Pursuing The School Market : The “P” Factor

When you are talking about school dances you have to remember what I like to call, “The ‘P’ Factor”: Personality, Performance, Professionalism and Persistence. Let us take them in order.
Personality – No matter what you do at a gig, no matter how good you or your gear is, if you are a jerk people will not hire you back at any price. You have to be friendly and schmooze with everyone – the teachers, students, chaperons – even the custodians. Try and get the names of as many people in charge as you can and then use them. Doesn’t it make you feel better when a photographer uses your name other than saying “hey Mister DJ?”Also, you must BE a personality. In these days of radio station sponsored DJ companies, you have to be able to stand out. Don’t be afraid of using your name during the dance. Introduce yourself and not only say your company name, but your name also. The students will relate to you better and you won’t be that anonymous DJ like they had last time. Have giveaways made up with your name on them or have a “DJ Chuck Party Crew.”

During the dance you can use students as guest DJs and make them part of your show. Don’t just sit back and “push play,” get a light to shine on you and BE a personality! I know of okay DJs who get hired over and over again just because of their personality.

Performance – This can mean different things to each DJ. We can no longer just stand back and “push play.” In order to take our profession to the next level and make the kind of money we all would love to be making, we have to improve our show. Spend a little to make a lot. Buy it and it will fit!

Your performance might mean being “in the mix” and wowing students with the skills and tricks you can do on turntables. It might mean audience interactiveness with games, props and contests. Whatever your style is make sure that you draw the crowd in.

One of the best ways to do this is with your mic technique. Good mic technique is essential in getting to that next level. There are thousands of great mixers, you also need to be a great MC and audience motivator. A solid sounding wireless microphone/headset is the best way to go. It leaves your hands free to mix while you get the crowd going. Like Sly says, ” I wanna take you higher!” Take your crowd there. And, always remember that at school dances the crowd might just want to dance. Don’t let your ego get in the way of giving the students what they want. After all, that is the bottom line.

Professionalism – You see it everywhere. A phrase that is way overused. I would bet it is on seventy percent of business cards, ” PROFESSIONAL MOBILE DJ COMPANY.” The question is: “What is a professional?” That is another whole story in itself. However, when it comes to school engagements, there are a few basics that will show the people in charge you are worth the extra money they have paid you. After all, the first thing a professional does is charge more than the weekend warrior. Most schools are smoke and drug free zones so professionals never smoke or do any drug at school dances. One of the most asked questions is: “Are you bringing guests ?” Of course, the professional never does. You bring the people you need to run your show, never more. Leave the girlfriend or boyfriend at home. Leave your friends there also. If you bring somebody with you, make sure you put him or her to work. There is nothing a teacher hates more than to see a “groupie” sitting in a chair behind the DJ or a friend hanging around checking the girls out. If your friend HAS to come, have them take requests, set up games or activities, interact with the students or if they are good at it, have them schmooze.

A professional takes great care in the set up and appearance of their show. Hide your cables and cords. Who do you think you are, a band? Carry your gear in road cases when possible. Purchase real DJ gear. Stay away from home stereo equipment and homemade lighting effects. It not only looks unprofessional but will always let you down in the long haul if not right through the starting gate. You may think you are saving money, but believe me, you are not.

Finally, dress for success! For load in get you crew into matching shirts with your company logo on the front. Nothing looks more professional than matching shirts and/or jackets. Change for the show. I call them “show clothes”. Do you think teachers and students really want to see you wearing the same thing they are? Dress a step above the crowd. If there is a theme dance, ie: disco, beach or 50s, wear something to go along with the theme. The student council will love it and in turn will hire you back. Step up and in turn you will make more money.

Persistence – DJs always ask me: “Chuck, how do I break into a new school?” One word, PERSISTENCE! You might get lucky and get a bunch of calls from that first school mailing, but usually it takes a while. Mail, call, mail and call. In between these, send postcards, magnets, pens, whatever you might have to get their interest up. Don’t give up. I personally hate cold calling but whenever I do it, I always book a gig or two and tell myself I need to do it more. By calling the school and asking if the activity director is available and then giving him or her your pitch, you have a good chance of booking a dance. You never know when a good time is to call. If you know teenagers in your area and they go to school dances, ask them how their last dance was. Find out when the next dance is and the day afterward talk to them. Maybe the DJ was weak. Maybe their speakers blew and the dance ended early (I’ve heard this more times than you would think!), maybe they didn’t even show up! Or maybe they were just jerks. Call the school the next Monday and talk to the person in charge of the next dance. Chances are they are not going to want that same DJ and “Wow, how cool it is that you called, we do need a DJ for our next dance!” Remember, NEVER, EVER give up! I get calls from mailings that I did four years ago. It always amazes me. If I lose a school or they change teachers or find a cheaper DJ, I do not write them off, I wait. They will come back. Schools are a great source of Friday night cash and you want some of that. RIGHT?! Of course you do!

Marketing for Schools

When it comes to marketing schools remember one thing, you have to do it over and over again. The bad thing is that every year the student groups change. At the high school level this can be a pain. At the middle school level it is not as bad because the teacher in charge, or the Activities Director usually stays on year after year. There are some schools that I have worked with the same A.D. for eight years! Other schools change a lot. You just have to take the good along with the bad, but most of the time once you are in, you are IN!
Just like in sales of any kind you need to qualify your schools to fit your needs. Some schools may like a great mix of music while others only like one style such as Hip-Hop or House. If you go into a school for which you are not prepared, it will be a terrible experience for both you and the students.If you have a large DJ company you might have to put the right DJ at the right school. All it takes are a few questions from you when booking the dance. Don’t be shy and ask things like the make up of the student body or do they play a radio station during lunch and if so which one. This will give you an idea what you are getting into.

