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How Do We Compete?


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#1 ian .

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Posted 26 January 2007 - 12:27 AM

I was talking on the phone earlier to one of Stoke's top DJ's.
Ok it wasn't, it was Markie G (Jammin Roadshow) - but anyway........ tongue.gif

We were talking about just how do we compete against the likes of 'Sixty Quid Sid' who can go into Maplins, spend 300, and walk out as a mobile disco.
Now this begs the question - just how do we compete really?

We both offer the same service.
We both use the same types of equipment (note types not quality)
We both play music - us legal shop bought, Sid illegal downloads
Sid has the latest up to date tunes and all the pre releases - we have all the tunes that Woolies have on sale
We have Pli and PAT - Sid has his mate Terry and a baseball bat.
We are both after the same customers.

Just how hard is it to justify yourself to a potential client who wants to book you for a 40th. birthday party?
You quote 200. Sid quotes 60. Who has the better chance of getting the job?

Now before you all stand there screaming, 'Ah, but I do a professional job, and I've been doing it for years and I've got a good reputation.....', what about Sid? He is good at being a DJ. He's been doing it for a while now. He's well known to quite a lot of pub landlords.

Just how do we, or how can we compete against Sid and what he offers for the price?
Are we 'expensive DJ's' only given the bookings when the Sid's of this world are fully booked?
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#2 mikeee

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Posted 26 January 2007 - 01:12 AM

The simple answer is....................you don't compete.

If you are competeing, that implies that you offer the same, do you go to "Maplin", do you Download from "P2P sites etc etc. If you are stuck in this "cycle", look at the way you operate. Every body offers "service", even bedroom mixers, you should be looking at the LEVEL of service you offer. I know reckon I lose about 70% of enquire's, at first it worried me dreadfully, now, I don't give a t0$$. I charge ITRO 450.00 the local Yellow pages still has an average of 180.00, so I work half as much and I'm still better of. I do understand where your coming from, so have a little faith in yourself.
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#3 Paul Smith

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Posted 26 January 2007 - 01:25 AM

QUOTE(iany @ Jan 26 2007, 12:27 AM) View Post

We are both after the same customers.
Then aim for different customers - not everyone is looking for 'Sixty Quid Sid'

QUOTE
You quote 200. Sid quotes 60. Who has the better chance of getting the job?
You, if you take the trouble to listen to what the client wants/expects.

QUOTE
Are we 'expensive DJ's' only given the bookings when the Sid's of this world are fully booked?

No I think it's the other way around.
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#4 ian .

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Posted 26 January 2007 - 02:18 AM

QUOTE(mikeee @ Jan 26 2007, 01:12 AM) View Post

The simple answer is....................you don't compete.


If we didn't compete, we would be sat at home every weekend while Sid was out doing a birthday disco at the local Fox & Hounds.
We all compete to a certain extent. Some more so than others.
We are chasing the same customers as well.
How many customers want a disco on a certain day in a certain area?
How many DJ's are listed in your local Yellow Pages? Chances are there are more DJ's than there are jobs.
Your average Sixty Quid Sid is going to get better and better at his job as he goes along. Sid can offer a good service at a fraction of the price that we charge.
The average Joe Public isn't daft either. If they hear about Sid, they're gonna think about booking him rather than spending more money and booking us. I know not everyone thinks like that, but money is becoming more and more an issue with weddings for example.
We will always be having to compete with he Sid's of this world, but my question is, just how do we go about it when Sid is good at what he does as well.

Time for a lie down in a darkened room.


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#5 clivehenryjones

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Posted 26 January 2007 - 06:41 AM

Hi Iany,
I understand what you are saying, and if were a level playing field then "Sixty quid Sid" would win all the bookings all the time.
but it ain't a level playing field. You mention money being an issue at weddings. Sometimes it isn't an issue at all, some well heeled parents want the BEST for their little boy/girl and, in their experience (because they can afford it and have tried it), the best COSTS. They are used to Rolexes, Bentleys etc. etc., and have come to associate Cost with quality. They will turn their noses up at SQS's low quote, dismissing him (by association) as being of inferior quality to the service that you, at a higher cost, provide. bigstar.gif
On the other side of the scale, there are the families that want a cheap and cheerful wedding for Wayne and Waynetta so's they have as much money left over for cheap booze from the offie to lubricate the days proceedings. alcoholic.gif
I guess we all win in the end. thumbup.gif
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#6 C.S

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Posted 26 January 2007 - 06:55 AM

No competition because you should be offering something that he cant, the entertainment you provide should be better than his , you should be doing something special.
I will try anything,once!

