Recession Wedding Marketing Tip: Don’t Participate

For many people, 2008 has been a lousy year. As of the last week, it looks like things will become more difficult before they improve.

There will be big headlines and bad news throughout the printed and electronic media. Pundits will be interviewed on the cable news channels. Some will speak in jargon. Others in plain English. All will give advice.

Here’s some plain English wedding marketing advice, even thought you didn’t ask. Don’t be Chicken Little when it comes to wedding marketing and your business. If you believe the sky is falling, and act as such, it will fall on you.

One thing is certain. Some businesses will be left, dead, at the side of the road, over the next year or so. Job 1 is to not be part of that group. Job 2 is, not-just-to-survive, but to prosper.

80/20 Rule - As it applies to type of business you do.

This is likely not the time to add a whole range of services to your business. Concentrate on what brings in the most revenue, and what your company is recognized for.

Do not attempt to put your peers on a crash course of other services you are now-going-to-provide-in-hopes-of-more-income. Rather, be laser-like in your approach.

80/20 Rule - As it applies to the calendar.

Some markets have specific wedding seasons. Others, in steadier climates, have only mild shifts in demand during the year.

If January is not wedding season in your market, but May is, then focus on closing every sale for a May event. Sell out every Saturday, and book every possible off-day event on Sundays, Friday evenings, or whatever the prospect chooses.

The market will not change for you in January, now matter how much you ‘will it.’

80/20 Rule - As it applies to the clients’ needs.

Despite what each of us may want to believe, not all wedding services are equally important to its success. Event people who are wealthy, are less prosperous today, than yesterday. This may not truly affect their ability to pay for their only-daughter’s wedding, but it affects their comfort level with spending money. Their mental outlook becomes their actual behavior.

It may be common sense to note that cutting the guest list is the fastest and most efficient way for the bride to conserve money. However, weddings are an emotional buy, and often times there is a cascading effect of bad decision making when under stress. Everyone’s stress has just grown geometrically.

For example, people in the wedding favor business may have a very tough sell. In my view, there is probably no category of wedding expense that is easier to do away with than favors. On the other hand, the dollar investment in music and facilitating the wedding reception become even more important in lean times. One can have a champagne and cake reception on a shoestring budget, but people will remember whether they danced and had a great time.

80/20 Rule - As it applies to your referral base.

80% of your referrals come from 20% of your contacts. Believe it! Now, as you appropriately reconnect with your referral base, don’t beg or grovel for business. Ask what you can do for them. Shock them by asking for NOTHING, and offering YOUR assistance.

Everyone is, or will be, feeling the pinch. If you think of yourself, first, always, you’re missing the essence of relationship building. Quality networking is getting together with your peers and strengthening those relationships.

Start a monthly breakfast club with your best networking partners (one in each wedding service category). Make the group people you can talk openly with, and confide in. Talk business, problems, opportunities, and mutual support. It can be organic or it can be structured. Just surround yourself with positive people who run quality businesses.

That’s enough for one post. As always, think about what I’ve written, and filter it, as it applies to you. Then take massive action.

One more thing… Don’t watch or read too much bad news. It’s bad for your outlook. Go see a comedy. Watch football or your favorite TV show.

Andy Ebon
The Wedding Marketing Blog

Outer Space & Earth-Friendly - American DJ Puts Modern Spin On Flying Saucer Effect

Outer Space & Earth-Friendly:
American DJ Puts Modern Spin On Flying Saucer Effect
With LED-Powered Accu UFO Moving Head

LOS ANGELES — American DJ has taken spinning saucer effects “LED-years” into the future with its new Accu UFO intelligent moving head. Like traditional club/DJ flying saucer effects, the Accu UFO is a rotating disc that spews out dozens of multi-color beams from lenses around its perimeter. But instead of being powered by a typical halogen lamp, it’s equipped with 32 8mm red, green, blue and white LEDs that consume a fraction of the energy, have a much longer 50,000-hour lamp life, and produce razor-sharp beams with or without fog - making it not only a technologically advanced fixture, but an earth-friendly one, too!

A member of American DJ’s acclaimed top-of-the-line Accu Series, the Accu UFO is a great centerpiece for clubs and discos, as well as an exciting stage effect for bands. As its saucer-shaped disc spins, the entire moving head rotates up to 540° pan/ 265° tilt at 8 or 16-bit resolution. The result is an incredibly dramatic effect projecting 32 amazingly bright, sharp LED beams that twist, turn, spin and rotate over an extremely wide area. And with easy-to-operate onboard strobe and pulse effects, you can add even more flash and splash at the flick of a switch!

