Weddings What makes a $1500 wedding DJ worth his price?

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IceBurghDJ said:
Airplanes have been around over 100 years...what do you know about what's on sale today and what features/benefits you need, what is a good price, etc?

How about motorcycles? (100+ years) AR rifles? (50+ years), 1911 pistols (100+ years)? Teflon cookware?

Just because it's been around a long time and there is a 'consumer knowledge base' doesn't mean the consumer has a clue about it when it's time for them to buy it.
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When I'm about to purchase something, it's not too difficult to Google "What does XXX cost?" and get at least a rough idea of what a product or service MIGHT cost.

I have a working knowledge of what a non-custom motorcycle would cost (been thinking about a HD Dyna for years), know what the costs for AR and 1911s are, and could take a pretty good swing at cookware .. airplanes not so much.

I think the point is one could easily get a base number to put into a budget that they could hit without too much effort. Whether that number holds up would depend on what choices the potential client made, but if they put down $600 for a DJ, I'm sure they could find a decent one .. maybe not you and maybe without some bells&whistles they might have wanted, but then they can decide if that would be worth it.

No different than car shopping. I'm searching for a replacement to my Pilot. I've looked at the websites, checked TrueCar .. I can walk into a dealer and know within $1K what I might be able to get a vehicle for .. and also know what I could get for a trade-in.
 
DJ Ricky B said:
I agree that Demand is a big part of a DJ's success. Clients who were referred or see the DJ before are going to be clients who are much more likely to pay a higher fee. However, there is a limit to those higher fees without actually being considerably better than the "average DJ". At what point do clients who were totally willing to book that DJ go "wait a minute...this guy is expensive...I'm going to look around and compare"?

Another issue I have with DEMAND being the only difference between a $500 DJ, and a $1,500 DJ then which DJ has their pricing structure wrong?

Is there really no real difference between a $500 DJ, and a $1,500 DJ? You are basically saying that all DJs are for the most part "the same". The difference is that the $1,500 DJ is situated in a higher income area (AND) has been successful in targeting the higher income earning clients. The $1,500 guy is in with the circles of people who are able to afford the $1,500 DJ. However, the $1,500 guy's service, quality of show, and end result yields no differently than the $500 DJ? ...If that is true, then is the $1,500 DJ essentially just screwing his/her clients over with a smile knowing they are essentially the same as the $500 "average" DJ? ...Or is it the other way around? ...Is the $500 DJ totally worth more, and under quoting for their service?

There has to be differences between the two DJs at such a drastic price difference, shouldn't there be? ...For instance...this is like saying that there are two different Chevrolet Dealers. One sells Chevy cars for $15,000 to their clients...it's the same car that the other dealer sells...BUT the other dealer is selling that car for $45,000 to their customers on a routine basis. The other dealer's customers have a stronger influence of referral, and really just have to buy from that dealer. Even though the same thing can be had for 1/3 the price a few miles down the road.

Does that make sense? Do DJ clientele really cough up 3X the money to book a certain DJ because they have the budget, and feel the need to book that particular DJ instead of researching and finding other comparable DJs at a much lower price point?

That can't really be true can it? ...I mean there really should be some sort of difference in the quality between the $500 DJ and $1,500 DJ for the $1,500 to be "worth the price". If there are not any differences, then why in the world would anybody spend 3X more? Or is it that clientele that is fine paying $1,500 sold on the notion that a $500 DJ will be a bad decision, and they should spend the money on a "Good" DJ?

I can compare this to Hotels/Motels. In most areas there is a Motel 6, or a Econo Lodge, or "Budget Inn" somewhere. Very basic room with 2 double beds, no pool, no continental breakfast. You can find these on the weekend for $99 a night...or less. Then up the street there is a Marriot. The Marriot is in demand on the weekends because they have a big indoor pool with whirl pool, the bed rooms are outfitted with luxury items and amenities. Nicer beds. Cleaner appearance of the hotel. The hotel justifies the higher price point of $299 a night with way more amenities on top of being a "luxury" brand hotel. Many people will pay 3x the rate because they want to stay in a nicer hotel with vacation level amenities over "just a roof over their heads" for the night. The two hotels are "not the same" or "virtually the same". There are large differences in the perception, and what each hotels offer.

...Shouldn't there be differences between the DJs other than just "demand" causing the big differences in price?
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You are insisting on a black and white picture of demand but, it is a landscape rich with color and nuance. How do you choose your friends?

