Multi-System Management
From DJWiki
As you find yourself with fewer and fewer open dates in your bookings calender, you may begin to explore ways to make this your full-time business. If you are currently earning $400 per night, the possibility of having two, three or perhaps ten or more DJs working for you is attractive. That much volume could support a standard of living that’s quite comfortable, even after you pay your DJs.
When you decide to make the move to multi-systems, you also get multi-problems. Don’t be surprised if it turns out you are doing twice as much work and making half the money you expected. Your decision to take your business to a higher level should be based on reality and not unrealistic dreams. You’ll need sharp sales and marketing skills, an awareness of laws effecting small businesses and a staff you can trust. You’ll need qualified people to help you keep track of your bookings, your DJs, your equipment and, most importantly, your money.
What does it take to go from a single DJ, single-system service to one that can handle ten, fifteen, twenty or more bookings at a time? Good people and a well thought out sales and marketing plan are essential.
The major challenge in expanding to a multiple-unit service is attracting and developing good DJ personnel. Searching for new DJ talent is an on-going task, particularly when your bookings start increasing and you are short DJs to cover the work. If you run your service to tight, with just enough DJs to cover the bookings, the possibility of missing a date is frighteningly high.
According to a survey, it was determined that the average DJ employed by a multisystem operator worked 37 weeks per year. Based on these averages, if your goal is to book 370 bookings per year, you will need at least ten DJs to handle the traffic.
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How to Recruit Good DJs
The place to start is the “Want Ads” in your local newspaper. There are very few people actually looking for a job as a DJ; however, there are many people looking for an interesting job. With a well-worded ad stressing the fact that you provide the training, you should get a substantial number of phone calls. Here’s an example of an ad that worked well for one DJ service:
Help Wanted (part-time): “Management trainees for expanding Disc Jockey entertainment service. Previous experience not required, Call: XXX-XXXX.”
Here’s another example: “Two Disc Jockeys needed immediately, good pay, all training provided. Call XXX-XXXX.”
Both ads stress the training aspect. The first one is designed to attract people interested in a job with a future. The second ad is aimed at those looking for a fast way to make money. It requires an immediate reaction as there are only two positions open (supposedly).
Other ways to find DJs include:
• Offer an incentive to anyone who refers a good employee to you.
• Post flyers in music and record stores.
• Inform your local college radio station of your needs.
• Ads in local publications that reach potential DJs.
• Talk to club and disco owners.
What do Employees Want From the Job?
The four basic things every employee wants from a job or from his employer are:
• Appreciation, respect and acceptance (to be accepted as a professional and have input into the organization).
• Compensation (payment).
• Opportunity (a future).
• Challenge (interesting work).
By developing your training policies and philosophies around these objectives, you will attract and keep valuable employees for many years.
Starting a Training Program
You can develop good DJs and earn their loyalty by helping them improve themselves. This increases their own self-worth and makes them more valuable to the company. The more value an employee has to the company, the more you are likely to pay them.
What You Need From a Training Program
The ideal situation would be if you could be in three or four places at the same time. As this is not possible, you are going to have to find other people and train them to duplicate your successful style, sort of “cloning” yourself.
One way to attract these clones is to start a company training program. Young people who are attracted to this type of work will usually jump at the opportunity for training. A good, intensive training program will weed out the ones who really aren’t motivated. The ones who last through the course usually are prepared to at least try the job for a while.
You don’t have to look for this type of person, they’re the ones that approach you while you are doing a gig and ask you how you started or who you work for. If they look like they might make a good DJ, get their name and address. If the person has the interest and hopefully, a little personality, they could be trainable as DJs. As you gain experience in hiring DJs for your staff, you become better and better at quickly analyzing their attitude and aptitude.
In the Classroom
The best DJ training program is a mix of classroom instruction and on-the-job, hands-on training. Identifying a competent instructor is step #1. The instructor must be an experienced DJ and be able to teach any age group. Teenagers and young people who are still in school learn by memorizing. Adults learn by understanding. Once an adult understands a concept, they will usually retain and use what they have learned.
Next, you need the right environment. This should be a classroom setup for at least part of the training. Classes should have a maximum of 15 students and be no more than three hours.
