Sinatra stamps

Question: I have a great business idea that’s totally new in my market. How do I know if it will work?

“My background is as a DJ in radio forever and a day and in the wedding biz also.  I’ve DJ’ed hundreds and hundreds of weddings and as I saw in a recent article the older DJ’s worrying about again out of the biz, I understand that.  It becomes harder to stay on top of what’s current.

My personal taste in music has reverted to something I really never listened to before: Frank, Dean, Ella.  Right now I’m starting the groundwork to launch my own DJ company and pitch, “Sinatra and Steak” nights to country clubs, upscale steak houses, resorts (follow the money.)

I would charge a lower fee (first appearance free) so restaurants could afford to book me on a recurring basis and then use leads from the appearances to book private parties at a higher rate???

Is this making sense?  I want to create a market where one doesn’t currently exist.”

Answer: Research and test your idea before investing heavily in a service that won’t sell.

Creating a market that doesn’t exist is extremely difficult to do, even if you have a billion dollar ad budget.  Just ask Coca Cola, Clairol and the inventor of rabbit jerky, whoever that was.

However, I LOVE that you’re taking your new musical passion into your work.  There just might be a more profitable way to do it.

Here’s what I’d do:

  1. Find out where there IS a market in your area.  You want to “follow the money” and perform for the country clubs and resorts with high-paying clients.  Who are they?
  2. Talk to and/or survey these types of venues to find out what they’re looking for in entertainment.  What do they do now?  Do they want to host more events for their guests?
  3. Find out what’s important to them and what their goals are.  Then you’ll discover whether there’s a market there or not.  You also might discover that the market wants Disco Nights or Country Ho-downs, not Sinatra.
  4. Find out if anyone is offering anything like this in your market.  Do you have any competition?
  5. Brainstorm other ways to use your personal taste in music as a strength in your business.  For instance, is there a market for weddings that want this type of music?  Could you compete with the high end clients who hire big band musicians, but want versions by the real performers?
  6. Talk to some couples and survey them about their musical tastes and preferences.  Is anyone interested in a big band vibe at their wedding?
  7. Once you find out what your market wants (and doesn’t want), test out an offer before spending $$$.  Create a compelling offer and present it to your most likely country clubs and see who bites.  You might approach the same couples you’ve interviewed with a Part 2 survey where you present your 3 best ideas and ask them what they think.

I don’t know your local market, but my gut says that Sinatra nights performed at country clubs and venues isn’t enough to build a sustainable business.  But specializing in this type of music for weddings and events…well, that has some potential, if your market has the demand for it.

Definitely do some research first and proceed with caution.

What do you think about this idea?

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Stephanie Padovani

Stephanie is a Hudson Valley wedding insider, blogger, writer, and wedding business coach. Want to book more weddings at higher prices? Quit dealing with price shoppers? Transform your wedding business so that it supports the life you really want? Look her up! They don't call her the Wedding Business Cheerleader for nothing. :)

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3 thoughts on “7 Steps to a New Wedding Service That Doesn’t FLOP”

  1. DJ Staci says:

    To this DJ, I would also like to offer my wedding DJ consulting services. Contact me if you’re interested in learning how to give your wedding business a facelift, get in touch with today’s brides, and USE your experience rather than feeling like it’s a liability.

  2. Kenny Zail says:

    I like Stephanie’s answers.
    I won’t do any gig for free. It’s hard to convince a client to go from free to fee.
    Most directors and administrators of country clubs, resorts, and restaurants are going to in their 20’s to 40’s. Most will not be interested in a “Sinatra style” format because high-paying clients don’t necessarily mean older clients.

    1. Solon Z says:

      I disagree. I have been a professional singer for 20 years, performing since my 1st year of college. Sinatra music became a huge trend back then in the 90’s, then again some years ago when the FAMOUSLY popular HBO Show “Mad Men” started airing… And THEN Michael Buble started selling out Arenas with his renaissance of Sinatra style Big band music.. And last but not least, big celebrity and talented Mr. Seth McFarlane started performing everywhere with a Big Band performing Sinatra. So, You bet your bottom that this style of music has made a roaring come back, and it’s because modern music has become so over produced and crappy, that retro had no choice but to come back… Sorry, but its the truth. I predict a Beatles style of music making the next retro come back, in an attempt to help save a big time dying business of the world, modern music, lol…

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