Compatible with a standard DMX-512 controller, the Accu UFO features 10 DMX channels for controlling: pan, 16-bit pan, tilt, 16-bit tilt, pan/tilt speed, lens rotation, LED colors, chase speed and strobing. It can also be run without a controller in Sound Active mode; just turn it on, and it will chase to the music via 7 eye-popping built-in programs. Multiple units can also be linked together Master-Slave for a very large, spectacular in-sync light show.

With its combination of classic saucer effects and LED technology, the Accu UFO brings together two highly desirable elements for today’s lighting users, noted Scott Davies, General Manager of the American DJ Group of Companies. “Just like American DJ’s popular saucer centerpiece effects of the past, such as the Mini Saucer and Orbitron, we believe the new Accu UFO is destined to become an instant club favorite,” said Davies.

“Flying saucer effects have been - and still are - incredibly popular,” Davies added. “The Accu UFO not only produces remarkable effects from a visual standpoint, it also gives you all the added advantages of LEDs, such as saving energy, because it requires very little power to operate. Its LEDs are also extremely long-lasting and can run for 50,000 hours without having to be replaced. So the Accu UFO is, essentially, a flying saucer effect with a ‘green,’ earth-friendly spin, which makes it great for today’s market.”

Another way the Accu UFO benefits from LED technology is in its cool operating temperature. Flying saucer effects have traditionally presented cooling issues in the past because of their flat disc shape, which makes it difficult to position a fan in close enough proximity to be effective. But this isn’t a problem with the Accu UFO, because its LEDs generate so little heat that it can run all night without duty cycles, while keeping conditions cooler and more comfortable on the dance floor.

The Accu UFO features 4 red, 4 green, 4 blue and 4 white LEDs, which project at a 40° beam angle and utilize special condenser lenses for added output and brightness. The fixture also includes: high-quality stepper motors for smooth microstepping; a bright 4-button control panel; and a convenient Smart Sense feature that allows it to instantly recognize whether it is in DMX or Master-Slave mode.

Measuring 16.75″L x 18″W x 14.25″W, the Accu UFO is very lightweight for a fixture of its movement and output, weighing just 27 lbs. The MSRP of the Accu UFO is $1,199.95.

Blogging and Web 2.0 - Video Podcast from Wedding MBA

This video podcast, is the second in a series from Brandon Mulnix (Modern Photographics) from West Michigan Wedding Association, recorded at the Wedding MBA.

Brandon interviews Andy Ebon of The Wedding Marketing Blog. The 8-minute segment covers some of the questions addressed in his general session presentation on blogging. Also, Brian asks Andy to do some crystal-ball-gazing about the near future of the web.

Andy Ebon

The Wedding Marketing Blog

West Michigan Wedding Association makes its mark at Wedding MBA with Video Podcasts

Often times an organization sends a representative (or an entourage) to a conference with expectation of that person/group sharing the knowledge with the folks back home. It doesn’t always work out that way.

In the case of the West Michigan Wedding Association, its President, photographer Brandon Mulnix (Modern Photographics), the association got its money’s worth, and then some.

The West Michigan Wedding Association not only networks among its members, has a solid member website, but it also promotes its own bridal show.

Brandon not only attended all the sessions and networked during social events and breaks, but found the time to record and post a series video podcasts with presenters from the Wedding MBA.

Members, back home, were treated to a timely, in-person, interview, recorded on Brandon’s laptop.

Over the next week or two, The Wedding Marketing Blog will be posting Brandon’s podcasts, to share with you.

First up is Julia Markel, AFWPI (Association for Wedding Professionals International).

