How to Successfully Navigate Your Business through an Economic Downturn by Terry H Hill

An economic downturn is a phase of the business cycle in which the economy as a whole is in decline.This phase basically marks the end of the period of growth in the business cycle. Economic downturns are characterized by decreased levels of consumer purchases (especially of durable goods) and, subsequently, reduced levels of production by businesses.

While economic downturns are admittedly difficult, and are formidable obstacles to small businesses that are trying to survive and grow, an economic downturn can open up opportunities. A well-managed company can realize the opportunity to gain market share by taking customers away from their competitors. Resourceful entrepreneurs capture the available opportunities, from an economic downturn, by developing alternate methods of doing business that were never implemented during a prior growth period.

The challenge of successfully navigating your business through an economic downturn lies in the realignment of your business with current economic realities. Specifically, you, as the business owner, need to renew a focus on your core clients/customers, reduce your operating expenses, conserve cash, and manage more proactively, rather than reactively, is paramount.

Here are best practices that will help you to successfully navigate your business through an economic downturn:

Goals:

The primary goal of any business owner is to survive the current economic downturn and to develop a leaner, more cost-effective and more efficient operation. The secondary goal is to grow the business even during this current economic downturn.

Objectives:

• Conserve cash.

• Protect assets.

• Reduce costs.

• Improve efficiencies.

• Grow customer base.

Required Action:

• Do not panic… History shows that economic downturns do not last forever. Remain calm and act in a rational manner as you refocus your attention on resizing your company to the current economic conditions.

• Focus on what YOU can control… Don’t let the media’s rhetoric concerning recessions and economic slowdown deter you from achieving business success. It´s a trap! Why? Because the condition of the economy is beyond your control. Surviving economic downturns requires a focus on what you can control, i.e. your relevant business activities.

• Communicate, communicate, and communicate! Beware of the pitfall of trying to do too much on your own. It is a difficult task indeed to survive and to grow your business solely with your own efforts. Solicit ideas and seek the help of other people (your employees, suppliers, lenders, customers, and advisors). Communicate honestly and consistently. Effective two-way communication is the key.

• Negotiate, negotiate, and negotiate! The value of a strong negotiation skill set cannot be overstated. Negotiating better deals and contracts is an absolute must for realigning and resizing your company to the current economic conditions. The key to success is not only knowing how to develop a win-win approach in negotiations with all parties, but also keeping in mind the fact that you want a favorable outcome for yourself too.

Recommended Best Practice Activities:

The Nuts and Bolts… The following list of recommended best practice activities is critical for your business’ survival and for its growth during an economic downturn. The actual financial health of your particular business, at the outset of the economic downturn, will dictate the priority and urgency of the implementation of the following best practice activities.

1. Diligently monitor your cash flow: Forecast your cash flow monthly to ensure that expenses and planned expenditures are in line with accounts receivable. Include cash flow statements into your monthly financial reporting. Project cash requirements three-to- six months in advance. The key is to know how to monitor, protect, control, and put cash to work.

2. Carefully convert your inventories: Convert excess, obsolete, and slow-moving inventory items into cash. Consider returning excess and slow-moving items back to the suppliers. Close-out or inventory reduction sales work well to resize your inventory. Also, consider narrowing your product offerings. Well-timed order placement helps to reduce excess inventory levels and occasional material shortages. The key is to reduce the amount of your inventory without losing sales.

3. Timely collection of your accounts receivable: This asset should be converted to cash as quickly as possible. Offer prompt payment discounts to encourage timely payments. Make changes in the terms of sale for slow paying customers (i.e. changing net 30 day terms to COD). Invoicing is an important part of your cash flow management. The first rule of invoicing is to do it as soon as possible after products are shipped and/or after services are delivered. Place an emphasis on reducing billing errors. Most customers delay payments because an invoice had errors, and therefore, will not pay until they receive a corrected copy. Email or fax your invoices to save on mailing time. Post the payments that you have received and make deposits more frequently. The key is to develop an efficient collection system that generates timely payments and one that gives you advance warning of problems.

4. Re-focus your attention on your existing clients/customers: Make customer satisfaction your priority. A regular review of your customers’ buying history and frequency of purchases can reveal some interesting facts about your customers’ buying habits. Consider signing long-term contracts with your core clients/customers which will add to your security. Offer a discount for upfront cash payments. The key is to do what it takes to keep your current customers loyal.

5. Re-negotiate with your suppliers, lenders, and landlord:

i) Suppliers: Always keep your negotiations on the level of need, saying that your company has reviewed its cost structure and has determined that it needs to lower supplier costs. . Tell the supplier that you value the relationship you have developed, but that you need to receive a cost reduction immediately. Ask your supplier for a lower material price, a longer payment cycle, and the elimination of finance charges. Also, see if you can buy material from them on a consignment basis. In return for their price concessions, be willing to agree to a long-term contract. Explore the idea of bartering as a form of payment.

ii) Lenders: Everything in business finance is negotiable and your relationship with a bank is no exception. The first step to successful renegotiations is to convince your lenders that you can ultimately pay off the renegotiated loan. You must point out to your lenders why it would be in their best interest to agree to a new arrangement. Showing them your business plan and your action plan that includes your cost-savings initiatives, along with “the how” and “the when” of the implementation of your plan is the best way to achieve this goal. Explain to them that you will need their cooperation to insure that you can survive, as well as, grow your business during the economic downturn. Negotiated items include: the rate of interest, the required security to cover the loan, and the beginning date for repayment. A beginning date for repayment could be immediate, within several months or as long as a year. The key is to realize that your lender will work with you, but that frequent and continual communications with them is critical.

iii) Landlord: Meet with your landlord. Explain your need to have them extend the term of your lease at a reduced cost. Make sure you have a clause in the lease agreement that entitles you to have the right to sublet any or all of the leased space.

