JohnStiernberg


JohnStiernberg




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Tracking the Trends, Revisited

January 29, 2015 by JohnStiernberg
TrackinTrends-footprintIn the December 2013 issue of Mobile Beat, we looked at the social and cultural trends that had an impact on the mobile entertainment business in 2014. Now let’s add technology and business trends to the mix and see how they may affect our industry in 2015 and beyond. Are you tracking developments in DJ technology? How about the economy and financial world? Which market forces are drivers and which are constraints to your business growth? This article addresses these issues and recommends three action tips for s... [read more]
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How to Hold Their Attention

August 27, 2014 by JohnStiernberg
BUSINESS CHOPS™ BRAND MESSAGING IN THE 140-CHARACTER WORLD, PART 2CHF-1252-38 In the last issue, we talked about electronic media and the challenge of managing your customer’s attention. Your elevator pitch needs to start with 140 punchy characters (the Twitter metaphor) and invite customers to click through to get the details. But how do I make sure that they stay on my website or social media page long enough to understand what I’m selling? Will paying for search engine optimization (SEO) make a difference? Are there pitfalls to avoid? This... [read more]
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Rising Above the Noise (Pt 2): The Elevator Pitch – By John Stiernberg

May 22, 2014 by JohnStiernberg

CRAFTING HIGH-IMPACT PROMOTIONAL MESSAGES:

In the last issue, we talked about how clients make buying decisions, and suggested proven ways to reach out to prospects. Sure, face-to-face is best for selling, but you need to get inquiries in order to screen out the nonviable prospects and screen in the viable ones—then schedule phone calls or meetings from there. Many mobile entertainers have good websites and a complementary presence on Facebook or LinkedIn. But is your messaging on target? Do you make it easy for prospects to understand what you do and why they should hire you? How do they get in touch with you? What do they (and you) do next? This article takes a closer look at optimizing your promotional messages and suggests three actio... [read more]

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Budget Planning for A New Year By: John Stiernberg

November 15, 2013 by JohnStiernberg
We first talked about revenue planning in the November 2009 issue of Mobile Best during the depths of the recession. While things have improved (maybe even a lot in your area), the market is still challenging. Entertainment buyers have more options than ever and their budgets are squeezed. Your costs have likely gone up (e.g. transportation, promotion, etc.). Now is the time to plan your budget (revenue and expenses) for 2014. How can you forecast revenue beyond the gigs you have already booked? How do you estimate your operating expense and determine how much to pay yourself? This article looks at budget planning from a practical point of view and offers three action tips to optimize results. WHAT ARE MY REAL COSTS? It is essential to estimate your business operating costs early in the budget planni... [read more]
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Build Your Team By: John Stiernberg

September 16, 2013 by JohnStiernberg
As your mobile entertainment business grows, you will need to hire help. Some of the people may be independent contractors, others employees. In either case, making the right hiring decisions is a critical success factor. You want your team to 1) get the work done, 2) be affordable, and 3) reflect positively on your brand.mb151_137 Too often mobile entertainers opt for cheap as opposed to good. While the temptation to save money is compelling, it may lead to unforeseen problems. How can you find a balance between hiring cheap and paying ... [read more]
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Low-Cost, High-Impact Promotion By John Stiernberg

December 6, 2012 by JohnStiernberg

Last time we talked about measuring the success of your promotional efforts. We established that “what gets measured gets done.” Now let’s go deeper into choosing the promotional tools that are both affordable and effective. Is publicity really free? Is social media the best way to get my message across? Can a mobile entertainer do a showcase gig without it looking like a free audition? This article addresses these issues and recommends three action tips for success.

THE MYTH OF “FREE” PUBLICITY One of the common myths of business is that publicity is free. Sure, some media outlets (print, broadcast, online) will pick up a press release from time to time and drive your search engine optimization (SEO) positioning. But that does n... [read more]

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What’s Your Real ROI? – By John Stiernberg

October 28, 2012 by JohnStiernberg
MEASURING AND OPTIMIZING YOUR INVESTMENTS OF TIME AND MONEY Last time we talked about your operations and infrastructure plan. More tactical than a three-year strategic plan, the operating plan looks one year ahead and answers the “how” questions. Now let’s go deeper into making decisions about how to spend your precious creative time and money. Where do I get the most bang for the buck? If I have limited time for business development, how can I prevent squandering it on the wrong initiatives? How do I measure the ROI (return on investment)? This article addresses these issues and recommends three action tips for success. NON-DISCRETIONARY VS. DISCRETIONARY TIME AND MONEY Financial expenses can be classified as either non-discretionary or discretionary. Examples of non-discr... [read more]
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Sorting Out the Decision Process by John Stiernberg

July 15, 2012 by JohnStiernberg
In this series, I’ve emphasized the importance of planning many times. We’ve talked about strategic plans, marketing plans, sales plans, financial plans—the list goes on; and they are all important. The primary value of any plan is decision support. A good plan provides a platform for making those critically important business decisions that have an impact on your money, your time, and your brand. Where does the strategic plan end and the operating plan kick in? Do I really need both? Can they be included in the same document? How do they work together? This article addresses these issues and recommends three action tips for success. No, strategic plans aren’t just for big companies in traditional industries. They are relevant to any business, including mobile entertainment. A strategy is a deci... [read more]
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Is Bigger Actually Better? – By John Stiernberg

April 25, 2012 by JohnStiernberg
DIVERSIFYING AND SCALING FOR GROWTH So you want to grow your business and revenue. Outside of raising your fees (which may be difficult in a competitive and budget-conscious market), there are two primary paths to bringing in more cash: 1) diversification and 2) scaling. Diversification focuses on adding capabilities and products so you can offer more and charge more to your clients. Scaling points to more total gigs per year using your current rig and team. Do you need to diversify? How do you scale larger without getting overextended? Is there a hybrid scenario that combines the two? This article addresses these issues and recommends three action tips for success. WHY DIVERSIFY? Mobile entertainment used to be pretty simple. The pioneering DJs of the 1970s and 1980s provided sound, music program... [read more]
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Upgrade Your (Gear) Image BY: John Stiernberg

March 25, 2012 by JohnStiernberg
IS YOUR RIG PROJECTING THE RIGHT MESSAGE? Sound, lights, and special effects are essential elements in any mobile entertainer's stage rig. They are your tools of the trade. They are also part of the image that you project, and as such, make up a key branding element. Is your stage rig consistent with the image that you want to project? Specifically, is the performance quality of your gear up to today's standards, or is it still rooted in the twentieth century? What can you do to upgrade without breaking the bank? This article addresses these issues and recommends three action tips for success. THE HIGH DEFINITION ERA Remember when bigger, flashier, and louder was better? Those days ended years ago. Your audiences today are influenced more than ever before by the consumer electronics and information... [read more]