Andy Ebon

The Wedding Marketing Blog

Guerilla Marketing Companion For DJ’s is Released

Guerilla Marketing Companion For DJ’s
Based on the 4th Edition of Jay Conrad Levinson’s Guerilla Marketing Series, Andy powell has collaborated with ProDJ Publishing (MobileBeat/ProDJ.Com) and Guerilla Marketing International and created a companion to the bestselling Guerilla Marketing book by Jay Conrad LevinsonAndy Powell is the National Sales Director for Mobile Beat Magazine and ProDJ.Com (ProDJ Publishing). He has a background in consumer and commercial lending and marketing. He is a former professional baseball mascot where he acquired his nickname “Cubbie” that everyone still calls him to this day. He got his start in the ProDJ family as a DJ. From there is was able to help grow the local DJ business over 50% which enabled ProDJ Publishing to purchase Mobile Beat Magazine and Trade Shows. Since starting with Mobile Beat he has been able to work with many new and established companies to help them launch new products and strengthen their presence in the mobile DJ industry. When he is not traveling looking for new products for the DJ Market he enjoys spending time with his family. He really enjoys working for ProDJ Publishing and if you don’t believe it, just ask him for his business card….it will tell you “He is just a Fat Kid Living a Dream….”! $24.95

American Audio Unveils Upgraded SDJ-2 Dual SD Player With Built-In Digital Mixer - SDHC Support - Other New Features

LOS ANGELES - When American Audio came out with its landmark SDJ-1 professional dual SD player, life suddenly got easier for mobile DJs. They could put their entire digital music library on an SD card the size of a postage stamp and play it back as they would CDs, without having to lug around expensive laptops, exterior hard drives or external MP3 players.

Now with American Audio’s introduction of the amazing next-generation version — the SDJ-2 — going mobile has gotten even easier. That’s because a built-in digital mixer has been added to the unit, positioned right between its two SD players. By eliminating the need to carry an external mixer, the SDJ-2 makes the mobile DJ’s load even lighter still!

“Our new, all-in-one SDJ-2, gives DJs everything they need to mix up, manipulate and playback digital tracks from an SD card in one compact, easy-to-use unit that weighs only 4.5 lbs.,” said Tom Freret, national sales manager for American Audio. “You don’t even have to bring along a mixer because it’s got its own digital mixer built right in. The SDJ-2 makes transporting and setting up your gear a breeze. All that’s required is to hook up the unit to a pair of powered speakers, pop in your SD card, and you’re ready to gig.”

The SDJ-2 comes with balanced ¼” TRS outputs that let you send the signal directly to powered speakers or power amplifiers. In addition to its built-in mixer, DJs will also appreciate some of the other new features on the SDJ-2, like its convenient headphone jack, added in response to customers’ requests. Additionally, the SDJ-2 has the ability to support high-capacity SDHC cards up to 32GB (as well as standard SD cards), allowing you to store an even more gargantuan music library on a little square you can hold between your thumb and forefinger! In addition to SD cards, the SDJ-2 can also play music from USB flash memory.

Like its revolutionary predecessor, the SDJ-2 offers full playback control similar to that found on most high-quality professional CD players. It includes a long list of must-have features for DJs, including Tempo Lock, Seamless Loop, Auto BPM Counter, Fader Q Start, Pitch Control (+/-4%, +/-8% or +/-16%), and Pitch Bend. Like American Audio’s MP3 disc players, the SDJ-2 has Advanced Cueing with track search by frame, and allows you to search the SD card for the next song while the current one is playing. Music from either SD can be played on either side, and there are 3 cue buttons for each player.

Extremely easy to operate, the SDJ-2 doesn’t require users to learn any difficult software. A bright LCD display on each side informs DJs of all functions as they’re occurring, including a Cue Indicator, Folder Indicator, Time Display, Elapsed/Remain Indicator, Auto BPM Indicator and more.

The SDJ-1 is ultra fast with no boot up time, and because there are no moving parts there’s nothing to break down, which makes it super reliable. It gives users a lot of configuration options, too, being equipped with balanced TRS and RCA mixed outputs, for connecting directly to an amplifier or powered speakers. Additionally, it has independent RCA outputs for each SD player to send the signal to a preamp mixer.

Weighing just 4.5 lbs., the SDJ-2 measures 19″L x 3″W x 5.25″H and is rack mountable in 3 rack spaces. The MSRP of the SDJ-2 is $599.95.

Strong Association Presence at Wedding MBA Conference

Each association or networking may have different reasons for being at the Wedding MBA Conference (Phoenix, AZ), but you can’t miss them at the Trade Show.

BSPI (Bridal Show Producers International) is one group you may not be that familiar with. It is a group of seasoned wedding show producers, with specific requirements for membership, including tenure in the industry.

Typically, at an industry trade show, such as this one, BSPI is sharing the wisdom of exhibiting in one of their member shows. However, there were many businesses-in-formation, so the association representatives found themselves providing more basic information to some attendees.

ADJA (American Disc Jockey Association) continues their campaign of branding itself as ‘the organization for professional mobile disc jockeys.’