6. Re-evaluate your staffing requirements: This is a very critical area. Salaries/wages are a major expense of doing business. Therefore, any reduction in the hours worked through work schedule changes, short-term layoffs or permanent layoffs has an immediate cost saving benefit. Most companies ramped up hiring new employees in the good times, only to find that they are currently overstaffed due to slow sales during the economic downturn. In terms of down-sizing your staff, be very careful not to reduce your staff to a level that forces you to skimp on customer service and quality. Consider the use of part-timers or the current trend of outsourcing certain functions to independent contractors.

7. Shop for better insurances rates: Get quotations from other insurance agents for comparable coverage to determine whether or not your present insurance carrier is competitive. Also, consider revising your coverage to reduce premium costs. The key is to have the right balance-to be adequately insured, but not under or over insured.

8. Re-evaluate your advertising: Contrary to the other cost-cutting initiatives, evaluate the possibility of increasing your advertising expenditures. This tactic realizes the advantage of the reduced “noise” and congestion (fewer advertisers) in the marketplace. The downturn period a great opportunity to increase brand awareness and create additional demand for your product/service offerings.

9. Seek the help of outside advisors: The use of an advisory board comprised of your CPA, attorney, and business consultant offers you objectivity and provides you with professional advice and guidance. Their collective experience in working with similar situations in past economic downturns is invaluable.

10. Review your other expenses: Target an across-the-board cost-cutting initiative of 10-15%. Attempt to eliminate unnecessary expenses. Tightening your belt in order to weather the downturn makes practical, financial sense.

Proactively managing your business through an economic downturn is an enormous challenge and is critical for your survival. However, through well-planned initiatives, an economic downturn can create tremendous opportunity for your company to gain greater market share. In order to take advantage of this growth opportunity, you must act quickly to implement the above best business practices to continue realigning and resizing your company to the current economic conditions.

Copyright © 2008 Terry H. Hill

You may reprint this article free of charge in your newsletter, magazine, or on your website, provided that the article is unedited, and that the copyright, author’s bio, and contact information below appears with each article. Articles appearing on the web must provide a hyperlink to the author’s web site, http://www.legacyai.com

Terry H. Hill is the founder and managing partner of Legacy Associates, Inc, a business consulting and advisory services firm. A veteran chief executive, Terry works directly with business owners of privately held companies on the issues and challenges that they face in each stage of their business life cycle. To find out how he can help you take your business to the next level, visit his site at http://www.legacyai.com

To download a copy of this article, click on this link: http://www.legacyai.com/Article_Downturn.html.

 

About The Author

An author, speaker, and consultant, Terry H. Hill is the founder and managing partner of Legacy Associates, Inc., a business consulting and advisory services firm based in Sarasota, Florida. A veteran chief executive, Terry works directly with business owners of privately held companies on the issues and challenges that they face in each stage of their business life cycle. Terry is the author of the business desk-reference book, How to Jump Start Your Business. He hosts the Business Insights from Legacy Blog at http://blog.legacyai.com and writes a bi-monthly eNewsletter, “Business Insights from Legacy eZine.”

By signing up for Business Insights from Legacy eZine at http://tinyurl.com/2t4fxs you can keep abreast of the latest tips, tactics, and best business practices. You will, also, receive the free eBook, Jump Start Your Knowledge of Business.

Contact Terry by email at http://www.legacyai.com or telephone him at 941-556-1299.

 

 

Marketing Tidbits: Keyword Metatag Not Indexed

In a recent post I threw something at you that would come from the view of an amature website owner/maintainer trying to make their site SEO ready - it was the “Keyword Metatag”.  Search Engines (Yahoo & WebCrawler) use to use the keywords tag on the page to providing information as to page content.  Google came out and said right from the start that they would be gathering data on a site based on site content topic, inbound links, and more. The other search engines then said, “oh - ok… us too”.

Why am I telling you this?

I want you to know what your sites’ keywords should be because it is important in finding out what other search terms people in your area are using. It’s equally important for you to know your keywords so that you can build content around them. But do not waste your time with the Keywords Meta Tag on your page(s).

Researching Google on the topic “Death of the Keywords Metatag” will provide reference materials on this topic.

Toshiba Projector - Affordable For Video DJs

TDP-SP1U Projector Features 2,200 ANSI Lumens, DLP® BrilliantColor^TM Technology and Value-Added Features for $719

IRVINE, Calif. (June 10, 2008) - Building upon its leadership in the small projector category, Toshiba’s Digital Products Division, a division of Toshiba America Information Systems, Inc., today announced the company’s latest lightweight and affordable projector, the TDP-SP1U®. Priced at just $719 (MSRP), the 4.8-pound projector features impressive color fidelity with DLP® BrilliantColor^TM technology, an extended lamp life of up to 4,000 hours in economy mode and is suitable for digital home entertainment, video gaming,
classroom installation and mobile business presentations.

With a combination of portability and functionality, the TDP-SP1U projector offers an excellent value with its 2,200 ANSI lumens, 2000:1 contrast ratio (full on/full off), and native SVGA 800 x 600 resolution. To further expand the projector’s capabilities, the TDPSP1U projector also includes an RS232 port for easy integration with AV network control systems in government, corporate and education markets.

“As an innovator in mobile computing technology, Toshiba has added the affordable TDP-SP1U to its lineup of award-winning projectors for consumers and business professionals who need a presentation device that can deliver impressive display technology, value-added features and a lower total cost of ownership,” said Jeff Barney, vice president of marketing, Digital Products Division, Toshiba America Information

Systems, Inc. “Priced affordably, the TDP-SP1U is versatile enough to provide users with a
lightweight and substantial projector.” For professional image quality often found on more expensive projectors, the affordable TDP-SP1U projector also features a rich, vibrant DLP® BrilliantColor^TM display
technology which utilizes up to six separate colors: red, blue, green, cyan, yellow and magenta for a wider variety of accurate, vibrant colors that won’t fade over time.

BrilliantColor^TM display technology can enable up to a 50 percent increase in brightness. Providing lamp life efficiency, the Toshiba TDP-SP1U projector’s lamp is designed to last up to 3,000 hours in standard mode and up to 4,000 hours in economy mode. The Toshiba TDP-SP1U is also a filter-free DLP projector. This technology keeps damaging dust particles from collecting on the projectors imaging elements and therefore may reduce the cost of ownership by requiring one less part to replace, less maintenance and by extending
the projector’s lamp life. The projector is covered by Toshiba’s two-year standard limited warranty.

