I knew I couldn't stop at only 3 rules on how to be a professional DJ.
4. Be Visible
Being visible is more about building relationships than it is just advertising that you're 'out there' in front of customers. Building relationships leads to referrals...and referrals account for most of my business. Any pro will say the same. Being visible to customers is important, too. That builds not only direct sales, but also word-of-mouth...which accounts for a small but loyal part of my business. However, there is a vicious circle about visibility - "how do i get to be visible if i have nothing to show?"
Volunteer for local schools, fundraisers, charity events - anywhere you can get some music going and pass out some cards or flyers. I DJ my local block party for Neighborhood Watch - the crowd loves it, I love it...its a win/win. Be sure and get a nice looking banner or sign to have on display - and get some business cards (more on this in a moment).
Create (or hire someone to) a professional looking website. Don't use a free program on the web...do it right. If you want to stand out, you have to look less like the cookie-cutter dj websites that are out there. Brides (which are the highest paying customers) love a well designed website. Everyone does. If a customer were buying a soda...wouldn't you want your company's soda to be the Coke brand rather than the generic brand? Make the site stand out (in a good way). The website should match your image - clean, professional and confident...and like Coke - the real thing. Suggestions for adding content to your site is something I'll have to cover another time. In the meantime, you're welcome to check out my site. I hired a friend of mine who is the webmaster for a large church in the area - and he did a bang up job that I still get compliments about. The photos are from a pro photog friend that we shot in his living room.
Create good looking flyers and business cards. If you want to save money, VistaPrint is the way to go...but their style can look a bit 'cookie cutter'. I use them as my business card provider...but I'm starting to see a lot of people's cards that look like mine - so I will probably move to a local printer very shortly. Whatever you do, if you must DIY -- PLEASE don't use perforated inkjet cards - it looks cheap and unprofessional.
Start leaving those flyers/cards at vendors' places of business...but DON'T leave them without at least getting an in-person 'Hello, I'm from A 2 Z DJ Service...may I leave some cards here for your customers?' face time with the manager first. Build a relationship with them if you can. They'll remember that. Leave about 10 or so...stay in touch with them every month and keep your supply restocked. Don't try to 'jockey' with other dj's for prime space - leave their stuff lie.
Get a Google Ad
I could do a whole post on google alone. If you have the ad budget to do it, (at least $50 a month) consider getting an ad on Google. It puts you out in front of a lot potential customers. Sure, there's a lot of folks wanting a five hour kids birthday party for $150.00...but there's also savvy, well-paying clientele that will hire a true pro...and they all use Google. Great potential for visibility.
Sign up at every free 'dj search engine' you can. Weddingwire is the bridal leader. WeDJ.com is the leader for any other kind of event - though I've gotten a lot of weddings from there too. If you can afford it, buy at least a bronze membership for wedj.com. It's cheap and makes you even more visible..which is what this is all about, right? There's lots of other sites -try to get on them all. Its free and you never know...
Get a table at a bridal show
The ROI on a bridal show is half luck and half chance. However - you're getting your name out to many potential customers packed into a small area. I'll do a whole post on bridal shows later - but seriously consider investing the capital ($250-1000) to do a show - and regularly if you can. Chances are, you'll book a bride (or two) to cover the investment. Its good experience and also helps you find how who your competition is. It also helps you sharpen your people skills as well as dealing with customers face-to-face. Brides love face-to-face, personal attention.
Join a club
Not a fitness one. Find your local chapter of the ADJA (or other DJ group committed to professionalism) and join. It will help build relationships with other DJs (referrals!) and help advertise to your customers that you are striving to be a competent pro. One of my buddys is an officer in his ADJA chapter. That's a great feather in his cap when advertising his services. If dj groups aren't your thing, then get involved in a public group about anything that you're passionate about.
Keep up your business Facebook page on a regular basis
Yes, you need one. Keep the content coming on about a weekly basis - even if noone is 'friending' your page or 'likes' a single post. Facebook is starting to be a steady source of business for me - so I feed that garden well with content about various things that I get geeky about as well as event photos and the occasional review. Have a look for yourself. The jury is still out on whether doing ads on Facebook is a good ROI - personally, I haven't got much luck with it. Lots of 'likes', but no luck.
Now get out there and 'expose' yourself!
