DJ Event Planner
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Calculating the odds of booking any given date without assessing where you are in your market is a gamble. Having the right tools and knowledge to do so are well within your grasp. Exercising the ability is up to you. Assessing your point of diminishing return is a key factor in having the confidence to do so. Positioning yourself to become truly profitable requires one to abandon outdated and self destructive schools of thought.
Pie charts and graphs may be boring, however, they are instrumental in business. Running the “numbers” is a factual part of any legitimate business model. Inputting the correct and comprehensive data can illustrate where potential exists. Corporations rise and fall based on how well they calculate the odds of marketing campaigns launched by themselves and competitors. Egomaniacal MDJs seem to think that they can transcend all outward effects of competition and remain the popular choice. Discerning between “persona” as a merit and not an absolute is a mistake that many make.
Dates on a calendar are perishable. Insensible as it seems, many MDJ fail miserably to comprehend that immutable fact. Shelf life is defined as the length of time that something can be stored without deteriorating. Conventional supply and demand in the MDJ industry suggests that the closer a date draws, the more the date is worth, therefore the price should increase.
Jeopardizing future dates as a result of placating a need to be “chosen” runs contrary to every business principle of supply and demand. Only moments ago I received a call for an event on 12/6/2008 where the caller was calling around for the best price. Conveying to that caller that the best price is not the lowest price and the lowest price would most likely garner the worst MDJ was the ultimate result. Knowing how to express “value” for a higher attainable price is part of the art of sales that is unsung. Economically speaking, filling ones event calendar with the lowest priced shows is nothing to be proud of. Yet there are MDJs willing to put the “I” into ignorance everyday by boasting that their calendar is full. Squelching the embarrassing truth and hollow victory that it was done with events priced so low that even with a full calendar the owner could NOT support themselves with a livable salary.
Accepting inferiority by price point rankles many that have become, by design, the prime examples of enabled failure. Resistance to price is not a new concept. Evolving beyond the compulsion to bow to a price desire/demand is what any truly successful business must achieve to earn any true sense of respect by peers.
Isn’t it easier to respect a MDJ with a calendar full of $1,000 events as opposed to a calendar full of $200 events? Negativism…I think not! Securing profitable bookings today is much harder amidst a competitive marketplace than only a decade ago. Endure a simple comparison for illustration. Comparing June 1996 (242,000 marriages) to June 2006 (218,000 marriages) with more twice as many MDJ companies creates a stark reality. Under quoting by MDJs…say it isn‘t so! Revising business plans to address this phenomenon has never been more prudent. Each MDJ company had an 86% chance of working any given weekend in 1996 whereas in 2006 each MDJ company had only a 63% chance of working any given weekend.
Consumerism suggests that a greater consumption of good and services is beneficial. Oddly, there are fewer marriages and more vendors supplying those marriages. Which makes the wedding market fairly finite and incapable of sustaining greater consumption. Assuming that a calendar shortfall can be made up elsewhere is marked self-deception. Realize that competitors that are experiencing a shortfall will most likely compete with you on other market fronts with the same low price mentality. Distortion of real value occurs when, en mass, MDJs are capable of selling at a price point supported by outside revenue. Satirically getting EXACTLY what they’re worth.
Eventually, MDJs should get the point that a shortfall in events will necessitate an increase in price to offset the ever increasing MDJ population and its effect. X being the price point of operational costs plus livable wage, have the backbone to fill up your competitors calendar with low priced events. Have the courage to know that you are worth X and the client deserves to fairly compensate you for your knowledge, expertise and gear. Impress upon your callers that inferior prices will garner inferior entertainment. Be confident about your abilities and share those abilities with your potential clients. Invest in yourself with continuing education to increase your value. Take a minimum of one hour a day to market your company and invest a minimum of 10% of gross to become more effective. Increase your competitors exposure to liability by banking on their greed for more events with under-trained staff. Nullify the price shopper by rising above their unrealistic expectations. Get the price shoppers to explain why their budget is so unrealistically low.
Get potential clients overall budget by asking for it. Resign yourself to the fact that not all clients are your clients and let them go…and tell them why. Evaluate what calendar dates you feel are your premium dates and don’t budge on price. Ego prevails where the economic vigilance ends. Doing what you can to fill your competitors calendar with low priced events will cause them more long term damage and leave the livable wages to you…even if your not fulltime.
Dude Walker can be reached at

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