The Toshiba TDP-SP1U is currently available through Toshiba’s authorized distributors, VARs, mail-order outlets and www.toshibadirect.com.

The Toshiba TDP-SP1U projector also includes the following leading edge features:
• Manual digital keystone correction;
• Automatic setup on a fully-loaded presentation remote to ensure worry-free,
professional presentations even in the most unforgiving environments;
• HDTV/DTV compatible for connectivity to a cable or satellite set-top box for viewing
high-definition television;
• Advanced connection options including one computer input (shared as component),
composite and S-video inputs, audio in and variable output capabilities;
• Special monitor-out capabilities to display and view images on a monitor and screen
simultaneously, allowing presenters to face their audience rather than turning
around to read slides as they appear on the screen;
• A 2.0 watt speaker for enhanced presentations;
• Whisper-quiet operation of only 30 decibels (dB) (in low mode) - quieter than a soft
conversation.

Marketing Tidbits: SPECIAL SERIES -> Consultations

The following is an excerpt from http://start.prodj.com, originally addressed in response to member, “BB”. I felt it was worth sharing with those reading “Marketing Tidbits” here on Mobile Beat.

The Sales Consultation

I’ve guided several DJs to conduct their consultations - and works with approximately a 90-95% booking rate. Before I begin, let me state that by the time they reach the consultation they’re already sold anyways and price is no longer a factor.

When at the consultation, remember that this is yet another opportunity to build the relationship. What you’re speaking of when “you go in for the kill” is called a “Hard Sale” in sales terms. My approach is soft. Remember that they have a story to tell, and their story is much more important that your story when they’re the ones paying.

Think of meeting with your Bride & Groom almost as a “First Date”. Ask more questions, do more listening, and less talking. Ask about them as people, learn them as people, and more importantly open up and let them know you as a person. Sales these days are build on personal relationships - we as DJs are no different.

Next - remember that it is our skill that sets us apart of an iPod. So much talk these days about iPod weddings and DJs fearing if it might be their last event - I won’t have it in my town. You will not find one iPod Wedding here in Lake Havasu City, AZ and that’s because our residents are taken care of. Trust me - if there was, I’d hear about it.

As I shared on my business inspirational blog the other day…

Sell with Confidence
Sell with Emotion
Sell with Honesty

Under Promise, Over Deliver.

Your clients want someone who is going to care about them as a person, and truly care about their event. That’s why I recommend to the DJs I mentor that it is important to tell them that you want to care about their event like their friends and their family care about their event <– That always catches them off-guard.

Interested in joining my one-on-one private coaching program? My door is open. Contact me at Robert@OutsideTheBox.biz.

LEGAL DISCLAIMER: The above is my view points and opinion, not that necessarily of Mobile Beat Magazine or ProDJ Publishing.

FURTHER EDUCATION: To learn about “The Art of the Soft Sell” please contact my good friend Mr. Ken Day. Ken be reached via email - Ken <at> movin-tunes.com

iDec: Rackplayback and recording hub for Ipod

Cumberland, RI, USA – June 20, 2008. Numark, the world’s leading manufacturer of products for the DJ market, announces iDEC, a professional rack-mount solution offering playback and recording for iPod.

 

iDEC allows DJs and musicians to integrate iPod audio and video into any 19-inch equipment rack. With high-performance digital audio and video playback, quality digital audio recording, and a convenient interface, iDEC is an ideal addition to any audio system.

 

iDEC’s Universal Dock for iPod permits playback of audio and video from any docking iPod through integrated outputs. It can also record incoming audio in real time at CD-quality 44.1 kHz sampling rate, directly to the docked iPod.

 

DJs, musicians and installation professionals servicing bars, restaurants, houses of worship and large stadiums will appreciate iDEC as the ideal pro-grade solution for audio recording and audio-video playback for iPod.

 

Key features of iDEC include:

·        Large, easy-to-use transport controls and selection wheel

·        Universal dock for iPod syncs directly with iTunes

·        Recording inputs with clip indication make recording to iPod a breeze

·        Record directly to iPod (5th gen & Classic) and iPod nano (2nd or 3rd gen)

·        RCA line inputs (stereo pair)

·        RCA line outputs (stereo pair)

·        S-Video output

·        Composite video output

·        2RU 19-inch rack-mountable design

·        Solid steel industrial construction

 

iDEC, the professional audio/video playback and recording integration solution for iPod, will be available from pro audio retailers Q3-2008.

 

iPod is a trademark of Apple, Inc. registered in the U.S. and other countries.

#  #  #

 

About Numark Industries

Numark Industries is the global leader of professional DJ and audio equipment, and is recognized for providing progressive breakthrough technology. Since 1971, Numark has designed and delivered innovative products and numerous music industry “firsts.” For more information, visit www.numark.com; images are available at http://www.numark.com/media.

PSWCDT: Grass Skirts, Surfin’ and Sandy Shores by Jay Maxwell

Music for a summertime partyFor many years, when I visited my home town in southwest Georgia, and told them that I was a mobile disc jockey, it would require some further explanation. Their typical thoughts when I initially told them that I owned a disc jockey company was that I operated a radio station. Since I was a DJ during high school in the mid-70s on WBBK radio, that response was certainly warranted. My response was of course to inform them that a mobile DJ would take equipment and music to the event, such as a wedding or school party and play music for the party so that people could dance. In a single sentence, that helped explain to them what a mobile DJ does. Of course a mobile DJ does a lot more than that short line states, but if you’ve ever had to briefly explain what you do to someone who doesn’t have a clue, then chances are you mentioned “playing music for people to dance to.”

It does seem that we mobile DJs often think like club DJs, in that we are only doing our job if people are dancing. If no one is dancing we feel that we must be doing something wrong and we need to take corrective action. Though there are clearly times when that is the case, there are many other times when our job is to play music that sets the mood for the occasion. Two occasions should readily come to mind where we initially play music to set the mood rather than to get people to dance immediately-a wedding reception and Christmas party. At almost every wedding reception we play “mood music” of either lively jazz, American Songbook, or love songs. For an office Christmas party, there are always plenty of traditional holiday tunes played during the social and dinner hours.

