Hey Brian!

Hey DJ: Look & Act The Part
 
“Live Marketing” Will Get You More Gigs!

I recently attended a 16th Birthday party in which a DJ provided entertainment. I observed the DJ throughout the event, not disclosing that I worked for ADJ. At first I didn’t even know he was the DJ. He looked like he just came in off the street in a t-shirt and jeans (this is what he wore for the entire event). His equipment didn’t look polished. His speakers looked tattered and old. His cable management was atrocious. His amp was sitting on a chair next to him with wires going everywhere. His lights weren't name brand, but looked pretty good. I must say, he did sport a nice Midi Controller.

He played the latest Top 40 tunes and performed OK on the mic with only general announcements. He didn’t portray a lot of personality. Overall, the kids had a good time.

What shocked me the most was that he played Billy Squire’s, “Stroke Me” during his sound check. A cool song…but to me, a song with sexual references being blasted out to impressionable teens is probably not a smart song choice at a 16-year old Birthday Party.

Granted, there were only a few teens present at sound check. If I was the host parent, I wouldn’t have been amused. However, he did play clean music during the duration of the actual event.

Bottom line…I wouldn’t hire the guy for my party. Why? Because when I’m going to spend money on an important occasion, I want it to be a good value for money. I want it to be memorable. I can’t help to think that he must not have charged very much since his gear, attire and general persona looked lackluster, like a “budget DJ.”

So I came up with 3 ideas to help market yourself at your events. Something I call, “Live Marketing!”

1. Gear
Not everyone can afford the most expensive or best looking gear on the market. However, DJs can purchase attractive looking equipment on any budget. Your equipment should look clean without messy cables. Keeping your gear behind a facade is an easy way to look clean and professional. It shows that you care about what you do.

2. Attire
DJs should dress the part. If you’re DJing a wedding, then wear a suit or vest and tie. If your DJing a birthday party, wear something fashionable or respectable that makes you look like a leader or presenter. Show some SWAG and leave an impression.

3. Persona
You’re always “on stage!” DJs should have their “game face” on from the moment they step out of their vehicle until the time they step back into it. Having a smile on your face, being attentive to the guests needs, and generally show that you care about being there and entertaining your clients goes a long way. I like to compare it to the characters at Disneyland. As soon as they walk past the “employees only” area they are on stage. They don’t brake character at all - even as they walk to and from their designated performance space. As a DJ, you are always “on stage” until you drive away.

In conclusion, when DJs look and act professional with a caring attitude, they will get more gigs. Your customer is more likely to hire you back. And, there is always someone at the event that is looking for a DJ in the future. Your performance is a first hand testimonial to the party guests. We all know it’s easier to rebook an existing customer, or plant a seeds for a future client at your existing event, than it is to go our searching for new clients.

Always remember, marketing yourself isn’t something you do just from your web site, social media or advertisements. It’s also something live, personable and tangible you do when you step foot on stage or entertain at an event.

If you’d like to share your thoughts with me about my article, you can e-mail me at: marketing@americandj.com

Brian Dowdle is the Marketing Director of ADJ USA