Ad strategy

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rickryan.com

rickryan.com

DJ Extraordinaire
ODJT Supporter
Dec 9, 2009
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Hendersonville, TN
www.rickryan.com
So I'm thinking about ditching my WW paid ad when it comes time for renewal. The ROI just isn't there. I've been paying a couple hundred per month for that ad and I'm thinking to redirect that to Facebook ads. They seem to be pulling the most leads in. I've posted a couple of ads lately that have a screenshot of the bride's review from WW of TK, and I add in a half-dozen photos from the event. I'm going to continue trying this format for a while but I wanted to ask your opinions on the best approach. Do you think it's better to have fewer ads with bigger budgets each (say $150/ad and a longer run) or would it be better to have more ads with smaller budget ($60/ad and shorter run)? I already have my ads targeted to female, 20-55, marital status of (single/in a relationship/engaged) and within my geographical area.
 
I'd go with shorter ads with different photos so people don't ignore them if they've seen it already.

And I'd hire Mix to take the photos ...
 
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Yeah, Wedding Wire, and The Knot both are basically a money grab from vendors at this point. Way too expensive compared to the ROI. Too many other DJs blowing their money on Wedding Wire because they don't know what else to do.

The knot in my area is not as saturated, but it's the same results because it draws way less traffic.

I am currently on The Knot, and plan to get rid of it in January. Not willing to do either platform again with a paid ad, unless the prices come way down.

Personally, I feel that wedding wire and The Knot are not as popular among brides/grooms today as it was a few years ago. I feel those entities reached their peak in popularity around 2014, and it has been a slow decline since then.

If all vendors went to free ads on both platforms, the roi would be the same anyway, vendors would have free ads, and WW, and TK would be forced to drop rates big time. I feel they will have an implosion in the coming years once more and more vendors finally decide to drop them after realizing they are throwing their money away.

I'm not doing face book ads either. Also a waste of money. Most people I have talked to have said the same thing "The ads on face book are basically for a bunch of shit I'm never going to buy, and after years of seeing it. I just scroll right past the crap"
 
On this note of advertising or using social media as a advertising medium, I wanted to add something I ran across that I've been super impressed with. They're called Renderforest. They provide tons of easy to use video marketing templates like logo-reveals and everything else you can imagine. These templates are extremely well done and creative in my opinion. They have great music to choose from to go with the video (or you can upload your own) etc. You have to know absolutely nothing about video editing to come up with a great video. It's completely free to make and download a video you made, though that is for a standard resolution. For creating HD720 videos, you get 5 of these per mos for $14.99 per mos but again unlimited downloads of that video once you make one in HD720. You literally can do an 8 second "logo reveal" video to advertise your website in under 5-10 minutes. It's a great way to send videos out on a regular basis over social mediums to keep you in front of people. They've even got longer clip templates where you can upload pics of an event you just did like a wedding to give your audience a taste of your dj service. I'm currently working on a brand new website where I wanted a quick video to welcome them to the site and spark some interest upon landing on the site. I tried attaching the mp4 file of what I did, but our forum wouldn't allow this form of file to be attached for some reason. In any case, check it out. I think you'll be as equally impressed. Essentially you can be sending out 5 creative high def videos per mos with under 10 minute prep time for each at dirt cheap. Cool stuff.
 
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I just went over to Wedding Wire. They changed how the directory looks. Instead of being pages with 24-28 vendors on the front page in a row/column style, they changed it to look similar to Gig Masters. Where it's a single column with the 4 spot light vendors in the top 4 spots, then the featured vendors, then pro. What is also interesting, is that all the paid ads have a picture being shown now. Before it was just a basic listing of the vendor name, and they use to only let 4 pages of vendors show in results. ...Now it is EVERY VENDOR, and the free listings look just like a pro or featured in the listing, The only difference is that pro or featured says "Pro" or "Featured" in the corner, and are displayed ahead of the free ones.

Talk about degrading the value of the paid listings! ...I guess maybe their hope is that brides click on some free listings, and a free vendor books one here and there and might want to pay for a paid ad.

Less paid ads on Wedding Wire for DJs in my area now. ...It looks like just the 4 spot light, 10 Featured DJs, and 15 Pro. That is 29 paid advertisements. A few years ago there were between 35 and 42 paid advertisements, so they certainly lost a few paying vendors in my market.

So now, the ads all look the same basically. It makes more sense for vendors to go with a free ad instead of paying.
 
TJS said:
On this note of advertising or using social media as a advertising medium, I wanted to add something I ran across that I've been super impressed with. They're called Renderforest. They provide tons of easy to use video marketing templates like logo-reveals and everything else you can imagine. These templates are extremely well done and creative in my opinion. They have great music to choose from to go with the video (or you can upload your own) etc. You have to know absolutely nothing about video editing to come up with a great video. It's completely free to make and download a video you made, though that is for a standard resolution. For creating HD720 videos, you get 5 of these per mos for $14.99 per mos but again unlimited downloads of that video once you make one in HD720. You literally can do an 8 second "logo reveal" video to advertise your website in under 5-10 minutes. It's a great way to send videos out on a regular basis over social mediums to keep you in front of people. They've even got longer clip templates where you can upload pics of an event you just did like a wedding to give your audience a taste of your dj service. I'm currently working on a brand new website where I wanted a quick video to welcome them to the site and spark some interest upon landing on the site. I tried attaching the mp4 file of what I did, but our forum wouldn't allow this form of file to be attached for some reason. In any case, check it out. I think you'll be as equally impressed. Essentially you can be sending out 5 creative high def videos per mos with under 10 minute prep time for each at dirt cheap. Cool stuff.
Click to expand...
post videos to YouTube and then you can link the YouTube URL here.
 