This Magic Night
Another type of event, especially during the summertime, where dancing is not the only focus, is a pool party. To make a real musical splash, a pool party should be flavored with a good sampling of Hawaiian music, with some California surf music, reggae and Carolina beach music stirred in the mix as well.

Pool parties are very common during the summer, as people want to beat the heat by having a cool party by the water. Often community gatherings, corporate functions or birthday parties will have a Hawaiian or beach party theme. While the party is often held around a swimming pool, there are times when it is a “dry” event and is held indoors with the same decorations and “surf’s up” feel. Some dancing may take place during the event, but to make it a memorable occasion play a good portion of summertime music. Hawaiian music, Bob Marley, or the Beach Boys drifting from your speakers will instill a carefree mood that is the essence of any good party.

Recently, at the school my children attend, a teacher appreciation luncheon featured a Hawaiian-style setting. The food, the decorations, and the final touch-the music-all helped create the “island of paradise” aura. In the middle of their workday, the teachers were treated to a rare break from reality. For just over an hour, they could take Bobby McFerrin’s advice heard in his catchy tune, “Don’t Worry, Be Happy.” As the teachers exited to return to the classroom, each of them left with a smile on their face-because they had been briefly transported to the white beaches of Hawaii with its soothing waves crashing rhythmically around their sandaled feet.

Island Records
As you can see from this issue’s song list, there is a pretty wide variety of summertime, feel-good beach music to choose from. A Hawaiian CD with great favorites like “Blue Hawaii,” “Kaimana Hila” or “Pearly Shells” should be part of your repertoire for the traditional sounds of our fiftieth state. Other “modern” artists like Don Ho (”Tiny Bubbles” and “Beautiful Kauai”) and Israel Kamakawiwo’ole (”Over the Rainbow/Wonderful World”) have established a distinctive Hawaiian pop sound and deserve our attention at a gig. And don’t forget the King of Rock & Roll; Elvis made his contributions to the genre with his legendary hits, “Rock-a-Hula Baby” and “Hawaiian Wedding Song.” Any groove from the Beach Boys or Jan and Dean will set the California surfs-up mood. For the Carolina shag scene, spin a few from groups like Chairmen of the Boards, the Embers or the Tams. Reggae music, of course, is also associated the islands, so Bob Marley, Jimmy Cliff and UB40 jams should also be played. Parrotheads, those devoted fans of Jimmy Buffett, will also want their own brand of island escapism, so don’t forget to push play on “Margaritaville,” “Son of a Son of a Sailor” or “Volcano.”

The next time someone asks you what a mobile disc jockey does, perhaps the following explanation would enlighten them. Our ultimate job as a mobile DJ is to create a party where everyone leaves their worries behind and at least for a brief period enjoys life like it should be enjoyed-sharing good times with great friends. We play the music that helps to set the mood for the occasion, as well as music to get people on the dance floor when someone yells, “Play Something We Can Dance To!”

Mobile Beat’s resident musicologist since 1992 (in every issue since #11), Jay Maxwell runs the multi-unit, multi-talent entertainment company, Jay Maxwell’s Music by Request, LLC, in Charleston, SC. He is also a professor of Mathematics and Business at Charleston Southern University. His passion for detail and continuous research of clients’ requests can be found not only in this column, but also in his annually updated music guide, Play Something We Can Dance To.
Pool Party Pleasures

SONG ARTIST
1 SURFIN’ SAFARI BEACH BOYS
2 TINY BUBBLES DON HO
3 UNDER THE BOARDWALK DRIFTERS
4 BLUE HAWAII ELVIS PRESLEY
5 I CAN SEE CLEARLY NOW JOHNNY NASH
6 PEARLY SHELLS TRADITIONAL
7 MARGARITAVILLE JIMMY BUFFETT
8 I’VE GOT SAND IN MY SHOES DRIFTERS
9 WIPE OUT SURFARIS
10 KOKOMO BEACH BOYS
11 POKAREKARE ANA TRADITIONAL
12 ROCK-A-HULA BABY ELVIS PRESLEY
13 DON’T WORRY, BE HAPPY BOBBY MCFERRIN
14 THE TIDE IS HIGH BLONDIE
15 CATCH A WAVE BEACH BOYS

For the rest of the list, subscribe to Mobile Beat to access the online PDF of issue #115 (May 2008) or pick up a hard copy back issue at the MB Store.

A Nice Day for a…Green Wedding by Mike Ficher

More and more couples are exchanging conspicuous consumption for sustainable celebrationsThe long-held wedding adage, “Something old, something new, something borrowed, something blue” may be evolving into a different shade: “Something old, something lean, something recycled, something green.” More brides and grooms are expressing their environmental predilection through their choices for their wedding ceremony and reception. Yes, like so many other aspects of life, weddings are going green.

By the Numbers
Eco-friendly invitations, organic bridal gowns, recycled wedding bands, organic food and drink, natural make-up and hair, sustainable décor, central locations, outdoor settings, green transportation, and green registries are now not just feel-good buzzwords of the sustainable world, but opportunities wedding industry providers are successfully marketing to their clients.

How much impact could such a movement have if brides and groom embrace the green factor? According to theknot.com, 2.4 million couples get married each year in the United States, generating an estimated revenue basket of $70 billion. If even a fraction of those 2.4 million couples embrace the emerging green paradigm-supporting open markets for local, organic, recycled and recyclable goods, businesses that engage in sustainable practices, and vendors who share their environmental bent-the impact could be substantial. It could particularly help the mobile entertainment industry, currently reeling from increased competition, easy access to music on the internet and “iPod weddings,” by providing a completely positive way to stand out among the muddle of entertainment options
“I haven’t noticed anything yet. But I know it’s coming,” offered Craig Brown, owner of High Fidelity Entertainment in Vancouver, WA and president of the Southwest Washington & Oregon chapter of the ADJA.

