Fee – to the agency, DJ – for the client, spam – up the a…

Marketing experts at the MyDj.ru booking agency recently conducted a survey of their costumer base, compiled since MyDj.ru launched full operations in 2005. The results turned up some very surprising facts that help explain why promoters do not trust booking agencies, what annoys them about the agency’s club news issues, and some other things.. The agency was satisfied with the results of the survey, but irritated by its contents. Still, MyDj.ru does not plan to leave the market.

The goal of this test-survey, conducted over a period of one month, was a desire to learn why promoters and art directors decide against coming back to booking agencies again and again. They also wanted to learn their perception of the MyDJ.ru brand name on the whole, and about client loyalty in general.

The clients, who numbered more than five hundred (questions were answered by every fifth one), were asked five questions, including: which agencies they prefer to work with, if they planned any parties, and what their opinion about the club news was. Here are the results and subsequent conclusions.

POINT 1. 90 percent of the clients who turned to the agency decided against future cooperation. The main reason behind this was a lack of trust in agencies as a whole. They do not see the benefits of such cooperation: they find the services too expensive, and feel that if something needs to be done well, is should be done yourself.

CONCLUSION. The agency decided to do a better job explaining the benefits of working with booking agencies to its clients – legal guarantees, the official character of relations, and additional PR-support for events to which the DJs are being invited. The survey found that the DJ-tour organizers’ main fear was an absence of trust and guarantees that the DJ would turn up for the performance (even after full advance-payments are made). But the agency, as a firm, does provide all such guarantees, even psychological ones.

The agency also has every opportunity to turn its “potential” clients into real ones, since the MyDj.ru brand was recognized by nearly 100 percent of the respondents..


POINT 2. Some 30 percent of the clients receive the agency’s news issues. They spark outrage in almost everyone who reads them. The reason – their “spam-like” quality. Here are some quotes from the responses:

“I don’t need your Pamela Anderson! I work with DJs, so I only want news about them!”

“A DJ agency should deliver news about DJs. Why on earth are you sending me news about the wedding of Pugachyova and Galkin?” – and the person was not talking about Pavel Galkin, aka Mutabor.

CONCLUSION. The agency decided to separate its three available news issues by specialization. One will be devoted to DJ bookings (new names, open dates, “second dates,” special offers, and tours). Another will be devoted to club news and articles (parties in Moscow and Russia, DJ releases and new DJ products). The third will only have MyDj.ru agency news (new services, projects, policies). All MyDj.ru news subscribers (more than 1,000 addresses) will be informed of the decision.

POINT 3. People do work with agencies. Thus, among MyDj.ru’s main competitors, there are: DJ-boutique, Euro-DJ, Digital Booking, Uplifto (One music), Sony BMG, DMA, Zvezda ART, VMl, ART, Gala-Concert, Monolith, 4 Djs.

CONCLUSION. The main reason clients turn to agencies is to obtain their exclusive artists. MyDj.ru is ready to show off its “exclusives” too, but it will still devote most of its attention to public relations and promotional work about the agency itself, rather than the DJs.

The marketing survey was conducted in Russian cities with million-strong populations – across all time zones, including the Far East and Siberia – and abroad (in Ukraine, Belarus , Kazakhstan, etc.). The survey came across almost no “inadequate” respondents in its research. The next such survey will be conducted in a year’s time.


Reference note

MyDj.ru is a group of companies that includes a DJ booking agency, a PR-agency for DJs, a music studio, and a mixed music store. MyDj.ru is based on a professional bookings agency specializing in providing DJs for events – primarily private ones, but also for clubs and corporate parties. The MyDj.ru booking agency’s management has been working on the club culture market since 2001. The MyDj.ru brand was launched on April 7, 2005.


Contacts

Yekaterina Sharalapova (MyDj.ru marketing expert)
+7 (926) 665-90-32 | pr.sharalapova@gmail.com | ICQ 430-679-790

Denis Chevychelov ACA DJ Che (Che) – bookings director
+ 7 (495) 772-13-67, +7 (903) 665-13-67| info@mydj.ru | ICQ New! 406-003-265