How Top Tier Hosts Dominate in Competitive Markets

I keep hearing it everywhere – Scoopon deals are killing my business but taking my customers and outing them artificially in the hands of someone who needs cash now and is willing to work for a loss.

So I thought I would respond to this general tide of gloom by pointing out that Scoopon is not significantly different from “The Entertainment Book” that allows people to get services at a discount at lots of places around town. Its not really different in over all concept to shop-a-dockets or even a “loss leader” display at the end of an aisle in a supermarket.

The idea that you can give something away at below cost and still make money over all by on selling other things at the same time is not new or novel.

So please, nobody panic. Scoopon just does on the internet what we have already been doing everywhere else since some cave dwelling Neanderthal figured out that if someone wants something more than you do you can exchange it for more of what you want so long as your smell nice.

So I thought we could look at a local case study about how a top tier host responds to this new challenge. There a quite a few good examples that I could use, but the one that stood out for me on comparison was the case of George’s on Waymouth’s use of a Scoopon deal earlier this year. I utilized this Scoopon because I was surprised to see George using the service, but once I took a closer look at what he was doing I understood why this was a great move for his business and learned a lot about how a pro host makes the most of new and challenging competitive environments.

So there are lots of subtle elements to what was done at Georges, but here are half key things that they did that very few people using Scoopons do, that made the use of this new loss leading software work well for their business.

1: Specific Purpose: The voucher was for just a few weeknight dinner times only. The offer was used to build perception and awareness to extend into a new trade window. This allowed George to confidently open I these new trading hours knowing he would have enough turnover to necessitate the staffing and stock and to make it look busy for people walking past.

2: Strictly allow customers to use the offer only during the times that are specifically designated to demonstrate the new offer at its best. I tried to book in outside the set times. No go. They strictly booked in only on the new operating nights. This created a sense of demand and momentum around the new trade window and allowed the team to focus very specifically during these time windows on cultivating a new client base to use their services specifically at night.

3: Demonstrated the venue at its best in a cost effective manner: When we went to the restaurant to redeem the offer there was a set menu that allowed us to sample the whole menu – a entrée share plate followed by main & dessert samplers. This allowed the team there to give us a very cost effective sample of the whole service, maximising the chance we would find something that was a “need match” for us.

4: Premium service: The staff created a service experience that would be worth paying many times more than was paid. The psychological effect of getting such good service when we had paid so little made us feel like we really owed it to the venue to spread the word and return.

5: Personal: The owner greeted us personally on arrival, checked half way that we were enjoying our experience and asked for feedback, and, at the end of the meal, delivered an invitation for us to return again another time. This personal care left us feeling like we had a personal connection with the visionary behind the business and thus left us far more likely to return.

6: Clearly identifiable return incentive: At the end of the meal we were provided an incentive to return another time. The voucher was designed in a way that would identify us as a returning customer that was likely to become loyal.

Result:

Return: We were left far more likely to return to the venue.

Recommendation: We were given tools and the personal connection confidence to make a personal recommendation of the business to others.

Referral: We were given an experience that we would want people we know to experience and the information required to link them to the business.

Its inspirational to see a host really embracing new technology that many people are upset about and using it as an opportunity to extend the scope of their business and the range of clients they can service.

I hope it gives you some food for thought.

How Hosts Win in a Hyper Competitive Market: DJing

So I’ve been asked by quite a few readers to comment on this article from Adelaide now: http://www.adelaidenow.com.au/entertainment/music/record-number-of-djs-in-vinyl-revival/story-e6freeuu-1226161614052

The main thing that readers were interested in is the finding that 40% of people in the 18-39 age group own DJ decks and dabble in the profession. That’s almost every second person being a DJ! Imagine trying to get a job when every second person you meet knows how to do what you do…

Well, that’s the reality of DJing.

So how does anyone make a living out of it, when everyone knows how to do it?

Well, lets have a look back to say 10 years ago. Back then I was playing records and CDs, and music itself was much harder to come by – records were so expensive and it was hard to get the ones you wanted, and CD burners were just starting to come out so most people still bought CDs from a store. So getting set up as a DJ actually took a fair bit of work. If you were intending to DJ for only one party it wasn’t worth the effort.