Catching the Green Wave
Celebrities are embracing the trend. Stella McCartney’s private wedding included sustainable clothing and organic food. Prince Charles cut into an organic fruitcake and ordered pesticide-free blooms for his wedding to Camilla. And Alicia Silverstone’s guests enjoyed organic vegan food, gazed upon pesticide-free flowers, and received recycled invitations. She even wore a ring handed down on her husband’s side.
Wedding service vendors are responding to the movement. New York’s OZOcar offers hybrid limousines; Organic Vintners, based in Boulder, CO, helps wine lovers find all-natural vintages; and the Houston-based Green Hotels Association will locate accommodations at facilities committed to saving water and energy and reducing solid waste.

Across the United States, in addition to pesticide-free menus, caterers are offering fine china and linen napkins instead of throwaways. Numerous web sites help newlyweds establish donations to charities that benefit the environment, offering guests an alternative to heavily wrapped presents.

“Going green is one of the great business opportunities of the 21st century, and the rapid growth of green weddings and green wedding consulting groups is not surprising,” said David Cooperrider, a business professor at Case Western Reserve University in Cleveland, in an article on the MSNBC web site. “In fact, wedding advisers that are not going green are going to be at a competitive disadvantage.”

Green-Jay
Evan Reitmeyer, owner of MyDeeJay, serving the Baltimore/Washington/Virginia metropolitan area, has elevated sustainable practices in the industry to a new level. The company is the first Green-E certified wedding vendor in the nation and is likely the first 100% carbon-neutral wedding entertainer provider in the United States. Check out Evan’s companion article on page ___ for details on his company’s approach to implementing environmentally conscious business practices

Light Up for Less
What can mobile entertainers do to lessen their environmental impact?

For any paper product-brochures, contracts, or agreement letters-employ recycled, tree free or FSC-certified paper. Better yet, minimize paper usage via deployment of email and a robust, interactive online marketing presence.

Drive a hybrid vehicle or, with the incredible shrinking equipment presence, follow Craig Brown’s lead and buy “a smaller van that gets better gas mileage” rather than drive a gas-guzzling SUV. An added benefit-vans, while not as sexy, tend to have significantly more room than their four-wheel drive brethren.

Regarding equipment, Dave Star of Star Productions, serving Central Oregon, suggests, “Using fewer lights than before or more energy-efficient lower-wattage lighting systems.” Or, even better, Brown bought energy-sipping lights: “LED par lights and a Spectrum LED for my light show.”

LED power consumption is, on average, approximately 5% of the equivalent brightness halogen or fluorescent lamp. In addition, LED lights generate virtually no heat and, because they are made up of solid state components, they are extremely durable, better able to withstand the rigors of travel and constant set-up and teardown.

Learning the 3 R’s
On a personal level, what can mobile entertainers do to support green causes? As an older eco-slogan goes, “Reduce, reuse and recycle.”

Consider supporting local, non-profit and/or community-based organizations and businesses, in order to lessen your participation in the huge environmental impact of the megacorporations. Subscribe to renewable energy sources (most utility companies now offer customers an option to “purchase” renewable energy). Recycle anything and everything (newspapers, plastic bottles, glass, cardboard, cans, envelopes). Minimize waste as much as possible. Buy products made from recycled goods. Choose reusable bags instead of paper or plastic when shopping. Consider bicycling for errands within a couple miles of home. Link your trips, so you complete errands before returning home for the day.Use both sides of a piece of paper, if possible (even for scratch paper). Outfit your home with fluorescent bulbs.

Only time will tell if “going green” will translate into a lot more of the “green stuff” for mobile entertainers. But, at least, embracing green in your entertainment business and your life will certainly safeguard you against feeling blue about your personal impact on the world.

—–

Wedding Theme: Carbon Neutral
www.nativeenergy.com/pages/portovert/168.php?afc=portovert
Brides and grooms-and DJs-can calculate their carbon impact on the environment at this site, hosted by NativeEnergy.

Green Power Partnership
www.epa.gov/greenpower/index.htm
At this site you can learn more about purchasing green power to offset electricity usage. Plus, find out about certification and verification as a business utilizing renewable energy and making greenhouse gas reductions.

DJ to VJ: The Future Is Now By Mike “Dr. Frankenstand” Ryan

An experienced video jock discusses the growth of the visual option for DJs”Video Killed the Radio Star,” the 1979 song* by the British group Buggles featured lyrics about a period of technological change in the 1960s. Today, over four decades later, video is again poised, hopefully not to kill, but certainly to change another kind of star: the mobile DJ. What does the current video revolution mean to the typical mobile entertainer? The following interview focuses on the use of video and features DJ/VJ Eric Sands of Sundance Productions in southern California. Not only is Sands a bar and bat mitzvah specialist, he is a pioneer in the use of video in the mobile arena.

MB: What s your wide-angle view for the future of video in the mobile DJ Industry?
Sands: The future in now! Video is solidly ingrained into our daily lives (YouTube , CNN’s News to Me, America’s Funniest Videos, MySpace, to name a few examples). In the ’70s we had DJ mixers. In the ’80s, we had lighting. In the ’90s, we had crowd interaction. The new millennium brought us computer-driven technology. Video is clearly in all of our futures. Hyper-stimulated, bipolar kids who can’t sit still today are your clients of tomorrow!

MB: Speaking of kids, do they now expect to have video at their parties? Do you predict a time when if we don’t offer video we will go the way of the Beta Cam?
Sands: Yes-and I think that time is now! If your clients embrace the power that computer-driven, multi-media production provides at their celebrations, then they may not feel comfortable hiring someone using ’80s or ’90s technology.

MB: Are DJs who use video (VJs) becoming true specialists like karaoke jocks (KJs)?
Sands: I think we’re all still on the same boat sailing to the same destination. Our goals are not dissimilar…We are providing entertainment the best way we are individually able to. But, as in the past, some of us are paddling faster, and accordingly, will reap the fruits of future market recognition sooner.