Fresh of its involvement in the NACE 50th Anniversary Conference in Philadelphia (August 2008), ADJA continues to represent its members by educating wedding professionals about distinct differences between its members and other DJ companies.

ACPWC (Association of Certified Professional Wedding Consultants) that focuses on education and certification for wedding planners.

There are several organizations that compete in this type of work. However, ACPWC is one of the originals. Based in Silicon Valley, ACPWC has chapters in a number of markets around the U.S. and various training gatherings throughout the year.

AFWPI (Association for Wedding Professionals Internationals) is a networking organization, based in Sacramento, with a half-dozen chapters around the country.

It sports a huge website to promote its members to brides. Its local AFWPI meetings are strictly networking and lots of it.

Association of Bridal Consultants is a widely recognized, national trade association based in connected. ABC has local chapters (usually with state representatives). The organization also has a national conference in November, this year.

A big contingent from Toronto, Canada, made the trip with WPIC (Wedding Planners Institute of Canada). The entourage of nine members participated in the trade show.

Speaker, Tara Murney (A Green Tie Affair), presented on the ‘Eco-Chic Bride.’ The concept of ‘green weddings’ is still to many in the industry. Her presentation was many people’s first exposure about what purports to be a burgeoning segment of the wedding industry.

Andy Ebon
The Wedding Marketing Blogger

MBLV09 Mix: Video Dance Party featuring Vanilla Ice powered by Pioneer ProDJ

The Opening Night Party of the 2009 Mobile Beat Las Vegas at the Riviera Hotel just got better! Following the appearance of Otis Day of Animal House fame, Pioneer ProDJ VJs from around the US will keep the party going, ushering in a late night appearance by Rob Van Winkle, better known as Vanilla Ice!  Pioneer is coming on as the presenting sponsor of this great new addition to the Mobile Beat and will be demoing their new MEP-7000 Multimedia player, their awesome video DJ pair of the SVM-1000 and the DVJ-1000 and Vanilla Ice’s DJ will be using the DVJ-1000s for Ice’s set.

More info on the show can be found at http://www.mobilebeat.com/las-vegas-dj-show/

Furman Announces New Line of Power-Light Module Solutions

PETALUMA, Calif. - Sept. 23, 2008 - Furman, a world-leading provider of power management solutions, today announced its new Classic Series of rugged single-rack-space power management/light modules. With modules offered in 15-amp and 20-amp versions, the Classic Series offers a new industrial design and full feature set engineered specifically for the A/V professional.

“Twenty-five years ago, Furman developed its first rack-mountable power/light module, the PL-8, followed by the advanced technology of our Series II product line,” said Dave Keller, senior vice president of sales and marketing for Furman and Panamax. “Building on the innovations of its predecessors, the new Classic Series brings together superior protection and outstanding performance for instrument rigs, studio recording, professional audio, broadcasting, or anywhere zero-downtime protection and maximum A/V performance are critical.

“In addition to the technologies that our customers have come to rely on, the Classic Series features comprehensive power monitoring indicators, ‘Smooth Track’ retractable LED lights, wall-wart spacing, and 20-amp Pro options that provide USB chargers and Furman’s innovative ‘Secure Straps’ wall-wart locking system. Our engineers have been hard at work developing this new line dedicated to the A/V professional, and we are proud to announce that it has arrived.”

Furman’s new Classic Series offers all of the technologies that made the Series II line so popular, including Linear Filtering Technology (LiFT) for unequaled audio and video clarity, Series Multi-Stage Protection (SMP) for the highest level of surge protection available, and automatic Extreme Voltage Shutdown (EVS) to protect connected equipment from dangerous overvoltage conditions. For rack illumination, the units feature “Smooth Track” LED rack lights and a rear-panel BNC connector to power any standard gooseneck lamp.
The Classic Series includes three 15-amp models, the PL-8C, PL-PLUS C, and PL-PLUS DMC, along with the two 20-amp “Pro” models, the PL-PRO C and PL-PRO DMC. All units in the Classic Series feature nine outlets with two rear-panel isolated outlet banks to lower intercomponent noise interference, along with a “Protection OK” indicator on the front panel to alert users to the operational status of the unit. To accommodate bulky transformers, the power management solutions feature wall-wart spacing.