Finally, you need a good curriculum based on the “trainable elements” of the job. Make a list of all the tasks your DJs perform at a gig. Then, break this list down into specific areas where training is possible. Design your training course for both beginners and experienced DJs. Beginners should be taught the concepts required to develop the skills, knowledge and experience to become a professional Mobile DJ. Experienced DJs should be shown the ways and means of improving and formalizing the skills they have been using while performing.
Most DJ training courses are built around three areas of skills, knowledge and experience called the MEP FACTORS:
• Music • Equipment • Presentation
These factors are the foundation on which the potential DJ will gain the abilities for a professional approach to the job. Improvements in these skills areas increase the confidence level of the DJ and fortify his ability to do a good job for his clients.
Classes should be a mixture of practical exercises and theory and should include a balance of demonstrations and lectures. Written review tests should be given regularly to support learning and ensure that all information is being digested by the students in the proper context and order.
Music
One method to teach new trainees music is to take them out with you on a job. While you perform, have them write out a list of every selection and artist you play. Have them note the point in time you played it and the reaction of the crowd.
This is called a “Situation Sheet” and is simply a play list for a particular event. Trainees must complete a situation sheet for at least four bookings. This way he learns the selection titles and artists and becomes familiar with a broad selection of music. The trainee can then use the list to analyze the sets of music played during the performance and how the audience responded. They can also use this as a reference list or “panic sheet” at their initial solo gigs.
Many DJ services insist that each DJ hand in a playlist after every gig. The list is reviewed and then filed in case any complaints regarding the music are received from a client. If a client ever complains that requests were not filled by the DJ, you can prove otherwise by presenting a playlist and copies of the request forms from the crowd.
Equipment
Training on equipment is where you will reap the greatest benefits as a multisystem operator. Establishing a basic understanding of how the equipment works, hookup procedures and how to troubleshoot will do wonders for your peace of mind on weekends. The better you train your DJs, the greater their confidence will be and the fewer problems for you.
Sound system failures and breakdowns fall into four “cause” categories. Here are the categories and the percentages based on over 1,000 situations:
Faulty cables (patch cords) 60%
Poorly trained or inexperienced DJs 20%
Lack of routine equipment maintenance 10%
Miscellaneous (equipment obsolescence) 10%
As you can see, 80% of your potential breakdowns can be avoided through a strong equipment training program. By equipping your DJs with spare cables, you can wipe out 60% of your breakdowns. In addition, by standardizing all cables, you can reduce the number of spares each DJ has to carry and you have to buy.
By simulating breakdown situations, you can teach DJs how to find technical problems on the job, without panic clouding their judgement. A side benefit of these training sessions is that you will actually be checking out your equipment as your trainees practice breakdowns at the sessions. This gains you the extra 10% reduction on breakdowns that result when equipment does not receive regular preventive maintenance attention.
Finally, if a DJ has an equipment failure on the job, he should complete a report outlining the nature of the problem when checking in the equipment. This report will prompt you to repair and restore the equipment before the next weekend. The report itself can be used as a record of the maintenance from which you can establish a maintenance history of each piece of equipment. This maintenance history can then be used to determine the “life cycle” of equipment.
Presentation
The third skills area to be developed is “presentation” which centers on the DJ’s ability to “present” himself to the public in the role of DJ/MC/Entertainer. There are several different ways DJs can improve their presentation through training.
Confidence Calls
The confidence call is made to the client by the DJ selected for the job. When an agreement for a future booking is returned with the deposit, assign the DJ and log this in your upcoming booking file.
The confidence call (normally two to three weeks prior to the booking) gives the DJ an opportunity to meet the client prior to the booking. The purposes of the confidence call are:
1. To reassures the client that you have everything under control. The DJ will be there. Their expectations will be met.
2. To check all information regarding the time, location and other details. Many times, bookings made months in advance of the date have some changes. For example, when you made the original arrangements, a father and daughter dance was requested. During the confidence call, however, you learn that the father has since passed away. This could have been extremely embarrassing. The ultimate way to assess how well your training program is working is by using a “Performance Rating Card.” These cards ask each client, confidentially, if they enjoyed the Disc Jockey and would consider rehiring him in the future. The card asks the client to rate the DJ on a 1-10 basis, as to selection and variety of music as well as the attitude of the DJ. If there are a few random low numbers on the cards, take it up with the DJ. If there is a pattern of low numbers, take a look at your training program.