These days its much easier – you can buy the tunes you want on iTunes and make up play lists or you can download tunes off the net and set them up to play on something as simple as WinAmp in a few hours or as complex as Ableton or Serrato if you are more of a tech head.

Getting music that you want to come out of speakers really loud has become much easier over the last 10 years and that’s cool because its really fun.

So how does a DJ make a living when its so easy for someone to just get the songs they want on the internet and crank them out of a computer, or even a phone, plugged into some speakers?

There are lots of views on this. Obviously you can still make a living as a DJ because a handful of people do. Most people say its about having more music knowledge or more ability to read a crowd or having a stage presence, and for the people who say this that is probably true as to their way of making a living, but I want to share how I make a living as a DJ – its by being a good host.

As a DJ who is a good host I don’t belong in a big club, I belong at a private party – a wedding, corporate event or 21^st. It’s a good living if you’re a good host because most DJs compete by being better at music or entertainment or bringing lots of people with them, but for many pub gigs and especially for private parties these things are less important.

For Me, Here’s What’s Key:

Act with Speed

When someone makes an enquiry, answer straight away or ring them back real fast. People get anxious about their party and they want to talk to someone who has some experience. If you don’t speak to them fast they will call someone else. I’ve lost more gigs by not picking up my phone than all the other factors combined. So if you only take one thing away from this, it’s simply pick your phone up when it rings!

Focus on the Clients Vision

Private parties are about a community experience, and clients want you to come in from the outside and be the host, so the main judgement of whether you will be suitable will be an emotional decision based on whether they believe you understand their vision for the event and their people. If you listen to them and show through your response that you understand the atmosphere they are trying to create then clients are likely to want you to help them with their party.

Communicate

As a working DJ its easy to forget how much every single party means to the person holding it. Once again remember how much emotion people feel about organising a party – Brides get crazy, girls cant eat the day of their 21^st because they are so worried that no one will come. So communicate. Be in touch when you say you will. Diarise. Send clear written records of what you will be doing on the day well in advance. Any reassurance or kept promise will be welcome emotional shelter in a sea of doubt.

Charge for Your Skill

Don’t under quote. If you are a good DJ this will scare serious clients off, especially for weddings. Genuine clients are nervous about their event and want to invest some money in it going well so if you charge too little then it can scare people off. Some people will push for a lower price, but in my experience most good clients are very likely to be put off by a low price up front as it makes them thing that you don’t get much work and are therefore inexperienced.

Create a Community

DJing is fun, so use this to your advantage. Make recordings of your best sets and give them to people so they can play them in their car or at parties. Show them how you DJ and let them wear your headphones or press play on a song – explain how you do what you do. Remember that from the study that inspired this article, up to half of the people at your party might be recreational DJs, and would love to be standing right where you are. Involving recreational DJs in what I do has led to a lot of extra work for me – most recreational DJs are happy to spin some tunes at a mates house party but wouldn’t be confident to organise and execute their sisters wedding entertainment. Let people in and involve them and they will reward you with referrals of work for people in their friendship circles.

Work as a Part of a Whole Experience

A good event involves a lots of different elements, and if you are a great DJ, other A grade hosts at events will recognise this and what to be associated with you. Function managers, event coordinators, caterers and may other hosts that will be with you at the events you DJ at will be on the look out for a safe and suitable DJ to recommend to their clients. They focus on hosting as the touchstone of a high quality team member so when you shine in this area you are like a beacon in the night. Remember this when the caterers ask you to move your gear a few feet so they can get past with meals or the hotel manager asks you to turn the volume down at midnight.

DJing is fun and is a good living if you are willing to differentiate your self from recreational and club DJs by being an amazing host. A good host makes a solid living as a DJ when they focus on the key hosting elements and communicate quickly and clearly with clients and industry peers.

Party Planning Check List

So lets assume that you have decided that you want to have a party of some sort – your 21^st, 40^th, a work do or maybe a chilled out wedding. Here is a basic checklist of things to do leading up to the event. It’s not absolutely everything, but this is the key stuff that should keep you on track!

