Brian Lawrence


Brian Lawrence

Formerly partners with wedding industry guru Alan Berg, Brian Lawrence is one of the industry’s foremost authorities on marketing in the wedding industry. Brian has consulted with many local wedding professionals and as well as national brands. A speaker at WeddingWire World and Wedding MBA, he is the author of “The Wedding Expert’s Guide to Sales and Marketing” and has helped thousands of industry professionals with his marketing insights through personal consultation, books, seminars, blogs and articles, and speaking engagements at leading industry conferences. For more information go to www.brianlawrence.com or contact Brian at brian@brianlawrence.com or 201 244 5969.




>
Read

How Do You Represent Your DJ & Entertainment Company?

January 17, 2017 by Brian Lawrence
Whether you’re a one-man show juggling wedding bookings along with marketing and sales or a big entertainment company that has hired employees to take care of these tasks for you, you need to monitor how you and/or your employees are representing your company. social-media-1430512_960_720In a perfect world, all of your customers would be treated with utmost kindness and respect and would rate your company positively. But the reality is that many of us tend to forget about the most important things when we get caught up in our daily tasks and projects. Whether it’s an email, phone conversation, or face-to-face ... [read more]
>
Read

How To Name Drop Your Way To A Wedding Booking

January 10, 2017 by Brian Lawrence
They say it’s not what you know, it’s who you know. And while you can still win over a customer with the power of thought leadership, networking extends beyond the classic approach of exchanging business cards. As a DJ & entertainment expert, your focus on building relationships is best served through approaching the planning ladder’s earlier stages. But when the agreement to promote each is other is forged, not all relationships will generate business despite the good intentions of both parties. ghozt_tramp_-_business_communication_duplicat_modelLet’s examine the value of networking and outreach that is seldo... [read more]
>
Read

Internships: A DJ’s Best Path To Great Social Media

January 3, 2017 by Brian Lawrence
Who reading this has 25 years of experience in social media? Anyone? Well, you're not alone. So who is the most qualified to help you with social media? College students. Millenials have grown up with the internet and social media as it’s become an intuitive process of their everyday life. For many DJ’s and entertainers, social media can be an awkward burden. The learning process is hard, especially combined with all the day to day challenges of running a business. 20009412344_f2ae3ea34c_oMost college students need field experience to create an impressive resume so they can get hired once they graduate. Many students love the allure of... [read more]
>
Read

Using LinkedIn to Grow Your DJ Business

December 20, 2016 by Brian Lawrence
LinkedIn is basically the Facebook for business and networking. While you shouldn’t expect to gain much exposure to brides, you can find new funnels of business, forge business relationships, and gain industry insights. Here are some ways you can use LinkedIn to grow your DJ & entertainment business: 1)   Create your online resume. While a bride is most likely not going to seek you out on Linkedin, you never want to miss an opportunity. And besides, you never know who you can meet on LinkedIn that ca... [read more]
>
Read

Are you a Wedding DJ & Entertainment Thought Leader?

December 13, 2016 by Brian Lawrence
Ask yourself this: What resonates with you more?  A nicely designed advertisement aimed at earning your business, an easy-read article with great advice you can apply to your business, or attending a seminar where you learn valuable skills that you can apply to your business? thoughtleadersConsider that question as you develop or redevelop your marketing strategy. Really get into the mind of your customer. You should use your blog to prove that you are a thought leader in the DJ & entertainment industry as well as educate your potential customers and showcase your expertise. Your social media should be used in the ... [read more]
>
Read

Avoid Missing An Opportunity To Close A Sale

December 6, 2016 by Brian Lawrence
You don’t have to create the need for your DJ & entertainment services in the wedding industry because couples buy within a finite period of time. Lucky for you, DJ’s and entertainers don’t face the same challenges of many other industries: indefinite and prolonged procrastination. handshake-1513228_960_720 For many DJs, the sales process could drag on for hours, but it gives you a chance to connect with the wedding couple. Many couples won’t show their true feelings if they feel that you’re not the right person for the job. Other times you might be the right person, but the sales process can determine if that opportunity... [read more]
>
Read

Giving it Away as a Way to Getting More

July 1, 2014 by Brian Lawrence
Most entertainment professionals would not consider giving out a free gift with no strings attached strictly as a way to increase inquiries. They would be more apt to give a gift to a customer that contracted for a wedding service or bought products. However, offering a free gift can attract a lot of attention, especially if that gift has a high enough perceived value. An entertainment business found a resource where they could purchase silver toasting goblets that cost the business $7.50.  They enthusiastically advertised and promoted the offer. In one year they gave away over 500 free pairs. The thought of throwing $3750 away is an overwhelming expense but you actually need to look into the reality of the cost. Let’s say this entertainment business does bridal shows, email marketing, direct mail an... [read more]
>
Read

Making the Sale: It Begins With Thinking About the Guests

June 26, 2014 by Brian Lawrence
If you think about it, while a bride often dreams of a perfect wedding, it’s far more important for her to have a healthy marriage.  And in reality on the wedding day couples are so immersed in the magnitude of the wedding, being the center of attention and having so many conversations with guests that often the memory of the wedding day is one big haze. It’s just too much sensory and emotional overload to step back and take it all in. Why is this an important point to understand? It is important because it serves your company during the sales process.  You can share this as a truth to realign your prospective client’s thinking and make them understand that the marriage is about them but the wedding reception is about the guests. It will also shape how they see you as the prospective entertainmen... [read more]
>
Read

In The Wedding Industry Business is Personal

June 17, 2014 by Brian Lawrence

Marketing in the wedding industry is something that isn’t taught in school. It is learned experientially and sometimes even experimentally. And there is always more to learn.

While wedding business is more of a referral business, rather than a repeat business, DJ's offer more expansive services that cater to other occasions both social and corporate. Still, we often overlook the best ways to leverage our existing customers for repeat business and referrals when we provide our services at a wedding.

<... [read more]

>
Read
dj website

The Music You Don’t Want to Have to Face

June 12, 2014 by Brian Lawrence
Does your website need a check-up? When was the last time you thought about what your website really needs? Let’s face it, creating a website is not a one-time deal. Many DJ professionals make the mistake of thinking they can hire an individual or company to build the site and viola: you’re permanently set to fly on the Internet! This attitude can mean that years can go by without a single thought given to updating your site. Thinking of your website as a work-in-progress is a great way to start thinking about it! That way you can take care of your website and give it the work-out it needs to stay in shape. Today is a good a day as any to start thinking about what your website needs.

read more]