Keep Those Bookings Coming
Once you have a program in place for recruiting and training a staff of reliable, professional DJs, you can again concentrate on marketing. Here are some ideas for the multisystem operator.
1. Become active in your community. By joining service groups such as Rotary, Lions, Kiwanis and the Chamber of Commerce, you’ll help improve the quality of life in your community and you’ll make many new contacts. The time you volunteer comes back to you in the form of new business.
2. Develop a flyer or newsletter for racquet clubs, golf clubs, tennis clubs, yacht clubs and other sports and social clubs. Send the same flyer several times, but at least one month apart. Make the flyer a different color each month. When they book they will probably have a flyer in front of them. Ask them the color of the flyer and you will know what month they actually decided to book. Next year, target your advertisement to that particular club based on when they booked this year.
3. Offer discounts for multiple bookings. If your rate is $400 per booking and a client books three dates at one time, give them a total discounted price of $1,000. To ensure they don’t take advantage of you, charge $400 for the first and second bookings and drop the rate of the third booking in the series to $200. This way, there is no discount unless all three bookings actually take place.
4. Associations are a good target because they all have social mandates to fill in order to keep members interested. This means they will be having a number of dance or social evenings throughout the year. The best part about associations is that they normally operate (and socialize) all year long, with no seasonal quiet times.
5. Wedding Market
• Secure a booth at bridal shows and have a video tape of your DJs in action playing continuously. Conduct a drawing so that future brides must complete a coupon with their name, address, phone and wedding date. This will give you a mailing list for follow up or a “post-show” offer ($ off coupon) to help you close as many bookings from the show as possible.
• As a premium, offer each bride and groom who books your service during a particular month a nice gift for their wedding night. The gift could be a basket with a bottle of champagne and two stem glasses on a bed of straw, wrapped in plastic with a big red ribbon. We call this “Instant Romance.” You can make these packages up at home for around $10 to $15.
• Anytime you exhibit at bridal shows, be sure to have some of your DJs in the booth. They will benefit from the one-to-one selling experience, and brides and grooms like to talk to DJs directly at shows like this. They are more likely to book right at the show if they like a DJ who is there.
More Advertising and Promotional Ideas
• Place cards on the tables that are 1/2 request card, 1/2 business card. The guest fills out the request half and keeps the business card.
• Regularly send post cards to associations and clubs.
• Send flyers (8 1/2” X 11 1/2”) to country clubs, bowling alleys, legion halls and banquet halls.
• Place ads on bowling score sheets.
• Offer special rates to charities.
• Volunteer to play free in malls during special promotions.
• Send special packages to brides with discount coupons from others in the bridal business.
• Put ads in Jewish publications for the bar mitzvah and bat mitzah market.
• Send flyers to large firms to promote your services for the annual office party.
• Give banquet halls emergency telephone stickers that have your company’s name and phone number.
• Print T-shirts with a catchy saying on it like “SMITH’S DISC JOCKEY SERVICE presents banana tunes”— “Music with appeal.”
• Offer discount or contract rates for steady weekly bookings.
• Have your DJs play volleyball against the local radio DJs for charity.
• Advertise to local college frat houses.
• Hold a local dance and open it up to outsiders.
• Offer gift certificates for your service.
• Play music during opening hour of a drive-in until the feature starts. Set up in the snack bar and play requests to listeners in their cars.
• Handle school dances where you “feature” a radio DJ who is popular. All he has to do is appear for an hour or so during the evening. Offer him a few dollars and double your fee.
• Cultivate banquet hall and club catering managers who will recommend you to inquiries coming to that hall, on a commission basis if necessary.
• Offer to rent your equipment (with DJ) to fashion groups, plazas, stores, etc. for use in their fashion shows, etc.
• Purchase a utility trailer or van and paint your adver- tisements on the side. Put magnetic signs on each DJ’s automobile.
• Sponsor a hockey team or youth baseball team in your community.
For more ideas read: “Guerrilla Marketing Attack” by Jay Conrad Levinson