When designing your flyers for schools think hip! Students don’t want to see wedding promos or boring pictures. Use bright colors, cool graphics and show some pizzazz. One of the best investments I ever made was a professional shot of my light show. You can tell people that you have Robo Scans, Beamers or whatever, but show them a picture with a big WOW factor and you will win half the battle. Have a bubble machine? Show them! Do not take this picture yourself. Unless you are a part time professional photographer with all the right gear, your shot will not be worth it. You don’t want somebody to rent a jukebox do you? Hire a pro! It will be worth it in the long run.

Now you have got your picture and some cool graphics, what do you say? Each area is different. If you are in an area that likes Country and Western music you are not going to use a lot of Hip-Hop wording or street talk. Make your promo geared toward your area. You always want to tell people in short easy to read lines. Let them know how professional you are, or that you take requests, or that you have the best light show or sound system in the Tri-State area. However, don’t ever stretch the truth. Schools see lots of DJs and if you think they won’t know any better, you are wrong. Let them know how much fun you are and also where you have played. List things that you do that set you apart from the competition. Use quotes from past Activities Directors.

Although you want to get enough facts in your promo material, it’s also important that you don’t pack too much information into the flyer. You want just enough to wet their appetite. Do be sure to put your phone number on every page! If people have to look for your number they might not call! People often buy on impulse. You want them to read it and call you NOW!

When it comes time to mail, who do you mail to? Call the schools at which you have decided you would be willing to play. We all have our own boundaries. Will you drive two hours to a school? Maybe you’d prefer to drive only an hour or less.

To start off, when you do your first mailing to a school, you want the blanket effect. For the first couple of years, mail everyone. As time goes on you can narrow your field. To start off, you should mail each class advisor, all the student class presidents, the prom committee, dance committee and other groups that may have something to do with dances. Some DJs also mail the PTA or other parent teacher groups. This may mean that each school is getting five or six packages and that’s okay. It gets your name out there. Like any other market, you have to start big.

I do my first mailing the first week of school. Then I do another mailing in January. Some DJs mail every other month to push for each type of dance i.e.: homecoming, after the game, winter formal, spring fling, prom and graduation. Here again it depends on your market and the size of your company. A single system person might not need the phone calls that ten system company might, so they can be more selective.

You can get the phone numbers and addresses that you need from your local library or you can call the State Department Of Education and request a listing of the schools. There is also the phone book. I’m sure that you may be even able to search the internet by areas to find the schools.

Once you get the numbers call the school and put a smile on your face. A smile carries over to the tone in your voice and people are more willing to help you out when you start asking for five or six names. Also take the time to confirm the address to which you will be mailing.

Always be honest and explain to them that you have a DJ service and would like to mail some information about your service. If you think you have the time, see if the Activities Director is available. Introduce yourself and give him or her your pitch. It is really amazing how many dances you can book just by asking! One word of warning, NEVER CALL THEM KIDS! It’s always students or student. When talking to anyone at a school never ask ” how many kids do you have come to your dances?” It’s always “how many students do you have come to your dances?”

It might even pay for you to do a free lunch time promo. When starting out be prepared to go all the way! Don’t be afraid to be persistent. You may call one day and the next is the day that they are planning a dance.

You Want To Be A School DJ

So you are thinking about making more money from that DJ rig of yours that sits idle on most Friday nights? You think that taking your system into a school and playing music for an “After The Game” dance will be a breeze? Think again Tonto!
As much as people think that schools are an easy mark for Friday night money, nothing could be farther from the truth! Schools can take more emotionally and physically from a DJ than most any gig I can think of. If you are not ready to have 300 or more kids asking to see your music, telling you to play their song NEXT and jumping around two feet from all that expensive gear that a professional DJ has, do not attempt to get into schools.No gig is more demanding that a school. But the rewards can be more than you dreamed of. I know, I’ve been DJing in schools full-time for over 13 years. They are my favorite type of engagement. The school dance market will open itself up to you if you can show both the teachers and students that you love what you do – not an easy task. This means that you must do different things for each group.

Before I get into what you need to do, let me tell you some of the rewards, okay let me tell you the ONE big reward, MONEY! Now some will tell you that schools don’t pay much. Well they are right. Not all schools will pay what you feel you are worth, but then not all Brides and Grooms will pay you what you are worth either. Just like any market, you have to work to find the schools that will pay. Once you find them it will mean a big jump in your yearly income.

Most schools have four, five or more dances a year and most are on Friday nights! So even if you pick up ten dances a year at five hundred dollars each that’s FIVE THOUSAND DOLLARS in extra income! Think about this: If you prove to a school that you are the DJ for them and they hire you for four dances a year, how much extra income is that? Now, suppose that based on how well you do at that school you get four more schools with the same number of dances? Depending on what you are charging, you do the math!

But let’s get back to the basics. Do you want to be a school DJ? What do you need to be a school DJ? How do you market to schools to make all this money? Being a school DJ requires more of everything. More sound, more traveling, more lights and if you are a wedding jock, more songs. Do you want to spend money to make money? This is something that you have to decide for yourself.

So think, are you ready to take the leap to the big time? Can you handle kids? Do you like them? Can you walk that fine line between keeping the students happy with the music they want and the teachers happy by not playing the music they don’t want the students to hear? Are you beginning to understand?

Here at the DJ University we are able to help you out. We realize you need to go to school before you can go to school! Therefore, we plan to start a comprehensive series of articles on how to market for schools, the lighting and sound requirements, as well as general performance approaches to be a successful schools disc jockey.