MB: How fast and to what extent is the use of video developing?
Sands: Just look at the sales of plasma screens, projectors, home theaters, and high-definition TV. Video has proliferated within the average American lifestyle, everywhere…in our cars, on our phones and computers…even home appliances are starting to incorporate video interfaces. (Microsoft predicts future homes will use more “smart” appliances, including interactive wallpaper being developed by companies such as Phillips to serve as giant displays for pictures from a MySpace page or even video).

MB: How do you see video, as party entertainment, evolving in the future?
Sands: I see much more flexible and easier set-up, such as being able to present video in a day-lit room without having to carry 5,000+ lumen projectors or heavy plasma screens. I see more real-time effects, such as brides and grooms being wished well and congratulated via live, off-site simulcast by wedding guests who can’t attend the reception. And for the higher-end clients, I see an MC/DJ combo being replaced by an MC/production manager in constant communication via headsets with a staff who will control stage lighting, video content, sound, and flow of the event-much like at an awards show.
[This is a role that Sands has himself pioneered. -Ed.]

MB: Do you see a time when live video interaction at parties will become so popular that clients will outsource it away from the DJ/VJ like some planners do with lighting?
Sands: I think you always have that risk if you’re “out of your envelope”…that is, if you are booking higher-end parties without being able to offer the most efficient solution to meet the client’s needs. But that’s not necessarily a bad thing…it enables you to stay in your “core” business of what you do best-MC-based entertainment. Same old story, if you can’t handle one aspect of a job, sub it out.

MB: Talking about video production, how and when do you use roving live cameras and/or music videos in your shows?
Sands: I always have some form of content on the screen, whether it’s live camera simulcast, ambient themed visuals, music videos, photo-stills, or a custom DVD effect loop that I create for the client and is in repeat mode for the entire party. This way, there is no “dead-air” on the video screen, and there is always something visual happening. In addition, my video assistant is at the mixing console monitoring and mixing the optimum source for any given time. Often we use chroma-key effects superimposed on top of the live camera feed to make it interesting.

MB: How available are music videos and are there any legal issues involved in using them?
Sands: I subscribe to the Promo Only Hot Video series, although I know there are several subscription services out there. I imagine the legal issues are very similar to audio copying, backing up, etc.

MB: How do you handle PG-rated music videos?
Sands: We try to keep it clean, relatively speaking. But occasionally, there’s some “unexpected” content on the music video. So that’s another reason to have immediate access to alternate sources you can transition to quickly.

MB: What are the critical things DJs should know about video gear performance?
Sands: Like audio, back-up equipment is necessary. I keep my video mixing console separate from my normal audio system. So at a video show, I actually have two consoles set up side by side. This keeps the show really tight, and serves as instant back up at least for audio, which is more noticeable to a crowd if it should fail. If you are mixing numerous sources (live camera, music video mixing software, ambient visuals, slide show loops, etc.), then each one of those can “fill in” if another one goes bad. But I always carry a spare projector to my gigs, as well as a spare music-only laptop based system in the event of a more catastrophic failure.

MB: Any tips on video gear? What are the bare necessities to be considered “professional?”
Sands: I think as a bare minimum, you should have a CORE DUO processor-based computer with a minimum of 256MB of dedicated video RAM driving your music videos, with sufficient ambient background video to fill in when you are playing non-music videos. If you are using DVD players, then make sure you get the type that [can] pause on cue, rather than play on cue.
If you are doing live CAM, then there’s really no excuse to be relying on that cheesy-looking, jittery webcam that so many people rely on. Video cameras are getting so dirt cheap; this is the better way to go. I use a wireless diversity microwave link for our 3-chip camera. This enables us to be anywhere in the room “getting the action” where it’s happening, without the constraint of a fat video cable trailing behind the camera man.

MB: How receptive have you clients been to video as an “up-sell?”
Sands: It’s an option that I really try to encourage for parties of over 125 people, which are most parties. I think that once the client sees how beautifully video can bring the event to another level, they agree that it’s well worth the additional expense.

MB: How much extra, on average, can a DJ/VJ expect to make by incorporating video?
Sands: I think it largely depends on the scope of what he or she is doing. If you’re only playing music videos, with no other content, then really we’re just talking about setting up a plasma or projector/screen combo above and beyond the usual set up-maybe $500 to $1,000 additional, depending on what part of the country you’re in. But if you’re actually monitoring and mixing numerous sources and applying real-time effects, then that’s another level up, and you could get $1,000 to $2,000 additional.
If you are producing custom content such as wedding montages and promotional videos for corporate receptions, you can usually get $50 to $200 per finished minute, depending on your editing skills.

MB: By including video are you taking work away from videographers?
Sands: We really aren’t doing the same thing, nor can we. We are presenting video content for the purpose of visual entertainment. Videographers, on the other hand, are in the archiving business. They are recording what is happened for viewing in the future. Any videographer who feels intimidated by this does not understand the big picture.

MB: How competitive do you think VJing will become?
Sands: The truth is that currently, the equipment involved in doing a decent video show is a bit complex for many DJs, especially if you are trying to do it computer-based. So I think in the near term, we are establishing who the main players will be. But in the next couple of years, we will have a critical mass of DJs offering this service, creating more competition as more DJs make the technical transition required to do the job competently.

*The “Video Killed the Radio Star” music video was the first one to be shown on MTV’s premier show, in August 1981. In February 2000 it also became MTV’s one-millionth video to be aired.

Being a DJ Is a Real Job! by Stu Chisholm

For the outside observer, a peak inside a DJ’s workaday worldThe other day, a friend called me at about noon and said, “Hey, do you want to go to the movies? I’ve got the day off and I’m bored.”

“No,” I said, “I’m busy with work.”

Then my friend of 24 years said, “What work? You only work one or two days a week!” Welcome to my world: the world of the professional mobile DJ.

This exchange got me thinking: If a close friend thinks this way, what are the chances that my clients do, too? After all, that is how it looks to a casual observer! I only jump in the van and go to a job on weekends. The rest of the week I’m at home…doing all of the things that nobody sees.