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#7 short skirt high heels

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Posted 26 January 2007 - 07:31 AM

You've nearly answered the question yourself. You don't compete.

Leave Sid to set up his Friday Disco on the Pool Table at the Fox and Hounds. If he's lucky he won't get drawn into the fight at the end of the night, 'cos they don't employ security.

Concentrate on getting work in the Big Chain Hotel in the next town, or alternatively see if Stately Home will recommend you to their Wedding and Corporate clients. PAT and PLI is required in both these venues and you can prove you satisfy that pre-condition to setting up. You can charge more too.

The next day while you are having a lie-in, Sid will be picking bits of broken beer glass out of his record box so that he can go out that night to earn another 60.
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#8 spinner

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Posted 26 January 2007 - 08:58 AM

QUOTE(iany @ Jan 26 2007, 12:27 AM) View Post




We are both after the same customers.


Are we 'expensive DJ's' only given the bookings when the Sid's of this world are fully booked?




In Blackpool you can find accommodation very cheaply at one of the hundreds of small, privately run hotels/B&Bs. Alternatively you can stay at the Hilton.

Both wil give you a bed. Both will give you breakfast.

Are they offering the same service?

Are they after the same customers?

Does the Hilton get bookings only after all the cheaper places are fully booked?



#9 McCardle

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Posted 26 January 2007 - 08:59 AM

You find a niche for yourself then work long and hard building it up


then you keep it to yourself hide.gif

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#10 brianmole

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Posted 26 January 2007 - 09:41 AM

QUOTE(iany @ Jan 26 2007, 12:27 AM) View Post

I was talking on the phone earlier to one of Stoke's top DJ's.
Ok it wasn't, it was Markie G (Jammin Roadshow) - but anyway........ tongue.gif

We were talking about just how do we compete against the likes of 'Sixty Quid Sid' who can go into Maplins, spend 300, and walk out as a mobile disco.
Now this begs the question - just how do we compete really?

We both offer the same service.


That is the key. No, you are not offering the same service. If you are, you should be competing with them on price.
...nuff said.

Out of interest, how did you start in this game?

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#11 BigBen

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Posted 26 January 2007 - 09:59 AM

As others have said, you answered the question in your original post. We are NOT after the same customers.

I have no intention of playing in a pub, I have no intention of playing in a working mans club, I have no intention of doing 18ths or 21sts, and I have no intention of playing any 'seedy' places that don't fall into the two previous categories.

This is because I'm fussy. For Sid, these gigs would be his staple diet.

Some of the best parties I've DJ'd at have been 18ths or 21sts. Typically, playing a run-down spit and sawdust venue yields a better night than any upper class do. But these upper class do's are my bag and my clientelle.

These are my customers not Sid's.
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#12 stevemarshall

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Posted 26 January 2007 - 10:22 AM

I agree with C.S. every business has a USP( a unique selling point) what differs us from Forty Quid Fred etc is that we offer experience, knowledge,and quailty.

And of course much of what we do is by referal, build up a reputation, and Forty Quid Fred is kinda dead in the water.....

#13 digitaldistortion

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Posted 26 January 2007 - 12:16 PM

QUOTE(stevemarshall @ Jan 26 2007, 10:22 AM) View Post

I agree with C.S. every business has a USP( a unique selling point) what differs us from Forty Quid Fred etc is that we offer experience, knowledge,and quailty.

And of course much of what we do is by referal, build up a reputation, and Forty Quid Fred is kinda dead in the water.....



Thats a VERY sweeping statement......and Forty Quid Fred is just as liable to be in exactly the same position as you.....not dead in the water!
His reputation and referral status is built upon other premisses than yours, thats all!

You're HOPING that your statement is correct, but you don't really know.......
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#14 Steve_Mitchell

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Posted 26 January 2007 - 01:19 PM

QUOTE(ADS Entertainments @ Jan 25 2007, 06:00 PM) View Post

Also notice that the people who own them are out most weekend too ?



There you go My Young. Problem solved. Sid doen`t own these babies neither does Fred.
goodjob.gif

Edited by stevemitchell, 26 January 2007 - 01:20 PM.

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#15 digitaldistortion

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Posted 26 January 2007 - 01:42 PM

QUOTE(ADS Entertainments @ Jan 25 2007, 06:00 PM)

Also notice that the people who own them are out most weekend too ?


QUOTE(stevemitchell @ Jan 26 2007, 01:19 PM) View Post

There you go My Young. Problem solved. Sid doen`t own these babies neither does Fred.
goodjob.gif



I DO hope that was tongue in cheek....

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