Demand is a needs based entity moderated by emotional satisfaction. Material and empirical comparison of DJs is moot because the yard stick that matters is customer satisfaction and appeal - not a spreadsheet of escalating technical and material criteria. People hire the DJs they like and trust - even when those DJs might not come out on top in a material or technical comparison to other available DJs. Sure, there is always some threshold of competency but, then it becomes personal. Some people even spend money they can't afford just to show off, or keep up with the Jone's - that's emotional and there are DJs who cater to that, too.

No matter how you "package" it - you're still a person, you're employees are people. You cannot compare this to buying motor cylces, motel rooms, and other material goods. Sure, not every DJ gig and customer presents with high personal investment and when that is missing so is demand and the price will necessarily be held back by that.
 
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I see 1911's from $400 to over 2500...
and that's before any customizing you may want. And what caliber you may want.

They make 1911s for collectors, for carry, for cheap, for IDPA, IPSC, PPC...so you need to know the USE you have for it before you go shopping.

so you google it... 1911 pistol - Google Search

not particularly helpful unless you want to spend the next 3 days reading. Maybe you do...MOST people do not. Including brides.

" I need a dj for my wedding. All DJs (like all 1911's) are the same " - to the overwhelming number of people out there.

there will always be a few that price rules no matter and a few where quality/precision/name/reputation matter the most.

Wine...I like most all whites, few reds. And while I avoid those in a box I don't spend a lot on wine.

After decades of drinking cheap mass produced beer (quite happily I might add) I've since been a bit more educated and prefer porters and stouts and other dark beers over the 'crap' that is america (aka budweiser), miller, etc.

Yet those 'cheap' beers outsell the good stuff...because the masses don't care to educate themselves. And it's not much different regarding brides shopping for DJs - or anything else for that matter.
 
You can't get caught up in the price tag. I charge different rates all the time for what is essentially the same or very similar service. What's important about the service is different for each customer.

If paying top dollar is what you value then I'll give you the sticker pride you can brag about.
If you're interested in stretching your value then I can find ways to eliminate sticker shock.
Either way, your going to hire me or not based on some threshold of competency, and then your gut emotional feeling.
 
IceBurghDJ said:
I see 1911's from $400 to over 2500...
and that's before any customizing you may want. And what caliber you may want.

They make 1911s for collectors, for carry, for cheap, for IDPA, IPSC, PPC...so you need to know the USE you have for it before you go shopping.

so you google it... 1911 pistol - Google Search

not particularly helpful unless you want to spend the next 3 days reading. Maybe you do...MOST people do not. Including brides.

" I need a dj for my wedding. All DJs (like all 1911's) are the same " - to the overwhelming number of people out there.

there will always be a few that price rules no matter and a few where quality/precision/name/reputation matter the most.

Wine...I like most all whites, few reds. And while I avoid those in a box I don't spend a lot on wine.

After decades of drinking cheap mass produced beer (quite happily I might add) I've since been a bit more educated and prefer porters and stouts and other dark beers over the 'crap' that is america (aka budweiser), miller, etc.

Yet those 'cheap' beers outsell the good stuff...because the masses don't care to educate themselves. And it's not much different regarding brides shopping for DJs - or anything else for that matter.
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I agree that is part of it. "Consumers not educating themselves"
Another part of it is the income level of the consumer
Another part of it is the priority level that a great tasting beer, or a great DJ has with said consumer
Another part of the equation is advances in technology. It has been a double edged sword for the DJ business, as well as many other industries out there.

If anything, the advancement in technology has helped craft beer companies slowly become more popular, and take a bit larger market segments over recent years. Before the Internet became widely used, beer was pretty much limited to the big main stream companies mass marketing to consumers. People didn't know about dog fish head, loose canon, or lagunitas, flying dog, or the other many craft breweries that have popped up and used social media and the internet to get the word out about them. However, technology has been a big downer for larger companies like Anhieser Busch as those companies are losing market share as time goes by.


How about with photographers...

With photography, is a $500 to $1,000 photographer capable of providing the same fantastic pictures that a $5,000 photographer is able to do? Is a $5,000 photographer providing just as much value as the $500 to $1,000 counter part for the price difference? If not, is the $500 photographer charging too little, or is the $5,000 photographer just able to "screw over" their clients with a smile, and with a remarkable sales pitch, and "demand" for their service, and actually just way over charging for what they provide?
 
DJ Ricky B said:
How about with photographers...