If you are planning a traditional wedding you might want to allow more time or even check out a specialist wedding planner like this one that I used for my wedding.

Get the Basics in Place

·      Get your key crew (partner, social committee, closest friends) together and create a clear picture of how you want the event to go – who, what, where, when, why. Write this stuff down and send it around to everyone who will be helping.

·      Decide on a budget and who will be responsible for organizing the main parts of the event and when their part must be done. Some key parts could include: Event Coordination, Entertainers, Photos, Guest Speaker(s), Celebrant, Venue, Food & Drinks, Theme, Games, Decorations, Party Favours, Music, Lighting, Speeches, Hire Equipment, Transport, Accommodation, Guest List, Invitations, After Party. Write this down in as an event plan and add to this as you go.

·      Create a list of the people who MUST be there for it to be a success and check that the time and date you have chosen works for them.

·      If you are uncertain or nervous about any key parts of the event start calling, emailing or facebooking for recommendations from people you trust.

·      Create a folder on your computer called “Event” and find a folder, tray or drawer where you can keep all the paperwork.

Once you have got the basics in place:

·      Call or visit venues and book the best one you can afford. The same for the caterers if they are separate. The same for hired stuff like chairs, table, marquees, stretch hummers.

·      Sort out a first draft of what people will be eating and drinking that fits the budget.

·      Finalise numbers and create a guest list.

·      Appoint key roles for the event: Ushers, MC, Event Coordinator, Bridesmaids, Ringmaster, Celebrant, and so on. Speak with these people to make sure they are on board. Write this down.

3 Months Out

·      Pay the deposit for the venue and confirm access times before and after the event.

·      Finalize your guest list and get the appropriate address details so you can send them.

·      Decide what you want to do for entertainment and book it in. Here is a guide that I use.

·      Decide what you and your key guests will be wearing, and what you might like to do with hair & make-up and buy it, book it or borrow it!

·      If it’s a birthday party or wedding, publicise a gift list or create a registry. Even for a 30th birthday this can be a big help for people.

·      If you are having party favours (goodie bags, bonbonniere, birthday or wedding cake, guest book, door prizes, theme tools such as leis or masks), get that organised and the production delegated. Write this down.

·      Decide how you will document the event (photos, movie etc) and book in some people to do this.

·      Decide on and book decorations (centrepieces, theme items, flowers, lights, bouncy castles). Write this down.

·      Follow up with everyone who is helping organise and who will be helping on the day and make sure they are on track.

·      Send out a save the date of some type – a card, email, text or facebook message.

·      Figure out any legals: Insurance, electrical clearances, wedding registration etc.

2 Months Out

·      Make sure your caterers, wardrobe, photo, decorators, party favour people, entertainers and key people are all on track. A text message may suffice.

·      Pay deposits for all paid services to lock them in.

·      Make your invitations and send them out. Remember to include a map and also nearby accommodation options if this will help your guests. A checklist for a good invitation is here. 

·      Finalise your drinks and food menu.

·      Create a running schedule for the event with all the main things and the time they will be happening. Share this with everyone involved and ask for feedback.

1 Month Out

·      Confirm everything: caterers, wardrobe, photo, decorators, party favour people, entertainers and key people.

·      Organize any rehearsals that you or the entertainers might need to do.

·      Figure out any after party or accommodation details.

·      Follow up on everyone you have invited that has not yet RSVPed.

3 Weeks To Go!

·      Start sorting out speeches, awards, displays, moments, games or vows that will make the night better.

·      Organize any traditional ceremonies or music that you might want and ask people for ideas about songs they like to dance to so you can let the entertainers know.

·      Finalize your legal requirements.

Only 2 Weeks To Go!

·      Confirm access times with the venue so you can communicate this with your team.

·      Reconfirm all details paying special attention to delivery timings: caterers, wardrobe, photo, decorators, party favour peeps, entertainers and key people. Either pay people now or give them a massive hug. If you aren’t confident to pay them or hug them at this stage, find someone else you are confident with immediately and also organise a back up plan in case of a no show situation. If you want to know what to look for in a DJ, check here for guidance!