TJS said:
On this note of advertising or using social media as a advertising medium, I wanted to add something I ran across that I've been super impressed with. They're called Renderforest. They provide tons of easy to use video marketing templates like logo-reveals and everything else you can imagine. These templates are extremely well done and creative in my opinion. They have great music to choose from to go with the video (or you can upload your own) etc. You have to know absolutely nothing about video editing to come up with a great video. It's completely free to make and download a video you made, though that is for a standard resolution. For creating HD720 videos, you get 5 of these per mos for $14.99 per mos but again unlimited downloads of that video once you make one in HD720. You literally can do an 8 second "logo reveal" video to advertise your website in under 5-10 minutes. It's a great way to send videos out on a regular basis over social mediums to keep you in front of people. They've even got longer clip templates where you can upload pics of an event you just did like a wedding to give your audience a taste of your dj service. I'm currently working on a brand new website where I wanted a quick video to welcome them to the site and spark some interest upon landing on the site. I tried attaching the mp4 file of what I did, but our forum wouldn't allow this form of file to be attached for some reason. In any case, check it out. I think you'll be as equally impressed. Essentially you can be sending out 5 creative high def videos per mos with under 10 minute prep time for each at dirt cheap. Cool stuff.
Click to expand...

I took a look/see. Not really sure that I see the value as you still have to record video and edit it together (besides spending the creative time to come up with content). Can't you do the same thing with Microsoft Movie Maker (a very easy to use video editor)?
 
rickryan.com said:
I took a look/see. Not really sure that I see the value as you still have to record video and edit it together (besides spending the creative time to come up with content). Can't you do the same thing with Microsoft Movie Maker (a very easy to use video editor)?
Click to expand...

There may be a misunderstanding. If you go to Renderforest.com and, for example, click on Create Video, a number of pre-made templates come up. Literally all I did was upload my logo, choose what music to go along with it out of a number of choices, type in whatever text I wanted in the text box (like a website address to advertise or whatever message you want) and that was it. Done. You save it and it gets stored under My videos for you to download. You don't have to record or edit anything other than uploading a logo or pics that Renderforest then inserts into the template. All the creative work is done for you.


Link to the welcome video I did:
View: https://www.youtube.com/watch?v=G4Txuh3R-yg
 
rickryan.com said:
SDo you think it's better to have fewer ads with bigger budgets each (say $150/ad and a longer run) or would it be better to have more ads with smaller budget ($60/ad and shorter run)? I already have my ads targeted to female, 20-55, marital status of (single/in a relationship/engaged) and within my geographical area.
Click to expand...

Here's some "radio advertising logic"...it may apply here.
In radio, it's all about FREQUENCY. (not the dial position)
So, smart advertisers buy 15-second ads, since they are much cheaper...
and the lower price allows them to run WAY more ads.

It's the difference between you screaming "RICK RYAN PHOTOGRAPHY" in someone's face...ONCE.
Or, whispering it in their ear 30 times over a period of weeks.

Hearing (or seeing) something again and again gives a better impression.
AND the repetition makes it easier to remember.
 
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Ausumm said:
Here's some "radio advertising logic"...it may apply here.
In radio, it's all about FREQUENCY. (not the dial position)
So, smart advertisers buy 15-second ads, since they are much cheaper...
and the lower price allows them to run WAY more ads.

It's the difference between you screaming "RICK RYAN PHOTOGRAPHY" in someone's face...ONCE.
Or, whispering it in their ear 30 times over a period of weeks.

Hearing (or seeing) something again and again gives a better impression.
AND the repetition makes it easier to remember.
Click to expand...

Thanks Mike, good advice. I have about 4 ads run currently (thru the end of the year). I had one that was a text-only ad, which was a glowing review from a recent event. It was performing poorly and costing about 60 cents per engagement so I paused it. The weird thing, that ad is still getting clicks and I'm still getting new page likes off it, even more than the current paid ads that are still active. It's weird.
 
rickryan.com said:
Thanks Mike, good advice. I have about 4 ads run currently (thru the end of the year). I had one that was a text-only ad, which was a glowing review from a recent event. It was performing poorly and costing about 60 cents per engagement so I paused it. The weird thing, that ad is still getting clicks and I'm still getting new page likes off it, even more than the current paid ads that are still active. It's weird.
Click to expand...

Oh yeah...
my advice was only a vague assessment.
If there is one thing I have learned in 30 years of advertising....
Trends change all the time without notice...and NOTHING is guaranteed.
I write ads that I think are perfect....and they do nothing.
Ads that I think are awful and won't perform...end up doing great things for the customer.
Best plan is...
if you find something that works....run with it.
 