With photography, is a $500 to $1,000 photographer capable of providing the same fantastic pictures that a $5,000 photographer is able to do? Is a $5,000 photographer providing just as much value as the $500 to $1,000 counter part for the price difference? If not, is the $500 photographer charging too little, or is the $5,000 photographer just able to "screw over" their clients with a smile, and with a remarkable sales pitch, and "demand" for their service, and actually just way over charging for what they provide?
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Easy.
One can rely on talent alone and the other relies in some part on serendipity.

You'll find that the $5k and higher photographers need only shoot a few hundred photos to produce proofs and albums of very high quality. The $1000 photographer will shoot and bracket endlessly - sometimes thousands of shots hoping to get the really good one he can use.

If they both know how to anticipate and frame a shot then maybe the end results could be comparable, otherwise it will be the guy with the talent for knowing when and where to be in just one shot that will produce the highest quality
 
DJ Ricky B said:
With photography, is a $500 to $1,000 photographer capable of providing the same fantastic pictures that a $5,000 photographer is able to do? Is a $5,000 photographer providing just as much value as the $500 to $1,000 counter part for the price difference? If not, is the $500 photographer charging too little, or is the $5,000 photographer just able to "screw over" their clients with a smile, and with a remarkable sales pitch, and "demand" for their service, and actually just way over charging for what they provide?
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I'm starting to become acclimated to the photog world and have to admit, when we started that I couldn't understand how one guy would fetch $500 and another would fetch $5,000. I'm beginning to understand that there is a difference. The $500 guy gets pictures that anyone could take. They usually don't have great editing chops and all they understand is clean, clear and in focus. The $5,000 guy typically gets there by the quality of the angles they capture, and that only comes with time, experience and how hard they work to get better at their craft, not mention the quality of their lenses makes a huge amount of difference. The low to mid-level guys have cheaper lenses and don't really understand the difference either. On the edit side, the higher-end folks painstakingly go over each shot and add filters, correct blemishes, perfect the lighting and remove shadows (or place shadows) where they want. The differences in portfolio start jumping out at you, after you've been studying/shopping for a while.

Of course, there's also the difference in the sales pitch. You have the Peter Merrys in the photo world as well who, while they may have excellent skills, can actually sell beyond even their skill level. Once a photog starts getting booked out and word gets around, it's like blood in the water and the brides start fighting over trying to get what they perceive is the biggest rock star photog that their budget will allow. We're currently sitting at the $1500-$2000 level for photog-only and, to be honest, I think we're tapping the high side of what our portfolio supports. As we get thru this season, I fully expect our portfolio will be much better and I'm planning on a $500 bump, across the board. At this time, I have no plans to go multi-op. I want to focus on expanding our portfolio and increasing demand for the multi-service packages we offer. By next year, if my wife is comfortable shooting events without me, we should be able to start booking 2 jobs per day and if we can attain a $3k average, it may seriously be time to look at punting the day gig.
 
IceBurghDJ said:
I see 1911's from $400 to over 2500...
and that's before any customizing you may want. And what caliber you may want.

They make 1911s for collectors, for carry, for cheap, for IDPA, IPSC, PPC...so you need to know the USE you have for it before you go shopping.

so you google it... 1911 pistol - Google Search

not particularly helpful unless you want to spend the next 3 days reading. Maybe you do...MOST people do not. Including brides.

" I need a dj for my wedding. All DJs (like all 1911's) are the same " - to the overwhelming number of people out there.

there will always be a few that price rules no matter and a few where quality/precision/name/reputation matter the most.

Wine...I like most all whites, few reds. And while I avoid those in a box I don't spend a lot on wine.

After decades of drinking cheap mass produced beer (quite happily I might add) I've since been a bit more educated and prefer porters and stouts and other dark beers over the 'crap' that is america (aka budweiser), miller, etc.

Yet those 'cheap' beers outsell the good stuff...because the masses don't care to educate themselves. And it's not much different regarding brides shopping for DJs - or anything else for that matter.
Click to expand...
Actually, I'm pretty knowledgeable on 1911s .. I had a FFL for 12 years and own a few .. so I would know what was REASONABLE for the purposes of the client. I may not know XX was $850 in blue, but I'd have a decent idea of what you can get for less than $1000 and what is different on the ones above that. And that is what I think many clients looking for a DJ know .. they know they can get someone competent for less than some threshold .. it's up to you to get them to want you at your price.
 
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Differences in photography is varied - many things go into it - but a consumer can SEE the work before they hire you. Or samples of past work.

