GENERATING BUSINESS
Generating referrals and business is an art form. There are many factors that come into play in this extremely important area. This chapter will cover some of the most effective ways of keeping yourself, and your company, booked and working.
On The Gig
Obviously, the single best way of generating business is by doing an excellent job. Just keep in mind that it doesn't stop there. You see, it is a wasted effort if people love what you've done, but don't know how to contact you. This is why you need to get your cards into as many hands as possible on your jobs. This can be accomplished in a variety of ways. Here are a few:
Bartender Marketing 101
This is one of the best ways to generate referrals. I have easily made 75% of my income from this simple technique alone.
See the bartender before the party begins. Introduce yourself and order a drink. Proceed to tip the bartender while asking permission to leave a stack of cards on the bar. How can he say, "No" while you are tipping him?
The reason that this is such an effective way of handing out cards is because almost everyone will go up to the bar at a party. Even though people may be having the time of their life because of you and the job that you are doing, it does not mean that they will come up to you and take a card.
They may not even think of it. Now, since the odds are strong that they will be making a trip or two to the bar throughout the evening, they will see your cards staring them in the face. Do a good job and they will take them.
Eventually some of these people will have a party or refer you to someone that is having one.
Try this test. On the next party that you perform at, count 2 stacks of cards with 10 in each. Fan them out in two separate piles on the bar.
On the other job – simply don’t put any cards on the bar.
You’ll usually notice that all of your cards are gone from the bar. This test will prove it to you. All the people that took your cards from the bar probably wouldn’t have asked you for one. But, because they were at the bar, they now have one. Try it and listen to your phone ring!
Request A Card Approach
Throughout the parties that you will be performing at, people will be approaching to ask for requests. Make sure that you hand each of these people cards.
They may not be asking for a card, but they are asking you to play a song for them. Give them a card. Everyone is a prospect.
Try to play their song if you can. But, even if you can’t you should say, “I’m sorry I don’t believe I have that with me. I sometimes listen to my music at home and I believe I left that song in my home stereo (it could be true!) I would love to play it for you at another party. Is there anything else you would like to hear.”
Everyone gets a card.
Pocket Marketing For Profit
Keep a few cards in your pocket. Anytime that someone approaches you for something, offer them a card.
NOTE:
It is to your advantage to count the cards that you hand out. Make sure that you how many cards you left on the bar and how many cards that you have in your pocket. This way, at the end of the party you can retrieve the remaining few (if any) and you will know how many you gave out.
It should be your goal to give out at least 20 cards on each job. This should be accomplished at the bar alone. When you combine all of the other techniques for handing out your cards also, 20 cards is a very small number.
If your cards stay in their box, they aren’t working for you.
Catering Hall Marketing
You should be getting to your jobs 90 minutes before start time so that you can troubleshoot problems, prepare, and meet the staff of the catering facility.
When the staff sees that you are prompt and professional they will be impressed with you. Many DJs are not professional. Use this to your advantage.
During the entire party you should be working closely with the staff to ensure that the party runs smoothly. Once it is over, you should hand a stack of cards to the catering manager or person in charge that you have been working with.
Tell them that you would love to do more business with them and that it was a pleasure working with them. They may start referring you work. Or they may call you in an emergency.
Miscellaneous Advertising & Marketing Strategies
- Get a web site.
- Sponsor a youth sports team in your community.
- Rent your sound system to fashion shows, malls, stores, etc.
- Paint your company logo and advertisement on the side of your van or truck. Also, put magnetic signs on the sides of all of your mobile entertainer's vehicles.
- Give discounted contract rates to regular accounts.
- Provide gift certificates for your services.
- Get a video tape of your services.
- Print T-shirts with your company logo and phone number.
- Send a direct mail flyer to local businesses for their company holiday party.
- Offer discounted rates to senior citizens and charities.
- Place ads in Jewish publications for Bar and Batmitzvahs.
- Volunteer your services for free for a fundraiser.
- Send press releases to news papers and trade publications.
- Give catering halls stickers with your company name and phone number for emergencies.
- Read the engagement announcement section of news papers and contact the couples by telephone. Offer to send them information "free of charge." Include a coupon.
- Offer a commission to catering halls that recommend you. Provide them with cards and brochures.
- Perform in bridal shows.
- Place your cards and flyers on bulletin boards. (colleges, super markets, laundromats, bowling alleys, etc.)
- Place your cards on the bar of every job that you perform at.
- Run a local dance and sell tickets.
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