhile, Hintz’s strengths are in the financial sector of the business, networking, and connecting with the bridal and corporate markets. In this case, the ongoing collab has worked out well for both parties.

Generating Bookings

In order to generate consistent bookings, it’s important for mobile DJs to have a strong online presence with social-media accounts like Facebook and Instagram. Most important is a website where potential clients can learn more about their offerings and book events quickly and easily.

Alan Chitlik of Seattle’s Puget Sound DJ has lead-generation forms on his website.

“My website is designed to give my couples lots of information about me and who I am and lots of quotes from couples about what was the impact of working with me on their wedding,” he says. “The amount of information might be a turn-off to some people, but the people who stick around can learn a lot.”

Most of Chitlik’s leads come through these contact forms. “My goal is to answer that inquiry as soon as I can,” he says. “In that initial interaction, I’m hoping to get them to agree to a phone call or video chat. In that case, if it goes well, I’ll suggest grabbing coffee for a more in-depth discussion.”

And when does he answer the price question — the “how much do you charge?”

“I will answer the price question directly whenever they ask it or whenever it comes up,” says Chitlik. “My couples have told me pretty consistently that I’ve offered good value for the impact that I have on weddings, so I don’t shy away from it or make couples go through a lot of hoops to get a price.”

Calling It Quits?

Of course, another challenge that many DJs face is the idea of stopping what they love. Many DJs can’t even conceive of a time when they’re not making an impact on their clients’ most special days.

“I would love to continue as long as I enjoy it,” says Bartosick. “Since I’ve already started bringing in other DJs, I would hope to continue on that path and be connected as long as possible. Years ago, I started putting money away for retirement, and I continue to do it monthly. I would love to do this forever, but I know at some point I’m just not going to be able to.

“Many older DJs I’ve met along the way are still doing their thing, but among their peers. I have a couple of friends that are still doing events in many senior-living facilities. Of course, their gear is much smaller and portable and they really don’t need all the ‘fancy DJ toys,’ just some good music. Until then, I’m going to surround myself with great supportive DJs, as we all continue to travel down our paths.”

Challenge accepted!

BY SAXE COLSON