If you are scratching your head about why your inquires have gone down as well as your bookings, you aren’t alone. This also isn’t a “DJ” thing either. I am also not trying to depress anyone with this article, I am trying to educate people with this article.
The marriage rate in the U.S. currently is the lowest that it has been in the past 100 years. Those are the facts and they are undeniable. Just like every industry in this country the wedding industry is also saturated. There are more DJs, photographers, florists, videographers, and venues than there were even 15 years ago.
Because of this, you are most likely seeing more and more DJs complaining about how cheap wedding couples are today on various social media group pages. They assume that since they were told by a few wedding couples that they chose someone cheaper that everyone is doing this. That also is not the case. According to both the Knot and Wedding Wire, wedding couples aren’t reducing the amount of money that they are spending on their wedding services. Weddings and wedding consumers are changing, the question is are you changing with them?
I just turned 49 which in the wedding DJ world makes me old. I am 20 years older than the average bride to be getting married. I acknowledge that and most importantly, I choose not to think like a 49-year-old when it comes to my marketing.
I choose to do as much research as possible about the millennial wedding couple.
Let’s start by looking at one of the biggest mistakes I am seeing with wedding vendors. According to Wedding Wire, 86% of the wedding couples surveyed announced their engagement on social media. 76% announced it on Facebook, 35% on Instagram, and 12% on Twitter. When I speak to wedding professionals most tell me that they spend very little time on their social media or what’s worse, they choose to promote their business on their personal page as opposed to their business page. They do that because of social media algorithms. I have said it before and I will say it again. Your business belongs on your business social media. You can then share that on your personal social media. You can dislike it all that you want to, but social media was designed to be social not to be a business tool for businesses. These same wedding professionals claim that they see very little results from social media, yet the statistics show that 86% of their target audience used social media to announce their own engagement. The reason is that they are simply doing it wrong.
Roughly two-thirds of U.S. adults (68%) now report that they are Facebook users, and roughly three-quarters of those users access Facebook daily.
Sixty-two percent of millennials state that they are more likely to become brand loyal if a company engages with them, sincerely, on social media. Not only does brand loyalty drive purchasing decisions, it also drives those ever-important social media recommendations.
84% of millennials are likely to be influenced to make a purchase based upon user generated content that is created by strangers. While many brands are already using user generated content to increase their followers and further branding, this can act as additional motivation to encourage followers to share content such as reviews, images, and stories. This means you need to start blogging and creating videos. You need to be producing at least one blog per week as a business. It doesn’t need to only be about “Djing,” in fact it shouldn’t be. It should be about everything in the planning process. The deeper your knowledge of the wedding industry, the more respected you will be by your readers. Invite others to write a blog for you about their expertise and of course link to their company. You then need to drive traffic from your social media to these videos and blogs.
Recently, social media guru Gary Vaynerchuk addressed an audience in Australia and said that if you aren’t investing 85% of your advertising dollars into Facebook and Instagram, you are making a huge mistake. The wedding industry is a niche industry but through targeted marketing you can reach engaged couples very easily on social media. I am not suggesting that you stop doing bridal shows or advertising in, with, or on wedding specific companies but the audience that social media has on a daily basis is enormous and can’t be ignored.
Does your company support a charitable organization? If you have read any of my articles or follow me on social media, you know that I do everything I can for kids in need. I do a huge toy drive every year at Christmas. I also donate my time to veterans in need each year at a veteran’s food drive where we help feed over 1,000 veteran families and set them up with food and supplies for the holidays to make life a little bit easier for them. Millennials want to associate themselves with companies that choose to give back to the community and who want to help change the world. This is more-true of this generation than any other in history. I am not suggesting that you be “fake” about things but perhaps you can offer one upsell such as a monogram projection and let the client know that if they choose this for their wedding day that the proceeds will go to a charity that you choose to support.