Can't say showing someone a video of my past weddings as a DJ is gonna do much to hire them.

I've have been asked - and seen (ok heard) - 'is there silence between your songs?'...really? Yes, really.

I assume DJs mix songs over eachother as part of outro/intro...but some do not apparently. It's not something I address in a pitch or marketing.

What do consumers assume? Would they even ask you?

What is 'dance lighting'? I've seen everything from one acrobat or 1 led strip up to 22 lights on trusses w/ mirror balls lasers and moving heads.

I rarely have to explain to people that what I bring to photography is top of the line gear, backups, off camera lighting, posing and and an artistic eye. Product wise all brides want a disk with files...those with bigger budgets will go for a cheaper album and those with bigger budgets for a higher end album. I shot weddings over the past 2 years and charged $400 to $3200. It's easy to tweak what I offer to the budget they have. The $3200 wedding this year included engagement session and album, 2 photographers on the wedding day, a high end album, wall portrait, pritns for all the parents. BUT they have a bigger budget - 470 on their guest list and 22 in their bridal party.
The $400 was a friday afternoon, everything was at the church, 40 people if that in attendance...no dj, no caterer. One photog, disk, 3 hours. Avg is more like 1400

I see it also with HS seniors. I've had kids that pay for it themselves spend $150 and a mother last year spend $2300. She got evertyhing for that price. Avgt is more like 650

So while the SALE is bigger the 'price' isn't - i'm not getting twice the price for THE SAME THING as the guy down teh street. Yes, I don't see what he sees and my brand of camera and album may differ, but the end product (8 hours of wedding coverage and an album) is very similar.

IMO it's harder to tweak the pricing as a DJ - sure, I can (and do) grad parties for $300 (and see requests for 1/2 that price). For weddings I rarely see requests over 900 and few at that price.

The challenge is I believe MOST consumers don't hire a DJ enough to have a clue what we charge or what the difference is between one and the other. And there's no way for them to judge that upfront.
 
IceBurghDJ said:
The challenge is I believe MOST consumers don't hire a DJ enough to have a clue what we charge or what the difference is between one and the other. And there's no way for them to judge that upfront.
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I disagree. I think in many cases the price for a DJ is a number the customer decides on (budget) before they inquire. When the stakes are a little higher such as a wedding, people may look a little deeper to reconcile for their own peace of mind the huge disparity in rates they encounter. This does not mean they can be converted into spending more - the shopping around may simply confirm the sweet spot of the number they had already budgeted.

When I say price "disparity" I mean differences on the order of 100% or more. Give a difference of $500 versus $800 - the prospect knows they are probably getting a deal on two DJs of equal potential. It's when one guys tells you $800 and another tells you $1800 that you suddenly want to know what's going on.

If the higher price is because there's a circus full of up lights and photo-booths added - then the prospect figures the DJs are the same but, one is AL-a-carte and the latter all or nothing. If you take away all of the novelties and the disparity is still 100% then they want to hear why. If you have real and substantial cause for it then you can convert them. If it's just peacock hype and scare talk - probably not.
 
So basically you're saying what you charge doesn't matter. It's purely a function of your market.

I mean, if the prospect has a figure in mind then it matters not how good/bad you are, your marketing is, your sales skills, etc.

"I have $500 to spend on a DJ"... if you're asking $800 you're not gonna be considered. forget $1500.

If you're around $500 and can show you're better than the other $500ish DJs then you'll get the job. So then it becomes a matter of HOW you do that - via an email, website info, WOM perhaps, phone call, text...

So in an expensive city that figure might be $1500..in a rural area $300. And there's little you can do to change the market, the prospects minds, to spend double that with you.

You implying we're a commodity. Like milk or gasoline. I expect to pay $3.50-$4.00 for a gallon of milk and brand isn't a thought. Gas is $2.40 a gallon and gas is gas.

Nobody is gonna get $3.50 for gasoline or $5.50 for a gallon of milk.
 