The PL-PLUS C and PL-PRO C feature multi-segmented, colored LED voltmeters to monitor the incoming line voltage while the PL-PLUS DMC and PL-PRO DMC offer laboratory-precision-grade digital voltmeters/ammeters to monitor the incoming line voltage and true RMS current. Both 20-amp Pro units feature front-panel chargers for small USB-powered electronics, as well as Furman’s Velcro “Secure Straps” wall-wart locking system to provide additional support for racks that must travel.

Furman will be unveiling the Classic Series at the 125th AES convention in San Francisco at booth 821. The Classic Series will be available in November at the following MSRPs: $209 (PL-8C), $269 (PL-PLUS C), $369 (PL-PLUS DMC), $429 (PL-PRO C), and $499 (PL-PRO DMC).

—-

Furman~Panamax
Furman and Panamax have been international leaders in developing award-winning, innovative power management products for more than 30 years. Their products give audio/video systems the pure, noise-free power they need for superlative performance while protecting them from damage caused by power surges and lightning. Together as part of Panamax Inc., these two brands address all major electronic markets, including home theater, professional audio and music, broadcasting, audio/video recording, OEM and office equipment. The company is based in Petaluma, Calif., and sells through an international dealer network and through select retail outlets. More information is available at www.furmansound.com and www.panamax.com.
All trademarks appearing herein are the property of their respective owners.

Ultimate Marketing Makeover

How to qualify for Breakthrough Marketing’s
Ultimate Marketing Makeover

Win $2000 of professional marketing services FREE!

Are you happy with your marketing program? Is it working for you? Or do you want more response and more profits from your marketing? Would you like to have a complete marketing makeover … and get it FREE?!

Imagine the impact you’ll have on your local market area if your marketing campaign was professional. Imagine the impact on your bottom line if brides and corporate prospects called and were already presold on you!

Professional marketing produces professional results. It attracts more response from the upscale prospects. You’ll find it easier to sell your top packages and charge more for your services.

Mobile Beat Magazine and Breakthrough Marketing have joined forces to offer a free Ultimate Marketing Makeover to one DJ company. The results of the makeover will be revealed at Mobile Beat Las Vegas. In a fast-paced presentation, Breakthrough Marketing President, Tom Quiner, will show you before and after graphics of the lucky DJ company. Even more, he’ll reveal the marketing strategy behind the makeover.

During the seminar at MBLV09 - Tom Quiner, President of Breakthrough Marketing, will show you practical & ingenious ways to boost response and profits for your DJ business, including:

• How to turn your brochure into a sales machine.
• How to identify the 7 most common communication mistakes made by DJs (common mistake #4: Dear Bride-to-be: Congratulations on your upcoming wedding. Are talking this way to brides in your communications? Stop it now!)
• How to improve your contact page on your website.
• How to integrate your e-mail campaign with your print and web marketing.
• How to get more repeat corporate business.
• How to talk to brides on your website and brochures in ways to get their hearts pounding.
• 3 simple ways to make your ads in bridal publications work better.

All of this is revealed to you in dramatic before and after makeovers. You’ll see before your very eyes new ways to market professionally to attract more response. If you sincerely want to upgrade your business and raise your prices now, this is the presentation for you.

The winning DJ company will receive a complete critique of their current marketing program. In addition, they will get their brochure and website redesigned by Breakthrough Marketing. They will receive one-thousand copies of the finished brochure and they will receive 1000 matching business cards. In addition, your new site will be hosted by Mobile Beat at no charge for 1 year.

Go to MobileBeat.com to register for Ultimate Marketing Makeover by December 1st. You must meet these requirements:

1. Must be a fulltime DJ company.
2. Must have a brochure or flier you’re unhappy with.
3. Must have a website and be willing to switch hosting to get the website makeover.
4. Must be willing to let Breakthrough Marketing and Mobile Beat show the makeover results at the Mobile Beat conference and in follow up articles in the Mobile Beat Magazine.

The winning company will be selected at the discretion of Breakthrough Marketing and Mobile Beat Magazine.

To Enter The Contest

Please send a copy of your current brochure/flier along with a letter of 500 words explaining why you need this Ultimate DJ Marketing Makeover. Additionally include the following details:

Name:
Company Name:
Phone Numbers (several for contact purposes):
City/State/Zip:

Are you registered for MBLV09? - Yes/No

Please send all of this to ProDJ Publishing, attn: Ultimate DJ Marketing Makeover, PO Box 42365, Urbandale, IA 50323. make sure it arrives by December 1st, 2008.

Next Page »