In reality, I put in close to 70 hours per week working on my DJ business. And yes, it is a business, with all of the work associated with other small businesses. The only real differences are that I don’t have to drive to my job (except for the weekend parties), punch a clock or answer to a boss beyond my own clients. I set my own schedule, but if I neglect anything important, my business could fail and my job would disappear. I can’t blame any board of directors or supervisors for bad decisions. My success or failure is in my hands, and no matter how successful I might be, it can evaporate in an instant if I lose focus.

Way More than Just a Party Hat
At a party, I’ve got to be the fun, personable and sometimes downright crazy host, keeping the energy and excitement levels high. In my home office, that part of my personality has to take a back seat to the disciplined business jack-of-all trades. As a single operator I wear all the hats: I’m the secretary who answers the phone; the salesman who makes the pitch to customers who call or e-mail; the engineer who builds the systems and maintains the equipment; the buyer who procures the gear, music and supplies; the accountant riding herd on the finances; the mechanic who maintains the vehicle; the IT tech who enters data, maintains the websites and gives clients “customer support”; the file clerk in charge of the “mail room,” filling requests for information packets, writing and mailing contracts and making runs to the P.O. box; the advertising director designing and placing all of the advertising and promotion; the writer who scripts the events and, on occasion, contributes to a DJ trade publication; the producer who edits and occasionally remixes music; and the “gofer” who schleps the tuxedo to the cleaners, picks up the office supplies and other errand running. All of these activities being punctuated by the ringing telephone, client meetings and trying to slip in lunch and dinner!

In this light, it can sound a bit overwhelming! Yet, if broken down and placed into an itinerary of sorts, it can be done, and done well. My typical week looks like this:

MONDAY: Office day. While I generally start each day by first checking for phone and e-mail messages, on Monday I then attack any and all paperwork that needs to be done. This means writing up and mailing out contracts and requests for information, adding the client information from the weekend’s parties to my client database and sending out a thank you card and review. I’ll also make follow-up phone calls to potential clients. Next, it’s time to enter all of the music that came in over the past week into my music database, which I use in my performances and my clients can view online. Most importantly, Monday is also when I pull out the paperwork for the event(s) coming up on the weekend after next. This gives me a two-week time window to familiarize myself in detail with the event specifics, add any needed music to my buy list and plan my party itinerary.

TUESDAY: Equipment and music production day. Each weekend when the equipment goes out, it gets jostled around. It picks up dust from people dancing, or from being outdoors. There are software updates to be made, batteries to be replaced and the occasional modification or addition. On most Tuesdays this isn’t an all day pursuit, so I then consult my “to do” list and work on any productions that are on my schedule. This can be something as simple as tactfully removing a cuss word from a popular song to mastering and duplicating 250 CDs that a couple or organization wants to hand out as souvenirs at an event.

WEDNESDAY: Errand and promotion day. This is usually the day for runs to the dry cleaners, post office, office supply store, etc. If there’s an oil change to be made or other vehicle maintenance required, it gets attention on hump-day. I also think “promotion” on Wednesdays because this is when I might visit a banquet hall, bridal boutique or other vendor I’m promoting (or wanting to promote) with. This has been true of Wednesdays since I first began my business and drove all over town putting my cards into those free ad racks at the supermarket! Once back at home, I turn my focus to calling magazines, bridal show organizers or other people I’m advertising with, working my website, etc. I also try to fit in some writing, since advertising and promotion stimulates my creativity!

THURSDAY: Music day. During a typical week, my desk gets loaded-up with CDs. I also have a substantial backlog of non-priority material, mostly vinyl records, that need to be listened to and databased. The music is crankin’! If I need to make a run to the music store, or visit any online music stores, it will happen today. While listening, I gather information about each song, such as the style, BPM (beats per minute) and chart info which will later be entered into my database the following Monday. Thursday is also the day I contact my clients for this week’s party or parties to go over the details of the event, Google a map, etc.

FRIDAY & SATURDAY: Gig day / mop-up. On most weekends I’ll have an event scheduled and like to use the time beforehand to go over the details, names of the bridal party (if it’s a wedding) and various activities. I’ll also be packing my tux and primping! When I do have a weekend day off, I’ll use the time to tackle anything that didn’t get finished over the week. It’s also a good idea to schedule client meetings on these days, since a lot of people can’t meet during a weekday.

SUNDAY: Reserved! Yes, Sunday is the one day of the week I reserve for myself! On rare occasion, if a client can’t meet with me during the week and there’s no available Saturday, I may schedule a meeting then.

I can only imagine what my friends who own a multi-DJ company go through! Add scheduling and training responsibilities to all of the above, and multiply things like equipment maintenance and music library updates by however many DJs they have, it would take quite a team to pull off!

When I worked at GM in the ‘70s and early ‘80s, I never worked as hard as I do now! Yet I’ve never loved my job as much either. Being a people person and music maven, it’s the intangible aspects of being a DJ that provide the biggest rewards. Nobody ever got rich in the mobile DJ business-just check the Fortune 500. It’s a sure bet that DJs who have a long career love their work! It’s a job-a REAL job-and like any other would suffer if I took time to goof off when I should be working! If you’re not a DJ and know one, or any other type of self-employed person, keep this in mind before interrupting their day. If you’re a potential client, then keep in mind the tremendous value that the professional mobile DJ represents!

Stu Chisholm, a mobile DJ since 1979, has also been a nightclub DJ in suburban Detroit. He has also done some radio, commercial voice-over work and has even worked a roller skating rink! Stu attended the famous Specs Howard School of Broadcasting and has been a music collector since the age of seven.

 

Re:Making Tracks

DJs discuss taking your tunes to the custom shop, and other audio endeavorsIt must have looked funny to the neighborhood to see so many people hanging out on my front porch, but they were all out there for a reason. You see, like many other DJs who have watched Randy Bartlett’s DVDs, I had decided that pre-recording sentiments for a wedding celebration would be a good idea.

The problem with turning me loose on an idea is that a combination of hair-brained thinking and an overactive imagination can take control. It resulted in this scene: The entire wedding party was at my home office at once, making some recordings, and the wedding couple had chosen eight attendants on each side. When you combine their significant others and offspring, this made the crowd at my little beach shack rather significant.

