It Doesn’t Cost That Much! Really?
A friend sent me a link to a DJ’s site that featured the attached image. (The DJ’s company name has been purposely obscured.) When I first saw this add, I immediately picked up on the word “product” as it clearly defines how this DJ views his value. If the same “product” is being offered at local taverns for $200, why pay $650 or more for that same “product” at your wedding? Of course, this begs the question…why is this DJ charging $400 when the same “product” is sold for $200 at the local tavern? Why is his service product “worth” double for a wedding?
On a side note…if the bride wanted the same “product” that is offered at the tavern for $200…don’t ya think she’d be hosting her reception at the local tavern?
Clearly he sees what he does as a product and not as a service. Sure…he’s offering his online planning and request forms…a bridal consultation…4 hours of dance music…name brand audio/PA…LED lighting…and an integrated backup system. But doesn’t the consultation and the dance music at least qualify as a service? Does he serve as the Master of Ceremonies at the wedding? I didn’t see that service being offered or promoted.
But here is the downside for him and for our industry. This is educating brides to shop for a DJ like a product…like a commodity…and not as a service…not as talented entertainers. If a bride were to fall for this line of thinking…then she would be completely justified to go find a DJ on Craig’s List that offers the same “product” for $300 or $200 or even less. After all, “It Doesn’t Cost That Much!”…right?
The only effective selling point he has is “Only $400” The bride in the photo may be smiling now…but the only thing she’ll be able to smile about if this product-focused DJ is unable to deliver the kind of fun reception she’s been dreaming about…is the fact that she saved some money for the same “product.”
WARNING! The “products” may be the same…but the results may vary dramatically!