I have to add that this particular time of the year is probably about the worst time to advertise a DJ business for future weddings and parties. Everyone has their minds on Christmas/Holidays. I rarely have ever booked future weddings in December. ...Last time I did was 3 years ago, I booked a fall wedding on like December 20th.

I personally would not run any Facebook ads until January 1st. ...And honestly, things don't start to ramp up until after the Super Bowl usually in the past. I guess running ads now start to create early repetition, BUT you have to remember that everyone is also getting inundated with sales emails, and tons of ads online while they are browsing right now.
 
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DJ Ricky B said:
I have to add that this particular time of the year is probably about the worst time to advertise a DJ business for future weddings and parties. Everyone has their minds on Christmas/Holidays. I rarely have ever booked future weddings in December. ...Last time I did was 3 years ago, I booked a fall wedding on like December 20th.

I personally would not run any Facebook ads until January 1st. ...And honestly, things don't start to ramp up until after the Super Bowl usually in the past. I guess running ads now start to create early repetition, BUT you have to remember that everyone is also getting inundated with sales emails, and tons of ads online while they are browsing right now.
Click to expand...
I'll agree, though there are proposals at Xmas and New Years, so I might start just after the 25th.
 
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steve149 said:
I'll agree, though there are proposals at Xmas and New Years, so I might start just after the 25th.
Click to expand...

I already have 4 running on FB and just started a campaign on google. It's not a bunch of money, so I'm just going to go ahead and risk it not returning anything until January. One thing's pretty clear, I need to make improvements on the way I advertise and promote my business. Back when I was DJ-only, and running subs, I averaged about 80 gigs per year. After I changed the model and made it photog with DJ as an add-on, that number dropped to 20-30. Honestly, I feel like I struggle to put anything on the books.

For the new year, my first move is to drop WW (just did that). It doesn't produce and by putting my ad money towards that, it gives me the sensation that I'm done on marketing and just waiting for results (that aren't happening). On FB ads (in the past), I've typically run 1 or 2 at a time, usually with a $2-$2.50 per day budget. My plans is to take that $150-$200 per month and split it up between FB, Google Adwords and maybe Instagram and with a lot more shorter-term ads. I think Mike just tapped me in that I need to be pushing different pictures/ads at suspects and I think it makes sense to have them seeing my ads now so that when they're ready to shop in January they already know who I am.
 
there's the old advertising rules and the new ones - not that anyone truly has the new ones figured out IMO.

you have to be in the right place at the right time - luck IMO.

I can see 1,000,000 ads for BMW or Wedding Photography - and I'll never act on the ad. Ever.

I've seen many ads for john deere and kubota - but I bought a kioti - some references in forums online, talked to a neighbor, and an ad on FB marketplace that got me to call the dealer.

USUALLY it's TOMA - top of mind awareness. go to any streetcorner with a clip board and ask people to name a car brand - easy. mortuary...maybe. DJ...doubt they can name 1 let alone more than 1.

So that person needs a DJ what do they do?

THAT is where you need to be advertising.

Is it the knot? a website? wedj.com? all of them? more?

So yes, frequency matters - but that might mean you need to be on FB every day all year long - which can get pricey. Same ad 1000 times or 10 ads 100 times? Ideally you run a few ads and see what works best. I don't see enough response to be able to conclude what works best. Assuming that what works now also works in 6 months or a year - and I doubt that to be true.

Now you can add some ads - peak time for wedding planning is coming up, so maybe FB year round, wedding wire and add radio for jan-mar.

But that can cost $5-10k...you need to do a lot of business to justify that expenditure.

I've recently put ads on tables in 2 bars...been approached to do a third bar (more tables for less money, but only one location..busier one for the most part).

I REALLY doubt anyone is gonna call me from a table ad...TOMA is the goal. So that when they DO need a Dj and google or what not they see my name and recognize it and fall me first.

MEASURING this...that's the challenge!

Ausumm said:
Here's some "radio advertising logic"...it may apply here.
In radio, it's all about FREQUENCY. (not the dial position)
So, smart advertisers buy 15-second ads, since they are much cheaper...
and the lower price allows them to run WAY more ads.

It's the difference between you screaming "RICK RYAN PHOTOGRAPHY" in someone's face...ONCE.
Or, whispering it in their ear 30 times over a period of weeks.

Hearing (or seeing) something again and again gives a better impression.
AND the repetition makes it easier to remember.
Click to expand...
 
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IceBurghDJ said:
USUALLY it's TOMA - top of mind awareness. go to any streetcorner with a clip board and ask people to name a car brand - easy. mortuary...maybe. DJ...doubt they can name 1 let alone more than 1.
Click to expand...

Top of Mind advertising (Image or Brand Advertising) doesn't work well with DJ's.
Because, if you are NOT engaged, you simply are not looking for, or thinking about, wedding vendors...
so you are not really paying attention to ANY ads that don't apply.

Rick was talking about advertising with places Wedding Wire and The Knot.
Those sites are visited by brides looking for vendors.
So you are hitting your exact clientele, at the exact moment they are looking for you.
 
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