Our purpose was to create a customized grand entrance where the wedding party would actually introduce themselves along with a nice sentiment or funny story about the bride and groom. The result was quite successful. It also got me wondering how many other people were using audio editing capabilities to enhance their performances.

It turns out the field of customized recordings is quite encompassing, with people using all sorts of visions and methods to craft custom recordings for their clients.

Subtraction and Addition
Some DJs take existing songs and make tweaks to suit their own purposes. An example of that was spelled out by Randy Waters, who is both a radio and mobile DJ entertainer in Colorado. What Waters likes to do is simply make the music more audience friendly.

An example he gave was the song “In Da Club” by 50 Cent. While we’ve all heard that tune, he’s modified the song so that it’s not obvious where the explicit lyrics were removed. In his example, rather than just “bleep” the expletives, he’s taken the music from another part of the song and replaced the area where the offensive words are.

To accomplish this, Waters recommends using a multi-track audio editing program and acquiring some basic knowledge about how music works. He prefers Adobe Audition® as an editing tool. This program (formerly known as CoolEdit Pro, now owned and updated by Adobe Systems, Inc.) allows for multi-track editing and can use waveform or spectral editing.

Waters also talked about combing through iTunes and finding some gems to use when editing a song, including karaoke versions that provide instrumental tracks. These help if you’re laying spoken word over a song, for example, having the bride give some nice compliments to her husband during a pre-recorded section of the first dance.

What Waters is doing in Colorado isn’t too different from what’s happening at Ed Spencer’s office in Pensacola, Florida. Spencer also appreciates using the karaoke version of any song to bolster the amount of instrumental content on any track.

Musical Enhancement
Cap Capello of ImaDJ in Albany, New York said he likes to edit all his music so that it has a consistent audio quality. He also prepares the songs for playback by editing intros, outros and fixing other items.

“By editing my songs in advance, instead of on the fly, I can spend more time watching my audience and less time watching the sound board. Yes, there’s a lot of work up front, but the rewards on site are phenomenal,” says Capello. A particular example he gives is Marc Cohn’s “True Companion.” On this one, he bolstered the instrumental ending and now typically plays the song to end the night. “It’s a beautiful ending that most people miss.”

There are many ways to manipulate songs. For example, Ed Spencer uses a variety of methods to arrive at different results or his clients. Spencer has used MixMeister Fusion, a performance program, to create loops on the fly over which he’ll play some of the pre-recorded spoken audio, so that he’s better able to gauge audience response. He’s also a big fan of M-Audio’s Torq for the same purpose.

Adrian Cavlan of Sound in Motion in Santa Cruz, California might have been the biggest proponent of Ableton Live, a highly regarded recording/performance program, but maybe it’s because of the clients he performs for. Along with his partner “King” Raffi Nalvarian they do a great deal of work for organizations like the San Francisco 49ers and San Jose Sharks. Most of the remixes and edits they do are made live, using either Tractor or Ableton Live.

“Ableton can launch a bunch of sequences and sets all set in sync and in key with one another. It’s also a great production studio,” notes Cavlan.

Speaking of the Words
When recording vocals, several DJs indicated that they like to use a good quality microphone attached via USB to the computer, and then make sure to apply compression to the voices to make them stand out much better. A basic, free tool like Audacity is fine if all you’re doing is fixing vocals. Spencer says this simple program is decent for minor editing tasks: “There will be a lot of audio that you don’t want, like ‘ums’ or pregnant pauses or mouth noises. All this has to go. From there you can take the message and change the speed to make it fit into the space you have, if it’s close,”

So how do you get those touching quotes out of people? Several of the DJs we spoke with said the best way is simply to let the tape roll, er, I mean the computer record, and simply interview the people. A standard software feature is the ability to leave markers along the way. We spoke to a few DJs who indicated that they use those markers to easily go back and find quotes that stood out.

Once your recording process is done, it can take from just a few minutes to a few hours to finish the process of turning a combination of spoken word and beautiful music into something that’s presentable to an audience. Other considerations for achieving the best sound quality are the pieces of studio gear that capture and reproduce the sound.

“If a DJ is looking to get into this, they should purchase the absolute best quality (studio) monitors they can afford. There’s nothing like a nasty surprise when you’re performing live,” advises Cavlan. “Also, buy the best large-diaphragm condenser mic. Once it’s in the software, apply compression and equalization-that’ll give the voice-overs presence.”

Mixing in More Gigs
But can all this work net you more work? According to several of the respondents, the answer is yes.

“I haven’t found a more powerful way to express the impact of what we do at a wedding. I’ve had brides laughing or crying at a meeting and when that happens, it’s virtually guaranteed that they will go with me,” said Jimmie Malone of Astonishing Sound in Binghamton, New York.

Malone likes Sony Vegas as an editing tool. While this is commonly thought of as a movie editor, Malone and others have praised its audio editing capabilities as well.
Another example of editing given by Malone is the case where a couple wanted two songs for their first dance, but didn’t want to hear each in its entirety. His solution was to mix the two songs together to create one new version that made them happy.

In my own example at the beginning of this article, each member of the wedding party did their own introductions in their own style, along with a message to the bride and groom. These vocals were then chopped up and laid over instrumental tracks that fit the personalities of the individual. The grand entrance in this event could not have gone better and the audience absolutely loved it.

The vocals were recorded with an inexpensive Logitech USB headset mic and then processed with Sound Studio, an inexpensive multi-track software find with plenty of features. I also used royalty-free music for the instrumental beds utilizing Apple’s Garage Band, so I was able to make a legal CD of the grand entrance and mail it to the bride and groom as a thank you gift. Talk about a lot of referrals!

Besides owning SoCal’s Sounds Like Fun Entertainment, and serving as Mobile Beat’s Editor-at-Large for over a decade now, he has written the book Wedding Horror Stories and How To Avoid Them (ProDJ Publishing), which has gained a widespread positive response from in the wedding industry. His automotive column, Curbside has been syndicated since 1995, appearing in over 70 newspapers nationwide.

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