·      Let the caterers know how may people have RSVPed.

·      Order any food & drinks that you will be self-catering with and ensure pick up or delivery directions are clear and that you have the space to store cold & frozen goods!

·      Finalise your song list and send it to the entertainers, call them to check that they are comfy with the selection and make a back up CD of your favourite tunes.

·      Personally call anyone who hasn’t RSVPed.

·      Review your running schedule for the event based on all the feedback and send out a revised copy to everyone who is helping on the night. Get it printed if you need to for your guests.

·      Make sure your outfit is a-ma-ZING!

7 Days & Counting….

·      Make sure all trial runs & rehearsals, including speeches, hair & make up, are done.

·      Confirm any after party details.

·      Review your running schedule with your entertainers, caterers, photo people and key people to make sure everything is good to go.

·      Make sure speeches, awards, displays, moments, games & vows are organized.

·      Organise for someone to stay around after the party to help out with drunk folks, breakages, shipping presents back to your house, posting bail etc.

·      Contact everyone who has RSVPed to confirm – a text or email is fine.

·      Now you can do your seating plan if you need to and give the caterers your final numbers.

·      Put together survival kits for your key people – running sheet, key phone numbers, muesli bar, paracetamol, mints, safety pins, flares and a personalised message and gift.

Tomorrow’s the Day!

·      Assemble your wardrobe and confirm your hair & make up appointments.

·      Set your alarm and arrange for a wake up call.

·      Practice your speech.

·      Go to bed early.

The Big Day

·      Sleep in, because everything is so well organised.

·      Confirm key timings with key people at the start of the event and give them their survival kits.

·      Make sure you thank everyone who has helped, both personally and in your speech.

·      Let everyone else do the work on the day, as organised.

·      If things stray from the plan, simply ask someone else to handle it and go with it.

·      You job is to experience the day with your guests!

Afterwards

·      Post up your photos and movies where people can get them as fast as possible.

·      Send out thank you letters to anyone who helped or gave a gift including paid helpers.

·      Bask in the glory of your amazing event and organize and even bigger one!

What can go Wrong and What to Do

Low RSVPs: If you have low RSVPs, scale your event back. Don’t worry about how many people are coming, think about what event is appropriate for the number of people who have RSVPs. If you have 8 people out of 100 RSVP, don’t get upset – book in at your favourite restaurant and make the most of a night with your closest friends!

Someone Taking Over: If someone is taking over and interfering with your vision for the party or upsetting the team, there is always a reason. You need to speak with this person and help them see what is bothering them subconsciously. Be patient and kind – there will be something, maybe even something they can’t see until you help them talk it through, that will be causing this. Get it out in the open and then it can be dealt with.

Cancelation: If someone cancels this is actually not a bad thing as they have saved you a no show situation. Get on social media or bulk email immediately and ask people you trust for help, and line up a replacement without delay. Go for reliability rather than perfect fit if it is close to the event day.

Flake: If one of your volunteers flakes at any stage you should call on the rest of your volunteers to help find a replacement. They will absorb the role or bring in someone reliable, as they have to work with them.

No show: This sucks. So deal with it. You manage for no shows by confirming weekly leading up to the event and also by creating fallback plans for key parts of the event. If there is a no show then you must smile and use your back up plan. What ever you do don’t let this ruin the day. Your back up plan must suffice, so use it and enjoy the event as it unfolds. Remember that your guests have no expectations and they will enjoy the event however it turns out.

Emotional Outbursts: Events are emotional occasions, and in the process and on the day some people will lose control of their emotions and say or do something they regret. Act immediately – isolate them away from the group, acknowledge that they are upset and let them express how they are feeling. Then let them cool off. Then revisit what happened and what caused them to boil over or melt down. Once this is out in the open the space is there to get over the outburst and move on. If this happens on the night this is the task of your event coordinator, not you. If you are the one having the melt down then hurry up and get it out there, calm down, apologise and get on with your event. People will understand and forgive you.

Ultimatums: If someone sets you an ultimatum they are taking over, having an outburst, or flaking on you. Figure out which one it is and deal with it appropriately.