IceBurghDJ said:
"I have $500 to spend on a DJ"... if you're asking $800 you're not gonna be considered. forget $1500. If you're around $500 and can show you're better than the other $500ish DJs then you'll get the job. So then it becomes a matter of HOW you do that - via an email, website info, WOM perhaps, phone call, text...
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To me, the issue of $500 or $1500 comes down to this; who is and who is not your prospect. When I get a girl that says "I have $500 tops" I give her my best spin, wish her well, then hang up. I'm not going to invest 30 minutes trying to talk her into it. I usually will use a very direct approach that says, "You're better off with an ipod than a cheap DJ. They'll do less damage to your event." Now are there $300 DJs who do a good job, sure. And no, they don't want an ipod. Sometimes, however, that line I use will jolt them into reality and they will readjust their budget and expectations. It all comes down to percentages for me. I could book way more events at $500 but I'd rather book fewer and at a higher price point that will allow me to sub-contract good talent, so we can cover multiple events. Of course, keep in mind that I'm only talking from a DJ's perspective above. Now that we've added photog, I'm looking to trim back on the number of gigs and tailor my pitch to bundled packages which are at a much higher price point than my DJ/Lighting operation. I'm now at $2k on the low side and getting more and more inquiries at our $3k price point. That $3k-$4k number is my new magic spot. If we can get there and work 30 gigs per year then I'm at $100k and most of that I'm keeping in my immediate family.
 
IceBurghDJ said:
If you're around $500 and can show you're better than the other $500ish DJs then you'll get the job. So then it becomes a matter of HOW you do that - via an email, website info, WOM perhaps, phone call, text...

You implying we're a commodity.
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No, it's you who just described a commodity - lined up on the shelf along side all the other $500ish DJs.

The difference between $5oo and $800 is a resource the other DJ doesn't have. The difference between $500 and $1500 is a capability and talent that none of the other DJs have.

This is first and foremost a question of career and talent - not what kind of advertising or promotion you do.

You won't convert the $500 demographic into $1500 bookings. You can however, convert $500 inquiries to $1500 sales if they originate from the right demographic in the first place.

You can choose Catfish, Salmon or Tuna - and then you actually have to have the skills, knowledge and resources to realize that target. Otherwise, the catch will be defined for you regardless of how you describe yourself.

We have a lot of self-described Tuna-fisherman working fresh water ponds and complaining about the days catch :)
 
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I know photographers that have degrees in photography. One I met has a master's, the other (I've known for decades) was going for a PHD in photography last I knew. I've seen brides hire photographers that didn't have a clue and others that just had a friend take photos.

As y'all know, there is no college degree for DJing. I think there was a school that offered a diploma, but the focus was on beatmixing etc.
 
IceBurghDJ said:
So basically you're saying what you charge doesn't matter. It's purely a function of your market.

I mean, if the prospect has a figure in mind then it matters not how good/bad you are, your marketing is, your sales skills, etc.

"I have $500 to spend on a DJ"... if you're asking $800 you're not gonna be considered. forget $1500.

If you're around $500 and can show you're better than the other $500ish DJs then you'll get the job. So then it becomes a matter of HOW you do that - via an email, website info, WOM perhaps, phone call, text...

So in an expensive city that figure might be $1500..in a rural area $300. And there's little you can do to change the market, the prospects minds, to spend double that with you.

You implying we're a commodity. Like milk or gasoline. I expect to pay $3.50-$4.00 for a gallon of milk and brand isn't a thought. Gas is $2.40 a gallon and gas is gas.

Nobody is gonna get $3.50 for gasoline or $5.50 for a gallon of milk.
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I regularly pay $1 or more per gallon for gasoline, when you boating on the river it costs more, to fill up on the water, no one wants to have to put it back on the trailer drive to fill it up and then re launch
 
I offered a certificate / diploma program a few years ago on here .. maybe we can resurrect it ..

You send me $500, and I'll send you a really nice diploma saying your are a diploma'ed DJ ...
 
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steve149 said:
I offered a certificate / diploma program a few years ago on here .. maybe we can resurrect it ..

You send me $500, and I'll send you a really nice diploma saying your are a diploma'ed DJ ...
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Could you do it for cheaper? I was on diplomatack.com, and received lots of quotes around$250. ...One guy said he would include over night shipping at no cost for $199. Do you price match? Will you also add in a custom frame and a gold sticker? :icescream:
 
We also have the $1,000 diploma that I also sign. The $2,000 diploma, Dan signs .. then Steve and then me.

:)
 
DJ Ricky B said:
Could you do it for cheaper? I was on diplomatack.com, and received lots of quotes around$250. ...One guy said he would include over night shipping at no cost for $199. Do you price match? Will you also add in a custom frame and a gold sticker? :icescream:
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I believe my product to be superior in every way .. from the high quality ink used to print it .. to the full 24 lb. paper it is printed on. If it will help, I can throw in some high-lighting to make you name stand out.
 
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